ABOUT THE COMPANY & CHALLENGE
Amidst thousands of e-commerce entities, only a few thrive due to effective differentiation, showcasing the importance of a unique niche.
Survival signifies a robust business model and marketing strategy. In 2019, the renowned Indian actor Radhika Apte collaborated with IS.U, a rapidly growing fashion brand, to unveil her own clothing line. A reflection of her global fashion sense, the collection resonated with sophisticated yet chic tastes in India.
With around 120 million online shoppers, India is witnessing continuous growth, as per a Times of India report. Amidst the plethora of e-commerce companies, only a handful endure, underscoring the significance of differentiation and niche creation.
The survivors attribute their success to solid business models and marketing strategies. Notably, in 2019, acclaimed Indian actor Radhika Apte partnered with the rapidly growing fashion brand IS.U to introduce her clothing line. Tailored for sophisticated fashion enthusiasts in India, the collection mirrored Apte's globally appreciated style.
Launching Radhika Apte's collection posed the challenge of creating targeted buzz to attract potential buyers, considering ISU's limited resources.
EXECUTION STRATEGY
Execution faced challenges due to the multi-stage product reveal during the launch, addressing millennials' short attention span. Engaging tactics were crucial for sustained audience interest.
Pre-launch centered on a referral program, incentivizing participation with exclusive collection access. Gamification tactics successfully reached a new, relevant audience.
Leveraging Radhika's 3.2Mn followers during the launch, collaboration with influencers enhanced social validation. Strategic post-launch A/B testing optimized Conversion Rate and attracted first-time buyers, resulting in an impressive ROI and a compelling case study.
Through data analysis and understanding user personas, we identified a potential interest in High Streetwear, enhancing inventory and driving remarkable order growth. The strategic addition of marketing channels further fueled overall expansion.