Many people are going to the internet to shop for the latest trends. Instead of going to stores like Amazon to resale their items, retailers are now selling directly to smaller, growing businesses through their websites.
Fashion trends are no longer a thing of the past, and they are now much more visible in the online world.
Companies that run huge web marketing campaigns can reach their target audience for a fraction of the cost of TV ads, billboards or magazine advertisements.
Stats from Online fashion had a tremendous showing in 2017. Revenues increased by 9.4% to $233.2 billion, while online fashion’s 7.18% compounded annual growth rate will put the industry at $1.0 trillion in 2021.
Furthermore, while large fashion brands have become significantly stronger online as a result of their adoption of digital marketing, the fashion industry as a whole is struggling. Customers are actively adapting to digital marketing as companies begin to venture out and sell their products.
Hence today, we will reveal the case study of Mufti’s and how they built a strong online presence with the help of digital marketing and increased their venture revenue.
Kamal Khushlani had always been interested in fashion. He was involved in the fashion industry since 1992 when Indian fashion trends were shifting.
Kamal had an interest in fashion retail and was interested in starting his own clothing boutique, but his father’s death in February 2013 gave him the push he needed. He has since set up a store, which sells clothing at affordable prices. It is an affordable option, given the rising cost of clothing.
After initially borrowing money from his wife, Mr Shah then borrowed Rs. 10,000 from his maternal aunt, and ventured into the business. He started by launching the ‘Mr & Mr’ shirt company in 1992, manufacturing and retailing shirts for men. The business was running fine. Unfortunately, it was seasonal and this affected his income.
Kamal was not using his business skills to the optimum in an industry that still had enough vacuum to fill. A self-taught fashion designer, Kamal had a firm belief in creating a wave of culture and fashion originating in India, to be embraced by the rest of the world.”
This confidence made kamal launch mufti in 1998.
Kamal Singh Chahal chose ‘Mufti’ as the name of his company because it meant ‘casual dressing’. His company made clothes that were very different from those sold by other brands during that time. He positioned his brand as different from the other formal wear brands.
He started off small, picking up discarded pieces of clothing and selling them to retailers, but over time, he was able to make better business decisions.
He eventually built his own workshop and hired others to make and sew the garments. Most importantly, he started learning how to manage money better. This allowed him to reinvest his earnings into his business, expanding it to include other products and services.
This is how the dawn of mufti by kamal Khushlani happened in the history of the fashion industry.
Marketing Mix of Mufti
In the fashion sector, Mufti uses a range of marketing strategies, but we’ll concentrate on the marketing mix with the variation of product, price, place and promotion.
The marketing department of Mufti is made up of four employees, each of whom is responsible for a distinct aspect of the marketing mix. The pricing plan changes drastically depending on the season. On the other side, the promotion plan does not.
The demand for the commodity determines the location and style of clothing individuals wear, which is mostly depending on the state’s wardrobe and the pattern they follow in their culture.
Now let us look at the marketing tactics used by Mufti,
1. Product Strategy of Mufti
Mufti is a casual wear brand that is associated with Indian culture and is popular with consumers for its fashionable designs. It uses materials like cotton, chanderi, linen, rayon and spandex and is known for its colourful designs.
It was the first brand to launch stretch jeans with a perfect fit. This unique product was later copied by other brands. It is a casual wear bra.
- Winter Wear
2. Pricing Strategy of Mufti
The core belief of Mufti is originality and innovation and thus offers its clients something unique and different. It has achieved consistent growth over the past years in terms of sales and revenue figures.
What it has done is adopt a pricing policy of skimming. Skimming is a pricing strategy where goods and services are priced slightly below the market rate, which makes it easier for customers to afford. Hence, customers are not put off by high prices.
The Skimming policy originally adopted by Redbus is a unique marketing strategy. Instead of charging a high sum for their products for their customers, the company has been charging a lower sum to attract its customers.
But nowadays many businesses are taking advantage of these strategies and applying them to their customers.
3. Place & Distribution Strategy of Mufti
The Place and Distribution Strategy of Mufti is determining the location for each Mufti. The location of each kiosk will be determined by certain factors. These factors include the location’s population, consumer profile, competition, and location operating cost.
