American Eagle Outfitters expects 30% of India revenue to come from e-commerce in next 3 years
American Eagle Outfitters predicts that 30 percent of its Indian revenue will come from e-commerce sales over the next three years. The brand has already launched a dedicated Indian e-commerce site.
After first entering the Indian market in June 2018, American Eagle Outfitters is already expecting almost a third of its sales to come from online purchases. "In India, we believe that the e-commerce channel will start contributing as much as 30 percent to our revenues in the next three years," the vice president of International and Business Development, American Eagle Outfitters, Guillermo La Rosa, told ET Retail.
Apart from its own dedicated e-commerce store, American Eagle Outfitters also retails its brand of casual wear from Flipkart’s online fashion platform Myntra. “Our strategy is ever changing and evolving just like our consumers,” explained La Rosa. “Because our target audience is in the range of 15-25 years old, we want to serve them wherever they want to be served."
American Eagle Outfitters retails in India under a licensing agreement with the Indian business Aditya Birla Fashion and Retail. So far, the brand has opened three brick-and-mortar stores in India and plans to reach a total of 25 stores over the next three years.
The brand has ambitious plans for its India business and La Rosa stated that the plan is for India to be among the brand’s top three markets outside the US I the next five years. Future stores will be smaller than their US counterparts at around 2,500-3,500 square feet.
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