THE GAME CHANGERS

Customer experience, omnichannel touch-points, AI-based technology and more: Success mantras of D2C Founders who disrupted the Indian retail industry

- VAISHNAVI GUPTA AND ARITRA GHOSH

Urbanic

FASHION BUFF

London-based brand Urbanic has been redefining affordable premium fashion in developing markets by leveraging technology and D2C strategies to captivate fashion-conscious digital consumers in India and beyond.

Urbanic, a London-based fashion brand, has quickly become a frontrunner in the fashion and apparel industry, revolutionizing the way consumers engage with fashion. Founded in 2019 by James Wellwood, the brand set out on a mission to bring creativity and technology to emerging markets consumers with the best fashion. The brand operates mainly through its D2C online channel, catering to the fashion-conscious digital consumers in India and other developing markets.

“We are targeting the affordable premium fashion business in the world’s developing markets. India is one of our core markets, where we launched back in 2019. And our target group is fashion-conscious rising digital consumers in India.” says James Wellwood, Co-Founder, Urbanic

EMBRACING TECHNOLOGY

Urbanic’s success and progress are driven by its adept use of technology - from trend analysis and forecasting to optimizing the supply chain and inventory planning, the brand efficiently leverages technology. The brand has employed Artificial General Intelligence (AGI) to enhance design and creativity, leading to AI-generated content that captures the essence of Urbanic’s vision. Additionally, AI and machine learning have been integrated into the supply chain, enabling digitalization and accurate inventory forecasting. Moreover, AI-powered 3D modeling has transformed garment design and modeling, further enhancing the brand’s innovation.

CHARTING SUCCESS D2C STRATEGIES