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612 League to take its virtual try-on concept to all EBOs

By Satarupa Chakraborty | September 21, 2018

With a plan to almost double up their retail touchpoints in next 3 years, Indian infant and kids wear brand 612 League will soon take their in-store virtual try-on concept, 612 Wonder Store, to their existing and future stores. Currently, this digital interface, which was developed by Wifintech, is available at 6 EBOs of the brand.

Second largest Indian kids wear brand, 612 League will take their 612 Wonder Store concept, which is an in-store digital interface for virtual trial, to all of their existing and future EBOs. The concept, which was developed by Wifintech, is currently available at 6 of their out of 20 EBOs. The brand, with over 565 POS including LFSs and standalone stores, is targeting 1000 POS in next 3 years, taking their EBO count to 50.

In an exclusive chat with Retail4Growth, Manu Indrayan, Co-founder and CEO, 612 League, shared, “612 Wonder Store is a unique concept and was introduced with the aim to connect with our young shoppers directly. It’s our version of a digital dressing room, where a kid can virtually try our merchandises with some hand motion. Bringing digital and breaking the barrier of particular locations is the need of the hour for any retailer today. We will soon bring other omni-channel possibilities to build more integration and connectivity.”

On LFS retailing challenges, Indrayan added, “About 65-70% of kids wear category is non-uniform, out of which only 12-15% amounts to organised brands. The retail fragmentation is huge in India and it’s quite challenging even for a big retailer to manage national rollout. And majority of our retail presence still lies with large format entities. I am happy that the situation is changing now and big- and mid-level retailers are doing it pretty well.”

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