Marketing Strategies and Customer Perception of Fabindia: Insights from a Customer Survey | Assignments Marketing

Marketing strategies currently used by Fabindia

Touted to be India's largest private platform for products that are made from traditional

techniques, skills and hand-based processes, Fabindia has witnessed double-digit growth in

revenues in last one year, mostly because of the inclination towards sustainable fashion.

Fabindia endeavours to bring alive products and encourage lifestyles that celebrates our rich

Indian culture, craft traditions and wisdom. The brand has recently opened their experience

centre in Andheri, Mumbai. The experience centre is a mix of an interior design studio,

alteration studio, Tug Bug and Fabcafe along with home accessories, lifestyle and personal

care range.

This is the 24th experience centre, they have their centres in Delhi, Gurgaon, Noida, Bombay,

Bangalore, Chennai, Hyderabad, Coimbatore, and Pune. They are open in more than 10

locations. So, the idea is to have close to 25% of their own retail footprint by the end of this

year which will probably contribute or should probably contribute around 35% of their

revenues.

Fabindia distinct itself from others in a similar segment because of their philosophy, which

has been clear that the brand sees itself as that essential bridge between India's rich cultural

past and modernity at one level, and at another, a brand that connects that rural artisan and

craftsperson with the discerning Urban consumer.

They are perhaps the largest platform that reaches out to a maximum number of people and

customers in urban India. An advantage that they have built over a period of time is that they

have invested in their supply chain and their sourcing ability. So, that gives them certain

leverage in terms of reaching a greater number of people and connecting a greater number of

people with consumers.

Brands these days are offering more customised solutions. They, as a brand also do bespoke

clothing which is offered both through their online platform, as well as their stores.

Discount is not the only way of growing business, people are looking for good and

meaningful products. They are looking for brands which stand for a certain cause, certain

value. Consumers are also becoming cautious about using a natural alternative.

Responsible consumption is on an upswing and brands which drive products which do justice

to that philosophy of responsible consumption are brands that have a slightly higher upside

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Marketing strategies currently used by Fabindia

Touted to be India's largest private platform for products that are made from traditional techniques, skills and hand-based processes, Fabindia has witnessed double-digit growth in revenues in last one year, mostly because of the inclination towards sustainable fashion. Fabindia endeavours to bring alive products and encourage lifestyles that celebrates our rich Indian culture, craft traditions and wisdom. The brand has recently opened their experience centre in Andheri, Mumbai. The experience centre is a mix of an interior design studio, alteration studio, Tug Bug and Fabcafe along with home accessories, lifestyle and personal care range. This is the 24th^ experience centre, they have their centres in Delhi, Gurgaon, Noida, Bombay, Bangalore, Chennai, Hyderabad, Coimbatore, and Pune. They are open in more than 10 locations. So, the idea is to have close to 25% of their own retail footprint by the end of this year which will probably contribute or should probably contribute around 35% of their revenues. Fabindia distinct itself from others in a similar segment because of their philosophy, which has been clear that the brand sees itself as that essential bridge between India's rich cultural past and modernity at one level, and at another, a brand that connects that rural artisan and craftsperson with the discerning Urban consumer. They are perhaps the largest platform that reaches out to a maximum number of people and customers in urban India. An advantage that they have built over a period of time is that they have invested in their supply chain and their sourcing ability. So, that gives them certain leverage in terms of reaching a greater number of people and connecting a greater number of people with consumers. Brands these days are offering more customised solutions. They, as a brand also do bespoke clothing which is offered both through their online platform, as well as their stores. Discount is not the only way of growing business, people are looking for good and meaningful products. They are looking for brands which stand for a certain cause, certain value. Consumers are also becoming cautious about using a natural alternative. Responsible consumption is on an upswing and brands which drive products which do justice to that philosophy of responsible consumption are brands that have a slightly higher upside

