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KOOVS to invest more on OOH and brand activation

By Satarupa Chakraborty - January 25, 2016

Leading online fashion portal KOOVS, after achieving a sales growth of 210%, is all set to raise its budget in advertising and promotions with OOH and brand activation being the major media mix.

After rolling out its first phase of brand-focused, multi-channel marketing campaign, from November 23, 2015 to December 31, 2015, KOOVS plans to invest more in its OOH and brand activation this year. The initial campaign has already garnered an increased brand awareness from 1% to 8% (according to Campaign Watch from mConsult), 98% increase in website visits and 75% increase in conversion rates leading to an overall sales growth of a whopping 210%.
 
Koovs is implementing a targeted marketing campaign that spans a broad range of media, including a new focus on off-line media such as print, television, cinema and outdoor displays, as well as through activation activities such as participation in music and fashion events. This will be supported by a continuation of the on-line marketing including i-video and social media. The campaign that recently ended will be followed-up by further campaigns for the spring and autumn of 2016.
 
According to Mary Turner, the newly-appointed CEO, KOOVS.com, the brand is refocusing the commercial strategy into three immediate priorities; to deliver a step-change in brand awareness, to extend the product ranges to appeal to a wider audience and to develop a compelling fashion discovery platform with lifestyle content and social media engagement.
 
For its India operations, the brand has appointed Gaurav Nabh (formerly CEO of Quasar, WPP's specialist digital agency in India) as Marketing Director to drive the on-going marketing strategy. Gaurav brings over 14 years of marketing experience including responsibility for launching Virgin Mobile and Telenor in India and has worked with top international brands such as Proctor & Gamble, Nestlé, Colgate and Domino's Pizza on their digital launches in the market.
 
"In addition, as part of an overall business review, we have re-balanced the Group's international talent, refocusing the London team on creative and design and strengthening the execution capability in India. We are investing in the Koovs brand, amplifying it using a blend of high profile multi-media activities and innovative customer activation through music and fashion events. Broadly, we are working towards creating a distinct and compelling online fashion destination,” Turner informed.
 
The Indian e-commerce market is undergoing exceptional growth. The lifestyle e-commerce market is estimated to increase by 5-times to £7.5bn by 2020, driven by the rise of the internet-connected middle class in key urban centres. Koovs' strategy is to access this growth market and to build Koovs.com into India's number one affordable western fashion destination by 2020.

The directors believe that what stands the Group apart is its exclusive private label designed in Koovs' own London studio, focused on the style conscious youth market, and its authority on international fashion, established through years of management experience working in global fashion markets.
 
In order to achieve the Company's vision and capture market share, management are focused on:
 
Investment in the brand
 
Koovs' has established a core following of early adopters, however brand awareness across the total Indian market has been low. The directors believe this creates a significant opportunity for the Group to increase sales by raising brand awareness and reaching a wider target audience.
 
Product range
 
Koovs' currently leads on trend-led fashion. By broadening the product offering into new categories including casual wear, active wear and work wear, along with an entry-priced fashion basics range, Koovs expects to widen its appeal to a broader customer base.
 
Fashion destination
 
Koovs.com aims to engage with customers and embed Koovs into their lifestyle by providing an engaging experience through fashion and lifestyle-related content and a seamless experience across the web, mobile and tablet. The "Style Stories” hub offers fashion inspiration, style news and the ability to interact and share.
 
Capital raising
 
The Company is in the final stages of agreeing another staged fundraising round of approximately £4 million. This will include further Director participation, underlining their confidence in the business strategy. This funding will allow the Company the flexibility to take a measured and strategic approach to the timing and terms of subsequent equity raises within the stated overall equity funding requirement. A further announcement will be made shortly.
 
Mary Turner, said, "We have a clear strategy to build India's leading fashion destination, underpinned by clear financing and investment plans which are on track. Our priorities are to build on the positive momentum of our initial marketing campaign, further develop our product ranges and accelerate growth into the New Year.”
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