Has Urbanic truly lived up to its promises as a brand or is it just a mere contender trying to fill the void left by its predecessor Shein?
Photo: Urbanic London Campaign
London's fast fashion brand Urbanic, made its debut in the Indian market in 2019. However, it was only after the exit of Shein from India that Urbanic's growth accelerated, positioning itself as an alternative to the ousted Chinese giant. With the announcement of a $50 million investment in the Indian market in August 2023, Urbanic seems poised for further expansion.
The Rise and Fall of Shein
Shein, once a dominant force in India's fast fashion market, faced a major setback in 2020 when it was banned in India due to data security concerns and its alleged involvement in promoting unethical practices. This left a significant vacuum in the Indian fast fashion market, prompting consumers to seek alternatives.
Urbanic's Entrance
Urbanic, seizing this opportunity, swiftly positioned itself as a replacement for Shein. Its timing and shrewd marketing efforts successfully tapped into the void left by Shein as it met with the eagerness from consumers looking for an alternative. However, is it merely riding on the coattails of Shein's success, or has it truly lived up to its promises as a brand?
With its London origins and promises of trendy and affordable fashion, Urbanic established itself as a viable option for the fashion-forward Indian shoppers. The brand's marketing strategies and product offerings were reminiscent of Shein, leading many to draw comparisons between the two.
Shein was infamous for its low-quality products and unsustainable fast fashion practices. Urbanic must now prove that it stands apart in terms of product quality, durability, and ethical production. Are their clothes made to last, or do they fall into the trap of disposable fashion? Transparency in supply chains, fair labor practices, and environmentally conscious efforts are crucial aspects that forms a brand's foundational identity in the market.
Urbanic's Expansion
The announcement of a $50 million investment in the Indian market by Urbanic's co-founder, James Wellwood, signals that the brand is experiencing an upward trajectory in it's profit in India. This significant investment underscores Urbanic's confidence in the Indian market and its aspiration to expand its reach. The brand's proactive approach towards expansion reflects its ambition to emerge as a dominant player in the fast fashion segment in India.
Urbanic currently sells through its D2C application and website in India. The brand's independent platform has gained recognition among Generation Z in urban centers in India, with social media channels contributing significantly to Urbanic's platform traffic, especially Instagram and Facebook. Urbanic has also collaborated with major e-commerce platforms like Flipkart and Myntra, showcasing a comprehensive approach to market expansion.
Urbanic has experienced a noticeable increase in traffic on its independent platform, with monthly visits reaching 4.87 million, indicating growing brand awareness and consumer recognition. Urbanic has experienced a 100% year-on-year growth in revenue, with its revenue standing at USD 400 million in FY 2022.
Urbanic's expansion in India has been marked by substantial investment, a strategic focus on e- commerce expansion, and positive statistical data reflecting the brand's growing influence in the Indian fashion market. The brand's journey from filling the void left by Shein to creating its own niche, is a testament to the dynamism of the fast fashion sector and the adaptability of brands in response to market shifts. As consumers eagerly embrace this supposed successor, the true test for Urbanic lies in its ability to sustain and build upon its initial momentum, solidifying its role as a significant player in India's fast fashion market.
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