The proper use of digital marketing can increase sales, improve brand presence, and make your business more profitable. Digital marketing also makes your products available to your target market.
When done correctly, it boosts brand awareness, increases sales, and turns users into brand ambassadors. Today, we will be sharing the Best Fashion Digital Marketing Case Studies in India.
Fashion brands need to take advantage of digital marketing because it offers much more cost-effective methods to market their brands and reach millions of their target audience. In contrast, traditional marketing demands a lot more money and logistical support to be effective.
Many buyers today spend most of their time on social media channels such as Facebook, Instagram, Twitter, etc. Therefore, it is essential to increase your brand’s online presence so your potential customers can find you easily.
Below are some fashion digital marketing case studies from which you can draw some inspiration and integrate some aspects into your marketing mix.
When it comes to fashion digital marketing, there are many case studies that can be studied for inspiration.
In this blog post, we’ll examine three different cases: one from the United States, one from the United Kingdom, and one from Japan. Each of these examples offers valuable lessons that can be applied to your own fashion marketing efforts. So, let’s get started!
List of Some Amazing Fashion Digital Marketing Case Studies in India
1. Raymond
Raymond is a fashion and fabric retailer in India. Established in 1925, Gautam Singhania founded it. The company, however, is the second-largest manufacturer of worsted fabrics worldwide and it holds over 60% of the market share in India. Its most exclusive brands are Ready-To-Wear, Parx, Park Avenue, and Notting Hill.
The firm has become a global conglomerate that creates the most delicate fabrics worldwide and in India. It is one of the leading brands in the Textile and Apparel industry.
Raymond’s brand equity was further enhanced by its penetration into small towns, which ensured a higher level of value creation.
Raymond’s Business Objective
Increasing sales in its four outlets was Raymond’s goal by encouraging shoppers to visit their stores.
Strategy Adopted
A Facebook lead campaign was conducted between October 27 and November 15, 2016, for Raymond’s four stores in Rajasthan and Gurugram.
With Lead Ads, Raymond targeted its audience in Rajasthan and Gurugram to increase sales at select stores. During that time, they targeted young men near four stores with special offers using radius targeting. Additionally, they targeted men who were interested in the brand of a competitor.
As part of this filtering process, Raymond filtered its audience based on definitions of age and gender. The campaign is targeted at men interested in tailoring, suits, and clothing, as well as young men who recently updated their status to Married or Engaged.
Using demographics, Raymond also targeted men working or starting a new job to ensure their first day at work was memorable.
SOURCE- Digital Vidya
On Raymond’s Facebook page, an ad showed a tailor taking measurements of a man gazing into the horizon. Upon clicking the call to action button, the viewer was directed to enter their details for an appointment. The SMS appointment request was sent to their mobile phones to close the campaign.
Products Used
- Ads
- Lead Ads
- Desktop newsfeed
- Mobile News Feed
- Core Targeting
Results attained by Raymond.
Raymond measured an increase in sales of 78% and in-store traffic of 58% among the stores in the target radius.
Through lead ads and radius targeting, we can reach the right people and our audience more effectively. The company achieved increased store traffic and sales by combining a unique proposition for consumers with intelligent digital targeting.
2. Allen Solley
Since its launch in India in 1993, Allen Solly has become a leading brand in the premium apparel segment. Of the brands in India under Madura Fashion & Lifestyle, Allen Solly is the most innovative. The brand sets the trend with its ‘Friday Dressing’ section of apparel in the changing workplace culture with vibrant colours. Casual work apparel was introduced for working women by Allen Solly and was a great success in the Indian market.
Objectives of Allen Solly
The goal is to boost engagement levels with fans and customers on Facebook, which will translate to improved footfall and sales at exclusive retail stores in the city.
How Allen Solly approached the issue:
A new Allen Solly campaign called End of Season Sale was launched on Facebook.
With this campaign, they developed a “Scratch Card” Facebook application through which participants could scratch cards online for a chance to win a discount of 30%, 35%, or 40% on Allen Solly apparel.
