On 'India 2.1' being the target market for unbranded apparel, one of my acquaintances started a brand by the name 'Zara ki Tarah' and is doing extremely well.
Seems to be the right communication for the aspirational Tier 2 audience looking for good designs, quality products but at a bargain.
Nope. They shy away from online presence & cataloguing is something they don't do. I had asked him initially this and the reasons were:
- Fear of getting caught
- Fear of someone else copying their designs. He himself travels to zara, H&M etc every quarter, buys products, clicks pictures and then returns the products to these brands after getting 'inspired'.
On 'India 2.1' being the target market for unbranded apparel, one of my acquaintances started a brand by the name 'Zara ki Tarah' and is doing extremely well.
Seems to be the right communication for the aspirational Tier 2 audience looking for good designs, quality products but at a bargain.
wow that takes faux premiumisation to another level :D
does it have a website?
Nope. They shy away from online presence & cataloguing is something they don't do. I had asked him initially this and the reasons were:
- Fear of getting caught
- Fear of someone else copying their designs. He himself travels to zara, H&M etc every quarter, buys products, clicks pictures and then returns the products to these brands after getting 'inspired'.
Dream11 / MPL etc, heck even Mahadev App successfully monetized India 2.1. The interesting thing is that their Apps are mainly in English