Zari. The whole 9 yard approach. Zari Sarees

Transcription

1 Zari. The whole 9 yard approach. Zari Sarees

2 Zari Silk is a manufacturer, exporter, wholesaler and retailer of sarees, salwar-kameez, lehanga-choli and fabrics

3 Objective Zari Silk intends to increase its retail footprint across New Delhi, Dehradun, Agra, Lucknow, Benaras, Allahabad, Kanpur, Meerut in Phase 1 In addition, the company also desires to be known as a leading brand of ethnic fashionable wear Team Brand Trotter will outline a robust brand building and business development plan for Zari Silk. A sneak peak into a few innovative ideas and recommendations to make Zari Silk a popular ethnic apparel brand in the country

4 1. Zari The Store Preview Announce the new store launch through local ads in the paper, hoardings, exhibitions, Facebook, PR and word-of-mouth Invite prospective customers (& customers of event partners) for the store launch at the premises or a select venue for an exclusive fashion preview of the latest collection with high tea Partner with a jewelry designer, a make-up artist / salon, a saree-draping expert, a local bank et al to add value to the launch party. Sign-up the invitees for an early-bird membership program and benefits Club an Opening Sale or a Launch Promotion to attract sales in the first week / month of the store launch

5 2. Zari.com Online Shopping Portal Introduce an online retail portal where customers can shop for Indian ethnic apparels, jewelry and accessories from the comfort of their home in a convenient and affordable way (e.g: utsavfashion.in) Tie-up with other exclusive brands / local designers to promote and sell their apparels online Launch a virtual wardrobe that enables visitors to virtually try Zari apparels before making their purchase (by uploading their full length photograph) This platform will also help tap the NRI segment Co-create value by launching a social media contest where participants send their photographs in ethnic Indian wear. The winner - who gets the most FB likes - gets a gift hamper / voucher from Zari or a chance to model in Zari s advertising campaign

6 3. In-house Fashion Consultant A dedicated fashion consultant or stylist to suggest the cuts, prints and colours that will suit a particular customer The consultant will help the customer buy a choice of outfit in the budget The consultant will also help the customer in designing or suggesting matching blouses and accessories to compliment the chosen ensemble The consultant will also help the customer put together fabrics and the type of workmanship to assemble a desired ensemble

7 4. Zari Image Bank Invest in a unique and premium shoot with a top photographer of India such as Atul Kasbekar or other fashion photographer Shoot against exotic and scenic backdrops such as forts, beaches, vintage cars, flowers, forests etc Use these photographs for regular thematic or seasonal campaigns and collaterals. For e.g: Festivals of India, Brides of India, store launches, upcoming sales etc Shoot a peppy making of photo shoot video or AV and promote it through the online and TV space

8 5. Tie-ups Cross promotion is an excellent opportunity to co-create value between 2 befitting brands and tap their respective audiences Band Baaja Bride Sponsor a season where BBB gets the featuring brides or designer to wear / select Zari collection / fabric for their bridal wear and wedding trousseau In lieu, give complimentary in-store and online branding to BBB across all Zari outlets In case, co-promotion is not possible, go for paid PR for intelligent product placement in the BBB show Weddingsutra.com Indianweddingsite.com Bigindianwedding.com Myshaadi.com

9 6. Fashion Institute Partner with a premier Fashion Institute such as NIFT or Pearl Fashion Academy for the sponsorship of their final term project As part of the project, the budding designers will need to utilize discounted fabrics from Zari Silk for their presentation The project will culminate with a fashion show, exhibition, prizes, scholarship for winners and a chance to work with Zari Silk as their in-house fashion designer The behind-the-scenes and the event can be showcased (maybe in the form of a reality TV show) on a television channel like MTV or CNBC Young Turks

10 7. Social Networking & blogging Create a Zari APP that reg8larly gives updates, trends, new collection. The app can also include the virtual wardrobe software Run a Facebook Zari page to engage with audiences and acquire new customers Facebook ads in Facebook pages of wedding planning companies, photographers, make-up artists Create a ethnic wear blogging website that update the latest trends, styles, cuts, fashion, accessories and Zari Silk collection on Facebook and establish communication with prospects

11 8. NRI audience Participate in overseas fashion and apparel exhibitions to tap the NRI audience Commission partnership with online shopping portals to enlist Zari Silk collection in their product portfolio exclusively.in, fashionandyou.com, pretamoda.com, homeshop18.com are some of the popular sites that target both domestic and overseas audiences through attractive offers and promotions

12 9. Corporate Social Responsibility Generate rural employment of women by launching a Zari line of fabrics made by skilled women weavers (self-help groups) in rural India A small portion of revenue from each sale to be contributed towards empowerment of women of the self-help group Zari Silk to give regular workshops to impart better skills to the self help groups and help expand their scope and business This will be a first-of-its-kind of activity by a ethnic fashion brand that will be spoken about in the media

13 Competition & Advertising Competition in New Delhi & NCR Frontier Bazar, Meena Bazar, CTC Emporio, Nalli, Roop Sarees, Vasari, Ushnak mal

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23 Thank You