For example, when the target population is male and the operating cost is low, the location will be located in a male-oriented area. The Place and Distribution Strategy of Mufti is proving to be successful due to the location’s population, consumer profile, and competition.
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. Mufti, 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 Mufti
Mufti’s marketing campaign is directed at young adults and teenagers. The target audience of Mufti is young men and women between the ages of 18 and 35.
Mufti uses digital media and social media because the target audience of these media has the highest usage and the highest disposable income.
The company was first started in the Indian states of Delhi and Rajasthan and has now expanded to various other countries.
Mufti is a brand that caters to the youth and wants to merge fashion with faith. It is a brand that appeals to millennials.
They use a technique called mass marketing and they use both inbound and outbound marketing such as print media, radio, billboards, TV, newspapers, and magazines.
When it comes to digital marketing they use social media platforms such as Twitter, Facebook, Google+ and YouTube.
The company’s new marketing strategy includes doing Below-the-Line marketing, which means that the company, instead of advertising in popular magazines, only advertises online. The company also uses direct mail SMS, whatsup to reach their potential customers. They hope that this will help them expand their customer base.
Popular Campaign by Mufti
Mufti’s sales were affected because of GST and the influx of brands offering sales and promos. So Mufti decided to take advantage of this best time for brands to focus on increasing sales online, and Mufti started doing that with spinwheel.
MUFTI’s #MuftiSpinTheDeal campaign allowed users to get instant discounts on all their favourite products from the comfort of their smartphones. Some of the products were Happy Socks, Delial, Chamba, and FOXTEL.
A Twitter poll was created around the idea of people being asked to share a screenshot of the wheel of sale. Users were instructed to share it on the Facebook page, Twitter page and through direct message.
Mufti’s social media efforts helped to grow their fan base, which gave more participants an opportunity to enter the contest. The social media campaign alone helped drive 391 entries through Facebook, 4 entries through Twitter and 754 entries through Instagram.
Overall Digital Marketing Strategies of Mufti
Mufti’s digital marketing methods are one-of-a-kind in the fashion industry.Mufti, a fashion company, focuses on designing fashionable clothing and using digital marketing tactics to boost its success.
Social media marketing, email marketing, search engine optimization, pay-per-click advertising, and content marketing are all examples of online strategies.
The Mufti team designs and distributes contemporary apparel, footwear, and accessories for men on their website.
This fashion store is a newcomer to the market with a cool idea and concept. Mufti’s product is particularly popular among customers because of its emphasis on quality, affordability, variety, and style.
Mufti uses a variety of methods to reach out to clients, including digital marketing.
We all know that digital marketing has evolved into one of the most significant changes 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 critical to fully comprehend any company’s digital marketing strategies.
1. Website Strategies of Mufti
Mufti is a fashion brand with a focus on sustainable and green practices. Mufti is the parent company of brands that are sustainable and environmentally friendly.
My team and I researched Mufti’s website for design, functionality, and SEO practices. We discovered a few unique website strategies that Mufti 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 Mufti. Mufti was a website marketing professional who wanted to share his expertise with other entrepreneurs.
According to Mufti, 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 Mufti succeeded in the website strategies.
The total number of visits to the Mufti website is 97.2k, with 5.5k unique visitors. They spend 03:29 on average per day on their site, and their bounce rate (people who visit but do not buy anything) is 59.37per 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 Mufti
The retail stores and eCommerce of Mufti’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
- 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 “Mufti 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 Mufti came up with a winning SEO plan.
The domain score of the Mufti website is 38, with organic search traffic reaching 97.2k visits and paid search traffic bringing 32k new visitors to the website. In addition, their backlink techniques allow them to achieve visibility of 4.5M. The statistics listed below are from all across the world.
The website receives 97.2k visitors in India and has a keyword density of 15.8k.
Most of the best backlinks sites where they have submitted links by Mufti are shown in this image.
The stats show Mufti’s top paid keywords, which drive more visitors to their website.
They use 46.6% of informational keywords, resulting in 5.2k visitors to their website. However, the 35.7 % navigational keywords bring them far more traffic, with 56.4k total visitors in the current month.
3. Facebook Strategy of Mufti
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 Mufti to stay relevant and successful, Facebook’s strategy is essential.
Let’s take a look at Mufti’s Facebook approach and the amount of traffic and followers they receive on a regular basis.