SOURCE- Digital Vidya
Participants had to fill out a form with their name, contact number, and email address to receive the discount coupons in their registered email accounts. To obtain the discount offers mentioned in the coupon, campaign participants must print the coupon and present it at any Allen Solly retail store.
This social media marketing campaign application was made available for Android and iOS smartphone users, ensuring a more extensive reach to Facebook fans. Social media advertisements and other promotional activities on Facebook helped the company extend the campaign’s reach.
Allen Solly Results
- The campaign was a great success. The brand’s total investment in it generated 2,194% revenue.
- The campaign generated total revenue of 10 million Indian rupees
- During the End of Season sale campaign, Facebook promotional activities accounted for 4% of total sales.
3. Bewakoof
Bewakoof, an Indian lifestyle fashion brand founded in 2012, creates distinctive, creative fashion for the trendy, contemporary Indian.
The company is based on the principles of innovation, honesty, and thoughtfulness. It has a team of 400 members and has sold 2 million products to date.
The main objectives of social media marketing were awareness, consideration, and, ultimately, e-commerce conversions.
Summary
The majority of Bewakoof’s customers are in the 18-34 age range. Most of these people are already active on YouTube, so the brand and its agency took advantage of the power of YouTube videos to target audiences who have previously been shopped on Bewakoof.com.
Objective
Creative Idea
A YouTube Ad showcasing the trending collections was created and another showcasing the GOT collection by maintaining the brand essence.
The craze around Game of Thrones and the season finale that was to take place made it appropriate to capitalize on the trend and showcase the collection to audiences.
The colour scheme, look and feel, and theme capture the brand’s spirit by keeping things youthful, vibrant, and quirky in both videos.
Execution
The team offered products and services related to the videos’ content through YouTube TrueView Shopping Ads, contrary to standard advertisements. As a result, visitors and viewers were interested in the products.
Moreover, the brand-agency team was only billed when viewers watched the advertisement. As a result, the ad was less likely to go unnoticed.
In addition, a conscious effort was made to include the brand’s best-selling products in the videos. Videos and products were updated periodically to avoid ad fatigue.
Shopping Cards with the same products as those in the video were included within those ads. A conscious effort was made to remarket the products with a frequency cap so as not to bore the viewers. Clicking on the card directs viewers to the website to purchase the product.
Results
- 9000+ Sales through YouTube
- 1758 View-Through Conversions
- ROAS of 4
Shopping Cards increased return on Ad spending by four times.
During a 30-day period, the agency achieved 9000 conversions. YouTube for Shopping,
therefore, produced not only successful conversions but also boosted brand recognition.
4. Lifestyle
The Landmark Group’s retail and hospitality conglomerate, Lifestyle, is one of India’s foremost fashion destinations. Whether in its stores or online, its mission is to offer customers a seamless and hassle-free shopping experience.
Objective
Increasing in-store traffic
Lifestyle wanted to reach a wider audience and create a sense of excitement and attraction that would attract them to 14 stores across six key markets during the holiday season and special occasions, like Valentine’s Day.
Solution
Moving from awareness to purchase
Lifestyle wanted to give its customers an integrated and seamless experience across multiple channels, allowing them to browse online before visiting its physical stores.
This company employed a “full-funnel” strategy on Facebook, which meant running various campaigns with different objectives to guide potential customers from discovery to consideration to conversion.
SOURCE- Facebook Business
Two campaigns were run simultaneously. The first had an awareness and consideration objective to drive discovery that led to purchasing intent.
The conversion goal was to encourage customers to visit its premium stores across key markets in India during sales seasons, new store launches, and special events for holidays such as New Year’s Day.
The campaigns were run by the media agency Mindshare Bangalore. Mindshare Bangalore recommended the best practices for the ad creative and optimized it across different formats and placements to achieve optimal results.
Awareness and consideration
The company created an eye-catching carousel of video and photo ads to capture the audiences’ attention and display Lifestyle’s wide range of products.
