Brand W Name of student course name Case Study: Arvinder Singh and Onkar Singh

Case Study: Brand W
NAME OF STUDENT
COURSE NAME

Contents
Introduction........................................................................................................... 2
Problem Statement................................................................................................ 2
Case Analysis......................................................................................................... 2
Recommendations................................................................................................. 4
Conclusion............................................................................................................. 4
References............................................................................................................. 5
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Introduction
In 2002, brand W was established by founders Arvinder Singh and Onkar Singh as they
anticipated scope in domestic Indian apparel retail market and they entered into Indian
middle class domestic segment under Brand W owned under TCNS Clothing company
limited. In 2008 they had 30 outlets which exceptionally extended into 250 outlets by 2017.
They offered contemporary fusion apparel and accessories for working women class and in
2018 Brand W was acknowledged as most admirable fashion brand. They became 1st
domestic Indian apparel brand to earn INR 11.5 bn in 2017 under four core brand such as
Weve, W, Wishful and Aurelia. TCNS’s core brand i.e. Brand W captured apparel market
worth INR 2970bn and currently offer extensive range of apparel through both online and
offline presence.
Problem Statement
As the consumer preference in India has begun to change Brand W decided to move ahead
from offline presence to omni-channel presence across multiple consumer touchpoints which
was obvious challenge due to intense competition from dominant online and e-commerce
brands. Other problem going to omni-channel strategy was slash in profit margins as over
online platforms consumers demanded heavy discounts. But main of all challenge in onmi-
channel presence was poor condition of delivery and integration issues between different
independent partners right from manufacturer, e-commerce platform, payment gateway to
logistics. Another problem that would be likely faced by W would be poor customer
experience due to issues in return delivery, shipping, product loss in transit etc. So before
moving to omni-channel Brand W needs to likely evaluate identified issues and insure proper
integration to be pursued to provide seamless experience for customers with consistency
across all channels.
Case Analysis
From brick and mortar to mobile apps, online shopping and marketing etc is not what
retailing was used to be as with emergence of internet, mobile technology, digital disruption
and much more the retail landscape and its approaches have changed. Now retailers offer
omni-channel presence to suit to wide retail mix and attitude of consumers (Zhang, Ren,
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