Apr 16: Reliance Retail’s premium fashion and lifestyle brand AZORTE has announced the launch of its youth line AZ by AZORTE as part of a broader strategy to drive scalable growth, expand market share and strengthen its position in India’s premium high-street fashion segment.
The introduction of AZ by AZORTE marks a targeted move to capture the prospering Gen Z consumer segment, which has an ever-evolving demand for premium fashion. AZ is designed to enhance the customer shopping experience through value creation and a sharp price proposition, given its differentiated product assortment, such as polka dots, jerseys, skirts, leather boots and more.
Combining design innovation and a targeted customer approach, AZ showcases an array of products that include reimagined classics and minimal staples. Having technological in-store formats and curated merchandising, the business aims to optimise its productivity across departments.
Foraying into key metros and Tier 1 cities, AZORTE reinforces its diversifying business and strengthens its omni-channel presence, with a strong emphasis on physical retail. The brand is currently present pan-India with 10 neostores in cities like Mumbai, Bangalore, Hyderabad, Delhi, Chennai & Pune, among others.
“Emerging as a strong contender in India’s fashion high-street segment, combining global fashion sensibilities has always been at the apex of our business for our consumers. With a clear roadmap to scale and achieve strong consumer relatability, we see AZ by AZORTE opening new avenues of shopping for this generation. We are excited to continue to build the brand and make it as robust a business as we have always imagined it to be.” commented Nitin Sehgal, CEO, AZORTE, Reliance Retail.