Mufti recently created the pictures below, which are being utilised to generate additional visitors to the site using Facebook advertisements, which are working effectively.
Mufti has 346k Facebook fans, 6550 Twitter followers, and 120k Instagram followers whereas the Facebook and Instagram followers are nearly similar in the case of Fandian.
This is an example of one of Mufti’s most recent monthly posts, which shows the number of likes and followers Mufti has received, as well as how many visitors have recently engaged with them on Facebook
The monthly report depicts the ups and downs in Mufti’s uploads, likes, and earnings from followers, but the truth is that social media likes aren’t always consistent; it all relies on how you present your brand or business to the media.
Most viewed and liked Facebook post/story/reels,
4. Instagram strategy of Mufti
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 tiny fashion brands worldwide are now widely publishing on Instagram with no restrictions.
Also recently Instagram has given you the liberty to post your link on their stories even if you don’t have 10k followers.
Thus 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 Mufti used its social media marketing team to give Instagram marketing its best effort.
Mufti currently has 2.295k followers and 2,388 posts with an average of 423 likes, two comments per post, and 6.19 average comments.
The engagement rate is constantly affected by the frequency of posting and the level of involvement through likes and comments; as a result, Mufti’s Instagram account has a 0.36% lower engagement rate this month.
This is a collection of Mufti’s most popular hashtags for gaining followers and increasing brand awareness.
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 Mufti
The Google AdWords strategy is well-known for its ability to generate traffic, develop brand visibility, increase engagement, and drive sales for any sort of business, including apparel brands.
Clothing companies that use Google AdWords to sell their products will have a lot of success.
Let’s look at how this works with Google advertisements to boost brand awareness and website traffic.
Mufti has used some of the best ad copy examples to increase the visibility of its website and achieve business objectives.
Even though it’s a simple copy it generates a good amount of traffic to Mufti.
Take a close look at if you operate in the online fashion or clothes industry right now.
Key Marketing Strategies Takeaway
- Mufti stylists advertise the type of clothing a viewer is looking for or has previously purchased. Mufti’s commercials are similarly gender-targeted.
- The Facebook Lead Ads campaign targeted guys between the ages of 18 and 36 who lived in close proximity to the stores.
- Mufti was able to increase sales by using Facebook Ads to target young males with similar interests. They used these adverts to display people’s deals in specified regions around the targeted users.
- They deal with clothing, footwear, luggage, and eyeglasses, among other things. With the launch of its YouTube channel and Facebook page, Alok hopes to advertise its products even more.
Mufti promotes its apparel on social media. Their Facebook page has over 157,000 likes, and their YouTube channel has over 7.4k subscribers.
Mufti Tailors caters to Asian men who want their suits cut to their exact measurements. This is because of their mobile app and SMS, which allow consumers to take their measurements without having to go to the tailor.
- Since deploying Lead Ads, Mufti has grown revenues by 78 per cent and in-store visits by 22 per cent. This is due to the company’s increased marketing efforts, which have successfully targeted the correct people.
Mufti should increase its investment in paid ad search to beat the following competitors.
The main organic competitor of Mufti is
- Jack jones
- Zodiac online
Success Formulae of Mufti
Mufti takes great pride in manufacturing most garments, shoes, and accessories.
The Success Formulae of Mufti are
1. Great digital marketing strategy.
2. There are shops all around the nation.
3. Improved inbound and outbound marketing strategies.
4. Offer at the right season.
5. Generating coupon codes with gift offers
6. Selling on e-commerce platforms like Amazon, Flipkart etc.
7. Thousands of clients have been pleased with the quality of the garments produced. Mufti’s talented and hardworking staff strives to design the perfect outfit.
9. The most effective social media marketing.
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 Mufti 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 Mufti boost its online visibility.
Many fashion digital marketing case studies in India have benefited various businesses in breaking into the industry.
That’s why Digital Scholar is on a mission to collect as many brand case studies as possible in order to provide in-depth knowledge on how various industries, brands, and organisations employ digital marketing techniques.
Keeping up with the newest improvements and changes is important in the ever-shifting and changing digital marketing sector. Enrol in Digital Scholar’s Online Digital Marketing Course to improve your digital marketing skills for your fashion company and increase the ROI of your online business.