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Brand W Case.PDF W18432 BRAND W STRATEGIZING FOR... DOC PREVIEW

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Nova Southeastern University • MKT • Misc • icarrascogarcia • 11/11/2020 • 100% 1 View full document

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BRAND W: STRATEGIZING FOR OMNI-CHANNEL RETAIL1

Jones Mathew, Banasree Dey, and Sandeep Puri wrote this case solely to provide material for class discussion. The authors do not
intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names
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In March 2018, the India Fashion Forum recognized the brand W as the most admired fashion brand of the
year.2 The W brand was owned by New Delhi–based TCNS Clothing Company Limited (TCNS). In 2017,
TCNS became the first home-grown Indian apparel company to earn ₹3 11.5 billion.
4 The company achieved

this with its four brands: Weve, W, Wishful, and Aurelia. This achievement was driven to a large extent by
the phenomenal growth of TCNS’s main brand, W, in a fashion apparel retail market worth ₹2,970 billion.
5

Brand Whiskey Inspired by this success, W had been expanding its retail presence in the country, and had ambitions of
W.docx and… opening 100 stores every year across India. The company had been building its online presence through a
세8 세5 company website and online marketplaces. 6 Targeting modern Indian women with a need for contemporary

designs that combined Western and Indian styles, the brand had clearly captured the interest of many.

However, W operated in a changing retail environment, where both retail giants and online brands had been
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struggling with their returns. The company realized that it would not suffice to simply add channels, and it
recognized omni-channel retailing as the way forward. 7 Omni-channel retail was a business strategy that

enhanced customer experience, business performance, retail sales, and loyalty. It aimed to integrate all
Related Q&A channels of a business to make it possible for both customers and salespeople to enjoy an optimally
functional range of sales capabilities.
8 However, Anant Daga, chief executive officer (CEO) of TCNS, was

aware that adopting an omni-channel approach came with its share of challenges like price discounts.
9 He

Mathew, J., Dey, B., & Puri, needed to find a way to seamlessly manage customer interactions across multiple touchpoints, manage a
S. 2018 . Brand W Strategizing
complex supply chain, and achieve product and messaging consistency across channels. Further, he had to
for Omni-Channel retail Why
determine how an offline-dominant brand such as W should traverse the journey from traditional to multi-
channel to omni-channel retailing. In the competitive branded women’s apparel market, could W sustain
might an omnichannel strategy…
its foothold? Would an omni-channel strategy help W build a strong base of loyal customers?
Q&A

Why might an omnichannel

strategy be the most
appropriate for Brand W? What
are the benefits and risks of…

Q&A

Brand W Strategizing for omni-

channel retail . Why might an
omni channel strategy be the
most appropriate for Brand W?…

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