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Tag: American Swan

  • Ignitee bags American Swan’s Rs 200 million digital biz

    MUMBAI: Ignitee Digital Services has been awarded the digital mandate of global online and lifestyle brand American Swan. The digital agency will undertake to establish a strong digital footprint for American Swan in the growing Indian lifestyle and fashion segment.

    Ignitee has developed the corporate website for American Swan and will now manage the brand‘s social media campaigns and communication across assets including Facebook, Twitter, Pinterest and You Tube.

    Additionally, Ignitee will also manage the digital media planning and buying for the brand across platforms.

    Ignitee said that the size of the account is Rs 200 million.

    Ignitee Digital Services CEO Atul Hegde said, “The fashion and lifestyle segment in e-commerce has shown the largest growth this year, it‘s a crowded but very exciting space to be in. American Swan with its globally designed products is uniquely placed to leverage this booming trend online. Ignitee will put all its might in making American Swan among the premier fashion brand online.”

    The American Swan Lifestyle Company director and CEO Anurag Rajpal said, “The American Swan brand has been conceived and developed to be Aspirational, Accessible and Affordable. We aim for a differentiation through our brand proposition and positioning to offer affordable luxury to an aspiration-led audience that seeks international quality and fashion.

    “Going further, we want to give our customers the opportunities to interact and engage with the brand on the Digital and Social Media platforms. We want to bring our target audience closer to the brand through our digital activities and for this we have brought Ignitee Digital on board. Ignitee has been one of the key players in the digital marketing arena and their expertise and ingenious thinking will surely help the brand to reach its zenith.”

  • American Swan raises Rs 400 mn from Four Cross Media

    American Swan raises Rs 400 mn from Four Cross Media

    MUMBAI: American Swan Lifestyle Company, a fashion and apparel-led lifestyle company, has got an investment of Rs 400 million for its Indian business, from global digital media conglomerate Four Cross Media.

    American Swan has opened its doors to the e-tailing market with its online shopping site – AmericanSwan.com.

    The brand’s new shopping portal will offer customers a range of products spanning categories such as Men’s and Women’s apparel, footwear, accessories, beauty, home and living products.

    The American Swan Lifestyle Company (TASLC) director and CEO Anurag Rajpal said, “As consumers in India look for global designs and standards with affordable pricing and the convenience of a click, American Swan expects to garner a significant share of the apparel and lifestyle market.”

    "The American Swan brand has been conceived and developed to be aspirational, accessible and affordable. We aim for a differentiation through our brand proposition and positioning to offer affordable luxury to an aspiration-led audience that seeks international quality and fashion. Our product detailing, packaging and fulfillment is at par with the international standards,” Rajpal added.

    The Fashion and Lifestyle segment in India, estimated at 17 per cent of the total retail market, is worth over $60 billion reported in a PwC research. Growing at a compound annual growth rate (CAGR) of 15 per cent to 20 per cent, this is estimated to grow to over $90 billion in 2015.

    According to the company, the Indian urban consumer is actively seeking and purchasing branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches and Jewellery. Similar growth is visible in e-tailing and American Swan will be pioneering an active mix of the brick-n-click formats by opening itself to both online and retail distribution networks.

    Four Cross Media co-founder and managing director Asia Puneet Johar said, “With American Swan we are focused towards building an aspirational lifestyle brand. Our focus is to build compelling consumer engagement using digital media as that is a space we understand and are confident about.”