Brand W: Strategizing for Omni-Channel Retail
TCNS Clothing Company Limited (TCNS), the owner of women's fusion-wear brands W, Weve, Aurelia, and Wishful, had built up a strong retail brand presence in India since its founding in 2002. By 2017, its product innovation, proactive customer need fulfillment, and extensive retail reach had enabled it to grow into a 11.5 billion company. The W brand had been building its online presence, but this was still contributing only single-digit shares to sales. Faced with issues of declining loyalty and increasing expectations of digitally influenced consumers, retailers in India were moving toward omni-channel strategies. In early 2018, this seemed to have become an imperative for W as well. Was it now time for W to pursue an omni-channel retail strategy to offer its customers an unbeatable experience? An infusion of funds from two major investors had given the company significant financial muscle to pursue aggressive marketing. Yet, the challenges of going omni-channel were considerable. How should W proceed? Jones Mathew is affiliated with Great Lakes Institute of Management. Banasree Dey is affiliated with Jaipuria Institute of Management. Sandeep Puri is affiliated with Asian Institute of Management.