Moving towards conversion
Lifestyle contacted customers who were enthusiastic about the brand as part of its conversion campaign. Custom Audiences were created and connected with people who had engaged with the awareness ads.
After running videos and photos in carousel format, Lifestyle offered directions to the nearest store within a five-kilometre radius via location-targeted ads.
SOURCE- Facebook Business
Results
Higher sales at stores
Lifestyle’s comprehensive approach increased in-store visits and brand awareness. During the period between October 20, 2018, and February 15, 2019:
- Costs per visit were 2X lower
- After seeing the campaign, 153,707 additional people visited a retail store.
5. Vero Modda
The fashion brand Vero Moda, known for its contemporary pieces and a quest to push fashion to new heights with every collection, took its second edition of Vero Moda Marquee on a digital journey. Kangana Ranaut designed and conceptualized this limited-edition capsule collection that is an amalgamation of her style and comfort.
The collection consisted of five distinctly different themes, using a broad colour palette, heavy embroidery and embellishments, and yet being incredibly wearable.
Objective
By launching their e-commerce website, Vero Moda sought to drive sales and reach out to a larger audience. The launch was planned so that it created an instant buzz on social media and gave its audience a sneak peek into the collection and real-time updates from the launch.
Execution
Instagram and Snapchat platforms were used to create a prelaunch buzz with stop-motion videos, animated GIFs, and real-time audience coverage. To create some excitement around the collection, the brand used the words’ Coming Soon’ as their primary mode of communication.
Using slow-motion, stop-motion, and other creative graphics, WATConsult created 15-second teaser videos. The audience expressed great excitement due to the collection and celebrity presented.
Vero Moda created a countdown on Snapchat starting five days before the launch and posted different creative imagery and videos until the launch. Using Twitter and Instagram, Kangana Ranaut interacted with brand fans and gave them styling advice just before the launch started.
On the day of the launch, Yahoo! implemented a 24-hour roadblock to ensure maximum traffic back to the website. The masthead featured video integration and campaign looks.
Specifically designed looks and ensembles were created for the online audience. On Facebook, fashion inspirations were recreated from the runway.
Each update included direct links to the e-commerce website, directing users to specific products on the website. As each collection was launched, the website added a banner with a ‘Shop Now’ button in the marquee section.
Utilizing features like Facebook carousels and GIFs, the group was made more versatile. In addition, they were able to greatly expand their reach by collaborating with renowned bloggers and influencers. The brand was further amplified, and sales were driven by ad units executed on Google, Affinity, and InMobile.
Launched the brand’s first-ever DVC, contests such as #QueenOfStyle, interactive videos like Rapid Fire, and elaborate in-store lookbook videos.
Result
This capsule collection by Kangana Ranaut saw more than 1 lac unique visitors, contributing to 15% of its overall sales. Within less than six hours of the launch, the brand received over 1 lac views on the DVC, more than 5000 followers on Instagram, and over 1500 interactions on Twitter.
Vero Moda Marquee product shots were shot exclusively for Instagram from October to December, leading to a massive rise in followers. The collection’s creative use of imagery helped Vero Moda reach 1 lac Instagram followers and drive sales in December.
The campaign reached over 4 lac accounts on platforms like Facebook, Twitter, and Instagram with an engagement rate of 22%, making Vero Moda Marquee by Kangana Ranaut one of the most successful campaigns of 2015.
Conclusion
Digital Marketing is one of the most essential tools to market your product or service globally. It has become the most preferred way for marketers to reach out to the customer. It is the fastest, most flexible, and most cost-effective medium to connect with customers. One can communicate with customers in any part of the world. The fashion industry is highly competitive, and it is essential to make your presence felt in the global market. There are many fashion digital marketing case studies in India that are helping some brands to make their presence felt in the market.
We hope you’ve enjoyed reading our blog about the Best Fashion Digital Marketing Case Studies in India. It’s vital to stay updated on the latest trends and developments in this industry, which is constantly shifting and changing. If You Want to improve your knowledge in Digital Marketing for your fashion brand, Join Digital Scholar’s online digital marketing course.
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