Zari Sarees

Zari. The whole 9 yard approach.

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

• 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

Objective

• 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.

1. Zari – The Store Preview

• 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

• 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

2. Zari.com – Online Shopping Portal

• 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

3. In-house Fashion Consultant

• 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

4. Zari Image Bank

• 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

5. Tie-ups

• 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

6. Fashion Institute

• 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

7. Social Networking & blogging

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

• 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

9. Corporate Social Responsibility

Competition in New Delhi & NCR

Frontier Bazar, Meena Bazar, CTC Emporio, Nalli , Roop Sarees, Vasari, Ushnak mal

Competition & Advertising

Thank You