FabIndia is an Indian retailer known for ethnic Indian clothing and lifestyle products. They are revamping their online marketing plan to better target customers aged 18-35 in metro and tier 2/3 cities. The summary proposes enhancing their website with customization tools, increasing social media presence, and hosting cultural events to educate customers and strengthen the brand.
37. The micro site would be linked to the national supply chain data and regularly updated. This will make the online process centralized and will enable FabIndia meet the demands of the consumer irrespective of the location.
38. Website will serve as the landing page for all online marketing initiatives.
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41. Inform the users about the Culture & Crafts’ Fest
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45. Regular tweets about the new biometrics application
46. Engage into conversations with consumers (provide solutions to issues they face etc.)
47. Tweets about upcoming ground activities
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50. We will bring this art on ground for them to experience it first hand and also learn it.
51. Every metro will have a 2 day workshop cum exhibition where these artists will put up stalls about these crafts and exhibit the work along with “Live Craft Workshop”,workshops (for more knowledge and interest) for keen audience.
53. This makes the customers more aware of the work put in for their fabric and helps them with their association with brand FabIndia.
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55. Men can be encouraged to increasingly visit the stores with the women in their lives with offers like “ bring your mom/sis/wife/ girlfriend to shop, and get x% off”
56. FabIndia will tie up with various NGOs like Breakthrough, Jagori etc. for their cause of empowering women.
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60. Given here are the various shades that FabIndia merchandise is available in.
61. But we noticed that there are some colours that the brand is biased towards (reds, blues and eartherncolours).