than the others. But India is a massive market, there is no 'one India', there are many India inside of India. So, different geographies behave differently. Overall consumption is going to increase and become wider. People have access to production brands in smaller markets, unlike earlier times. Everybody is moving towards more responsible consumption. Everybody is using products which have certain value or cause attached to it. Customer loyalty in the long run, is driven fundamentally by brands, which offer customers an alternative lifestyle choice. Fabindia provides consumers with the opportunity to make certain conscious alternative choices when it comes to consumption. And that is the reason they promote products which are handcrafted/handmade. Their marketing strategy has always been a good mix of above the line, below the line, digital and CRM. They do a lot of Print ads, especially in newspapers on product announcement and collection launches. Apart from that, they do a lot of work on Digital and Social, videos and influencer marketing. And that is done almost on a monthly basis. Consumers these days are looking at their purchase decision through a slightly finer lens, they are weighing their purchase slightly more than they used to. But Fabindia has a good brand image and good products, which have an intrinsic value in them, intrinsic philosophy in them, that’s why people gravitate towards them.

Small Customer survey

A lot of the commodity level purchase is going down and branded purchase is getting more and more difficult. To know about Fabindia’s customer satisfaction level and brand awareness, we did a small survey having a sample size of 108 people of Patna (Bihar). We used simple random sampling as our sampling method. We prepared a questionnaire to collect the data.

Questionnaire

Name Gender?  Female  Male  Prefer not to say

 Only when some occasion or festival is there  Very few times  never bought Are you satisfied with the pricing that brand does for its products?  yes  no  I can't judge this Where do you see Fabindia’s advertisements?  Social media and other online sites  Hoardings, Newspapers, Posters & other print media  News channel, Radio  I don't see Fabindia's advertisement much According to you on what below mentioned things should brand improve?  Product Quality  Product Variety  Offers for customers  Pricing  Services  Marketing  Availability of products  Others Any Feedback for brand that you would like to give? Response to these questions are as follows: Gender?

Marketing Strategies that can be helpful for Fabindia

Fabindia has indeed come a long way in the Indian retail market. It has pioneered branded womenswear and popularised products made from traditional techniques and processes and is also among the first brands to offer a premium shopping experience to the end-consumer. However, the Indian consumers are now more informed, and competition has increased. Apparel as a category is transitioning from a need-based buying category to a lifestyle category, with the consumer making purchases at will and from the locations that they choose from. To cater to the changing demands of the marketplace Fabindia can us these market strategies:

To include youths in their customer base they should reinvent their brand by product variations and bringing in trendier product lines with the change in fashion. As Fabindia had monotonous product designs over the years, they should try to change with change in season and trends.
Most people are not even aware about the brand. So, they should focus more on advertisement for example, they can hire a famous celebrity as their brand ambassador. This will help them in connecting to more people.
As Social media is more prominent in youths, they can advertise through some influencers. These influencers can be any person who supports the same cause as Fabindia and that way they will not lose their essence.
Due to the changing economy and busy lifestyle, people do not have much time. So, Fabindia should create a full-fledged retail market online. They currently have a website but a lot of improvements can be done for example, they can have a virtual trial room in which customers can easily check how a particular product will look on them. That trial room can have a 3-D model, which can be generated with the specifications given by customers like- age, weight, gender, body measurements, etc.
Currently Fabindia sells its products through only one e-commerce store i.e., Myntra. It can expand its online horizon and can sell through many other stores.
It should make its product availability easier. So, that its products are available at the right place at the right time.
They should try and bring products of low price also, so that more customers are attracted.
They can use promotional techniques like discounts, free gifts or vouchers to attract customers in to their stores. Their stores are so good and attractive once, the customer enters high chances are that he will buy something.
They can introduce more variety of fabrics as there are only limited options available.
They can create an advertisement which can emotionally connect to people and they can show the craftspeople and artisans story in those advertisements. This way they will not lose their essence and will impact a larger customer base.

Marketing Strategies and Customer Perception of Fabindia: Insights from a Customer Survey, Assignments of Marketing

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Partial preview of the text

Download Marketing Strategies and Customer Perception of Fabindia: Insights from a Customer Survey and more Assignments Marketing in PDF only on Docsity!

Marketing strategies currently used by Fabindia

Small Customer survey

Questionnaire

Marketing Strategies that can be helpful for Fabindia