“Us­ing Dig­i­tal Tech to Cre­ate Multi-Sen­sory Con­sumer Ex­pe­ri­ences to Strengthen Brand”

Business of Fashion - - Contents - Rosy N Sharma With in­puts from Gur­bir Singh Gu­lati

IM­AGES BoF talks to var­i­ous renowned brands and ac­cen­tu­ate some of their best so­cial me­dia cam­paigns hith­erto, that won them recog­ni­tion from con­sumers and com­peti­tors alike.

So­cial me­dia has shaped an en­tirely new paradigm in de­vel­op­ing cus­tomer en­gage­ment. This is es­pe­cially true in the case of the fash­ion re­tail in­dus­try where so­cial me­dia helps in ac­quir­ing and in­ter­act­ing with the cus­tomers in real time. IM­AGES BoF talks to var­i­ous renowned brands and share the cam­paigns that won them recog­ni­tion from con­sumers and com­peti­tors alike…

Of late, brands are ex­plor­ing means and medi­ums to en­gage with their cus­tomers as fre­quently and as in­no­va­tively as pos­si­ble. Among the many pop­u­lar medi­ums, so­cial me­dia is emerg­ing as the pre­ferred route to con­nect with con­sumers.

Last year for its Spring-Sum­mer cam­paign, Ted Baker launched ‘Keep­ing up with the Bak­ers’ – an eight-part sit­com that played out episod­i­cally over In­sta­gram. Users were en­cour­aged to come back daily to par­take in daily chal­lenges which were re­leased with each episode.

H&M’s ‘Close the Loop’ ad­ver­tise­ment is an­other ex­am­ple of the brand’s in­no­va­tive mar­ket­ing. With the aim of pro­mot­ing its mis­sion to make fash­ion more sus­tain­able, it cre­ated one of the most di­verse ads of all time. Fea­tur­ing plus-size model Tess Hol­l­i­day and Mus­lim model Mariah Idrissi the ad gar­nered a mas­sively pos­i­tive re­sponse for its cel­e­bra­tion of dif­fer­ent cul­tures in re­la­tion to fash­ion.

Sim­i­larly, La­coste launched a short film, ‘Time­less’ that take view­ers on a vis­ual jour­ney through its fash­ion past. La­coste has a long his­tory, hav­ing been founded in 1933 by ten­nis player René La­coste and An­dré Gil­lier. The brand uses a nar­ra­tive arc to tell the story of two star-crossed lovers who are pulled through mul­ti­ple decades in a sin­gle train jour­ney. Com­bin­ing nos­tal­gia, ur­gency, and in­trigue – it packs a lot into less than two min­utes.

The 2015’s ‘Bet­ter for It’ Nike cam­paign is one of the most mem­o­rable in re­cent years. De­pict­ing the in­ner thoughts of women dur­ing sport­ing ac­tiv­ity, it high­lights the cor­re­la­tion be­tween sport and self-es­teem, and clev­erly hints at how what we wear can also have a bear­ing. With a light-hearted but em­pow­er­ing tone, it suc­ceeded in en­gag­ing fe­male con­sumers.

Brands in In­dia

On the do­mes­tic front, Be­ing Hu­man Cloth­ing’s #5Y ears Of Be­ing Hu­man Cloth­ing an­niver­sary cam­paign was one of the most suc­cess­ful and in­no­va­tive ad­ver­tis­ing cam­paigns. The brand fea­tured Sal­man Khan and 8 un­sung he­roes from dis­tinct fields. The cam­paign was shot by the renowned pho­tog­ra­pher Prasad Naik and con­cep­tu­alised by the agency Pulp. #5YearsOfBe­ingHu­manCloth­ing cel­e­brated in­spi­ra­tions break­ing through so­ci­etal taboos

bring­ing in eight cru­sad­ing cham­pi­ons and their un­heard sto­ries. This ini­tia­tive by the brand stands for and be­lieves in be­ing brave, be­ing coura­geous and most of all, be­ing an awe­some hu­man.

Ku­nal Me­hta, VP Mar­ket­ing and Busi­ness De­vel­op­ment – Be­ing Hu­man Cloth­ing says, “Our motto is all about fash­ion that spreads love, care, share, hope, help and joy and to achieve these as­pects, we strive to get close to our con­sumers by un­der­stand­ing what they need and like. We be­lieve in set­ting trends that are young and trend­ing in the given sea­son. We, at Be­ing Hu­man Cloth­ing, have al­ways be­lieved in cus­tomer de­light and sat­is­fac­tion.

From af­ford­able pric­ing strat­egy to col­lab­o­ra­tions with re­lat­able brands

ev­ery­thing fo­cuses on pro­vid­ing ad­di­tional ben­e­fits to our cus­tomers.”

