Ready to Dive into the World of Lingerie? Let’s Make Shopping Sprees Less Awkward and More Awesome! Let’s discover the marketing strategy of clovia. We as a digital marketing agency for fashion brands in india are excited to unwrap their strategies, are you? Let’s discover their fashion marketing strategy!
Clovia recognized a demand in the Indian market for women’s intimate apparel that prioritizes digital channels. They also realized that the existing distribution approach obstructs the exchange of consumer insights, leading to a deficiency in innovative and inclusive marketing strategies.
Having established a strong presence on social media and successfully connecting with urban women, Clovia set its sights on engaging with women across all Indian households.
The brand believed that the most effective way to achieve this was by becoming a part of their audience’s daily lives, which could be achieved through either cricket or Bollywood – two integral aspects of Indian culture.
According to Gulati, even a decade ago, male celebrities were prominently featured in advertisements for men’s innerwear brands. However, for Clovia, securing the participation of leading female Bollywood celebrities required a significant effort.
For instance, brands like Lux Cozi, Amul Macho, Amul Comfy, Dixcy Scott, Rupa-Frontline, Macroman, and Dollar Bigboss have long appointed well-known male celebrities as their brand ambassadors. In contrast, the women’s innerwear industry lacked comparable representation.
Therefore, in order to dispel the discomfort, it became crucial for Clovia to secure a brand ambassador. Ultimately, in December 2022, the brand successfully enlisted Shraddha Kapoor as its ambassador, marking a significant achievement in their marketing journey.
The introduction of the campaign and the addition of Shraddha have also led to an increase in revenue for the brand since December 2022.
Partnering with Shraddha Kapoor, who boasts the highest number of followers among Bollywood actresses, has propelled discussions about lingerie into the mainstream media. This association has not only provided them with a strong television presence but has also granted us entry into households, giving them wider reach.
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