POUR FEMME is an Indian label. Which basically cater to women’s clothing footwear and Fashion Accessories. A couple of years ago they have started this label in 2013 end. Since then they have been growing with more than 100% yearly growth rate. They are known for their best quality clothing at affordable prices.
Let’s start the interview part with Ruchi Mehra published in Souranshi- Fashion and Lifestyle Magazine Voguish Edition February 2020.
Tell us about the origin and foundation of POUR FEMME.
In late 2013 when the E-commerce market has started growing in India we have noticed that the buyers were struggling to find good quality garments online and after spending hours if somebody finds a good design garment it price were too expensive. So we decided to launch our label and enter the E-commerce market. Since I was a student of Fashion designing we decided to start our clothing line.
What is the mission and vision statement of POUR FEMME?
The word “POUR FEMME” is a French word that means “For women” in English. The idea was to produce and provide something to women but later on, we decided to collaborate with third parties and now we have been successfully serving three main categories which include footwear, Bags, and Accessories.
Who is the mastermind behind the startup? Would you like to tell us about the owners/ founders?
In the beginning, we all worked hard to run the startup smoothly. So It’s a product of all of us Two sisters and one brother. However, as the business grows we manage different departments independently. My elder brother Mr. Ravi Mehra being a business consultant manage Sales and Marketing, and Accounts and Finance and make sure that the business grows with the desired growth rate. The Elder Sister Ms. Preeti Mehra Varshney Manage the Operations and Admin and Me as I am a Fashion Designer obviously handles the production and Designing.
Share the collection range available for clients.
As I have mentioned above that the main idea was to provide “Affordable Clothing” in the Indian Marketplace we kept our price range starting from Rs. 299/- to Rs. 5000/-
Who all are there in the designing team?
There are two other people in our designing team along with me who basically manage the final outcome however we keep hiring interns who help us to manage the miscellaneous task.
Where do you get the inspiration for the wonderful designs?
We basically kept the requirement of Indian Customers while finalizing the designs of our products. However, Finalizing a design includes a lot of things but the main factors which we keep in our mind are the “Price Sensitivity “. Whatever designs we got to final we make sure that it remains the affordable and in the range of tier two and tier three cities as well.
Do you also design the garment as per the requirement of the client?
As of now, we have been following 99%, Marketplace model. 99% of our business we get from the marketplace giants like Amazon, Flipkart, etc. However, since 2019 Mid we have started focusing on sales through our own E-Store Pour Femme. We have not decided to cater to getting into customized clothing. However, as we have entered into the Indian Ethnic wears in late 2019 we might opt for this segment as well but not in the short run.
Is there any particular age group or the section of society POUR FEMME cater to?
Yes, We focus on College goers and young corporate executives basically. The targeted age group is between 22 to 35.
Would you like to discuss the price range of the collection and yearly business turnover?
However, we have been started getting customer’s love since the very beginning of 2016 when one of our designs (Polka dot dress) got hit overnight but we have tasted the real success during the Big billion Day Sale of 2018 when we have sold around 3600 pcs in three days. Finally, the turnover of the business touch sky and reached 1.25 Cr for the Financial year ending 31 March 2019. Keeping the success continue during 2019 we have touched 1 Cr in the Quarter Ending Dec 2019 and hopefully the turnover this year cross 1.5 Cr
How do you overcome your weaknesses to pave a path for success?
My Brother says that
“There is No secret of success but the one who will survive will surely achieve it sooner or later”.
– Ravi Mehra
Adding to the above philosophy we focus on leering. As Indian E-commerce market is still growing rapidly. Every day we have to see phase challenges. We commit mistakes, We learn and We keep moving.
What is so unique about garment designs and the quality of your collection?
We focus on two things one is Price and another is Quality. One of our product which has been sold over 1 lac pieces so far still having around 3.7 star rating (More than 5500 reviews). We don’t believe in keeping designs unique but yes we focus on each and every little detail of the product. So that when the product of Rs. 299/- reaches to the customer it gives the feel of the same which a customer supposed to buy from a big brand.
How do you differentiate POUR FEMME from competitors in the industry?
There are mainly two types of competitors we see. One of those who offer affordable products and one those who offer good quality products but there is hardly a label available “Online” who is offering “Affordable Quality products” and that thing segregates us from our competitors.
Where do you want to see POUR FEMME 5 years down the line?
Our prime target is and will remain Indian E-commerce Marketplaces. We have been leading the “Women Clothing western wear – Shirts and Top – Shirts” Category for the past two years.
We have targeted to capture the women’s clothing category in the marketplace giant Amazon and Flipkart.