Fashion trends are no harder thing as in the past 70s and 80s, and they are now much more visible in the online world.
Business and Brands that run huge web marketing campaigns can reach their target audience for a fraction of the cost of a billboard or magazine advertisement.
Many individuals use online to keep up with the current fashion trends. Retailers are now selling directly to smaller, emerging businesses through their websites rather than going to outlets like Retail to resell their things.
Women’s apparel is expected to reach $397.3 billion in 2023, according to Statista. As a result, there is the most value if you begin working on internet marketing for your fashion firm.
Furthermore, while large fashion brands have become significantly stronger online due to their adoption of digital marketing, the fashion sector is struggling to get attention from the audience. Consumers are increasingly adapting to digital marketing as companies begin to venture out and sell their products on social media.
As a result, today, we’ll look at the case study of WforWoman and how they used digital marketing to establish a strong online presence.
History of W for Woman
The founders of W Clothing Co. Limited were Trilok Chand and Narender Singh. The company was initially set up in Delhi, but later it shifted to Kanpur, Uttar Pradesh. Their business was initially focused on manufacturing & export apparel for men’s, women’s and kid’s wear.
W, the lifestyle brand, aspired to take Indian fashion to the international stage. The model caught global attention when it launched in India in 1998 when most retail chains focused on western wear.
Wforwomen, the daily wear brand from W, was launched in 2006 to provide fashionable and affordable clothes to women.
In 2011, Wforwomen also launched its own ecommerce website. In 2012, W also started to expand overseas with stores in countries like South Africa, Iran, Indonesia, Pakistan, Bangladesh and Indonesia.
W is 16 years old. It has moved from a lifestyle brand to a fashion and lifestyle brand. It has introduced three separate labels: W, Weekender and Women. It has more than 500 stores in 64 countries. Its total retail sales value is about USD 2.2 billion.
WforWoman Marketing Strategy
WforWomen employs several marketing strategies in the fashion business, but we’ll concentrate on the marketing mix structure.
The marketing department at WforWomen comprises four persons, 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 hand, the promotion plan does not.
The demand for commodities determines the location and style of clothing individuals wear, mostly depending on the state’s wardrobe.
Let’s take a look at W for Women’s marketing strategies.
1. Product Strategy of W for Woman
Indian women’s clothing needs to evolve with changing lifestyles and fashion trends. While western fashion largely follows an hourglass figure, Indian women have a larger bust and smaller waist, which is why Indian clothing caters more to the latter.
Although the brand is best known for its
- Kurtas,
- Tops,
- GILETS,
- SETS, and
- gowns.
The clothing market is evolving.
- Palazzos,
- Pants,
- Churidars,
- Salwars, and
- skirts are examples of bottom attire.
Bold, bright, floral, checked, striped, polka-dotted, on-and-on, intriguing patterns. No two garments are exactly alike, which makes each piece completely individual.
The faith-based fashion brand offers a unique collection woven from solar power and has driven charkhas and looms with affordable price brands.
2. Pricing Strategy of W for Woman
In the clothing market, there are many brands. However, Wforwomen India is a conservative brand that uses product line pricing for each product.
A base price is established for the high-price-sensitive consumer sector, and higher-quality products are branded at a higher price.
Wforwomen India has a competitive pricing approach for its apparel and home furnishings segments. However, it uses product line pricing for its clothes and home furnishings.
Higher-end products are priced higher, while price-sensitive products are priced lower, allowing the company to increase its sales margin.
Not only does Wforwomen India use a low price strategy, but it also launches new locations regularly. It hikes businesses to create high-quality, in-demand items.
It also sells handcrafted and glass items and retails its goods in India and internationally. Retail outlets, department stores, and chain stores all sell the company’s articles. The corporation owns and manages the Wforwomen retail network.
3. Place & Distribution Strategy of W for Woman
The brand aims to provide high-end fashion and functionality and has expanded to an impressive 120 branded stores and 600 touch points across India.
To deliver high-end fashion together with functionality, the brand set up its first outlet in 2003 in Delhi Lajpat Nagar. The company caters for the need of urban women. The brand has expanded to an impressive 120 branded stores and 600 touch points across India.
Wforwomens is a high-end apparel company that caters to Indian women. They sell everything under one roof, including workwear, festive dress, fusion wear, salwar kameez, tunics, skirts, shirts, and pants, in both shops and online.
The brand is the property of TCNS clothing company which manufactures high-end apparel for Indian women .they satisfy the needs and aspirants of every pocket and have everything under one roof –ranging from work wear, festive wear and fusion wear comprising salwar-kameez, tunics, skirts, tees, trousers and accessories.
W also uses an online platform to sell their product to their customer. The company has created its own site on which customers can go and buy their dresses.
Although the company has stores in many Indian metros, the company store in Bangalore at Elements Mall will be its flagship store. Shopping can generally be more enjoyable in a mall than in a street shop, and customers can avail several benefits at the mall.
4. Promotion & Advertising Strategy of WforWoman
The company’s objective has always been to provide customer-friendly items. Their retail stores, products, and loyal consumers serve as the company’s best marketing and communication vehicles. They’ve taken a product-focused approach to communication since the company’s beginning.
The 360-degree approach was a marketing campaign that targeted the brand at people across all demographics. It involved multiple mediums, including the use of tv, radio, print, internet, social media, and billboards.
W promotes their products using a variety of mediums, including print, out-of-home advertising, digital, and social media. They employed social media sites such as Twitter, Facebook, Google+, and YouTube for digital marketing.
The corporation’s new marketing plan includes Below-the-Line marketing, which means the company will exclusively promote online rather than in an infamous magazine.
