The client was looking to venture into fashion and wanted to create a women's fashion brand that could take on the likes of existing Indian players such as Allen Solly in the Indian Market. The client strongly believed that young women in India experimented far more than men and India lacked brands that could offer them wholistic fashion. Our assignment was to create the elements of the brand and market it to reach the customers. We were working on an extremely low budget as the client wanted to see the market response before pumping in more money.

After studying the market we narrowed down on Kolkata for launch. Kolkata provided us better exposure to the target segment with a high number of aspirers who wanted to break free from societal norms and build their own identity.

Working on the product line, we realized that brands in the market rarely offered apparel with other accessories such as jewelry, shoes, and bags that could complement each other and we decided to launch our product line as a combination of them to fill the market gap. We specifically avoided imitations and regular footwear and focussed on creating complimentary accessories for office and parties with pearls, leather boots, and sandals.

The store had to be located amidst its competitors for rightful positioning and the first outlet was rented at City Center Mall, Newtown. We wanted to be placed at a price point where customers looked at us as a premium brand but also considered as an alternative to their existing brands. We priced our products at a 25 percent discount when compared with other brands in the segment.

Since we were targeting young women who challenged the status quo, our marketing pitch had to align with it. We tagged the brand with “ for women who are born leaders and trendsetters “to identify with our target segment. A photoshoot was arranged with freelancers to build the brand story for promotions through digital channels such as YouTube and Instagram. Boards were placed around the mall and discount coupons were provided to partners such as saloons and gyms for initial customer mobilization. The store was launched with required promotions on EID to get maximum exposure.

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