FabAlley Case study

ContentAbout The Brand

Target MarketCampaign Strategy & Objective

Campaign BriefAbout Campaign

Media Time Table & SpendingMedia Channels UsedCampaign Reception

Campaign’s FutureMarketing Mix Of Faballey

Competitors’ OverviewComparison Table

Bibliography

Brand Overview• High Street Essentials company founded in

June 2012, by Tanvi Malik and Shivani Poddar

• Their niche fashion label portal named Faballey.com

• Mecca of globally trendy, seriously stylish merchandise

• Empowering, feminist brand with a social conscience

• For young women who like to experiment• From trend mining to product production

in just three weeks has made them pioneer the fast fashion retail model in India

Founders

Target Market• Fashion-forward, indie-chic, quirky, tad

unconventional metro girls• For ages 18-25 years• Young, compelling, confident working

professionals living in tier 1 cities• Catering to individualistic, discerning fashionable consumers

AGENCY ON RECORD

Jack in the Box Worldwide: Digital wing of 120 Media collective

Strategy and Objective of the Campaign

• Give a voice and a personality to FabAlley to differentiate from e-commerce start-ups who focus on discounting or transactional methods

• Not a direct product campaign but to communicate core brand proposition

• “Brand does not want women to be bogged down by what’s considered right or wrong in life and in fashion and thus encourage her to #Unfollow:” Tanvi Malik, Co-founder of FabAlley

Campaign Brief“We are a fashion brand but we want to empower women, to break away from stereotypes, be happy and embrace the individuals that they are. We don’t want to be a shallow fashion brand which promotes the fashion police. We want to tell women to buy what you like because you have to dress up for you.”

About Campaign #Unfollow

• Disruptive, digital campaign, featuring comedian Radhika Vaz

• Most bold and non-conforming campaign in recent times

• Uses shock and awe value to attract eye balls

• Comprises of five videos: #What the F**k Should I Wear, #Unfollow Uncomfortable, #Unfollow Pain, #Unfollow Fad and #Unfollow Skinny.

About Campaign (Contd.)• Challenges the conventional lens of

beauty and the clichés associated with it • Encourages women to be comfortable in

their own skin• #Unfollow anything that pulls them down

for their choices• Discredits the banal connotations

attached to fashion

Face of the Campaign: Radhika Vaz

• Radhika, a multi-dimensional personality, writer, feminist and a stand up comedian, is working well for FabAlley

• She wholeheartedly endorses Faballey’s views about the liberty of expression when it comes to women fashion

• Also actively promotes the brand through her social pages and in the media

WHY RADHIKA VAZ?

Media Timetable and Spending

• A total of Rs. 40-45 lakh has been set aside for the 3-week-long campaign.

• The annual ad spend, which includes performance marketing expenditure, is Rs4-5 crores for the brand, but will double in the next year.

Media Channels Used• Digital Heavy, No T.V. as the brand is for

niche audience

• Being promoted on leading social media platforms like Facebook, Instagram and YouTube

• Special twitter contest, #BeAnUnfollower to capture moods around the campaign and engage with potential customers

Campaign Reception: YouTube

• Recently launched #Unfollow Campaign has done wonders for the Brand. Many people from different walks of life came forward and appreciated it. It has helped create an emotional connect with the Faballey brand and also furthered the induced brand differentiation.

Campaign Reception: Twitter

The brand has created a separate hashtag #BeAnUnfollower to prompt the audience to liberate their views & come out of cliches related to their personal fashion. “Create your own style statement by not following the herd mentality.”

Campaign Reception: Facebook

Radhika Vaz’s Reaction

According to her, the film may have shocked people but just the shock value would not

have been enough for any brand. The brand should have something strong to say, failing which the communication falls flat.

Competitor’s Reaction• Pratap Suthan, executive of rival company

Zovi’s AOR, Bang In The Middle, fears that the brand has fired all its guns at the same time by showing a very niche professional, who is an older, unconventional, and atypical model, speaking a language that's way ahead of daily speak, and not wearing anything at all.

