Fabindia digital marketing strategies

Case Study : Fabindia Digital Marketing Strategies

Many brands have attempted to launch their businesses online, but only a few have succeeded. Having the correct tools can help you succeed with digital marketing as far as digital marketing techniques go. Fashion is an industry that frequently reflects social trends. It's essential to have a marketing strategy that stays up with the times and trends when marketing to fashion consumers. You can miss out on a big chance if your campaigns aren't creative enough. Thus, this blog post will look at FabIndia's digital marketing strategies case study in the fashion industry.
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Fashion trends are a thing of the past, and fashion trends are now much more prominent in the online world. 

Companies with large online marketing campaigns can tap into their target audience for a fraction of the cost it would take to advertise on a billboard or magazine.

Many consumers now turn to the web to shop for the newest fashions. Instead of going to outlets like Nordstrom to resell their merchandise, retailers now sell directly from their websites to smaller, emerging companies online.

Also, While major fashion companies have become much stronger online by embracing digital marketing, the fashion industry is not doing so well online. Companies are beginning to branch out and market their products, and consumers quickly adjust to Digital marketing.

Hence today, we will reveal the Fabindia digital marketing strategies case study and how they built a strong online presence with the help of digital marketing.

History of Fabindia

History of Fabindia

Fab India is a chain of handmade clothing. Rural Indian craftsmen and women make the products. The technique used for production is traditional. Products are hand-made.

India accounts for more than 80% of Fabindia’s production. Only the Fabindia website and its locations in New Delhi, Hyderabad, Kolkata, Chennai, and Bangalore, and select retail stores around the country sell Fab India’s items.

Fab India, founded in 1960 by John Bissell, an American entrepreneur, has grown to become India’s largest garment retailer, with annual sales of INR 1000 crore in 2015.

Over the next ten years, India’s retail market is predicted to develop strongly. The apparel market accounts for approximately 8% of the Indian retail market and is worth USD 40 billion.

Fabindia Marketing Strategy

Fabindia uses a variety of marketing tactics in the fashion industry, but we’ll focus on the marketing mix structure.

Their marketing department comprises four people, each in charge of a different area of the marketing mix. Depending on the season, the price strategy changes dramatically. The promotion plan, on the other hand, does not.

The location and type of clothing people choose to wear, largely based on the state’s attire, are determined by the demand for the goods.

Now let us look at the marketing tricks used by Fabindia,

1. Product Strategy of Fabindia

Fab is India’s fastest-growing fashion and lifestyle brand for its high-quality handmade products. Fab India’s co-founders, Manish Chandra and Kunal Bahl were inspired by the products they saw while travelling abroad. Their company, Fab India, is a lifestyle brand that offers a range of apparel, household furnishings, and accessories.

Fab India, a homegrown fashion label, has lost its soul as it grew exponentially, with sales revenue growing at 34% last year.

These are the list of things that Fabindia successfully sold.

  • Women’s clothing and accessories like Lehenga, Saris, Salwar, Kurtas, Tunics, Shawls, Jewellery, Bags and Footwear.
  • Men’s clothing and accessories include Kurtas Shirts, Jackets, Pyjamas, Trousers, Footwear, Bags and Jewellery.
  • Kids clothing for boys, girls, and infants. The girl category has Kur, Tunic, Saree, Lehenga, Kurta, Salwar, Skirt, Romper, Indo Westerns, Swim Wear, Kid’s Accessories and Shoes.

2. Pricing Strategy of Fabindia

There are many brands in the apparel segment, but Fab India is a conservative brand and applies product line pricing for each product. 

A base price is set for the high price-sensitive consumer segment, and higher quality products are tagged at a higher price.

While Fab India follows a competitive pricing strategy, it applies product line pricing for its apparel and home-furnishing segment products. 

This helps the company raise their sales margin, as higher-end products are priced higher, and price-sensitive products are priced less.

Fab India not only deploys a value pricing strategy but also opens new stores now and then. It encourages entrepreneurs to make good quality, trending products.