To approach potential clients, the organisation also uses direct mail, SMS, and Whatsapp. They expect that by doing so, they will be able to extend their consumer base.
Overall Digital Marketing Strategies
WforWomen, the fashion business, focuses on creating fashion clothes and integrates digital marketing strategies to enhance the success of their business.
Social media marketing, email marketing, search engine optimisation, pay-per-click advertising, and content marketing are all aspects of digital marketing strategies. If all of these aspects of digital marketing are executed flawlessly, there is a good probability of achieving a high return on investment.
Let’s see how WforWomen handles digital marketing in its best way.
WforWomen’s online store sells fashionable clothing, bags, footwear, and accessories designed by the WforWomen team.
This fashion store is today’s new entrant in the market with a new concept and idea. WforWomen’s emphasis on quality, affordability, variety and style has made its product very popular among customers.
Digital marketing is one major way that WforWomen 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 WforWomen utilised digital marketing methods in their company.
1. Website Strategies of W for Women
WforWomen is a fashion brand with a focus on sustainable and green practices. WforWomen is the parent company of brands that are sustainable and environmentally friendly.
My team and I researched WforWomen’s website for design, functionality, and SEO practices. We discovered a few unique website strategies that WforWomen utilises on their website to keep customers engaged and interested in their brand successfully.
Marketing, branding, business development, and social media articles are published on WforWomen. WforWomen was a website marketing professional who wanted to share his expertise with other entrepreneurs.
According to WforWomen, 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 WforWomen succeeded in the website strategies.
The total number of visits to the WforWomen website is 230.4k, with 221k unique visitors. They spend 03:27 on average per day on their site, and their bounce rate (people who visit but do not buy anything) is 95.48per cent; because 80% of a firm’s profit derives from 20% of its loyal clients, this is a dilemma that every company encounters and there is nothing to be worried about it.
2. SEO Strategies of W for Women
The retail stores and eCommerce of WforWomen’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 “WforWomen 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 WforWomen came up with a winning SEO plan and how
The domain score of the WforWomen website is 46, with organic search traffic reaching 1.2M visits and paid search traffic bringing 6.8k new visitors to the website. In addition, their backlink techniques allow them to achieve visibility of 211.1k. The statistics listed below are from all across the world.
The website receives 1.2M visitors in India and has a keyword density of 92.6k.
Most of the best backlinks sites where they have submitted links by WforWomen are shown in this image.
The stats show WforWomen’s top paid keywords, which drive more visitors to their website.
They use 48.9% of informational keywords, resulting in 8.9k visitors to their website. However, the 36.4 % navigational keywords bring them far more traffic, with 829.7k total visitors in the current month.
3. Facebook Strategy of W for Women
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 other essential marketing platforms. Facebook’s strategy is essential for fashion brands like WforWomen to stay relevant and successful, Facebook’s strategy is essential.
Let’s take a look at WforWomen’s Facebook approach and the amount of traffic and followers they receive on a regular basis.
WforWomen recently created the pictures below, which are being utilised to generate additional visitors to the site using Facebook advertisements, which are working effectively.
WforWomen has 648k Facebook fans, 8422 Twitter followers, and 421k Instagram followers, whereas the Facebook and Instagram followers are nearly similar in the case of Fandian.
This is an example of the May monthly report on the number of likes and followers. WforWomen’s received and how many visitors newly engaged with them on Facebook.
The monthly report of ups and downs in WforWomen’s uploads, likes, and followers earnings is portrayed in this graph.
4. Instagram Strategy of W for Women
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 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 WforWomen used its social media marketing team to give Instagram marketing its best effort.
WforWomen currently has 421k followers and 3900 posts with an average of 130likes, 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, WforWomen ‘s Instagram account has a 0.03% lower engagement rate this month.
This is a collection of W for Women ‘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 W for Women
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 look at how this works with Google ads to increase brand awareness and traffic to a website.
W for women has used some of the best examples of ad copy to boost the visibility of its website and for commercial goals.
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, WforWomen 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 16 and 40 in nearby living stores.
- WforWomen targets ads based on the type of clothing the viewer is interested in or has recently purchased. WforWomen 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 by establishing its YouTube channel and Facebook page.
- WforWomen uses social media to promote its clothing. They have more than 648k likes on their Facebook page.
- WforWomen Tailors targets those in Asia looking to have their suits tailored to fit them perfectly. Thanks to their mobile app and SMS, which allows users to take their measurements without visiting the tailors in person.
- WforWomen has increased its sales by 85% and in-store traffic by 15% since implementing Lead Ads. This can be attributed to the company’s improved marketing efforts that have targeted the right people.
W for Women Competitors
WforWomen should increase its investment in paid ad search to beat the following competitors.
The main organic competitors of W for Women are
- Shopforaurelia
- Houseofindya
- Biba
- Dupattabazaar
- Globaldesi
Success Formulae of W for Women
WforWomen takes great pride in manufacturing most garments, shoes, and accessories.
The Success Formulae of WforWomen are
1. An excellent digital marketing plan.
2. There are stores all around the nation.
3. Inbound and outbound marketing methods that are more effective.
4. The quality of the items created has been praised by thousands of customers.
5. WforWomen’s talented and dedicated team works tirelessly to create the perfect outfit.
6. The most successful social media marketing strategy.
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 WforWomen 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, which allowed them to get relevant coverage on popular fashion sites. The partnership helped WforWomen boost its online visibility.
That’s why Digital Scholar is on a quest to find as many brand case studies as possible to provide in-depth information on how different industries, brands, and organisations use digital marketing methods.
In an ever-shifting and changing digital marketing environment, keeping up with the latest advancements and changes is critical. 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.