• “While it undoubtedly gets eyeballs and tongues, along with a rather strong dose of shock, I don't know if it's too bold for its own good.”

AD Executive, O.R. Radhakrishnan’s Reaction

• ECD of Enormous Brands finds the method interesting and feels it has all the ingredients to go viral.

• "What I like the most is that it is an antithesis. I have seen so many ads of clothing brands with pretty girls and pretty dresses. This is different. It doesn't follow the herd mentality.

• It has shock value but also speaks about attitude and is a reflection of the brand itself.”

Campaign Criticism • While the brand asks one to ‘Unfollow' it

continues to have segments like "Trends", "Look book" and "New In".

• “If FabAlley wants to break category clutter with such powerful communication, it needs to walk the talk and break away from the typical ecommerce/retail nomenclature that has become a norm in this space:” Eshita Jayaswal, vice president - strategic business, Web Chutney.

Future Of The Campaign• Over the next 3-4 months, a web series will

be launched with real women across various fields speaking about how they ‘Unfollow' in life.

• The campaign will also see some spill over on print (in fashion magazines and select dailies). The print communication will not have Vaz but will be based on the 'Unfollow' idea.

• A content platform for the Unfollow girl is under development where interesting content around fashion stereotypes, conventions and policing will be created.

• “Next campaigns will be focused on Product, Design and Quality”: Tanvi Malik

Marketing Mix of FabAlley• The website retails products across five

categories from clothing, bags, shoes, jewelry and accessories.

Product

CLOTHINGBAGS

ACCESSORIES

JEWELERY

Key category contributing 70% to the revenue

TRENDS

Features: Filter search and browsing results on color,

brand, category and price Octane third party email integration Girl on Budget – Filter search results

according to a budget Tally software integration for accounting and

inventory management My style – discover your style by answering

simple questions ESSENTIALS, a category which offers stylish

clothes for workplace, vacation and party

Free Shipping and delivery within 3-6 days in India and with an added $10 for abroad

Plethora of options ranging from Return/Exchange policies to tracking of orders and refund of money

Robust blog that keeps the conversation between the brand and its customers alive through trend reports, styling tips, fun contests and street style captures

Provides the facility of a Lookbook which is a composition of the seasons hottest trends interpreted the FabAlley way

Blog Quizzes Custom shopping cart Wish list - save products in your wish list for ordering

later.

Price• Average product is priced between Rs.900-

1000, a budget-friendly figure what Indian women normally prefer paying for regular wear

• Founders found a huge gap during market research in term of fast fashion at affordable prices

• Brands like Zara and Mango cost Rs.2500 or more; Chemistry Rs.1200-1300 and no high-street labels below this price.

• This problem was solved with FabAlley’s strategic pricing

Average Price Rs.900-1000. Why?

• Payment Options like Cash on Delivery, Credit/Debit card, Net Banking and PayPal available to the customers

• The founders do not believe in going the discounting way. FabAlley is a 2.5 years old brand and consumers have begun to trust the product. Since the designs are exclusive they are willing to pay.

• Locking-In first time buyers with special offers.

Distribution• By taking the e-tailoring route, Faballey

wanted to reach out to 6000 pin codes with one warehouse.

• Inventory led business model with a strong in-house designing team, technology team and a very tight vendor network to ensure that the turn-around time is minimal

• FabAlley sells through their website and other third-party sites like Flipkart, Jabong, Myntra, Snapdeal, Koovs, Yebhi, Amazon, Fashionara, Voonik, Shopalike and HomeShop18

• 70% of FabAlley sales come from other portals

• “We get to reach over a million people a day only because of being on market places apart from our own portal. But customers have told us they buy our products on other sites due to higher discounts”: Shivani Poddar

Communication• Increased flow of traffic from Search

Engines especially, Google.• Associations with fashion bloggers like

High Heels Confidential and Popxo, fashion websites, magazines and through the monthly look-books

• Theme-based promotional events like #Unpink during Valentine’s Day, #Lal Salaam for Holi

• Heavily focused on content marketing through their popular AlleyGal blog.

