A Marketing enthusiast with an aptitude for design, branding, and research
Stradivarius
India Launch Campaign
Project Overview: Stradivarius, a renowned fashion brand not yet present in the Indian market, is planning to make its debut in India. This project outlines a comprehensive sales and PR strategy for the brand's successful launch, focusing on advertising, press events, public relations, tie-ups, market analysis, and the brand's philosophy.
About Stradivarius/Market Analysis
Stradivarius is a contemporary and casual Barcelona-based fashion brand. Stradivarius is located in the city of Barcelona (Spain) it has existed since 1994. Since 1999 it belongs to the Inditex group and is a family business. Owned by Inditex since 1999, Stradivarius sells trendy styles for low prices.
Market Insights:
The fashion industry in India has witnessed remarkable growth due to a rising middle class, increased disposable income, and growing fashion consciousness. Consumers are inclined towards global fashion brands that offer a blend of international trends and local sensibilities.
Does Stradivarius Ship to India?
Not all items from Stradivarius can be shipped straight to India. Even if they ship products cost becomes higher than their original price
WHY STRADIVARIUS
Stradivarius bridges the gap between the younger brands and Zara It's more affordable than Zara. Its target customer is closer to Zara's, focused mainly on millennials. In order for these clothes to reach common people who wish to be stylish, the clothes must be affordable.
Sales Strategy
To ensure a successful market entry, the sales strategy will focus on creating demand and excitement among Indian consumers:
Market Analysis/ Target Audience Identification
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Young people are the target market for the casual and creative brand Stradivarius. Young, trend-conscious.
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Adventure consumers between the ages of 18 and 34 make up its ideal target demographic.
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With an average price below €23 and a sizable portion of less expensive products like accessories, Stradivarius and other Inditex brands like Bershka and Pull & Bear targets a young audience.
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As a result, it may be assumed that Stradivarius' intended market in India will primarily consist of young, style-conscious people who are looking for fashionable yet reasonably priced apparel options.
Product Assortment:
Strategic Pricing:
Positioning of the brand as an accessible luxury by offering premium-quality products at competitive prices, making it attractive to both aspirational and affluent Indian consumers.
Exclusive Pre-Launch Events
Organizing exclusive preview events for fashion influencers, celebrities, and media to generate buzz and anticipation. Creating an aura of exclusivity and luxury around the brand.
Curated a collection that blends Stradivarius's signature European elegance with local cultural elements. With the mix of apparel, accessories, and footwear to cater to diverse fashion preferences.
Product Assortment & Pricing
The PR strategy aims to build a strong brand reputation, generate media coverage, and establish Stradivarius as a must-have fashion label
PR Strategy
1
Press Conference
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Celebrity Ambassador
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Special Guests and Journalist
4
Press Kit
5
Press Release Pointers
6
Selected PR Platforms: Print and Digital
1
Press Conference
Location - A press conference for the launch will be held at St. Regis in Mumbai.
Date - 5th September, Tuesday 2023
Time - 11 am IST.
2
Celebrity Ambassador
Highlight for the event will be the presence of a celebrity -Kiara Advani (Kiara Advani is a young and popular Bollywood actress who resonates with the youth, making her a relatable choice for Stradivarius, which targets a younger demographic..)
3
Special Guests and Journalist
4
Press Kit
Oscar Garcia Maceiras CEO of Inditex (the parent company of Stradivarius), will grace the event, underlining Stradivarius's commitment to the Indian market.
Special Journalist - Neena Haridas an Indian journalist and writer. She specializes in fashion, art, and lifestyle design and is also known for being a commentator on television.
A press kit is a special package to promote and deliver the brand‘s concept and message. It is provided to reporters, and influencers and presented as a token for the launching and special events.
Stradivarius press kit can contain Exclusive quotes from the brand's celebrity ambassador (Kiara Advani) with the brand products
5
Press Release Pointers
6
Selected PR Platforms: Print and Digital
Headline: "Stradivarius, the Iconic Fashion Brand, Makes its Mark in India with a Glamorous Debut"
Introduction: Stradivarius, the esteemed sibling brand of Zara, is set to enchant the Indian fashion scene with its elegant and trendsetting collection. Known for its unique blend of chic designs and high-quality craftsmanship, Stradivarius is all set to redefine the fashion landscape in India.
Key Highlights:
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Kiara Advani the epitome of grace and style, becomes the ambassador of Stradivarius's Indian journey.
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Oscar Garcia Maceiras presence reaffirms Stradivarius's commitment to providing Indian consumers with the best in fashion.
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Stradivarius's collection promises to cater to the diverse fashion sensibilities of Indian consumers, empowering them to express themselves effortlessly.
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The brand's launch event will unveil its exclusive collection, meticulously curated to resonate with Indian fashion aficionados.
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Print Media: Collaborating with high-profile fashion magazines to feature editorial spreads showcasing the brand's products and its celebrity ambassador.
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Digital Channels: Utilizing social media platforms, influencers, and fashion bloggers to create a buzz through teaser campaigns, behind-the-scenes content, and interactive posts.
Conclusion
By incorporating thorough research, detailed strategies, well-designed visuals, and an analytical approach, this project effectively showcases my understanding of Stradivarius' market entry and its potential success in the Indian fashion industry.