Ac­cord­ing to Neha Shah, AGM - Mar­ket­ing, Pepe Jeans, every in­no­va­tion in re­tail is now about de­sign­ing an ex­pe­ri­ence that’s re­mark­able and cre­ates value that keep bring­ing the “dis­cern­ing” cus­tomers back. Shop­pers are crit­i­cal in­flu­encers thanks to the in­cred­i­ble growth of so­cial me­dia net­works and mo­bile com­merce. To turn the “in­creas­ingly dig­i­tally con­nected” cus­tomer into a brand ad­vo­cate and to drive sales, re­tail­ers recog­nise the need to be five steps ahead at all times.

“For us at Pepe Jeans, in­no­va­tion is at the heart of ev­ery­thing that we do. In an en­deav­our to give the cus­tomer an op­por­tu­nity to be in­volved in the de­sign process and pro­vide a unique

re­tail ex­pe­ri­ence Pepe Jeans launched the first of its kind denim cus­tomi­sa­tion ser­vice – Pepe Jeans Cus­tom Stu­dio. Cus­tomi­sa­tion has al­ways been a huge trend in­ter­na­tion­ally, but we saw im­mense op­por­tu­nity in bring­ing this con­cept to In­dia,” she shares.

At Pepe Jeans Cus­tom Stu­dio, cus­tomers can walk into the stores and de­sign their own den­ims. They can choose from a va­ri­ety of studs, quirky badges, as well as dis­tress and rips ac­cord­ing to their pref­er­ences. With the laser func­tions, cus­tomers can also choose im­ages or text to get printed on their den­ims in just a few sec­onds.

This year, Pepe Jeans wanted to cre­ate a larger than life cam­paign as the brand launched its first ever In­dia’s brand am­bas­sador, Bol­ly­wood ac­tor Sid­harth Mal­ho­tra. With an aim to make this cam­paign a di­verse one, Pepe Jeans worked on a 360 de­gree mar­ket­ing plan to pub­li­cise the cam­paign across all plat­forms, es­pe­cially so­cial me­dia.

“The ob­vi­ous im­pact of In­ter­net is that we can have a much wider sales strat­egy, as off­line we are only

avail­able in Tier I and a few Tier II cities. The In­ter­net ex­pands our reach to cus­tomers in more re­mote ar­eas.

We have a big­ger mar­ket, as we can bring our brand iden­tity to the cus­tomers and can have a di­rect line of

com­mu­ni­ca­tions”

- Jacque­line Kapur,

Pres­i­dent, Aye­sha Ac­ces­sories

The me­dia event took place on March 7, 2018 at High Street Phoenix, Mum­bai with me­dia, fash­ion blog­gers and in­flu­encers all in at­ten­dance. Post the event, the cam­paign star­ring Sid­harth Mal­ho­tra went live on Pepe Jeans’ so­cial me­dia han­dles in­clud­ing Face­book, Twit­ter and In­sta­gram. This ac­tiv­ity along with im­ages from the event posted by blog­gers an­nounc­ing Sid­harth Mal­ho­tra as the face of the brand alone gar­nered a cu­mu­la­tive so­cial me­dia reach of 7.5 mil­lion across Pepe Jeans so­cial me­dia ac­counts Twit­ter, Face­book and In­sta­gram.

One of the most thought­ful pro­mo­tional ac­tiv­i­ties is the ‘Project Girl Power’, a spir­ited cam­paign ini­ti­ated by Aye­sha Ac­ces­sories to build a strong com­mu­nity of em­pow­ered dis­cern­ing young women. It’s a move­ment to in­spire in­de­pen­dence, con­fi­dence and bold­ness in women and girls, re­gard­less of their age, back­ground and the way they choose to ex­press their fem­i­nin­ity.

Every per­son who walks into an Aye­sha store re­ceives self-af­firm­ing mes­sages such as ‘Yes I Can’; ‘It’s Me Who De­cides’; and ‘Un­stop­pable’. It is com­mu­ni­cated through the brand’s store de­sign, brand­ing, so­cial me­dia, mar­ket­ing ma­te­rial, photo shoots and a spe­cial prod­uct line. The cam­paign has been ex­tremely pop­u­lar, hav­ing been widely recog­nised in print me­dia, so­cial me­dia and so­cial in­flu­encers. Tens of thou­sands of stick­ers have been given out al­ready and are be­ing proudly dis­played by Aye­sha Ac­ces­sories cus­tomers, sym­bol­is­ing their strong con­nec­tion with the Girl Power move­ment.

Dig­i­tal Com­mu­ni­ca­tion

Of late, so­cial me­dia has to­tally rev­o­lu­tionised the way brands have been pro­mot­ing them­selves.

“We have started fo­cus on so­cial me­dia by cre­at­ing rel­e­vant con­tent and pro­mot­ing to the right set of au­di­ence. In­flu­encer mar­ket­ing has also be­come a ma­jor wave in these times. We have col­lab­o­rated with a few top in­flu­encersto pro­mote our col­lec­tions.”- Asha Es­ther Jaik­is­han,Head of Mar­ket­ing, Nu­mero Uno

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