Women’s fashion revolves around an intricate combination of styles, trends, comfort, and impeccable fit. The pursuit of the perfect fashion piece is a testament to how discerning women are in their choices. To cater to this dynamic category, a brand must seamlessly navigate through diverse touchpoints and meet multifaceted demands.
UPTOWNIE a brand launched by two very passionate fashion enthusiast sisters – Priyanka and Shivani Agarwal – is one such women-centric fashion brand, that resonates deeply with the fashion-conscious women of today. Having personally experienced the challenges of choosing and buying Western fashion for Indian women, the duo created a go-to space that is admired and trusted by women.
Operating within the fast fashion domain since 2015, UPTOWNIE crafts fashion wear for women aged 16 to 40. The brand’s unique selling point lies in its dedication to crafting a tailored experience for Indian women – considering their body types and preferences. Positioned as a Western brand thoughtfully customized for Indian sensibilities, UPTOWNIE’s meticulously developed size chart seamlessly caters to Indian women, eclipsing even the international standards upheld by bigger foreign counterparts.
“Our brand is completely aligned to empower Indian women with affordable and fuss-free clothing that complements their body type and physicality.” Says Priyanka.
A vibrant array of bright colors characterizes the brand’s products, a feature particularly loved by Indian women. Remarkably, UPTOWNIE has maintained profitability since its inception, achieving this milestone without external funding. Its lively vibe has upped its aspirational value and it has built a vibrant connection with even the Gen Z audience.
It’s not just about manufacturing the best fashion wear getting the nuts and bolts of the business is equally vital
After 8 years of extensive experience working in the fashion industry, and churning out over 10,000 unique designs UPTOWNIE has today evolved to be the go-to hub for Western wear catering to Indian women.
UPTOWNIE’s realm of transformation, the co-ord range truly steals the show. The brand showcases various colors, styles, cuts, and finishes. From breezy linens to comfy cottons, they’ve got it all covered. Ombre sets and pleated wonders add a touch of artistry, while joggers and co-ord shorts bring versatility. Crop tops are in high demand, offering various finishes and attractive cuts. The mix-and-match options expand with pants and skirts. The collection extends to cool jumpsuits, cozy hoodies, and timeless types of denim, creating effortlessly stylish ensembles that capture the brand’s essence.
Emphasizing the brand’s strengths Priyanka says,” We are fast fashion manufacturers ourselves so we have created a very strong supply chain to deliver fashion trends faster to market shelves. Plus we are also able to control pricing and keep it really tempting.”
This evolution has been integral in transforming the brand into a streamlined force, enabling it to bring to every woman, affordable and fuss-free clothing.
Strengthening the digital presence but working towards an offline presence too
UPTOWNIE, the fashion clothing brand, has crafted a captivating presence through its dynamic online E-commerce platform and its vibrant Instagram page. These avenues have empowered the brand to seamlessly showcase and market its collection to style-conscious women who want to look good without sacrificing a stitch of comfort.
The brand has carved out a significant digital market share, the brand’s visionary founders however acknowledge that a sizable audience still craves that tactile experience, the touch and feel that only physical stores can offer. With this in mind, UPTOWNIE is earnestly exploring brand extensions, and contemplating a venture into brick-and-mortar stores. The objective is to provide an immersive, palpable brand encounter – a journey beyond screens.
With an eye on the future, UPTOWNIE is channeling its energies into key product categories, particularly focusing on its bottoms section and also embarking on a journey into kids’ fashion. This strategic expansion complemented by high-profile collaborations, celebrity endorsements, and growth-focused initiatives will see it set itself up for a phase of exceptional growth.
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