Product details

Millennials with the spending power of USD2.45 trillion were increasingly flocking to online direct-to-consumer (D2C) retailers, shunning brick-and-mortar clothing chains for their basic clothing items - T-shirts and trousers. The young consumers were drawn towards online retailers for deals and superior service. Besides, they appreciated and acknowledged the retailers who adopted fair business practices. Analysts observed that the traditional retailers were stuck with infrastructure, both from a manufacturing and a distribution standpoint. Moreover, these online D2C retailers were differentiating themselves emphasising on creating value and enhancing customer experience. Within two years of inception, the Hong Kong-based online D2C fashion retailer Grana was evolving into a fashion brand to reckon, with a unique business model emphasising on quality and lower price and set to disrupt the online fashion business. After having secured funds from several investors, Grana aimed to scale the operations and expand its services to over 200 markets / countries by 2020, building on the efficiencies. Moreover, Grana was expected to be profitable by 2017. With online clothing sales estimated to grow to 30% by 2030, from the 5% currently obtaining, analysts were wondering whether Grana would be able to continue to attract investors and scale its potential to revolutionise the fashion business.