• Audience marketing via arQ

Features in Niche Magazines

Grazia, Good Housekeepin

g, Cosmopolitan

and Hindustan

Times

• Tapping Facebook through:– Facebook Page Post Image Ads: For

reaching out to right audience and increasing engagement among T.G

– Facebook External Link Ads: For redirecting audience from Facebook to website and increasing website visits

• Using other social media platforms like Twitter, Instagram and Pinterest

Facebook Interesting Posts

FabAlley follows them on TwitterWomen of Substance who have always challenged

the notions of the world.Their very own Brand

Ambassador

Competing Brands

From festive sales and discounts, trend alerts, best

and worst dressed and showcasing new design collections to real and

engaging content platform for target audience through blogs

From Traditional Use Of Social Media To Real Time Engagement Through Content Platform

Campaign History

Competitors’ OverviewMyntra

BRAND OVERVIEW From customising to fashionizingLabels: Dressberry, HRX, Roadster, Mast & Harbour, Anouk, SherSingh, Kook n Keech, ETC

CAMPAIGN NAME Live for Likes

ABOUT THE CAMPAIGN Selfie campaign encouraging shoppers to look their stylish best on every occasion

TARGET GROUP 18-25 years and 27-35 years

PRICE RANGE Rs. 900 – 2500

AGENCY ON RECORD Lowe Lintas

MEDIA CHANNELS USED TVC, Social Media, Outdoor, Print , Direct Response, Electronic Media

SPECIAL FEATURES Mobile app, Blog named StyleMynt, Ditching website completely

Myntra’s CampaignLive For Likes, an on-going multimedia selfie campaign launched in 2014. This campaign encourages shoppers to look their stylish best with the latest fashion trends coupled with a million dollar smile for a perfect picture in every occasion.

Myntra Vs. FabAlley• Myntra based a campaign on “Dress For

Likes” while FabAlley based a campaign on “Dress For Yourself and Break Societal Stereotypes”.

• Myntra has urban, trendy and fashionable celebrities that youth idealises as the face of their brand. FabAlley has unconventional comedian Radhika Vaz for the same.

• At inception, Myntra was into retailing of personalized gifts while FabAlley was an accessories only brand for four months. Both these e-tailers changed their range of offerings according to customer needs.

• Myntra gets 50% of its traffic from Tier II and III cities. FabAlley gets 10% from not so well known Tier I and II cities. Reasonability of prices and free delivery works in the favour of these brands for these cities.

• Both brands are using extensive social media.

‘Live For Likes’ Selfie

Campaign

Competitors’ OverviewZovi

BRAND OVERVIEW Offers locally designed high quality lifestyle apparel and accessory products at extremely reasonable prices

CAMPAIGN NAME Zovi Try and Buy, Zovi Eye

ABOUT THE CAMPAIGN Virtual trial rooms to give customers touch ‘n’ feel factor which led to 25-30% increase in their revenue

TARGET GROUP 20 - 35 years from Tier II and III cities, Unisex

PRICE RANGE Rs. 500 – Rs. 1500

AGENCY ON RECORD Bang In The Middle

MEDIA CHANNELS USED Social media, TVC, Payoom.com, Electronic Media

SPECIAL FEATURES Mobile app, Look book

Zovi’s Campaign

• “Zovi Eye” campaign based on virtual trial rooms witnessed a 25-30% increase in revenue after the launch. The campaign was successful to create the touch-n-feel factor which worked in their favour.

ZOVI Vs. FabAlley• Zovi caters to price conscious customers while

FabAlley’s exclusivity in design makes the customers overlook the price factor.

• Zovi conducts many contests for customer engagement which is not seen to such a large extent in the case of FabAlley.

• Zovi is aiming at a hike from 45% to 70% in mobile traffic while FabAlley still does not have a mobile app yet.

