India-headquartered Lulu & Sky is a rapidly escalating brand with the quality of premier fashion collections. It is an e-commerce site featuring big cap of trend pieces for women. Creative director Tina Antoniades talks about expanding its product categories.
What is your brand's mission?
Our mission is to give customers the best experience, beginning with the quality of our products to design, pricing and customer service. Customers are our priority.
A lot of e-fashion brands have come into the market recently. How does Lulu & Sky ensure that it stands out from a marketing and communications point of view?
Our products speak for themselves. Our shoot photography and message stand out.
Which products are available on the website and what new can be expected?
We are always adding new categories. Sunglasses have been a huge success as well as bags and shoes.
What percentage of your sales is through brick and mortar and what through e-marketplace?
Most of our revenue is from online.
What are the major trends dominating the clothing and accessory line for women?
Right now we are in the midst of transition. We upload new trends and products daily. We feel strongly about everything that we upload and think that we are leaders in the trends.
How has your growth story been?
Our performance is great and so is our consumer satisfaction. We are growing rapidly.
What is the return rate at Lulu & Sky? What percentage of the returned product is resold?
Our return rate is very low. We give a lot of information on sizing and provide quality photos so customers really know what to expect.
Which are your best selling products?
All our products sell well.
Discounts are largely to be blamed for cutting into a company's revenues, but the consumer has dug its teeth into it. Do you think a non-discount policy will ever work? What is your take on this whole debate?
We feel the customer must always be happy and we strive to exceed their expectations.
Are Indian consumers into online shopping just because of discounts? How many sales and discounts do you offer every year?
No, they shop with us as we constantly deliver global trends and we are on the game all the time.
Where do you source your products from?
We source our products from across the globe.
What are the top eight qualities that a vendor must possess to be a Lulu & Sky supplier?
Vendors must supply quality fabric, good fit, reliability in delivery, workmanship and good detailing.
On what basis do you work - is it on consignment or any other?
Nothing is on consignment.
What makes women entrepreneurs different in a very competitive business world largely dominated by men?
Today, the world is equally dominated by women as it is by men.(RR)
Published on: 21/08/2018
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
