Revolutionizing NEO-India's Fashion Retail

With a mission to make aspirations affordable for the full family, Easybuy has successfully met the fashion needs of Neo-India. The fastest growing value retailer is poised to cross the milestone of fastest 100 stores by 2020.

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Quality fashion at great value never disappoints, and if delivered consistently, it often wins big. In 2014, when the Landmark Group launched its first pilot store at Karim Nagar, as part of its value retail arm Easybuy, with a simple strategy aspirational fashion, great prices, and high quality - it hit the right chord with the value-conscious Indian market, the Neo-India.

Landmark Group, Dubai, which operates 2400 stores in 22 countries having retail formats like Lifestyle, Max, SPAR, Home centre, etc launched Easybuy, a value fashion format crafted specifically for Neo-India. Easybuy, within four years of full operational roll out in 2015, is looking at reaching a new milestone of fastest 100 stores by a value fashion retailer in the country.

The journey from single store to soon-to-be century has several spotlights that have made Easybuy the fastest growing value fashion retailer. Some of its key value propositions like ‘super style at super price’ which offers more than 1,000 styles from Rs 69-699, strategic pricing which is nearly 25% lesser than the competitors in value fashion segment and launch of fresh collections every two months have helped the brand rapidly build scale than most of its recent competitors.

Speaking about the fashion demands of aspirational customers, Anand Aiyer, Senior VP and Business Head, Easybuy, says, “Our vision is to make aspirations affordable for Neo-India, which aspires to access great fashion given the exposure to international trends, trends from movies and OTT platforms, but their expectation is that their favorite fashion has to come at prices they would love as well. And, this is exactly what Easybuy provides- super styles at super prices.”

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