Competitors’ OverviewYepme

BRAND OVERVIEW Democratizing fashion to look good not for the world but for the ones you love

CAMPAIGN NAME #freshfashion starring Shah Rukh Khan

ABOUT THE CAMPAIGN ICC Cricket World Cup campaign featuring players of West Indies sporting the Yepme collection and sharing how it goes with their flair

TARGET GROUP 20 – 29 years from Tier II and III cities, Unisex


AGENCY ON RECORD Havas Media Group

MEDIA CHANNELS USED TVC, Social Media, Sponsoring top TV shows, Print, Direct Response, Outdoor, Electronic Media

SPECIAL FEATURES Look book, Blogs, Mobile app

Yepme’s Campaign• Yepme launched #freshfashion, a multimedia

campaigns to showcase its collaboration with Shah Rukh Khan and the West Indies cricket team for style conscious people who desire to look good and fresh everyday.

• It held contests like “Fly to Australia” and “Cheer for West Indies Team” to establish customer engagement.

• Other campaigns in their repertoire like “Tension Kyun Lete Ho Yaar” featuring Farhan Akhtar have garnered a lot of attention.

Yepme Vs. Faballey• Yepme indulges in heavy promotions and

sponsoring of events while FabAlley had maintained a low profile before the launch of the #Unfollow campaign.

• Yepme is one step ahead in brand building as they are currently focussing on design, quality and originality. FabAlley’s activities revolve around core brand proposition.

• Both the brands talk about democratizing fashion.

Competitors’ OverviewKoovs

BRAND OVERVIEW To provide current international fashion trends at great prices

CAMPAIGN NAME Koovs goes to College, Think Pink in collaboration with Elle Magazine

ABOUT THE CAMPAIGN A 2-month internship for DU students with a passion for fashion to do paid internship at the KOOVS headquarter in India

TARGET GROUP 18 – 30 year old young women from urban towns


AGENCY ON RECORD Carat Media Services for Media Duties

MEDIA CHANNELS USED Social media, Collaboration with Elle India magazine, payoom.com, Electronic Media

SPECIAL FEATURES Blog named Style Feed, mobile app, celebrity looks

Koov’s Campaign• “Koovs goes to College” campaign

launched in 2015 is a big activation programme undertaken by the brand. The campaign saw many DU students (who are also their potential customers) showcase their talent and creativity in order to be associated with the brand.

• Koovs also collaborated with Elle India magazine for the “Think Pink” campaign in recognition of breast cancer awareness month.

Koovs Vs. Faballey• Koovs and FabAlley- both have the same

motive to provide current international fashion trends at great prices. However, the price range underlined by FabAlley is much lesser than that of Koovs.

• Koovs undertakes various Brand Activation programmes which is not seen in the case of FabAlley.

Comparison MYNTRA ZOVI YEPME KOOVS India FABALLEY

FOUNDATION YEAR

2010 2012 2011 2012 2012

THIRD PARTY SALES

80% 60% 20% NA 70%

MOBILE APP SOFTWARE

AVAILABLE AVAILABLE AVAILABLE AVAILABLE NOT AVAILABLE

FACE OF THE BRAND

Hritik Roshan, Lisa Haydon,

Ranveer Singh

NA Shah Rukh Khan

NA Radhika Vaz

NATIONAL/ INTERNATION

AL

NATIONAL NATIONAL NATIONAL INTERNATIONAL

NATIONAL

Bibliography• http://www.livemint.com/Consumer/

tR2UvhvQvBC9BbmhQLh6rI/Spot-Light-FabAlley.html?utm_source=copy

• http://www.afaqs.com/interviews/index.html?id=440_If-the-idea-was-to-titillate-we-wouldnt-have-taken-Radhika-Vaz-FabAlleys-Tanvi-Malik-on-her-nude-comedian

• http://piyushaggarwal.me/blog/advertising/faballey-unfollow-campaign-by-radhika-vaiz/

• http://www.campaignindia.in/Video/392916,faballey-unfollows-dressing-up-norms.aspx

• http://yourstory.com/2014/07/faballey/• . - See more at:

http://www.indiainfoline.com/article/news/faballey-riding-high-on-growth-trajectory-5934239850_1.html#sthash.8AjfEeJU.dpuf

Thank You

#Unfollow