Womenswear brand Urbanic has undergone a rebranding exercise and aims to bolster its supply chain team in India. The business is also gearing up to launch a website dedicated to the Indian market.
“Our new identity focuses on creativity and inclusivity,” said Urbanic India’s head of marketing Rahul Dayama, Your Story reported. “While more refined, it still embodies the spirit of our deeply rooted original values.”
The brand previously targeted women aged 16 to 30 but has refined its target audience to women aged 18 to 35. Urbanic has also launched a new logo and visual identity to reflect this change in target customer base and its focus on expanding into the affordable premium segment of the market. This is a fast-growing product category in India which mirrors the increase in demand for branded fashion, especially in non-metro areas with increasing disposable income.
Urbanic’s new slogan, “We are because you are” focuses on its inclusive identity, Your Story reported. The brand’s upcoming India website will be designed to help Urbanic expand its direct-to-customer presence in the Indian market.
Urbanic launched in 2019 and has a retail presence in India, Brazil, and Mexico. The brand counts 20 million active users on its website and shopping app and plans to continue to expand its customer base across the three nations.
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