Arvind Internet Limited (AIL), the online arm of the textile manufacturer and retailer Arvind Ltd, has officially forayed into e-commerce by launching an online clothing brand Creyate that offers customizable clothing to consumers. Creyate's Focus on Customization Arvind Ltd executive director Kulin Lalbhai mentions that Creyate is the first among several AIL initiatives and it will be part of a larger e-commerce launch they plan to do by the beginning of next fiscal. However, he declined to disclose more details on this. Creyate currently offers men's apparel like shirts, suits, jeans and chinos and women's apparel like shirts & jeans with more categories being added shortly. The site currently targets the premium segment wherein the shirts start at Rs 2,000 and go up to Rs 20,000 while Suits start at Rs 15,000 and go up to Rs 1 lakh. However, what's interesting here is the level of customization provided to the consumers. One can choose an existing product on the site and change any part of the garment to suit their preferences. For instance, users can opt for a different fabric, collar, collar style, sleeve, cuff, pocket and button among others. They can also choose a monogram like their name or initials embroidered at select places on the garment. The company mentions that this customization feature is available across most of its products except for select designer wear that will only offer personalization features like including name or initials on the garment. Online 3D customization studio: Alternatively, users can also design their own apparel from scratch using the 3D customization studio on the site…
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