Bombay High is a formal apparel brand for the young and young at heart. The brand targets the young professionals between the age group of 25 to 40.
Bombay High has moved forward to online marketing now in order to create awareness about the brand, a medium to communicate directly with its fans or consumers and in return increase sales of products and gain loyal consumers. The need for formal wear will never decline in the industry and with the increase in demand for the same; the brand can tap its target customers who are looking for classy formal wear that gives them a sophisticated look and makes them stand out from the rest. In order to reach out to its fans and showcase the collections to them social media platforms can be used wisely.
What was done?
For any brand, tapping the audience which perfectly falls into the category specified as the brand target audience is a challenge. Online and offline integration is a must in order to trigger and create awareness. This enables the brand to create buzz offline and promote the same in the online space and engage with fans, thus advocating its presence in the market.
A formal fashion brand that it is, Bombay High conducted an offline event “High On Fashion”, bringing the fashion and formal elements together in the concept. The event had six well known bloggers in Mumbai and six brand managers of well known companies in Mumbai, as participants.
The event was all about “The Blogger Challenge” where in these six bloggers were paired individually with six other brand managers, and each one of the blogger was asked to dress up the manager keeping in mind the theme – day time office wear and use only the clothes available at the Bombay High store.
The event also featured a high-profile fashion designer and well-known socialite, Shaina NC , who announced the blogger challenge winner – The Style of the Day.
A fun filled engaging event that it was, High On Fashion proved to do a great deal of positive to the brand in the online space.
The event was well promoted on digital space via platforms like Facebook, twitter and e-mailers-invitations for the event were sent out to the participants.
Details of the event were put forth to the fans on Facebook, twitter hashtag – #highonfashion was used by each of the participants and Bombay High trended in Mumbai as a result of this.
Brand awareness created via this event increased the fan base on the facebook page and also increased interactions of the brand with its fans.
Shruti Nair – Business Head
Riyaz Merchant – Creative Head
Saad Merchant – Copywriter and creative in – charge
Bianca Radhakrishna – Social Media Strategist
Nelson Lopes – Creative Visualizer
Shaista Syed – Social Media Executive