It also sells handmade and glass items and retails its products in India and abroad. It sells its products in retail outlets, department stores and chain stores. The company operates a chain of retail stores called FabLab.

3. Place & Distribution Strategy of Fabindia

Fab India exports its product limited to garments and home linens to over 33 countries. The exports are done to wholesale as well as retail channels. The company had opened its first retail store in New Delhi in 1976 and has expanded its retail channel up to 211 retail stores across India, the 20s.”

E-commerce has changed the way customers and companies interact with each other. Customers can now shop for items online, and companies can deliver their products within hours or even a few minutes. Fab India, a retail company in India, is a great example of a company that has adopted this new technology. 

The company is also selling different products online through its website. Fab India sells its product to other retailers through modern retails, Amazon, and Flipkart.

4. Promotion & Advertising Strategy of Fabindia

Fab India, an Indian company that manufactures apparel and accessories, is a successful example of thinking differently.

Fabindia’s institutional framework is a unique one. It is accountable for the upkeep of the dying industry of ethnic handmade clothing. It provides employment opportunities to 4,000 craftspeople in rural India.

The company takes pride in the fact that it manufactures and markets some of the safest organic home care products and toiletries. The company also takes pride in producing and selling some of the safest organic home care products and toiletries.

Social media sites are very common today, and as a result, businesses mostly use these platforms to promote their business. In the case of Fab India, they’ve used social media to promote themselves and, in turn, have acquired more customers on their platform.

Fab India, a homegrown luxury clothing brand, has been able to reach customers through social media platforms. The brand’s Facebook page has more than 1.8 million followers and is followed by more than 1.3 million people on Instagram.

Fabindia’s most Well-Known Campaign

Fabindia Campaign

Fabindia, a popular retail brand in India, found itself at the receiving end of backlash on social media after a tweet, that has since disappeared, was shared that said, “In a tweet, that now stands deleted, the clothing brand said, “As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture.” Along with its pictures, the tweet had pictures of models in sarees and kurta pyjamas.

The tweet was deleted hours after it was posted. Fabindia was slammed over social media for the “insensitivity” of the tweet, which appeared to be in bad taste.

Like Fabindia, many other brands have bowed to the pressures of rising intolerance. Their only motivation is if they gain popularity by offending a minority.

Meanwhile, BJP MP Tejasvi Surya took to the platform to share his thought.

He said, “This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like @fabindianews must face economic costs for such deliberate misadventures.”

I hope you now better understand how they implement their physical store marketing approach. Let’s look at a comprehensive digital marketing strategy using more data.

Overall Digital Marketing Strategies

Fabindia’s digital marketing strategies are unique in the fashion business.

Fabindia focuses on creating fashion clothes and integrates digital marketing strategies to enhance the success of their business. 

These digital marketing strategies include social media marketing, email marketing, search engine optimisation, pay-per-click, and content marketing.

Fabindia’s online store sells fashionable clothing, bags, footwear, and accessories designed by their team. 

This fashion store is today’s new entrant in the market with a new concept and idea. Fabindia’s emphasis on quality, affordability, variety and style has made its product very popular among customers. 

Digital marketing is one major way that Fabindia uses to reach customers.

We all know that digital marketing has become one of the most significant transformations in recent years; as large and small businesses alike shift their marketing strategies to increase profits by selling their products globally, you may be wondering why it is important to understand any company’s digital marketing strategies fully.

This post will show you how Fabindia utilised digital marketing methods in their company.

1. Website Strategies of Fabindia  

Fabindia is a fashion brand with a focus on sustainable and green practices. It is the parent company of brands that are sustainable and environmentally friendly. 

My team and I researched Fabindia’s website for design, functionality, and SEO practices. We discovered a few unique website strategies that they utilises on their website to keep customers engaged and interested in their brand successfully.

Marketing, branding, business development, and social media articles are all published on Fabindia. It was a website marketing professional who wanted to share his expertise with other entrepreneurs.

