I was tasked with launching a Korean Fashion Brand in India. It was in partnership with a leading manufacturing company based in Bangalore in the southern part of the country. Working alongside the production team, we created products & experiences that focused on forging an emotional connection with our consumers.

Brand Strategy & System

UX/UI

Action plan for funnel conversion

Advertising & Marketing

Product Research & Development

The first step was to conceptualize and create products we would sell. We experimented heavily in the first 3-6 months of launch and my previous experience of selling in the same niche was an added benefit in cutting down the time in finding winning products. The goal wasn't to create one product that everyone would like. It would happen that while one customer disliked a particular product, another would claim to be “obsessed” with it. It was mostly the reviews that we received from customers that validated the value of the products and what it was adding to people's lives.

From the beginning, I knew that I had to focus on creating a unique identity and sell an emotion rather than just the products itself. People buying into the brand were not only buying the products but buying into an idea of participating and emulating a culture- here, Korean pop culture specifically. The products resonated with who they were or wanted to be, and as a brand, we strove to meet that. Over the course of a year, we have had customers who have bought almost 80% of our entire collection, while about 30% chose our brand as their go-to brand for most of their social events.

A huge part of creating an identity and emotionally connecting with the customers is by actually being in touch with them. We had regular meetings & events with customers as well as people who did not know much about us. The focus was not on selling products through these connections but to interact and converse with them. It would go something like this, "Hey we’re thinking of doing this. What do you think about it? Would you buy it?". These personal interactions provide priceless insights which no online survey or reviews can provide.

We focused on partnering with micro-influencers in a similar space as our niche and our TG age group. As our brand was in its initial stages of growth, we reached out to micro-influencers with more intimate and personal connections with their audience. The contents were also focused on concepts and how the products were Korean pop-culture-inspired. Some of the content we put out went viral, with a few getting as many as 3M+ views on a single Instagram reel.

The content we put out focused less on selling or showcasing the products. Instead, we focused on relatability and forming emotional connections with our target audience. The contents sold the idea of participating in an emerging Gen Z culture which was not always necessarily pertaining to Korean pop culture. Even though we had only 10K+ followers, our account had more than 2M+ viewers who visited our profile in a month, and this resulted in generating most of our revenues.

80% of the revenue came through ads, and most of the ads created were similar to our top-performing organic content. The messaging did include offers and promotional materials but it wasn't overshadowing our main value proposition.

return on ads spent

increase in conversions in the secondary marketplace

Increase in repeat purchases