Business model innovation is core to our USP

Visual Merchandising and Retail Design|March 2020

Business model innovation is core to our USP
Launched by Ayushi Gudwani in 2016, FableStreet, a technology-enabled premium work wear brand, offering custom fits for women, recently raised INR 21 crore in Series A led by Fireside Ventures. The brand aims to utilize the newly raised funds to enter offline retail with new product categories, and adopting an omnichannel model. In a chat with VM&RD, Ayushi Gudwani, Founder and CEO, FableStreet shares how the brand plans to elevate in-store experience through retail touchpoints, what expectations they have from execution vendors and much more.
Mohit Manghani

Can you share a brief overview of FableStreet? What drove to its launch? What were the key market drivers?

FableStreet was launched with the vision of creating and delivering international quality work-wear designed to fit Indian body types at affordable price points. The brand provides timeless, versatile styles, tailored fits and functional details in luxury fabrics, keeping the professional sensibilities and comfort of working women across India and globally. After accumulating an invaluable data pool on the various types of body shapes, the brand devised a ‘Tailored Fit’ algorithm that requires just 3 body measurements (chest, waist and hip) along with height to extrapolate the remaining measurements with great accuracy.

Having registered a growth of 50% Q-o-Q, how do you view your success? What do you think has contributed majorly?

Brand USP - The real differentiator for our business is the experience of buying FableStreet backed with a great product (garment), tailored to your fit. We are the only brand, globally, which works with “My Style, Your Fit” concept where we offer custom fits, by just taking 3 body measurements online.

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March 2020