According to Fabindia, the keys to reaching the top of Google search results have the right approach and patience.

Now let’s look at the real stats about how they succeeded in the website strategies.

Fabindia - Website Strategy

The total number of visits to the Fabindia website is 863.8k, with 108.2k unique visitors. They spend 05:28 on average per day on their site, and their bounce rate (people who visit but do not buy anything) is 15.83per cent; because 80% of a firm’s profit derives from 20% of its loyal clients, this is a dilemma that every company encounters.

2. SEO Strategies of  Fabindia  

The retail stores and eCommerce of Fabindia’s website offer apparel and accessories for women and men. 

And all of these websites provide fashion-related products to customers. And the company has used various SEO techniques like:

  • The ideal SEO keyword
  • Backlinking
  • Pages that aren’t broken
  • Off-page and on-page optimisation solutions that are more effective

Hundreds of pages on on-page SEO, off-page SEO, LSI, and articles claiming to offer answers about how SEO works may be found if you Google “Fabindia SEO strategy.”

Sadly, most of these blogs provide conflicting information, leaving you perplexed and disappointed.

As a result, we’ll tell you the truth about how Fabindia came up with a winning SEO plan.

Fabindia's SEO strategies
Fabindia - Organic search positions

The domain score of the Fabindia website is 55, with organic search traffic reaching 863.5k visits and paid search traffic bringing 32k new visitors to the website. In addition, their backlink techniques allow them to achieve visibility of 128.3k. The statistics listed below are from all across the world.

Fabindia - Organic Traffic

The website receives 784.4k visitors in India and has a keyword density of 92.6k.

Most of the best backlinks sites where they have submitted links by Fabindia are shown in this image.

Fabindia- Backlinks

The stats show Fabindia’s top paid keywords, which drive more visitors to their website.

Fabindia - Keyword by intent and branded traffic

They use 40% of informational keywords, resulting in 24.1k visitors to their website. However, the 3.8 % navigational keywords bring them far more traffic, with 434.1k total visitors in the current month.

3. Facebook strategy of Fabindia

Despite the fact that Facebook isn’t the only social media network available, it is the most widely used. Because of its widespread popularity, it is one of the most effective ways to promote your business.

Since then, Facebook has grown to become one of the most popular social media platforms on the planet. With billions of users, its immense popularity makes it one of the most essential marketing platforms.

For fashion brands like Fabindia to stay relevant and successful, Facebook’s strategy is essential.

Let’s take a look at Fabindia’s Facebook approach and the amount of traffic and followers they receive on a regular basis.

Fabindia recently created the pictures below, which are being utilised to generate additional visitors to the site using Facebook advertisements, which are working effectively.

Fabindia has 547k Facebook fans, 16.7k Twitter followers, and 594k Instagram followers whereas the Facebook and Instagram followers are nearly similar in the case of Fandian.

Fabindia's Facebook strategies

This is an example of the May monthly report on the number of likes and followers Fabindia received and how many visitors newly engaged with them on Facebook.

Recently increased traffic of Fabindia

The monthly report of ups and downs in Fabindia’s uploads, likes, and followers earnings is portrayed in this graph.

Most viewed and liked  Facebook post/story/reels,

Most viewed Facebook post of Fabindia

4. Instagram strategy of Fabindia

Many tiny fashion brands worldwide are now widely publishing on Instagram with no restrictions.

Instagram is a platform where brands can use post reels and stories to market their products, attract traffic back to their websites, and eventually drive sales.

Whether in the form of images or illustrations, visual content has always been important to the fashion business. However, the fashion sector is increasingly using video as a marketing tool, allowing companies to connect with offline and online clients.

Many brands have recognised the significance of Instagram and are starting to incorporate it into their overall strategy, and one of them is currently succeeding in the fashion industry.

Let’s look at how Fabindia used its social media marketing team to give Instagram marketing its best effort.

Fabindia - Instagram strategies

Fabindia currently has 594k followers and 10,030 posts with an average of 440 likes, two comments per post, and no average video views.

