In a fashion industry characterized by the rapid shift in trends and a plethora of options for customers, creating a brand that will remain relevant over time cannot be based on introducing products only. For Femi9byas Retail LLP, it is all about getting to know women, connecting with their community and providing fashion options which would not involve any trade-offs between quality and comfort.
Started by Subah Dixit in 2016, Femi9byas was initially nothing more than a student project aimed at earning some extra money on the side. This modest goal, however, gave rise to a prospering business. The willingness to do everything herself helped the founder to establish the way the company functioned in its early days: product selection, packaging, order delivery, everything was done personally by Subah Dixit.
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Growth for the brand came at a time when there were certain changes taking place in the retail and e-commerce world of India. The demonetization era saw Femi9byas making its presence felt. The other important phase came amid the coronavirus pandemic when customers were becoming more inclined towards online shopping. This period did pose certain challenges for the brand but also underlined the need for an enterprise that could meet the new customer demands.
The uniqueness of Dixit’s story lies in the fact that while working on building her brand, she was also working hard to become a Chartered Accountant. She became a Chartered Accountant in 2021 but then opted for a non-traditional career route by dedicating herself wholly to the business that she had founded.
Less than a decade old but already having gained momentum, Femi9byas has transformed into a fashion brand made by women, for women, which combines style, comfort and affordability. The company offers fashion products ranging from clothes to footwear, targeting designs that blend well in the life of modern women. While the fashion market is trend-focused, Femi9byas makes sure to combine what its customers want and what they expect from the purchase.
The key element in the success of Femi9byas is its community-based model. Femi9byas has grown thanks to the emphasis on customers and their trust and confidence, while digital technology plays an important role in the development of a fashion discovery and purchasing experience that is convenient for everyone.
For Dixit, there is another tale of choosing the entrepreneurial route even when she had the option of pursuing a less uncertain career route. From being a student entrepreneur to becoming a Chartered Accountant and ultimately becoming a full-time fashion entrepreneur, it demonstrates the kind of fortitude needed to construct a consumer brand over a period of time.
For Femi9byas, as the brand looks ahead, it still continues to focus on the same ideals that have guided the course of the brand ever since it was created back in 2016, and these ideals consist of accessible fashion, trust among customers, and a strong sense of community.
