Giving a perfect fit

FableStreet (FS), a product-oriented, R&D backed, e-commerce brand that provides tailor-fit western professional wear for women, claims to have created quite a stir amongst the corporate world, procuring first round of funding and getting accolades for the “made to order” brand philosophy.

Using premium quality fabrics and a three-body measurement algorithm, the brand claims each product is made-to-order and personally curated to fit every body type.

A brainchild of Ayushi Gudwani, an IIM Calcutta alumnus, who has personally curated the ‘Tailor Fit’ algorithm.

With aggressive growth plans FableStreet claims to have already achieved minimum exchange/ returns and higher profit margins vis a vis competitors since it's custom made and they don’t hold inventory.

As founder and CEO Gudwani says, “We are primarily selling online via our website –  We have a strong customer base within India and internationally in countries like the US, Australia, UK, Dubai and Singapore. We get new customers via significant word of mouth and online advertising.”

The company is looking to introduce a studio in Delhi and many popups in different cities given excessive demand and consumer requests.

“We are launching our Experience Studio in Delhi in next two months and plan to add more categories such as accessories. We will push our international growth as well,” she adds.

The core target segment is professional women across all industries - be it in formals or semi-formals. “Interestingly, our ‘tailored fit option with 3 measurements’ has garnered a significant base across all women.  Our core focus is quality and we avoid competing for consumers and brands, who are looking for cheap quality at any prices. Our focus is to offer great fit and quality and reasonable prices - affordable luxury,” she says.

With a unique value proposition - style, quality and tailored fit in one product, Gudwani claims her’s is the only brand, globally offering “Our Style, Your Fit”.

The market for western work-wear for women in India is huge, she argues. “The last stats indicate it to be more than Rs 10,000 crore. Our objective is to attain a significant chunk of the organized market in years to come. We have a standout value proposition and unique product which caters to all needs of Indian women.”