The engagement rate is constantly affected by the frequency of posting and the level of involvement through likes and comments; as a result,  Fabindia ‘s Instagram account has a 0.08% lower engagement rate this month.

Hashtags of Fabindia

This is a collection of  Fabindia ‘s most popular hashtags for gaining followers and increasing brand awareness.

Most popular Instagram hashtags of Fabindia

I hope this hashtag information has given you a better understanding of hashtag usage and how often you should publish and engage with your customers.

Most viewed and liked  Instagram post/story/reels,

5. Google ads Strategy of Fabindia

It’s widely known that the Google AdWords strategy is effective for any type of business, including clothing brands because it helps to improve traffic, develop brand visibility, increase engagement, and drive sales.

When clothing companies use Google AdWords to market their product, it will definitely work well.

Let’s take a look at how this works with Google ads to increase brand awareness and traffic to a website.

Fabindia has used some of the best examples of ad copy to boost the visibility of its website and for commercial goals.

Fabindia - Google ads Strategy

Take a close look at if you operate in the online fashion or clothes industry right now.

Key Marketing Strategies Takeaway

  • By targeting young men with similar interests, Fabindia was able to gain more customers using Facebook Ads. They used these ads to show users deals near the targeted users at specific locations.
  • The Facebook Lead Ads campaign targeted men aged 5 and 34 living nearby stores.
  • Fabindia targets ads based on the type of clothing the viewer is interested in or has recently purchased. Fabindia also targets ads based on gender.
  • Clothing, footwear, luggage, and eyewear are among the products they deal with. Alok intends to promote its products even further with the establishment of its YouTube channel and Facebook page.
  • Fabindia uses social media to promote its clothing. They have more than 157,000 likes on their Facebook page and over 7.4k subscribers on their YouTube channel.
  • Fabindia Tailors targets those in Asia, who are looking to have their suits tailored to fit them perfectly. This is thanks to their mobile app and SMS, which allows users to take their measurements without visiting the tailors in person.
  • Fabindia has increased its sales by 82% and in-store traffic by 28% since implementing Lead Ads. This can be attributed to the company’s improved marketing efforts that have targeted the right people.

Fabindia Competitors

Competitors of Fabindia

Fabindia should increase its investment in paid ad search to beat the following competitors.

The main organic competitor of Fabindia is

  • Planet fashion
  • Louis-Philippe
  • Vanheusenindia
  • Peter England
  • Lookastic
Fabindia - Competitive Positioning Map

Success Formulae of Fabindia

Fabindia takes great pride in manufacturing most garments, shoes, and accessories. 

The Success Formulae of Fabindia are

  1. Great digital marketing strategy.
  2. There are shops all around the nation.
  3. Improved inbound and outbound marketing strategies.
  4. Thousands of clients have been pleased with the quality of the garments produced. 
  5. Fabindia’s talented and hardworking staff strives to design the perfect outfit.
  6. The most effective social media marketing. 

Bottom Line 

One of the most effective tools for selling your product or service worldwide is digital marketing. It has become the most popular way for marketers to engage with customers, regardless of the type of business.

The efforts of Fabindia are founded on online dating for the fashion community, where they managed to get the attention of a lot of users. They created partnerships with other fashion sites, and this allowed them to get relevant coverage on popular fashion sites. The partnership helped Fabindia boost its online visibility.

Various fashion digital marketing case studies in India have aided various organisations in their efforts to break into the industry.

That’s why Digital Scholar is on a quest to find as many brand case studies as possible in order to provide in-depth information on how different industries, brands, and organisations use digital marketing methods.

I hope you liked learning about Fabindia’s digital marketing strategies through our case study.

In this ever-shifting and changing digital marketing industry, keeping up with the latest advancements and changes is essential. If you want to improve your digital marketing skills for your fashion brand, enrol in Digital Scholar’s Online Digital Marketing Course and improve your online business’s ROI.

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Written By
Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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