HT Media: “With the evolution of social commerce, consumers now expect each content channel to be self-contained,” says Fabindia’s Dipali Patwa.

The fashion brand understands the relevance of localized micro-talent in connecting the brand to the audience, collaborating with local influencers to communicate its messages to people.

For leading fashion brand Fabindia, marketing communication has always been about telling the brand’s story. While community marketing is at the core of its business, Fabindia believes that immersive customer experience will drive retail in the future.

“The experience must go beyond the product so that customers have more reasons to visit physical stores. Services will play an important role, as will product-focused engagements and demos,” says Dipali Patwa, Head of Brand and Community, Fabindia.

With the growing popularity of direct-to-consumer (D2C) brands, Fabindia also continues to advance its digital presence to meet ever-changing customer shopping preferences. The brand intends to develop its sales via its website and mobile application. Fabindia has five million followers spread across her various social media accounts.

“We intend to increase brand awareness through an active, forward-thinking digital strategy, focused on engaging with a younger, more digitally savvy customer base. Our digital strategy is strongly complemented by product innovation,” says Patwa.

Fabindia also plans to evolve beyond traditional brick-and-mortar retail by focusing on the experiential aspects of shopping, through its “experience centers” which house product and service offerings under one banner. . The brand wants to improve the in-store experience by using the latest technologies and leveraging CRM.

“Our physical and digital capabilities have helped us create a seamless and integrated omnichannel ecosystem, with a strong focus on personalization, digital experience and a robust supply chain network. Interior design studios will come to life digitally,” Patwa informs.

As part of the experiential marketing strategy, Fabindia launched Fabcafe which echoes the brand philosophy of “Healthy Conscious Living”. Fabcafe offers a nutritious and contemporary menu that showcases India’s diverse cuisines.

Take advantage of personalized communication tools

A single referral can have a much bigger impact in today’s hyper-connected world, leading to word-of-mouth (WOM) marketing strategies to capitalize on the opportunity.

“New digital tools and platforms, combined with powerful data analytics, have also enabled us to engage directly with customers. All of this helps to improve the shopping experience and we get valuable data at every point of purchase,” says Patwa.

Speaking about the importance of social media, be it Facebook, Twitter, Instagram, Pinterest, etc., she says, “If done effectively, social media-focused engagement efforts can help build brand loyalty and drive D2C sales. The social influence of individuals can now be measured and assessed by the number of friends or followers they have, the likelihood that their social network will repost a message (their reach) and the likelihood that those who receive the message will become clients. -empower individuals and monetize their social equity through analytics,” says Patwa.

In addition to understanding and speaking to audiences, Fabindia’s branded content strategy considers various types of content and formats for different goals and objectives, and builds engagement with the community. The brand has a precise content structure in place to ensure scale and quality.

“The days of using social media to drive traffic to your website are over. The evolution of social commerce means that consumers now expect each content channel to be self-contained, working with a content that is independent and complementary to other platforms,” says Patwa.

Today, Fabindia collaborates with local influencers to communicate its messages to the public. He understands the relevance of localized micro-talent in connecting the brand to the audience, which is essential for growth.

“We are working on integrating our influencer content into the brand content platform. We work with influencers who have great personal style. We execute this through our social media handles and create an e- mail as well as a social media campaign around it. As a result, it motivates the influencer and becomes a real partnership. We found it to be quite successful and much more collaborative,” says Patwa.

Speaking of the broader media mix strategy, Patwa mentioned that print media allows brands to direct marketing spend to their target audience, while creating relevant and engaging content. “Print media also allows for the integration of print and digital campaigns to maximize results. Over the years we have found that print has consistently driven traffic for us and now with the power of digital integration at 360 degrees, we expect it will only get better and better,” she says.

An ode to Indian craftsmanship

Fabindia is a multi-category store brand, with a unique ethnic and artisanal positioning in the fashion, lifestyle, home decor and personal care categories. Founded in 1960, the brand is built on a heritage and a craft tradition. As of September 30, 2021, Fabindia operates 309 retail stores in India and 11 international stores.

Recently, the brand launched the “Kala Kapda Karigar” campaign, paying homage to Indian craftsmanship. ‘Kala’ explains how the brand preserves and enhances centuries-old craftsmanship, while keeping the contemporary consumer in mind. ‘Kapda’ is about fabrics steeped in artisan craftsmanship, designed to embrace everyday life with Fabindia. ‘Karigar’ is about artisans, who are the backbone of Fabindia.

“Last year we launched FabNu, to meet the fashion needs of ‘modern India’. Underscored by the mottos of ‘CelebrateYou’ and ‘Unapologetically You’, the launch aimed to offer clothes that embody the woman of today,” says Patwa.

“This year we launched a more elaborate ‘Kala Kapda Karigar’ collection to celebrate the traditional boldness and indigenous simplicity of timeless techniques, like chikankari, block prints, etc. These cultural imprints and artisanal sensibilities come to life in impeccable wardrobe choices for every occasion.”

In the second quarter, the brand will focus on a summer wedding collection that celebrates intimate family gatherings and cultural events surrounded by family, friends and well-wishers. Later in the year, the collection will be a presentation of dynamic ensembles fusing modern and traditional aesthetics, which will personify the cosmopolitan spirit of the modern Indian.

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