“Put your money into where you can see it, like- hanging in your closet”

Style is said to be an expression of Individualism as it leaves people with an impression

about who you are!

I. FASHION SERVICES BUSINESS:

Expected to touch US$35 billion by 2020, the fashion e-retail market in India is spawning a
galaxy of start-up stars that are beginning to glitter. What is important is not just what they
bring to the customer, but also how they bring it to them.
As shoppers, web cruisers and customers, we appreciate how today’s brands gravitate
towards a story and pull out all the stops to execute an online experience that leaves as much
of an impression as if one had walked-in their store.

StyleCracker, the first online personal styling portal in India was founded in 2013 by Dhimaan
Shah (ex-Investment Banker) and Archana Walavalkar (ex-Fashion Editor – Vogue) with a
vision to make India more stylish. StyleCracker comprises a team of experts whose prime
motto is to offer online and offline solutions from Branded Content, Personal Styling, to
Corporate Workshops. It offers convenience to its customers and help each individual look
great and fashionable by curating personalized boxes full of clothes, footwear and
accessories, taking the stress away of sparing time for shopping out of its client’s routine.
Based on customer needs and data points, StyleCracker curates a box of apparel, accessories,
beauty, and other related items for each customer within a certain budget. Customers can
keep what they like, and return anything that they do not like. The StyleCracker Box is a stylist
curated; customized box of fashion that gets delivered to the customer’s doorstep. One can
visit the website, get themselves registered as a StyleCracker member, answer a few simple
questions about themselves and a team of stylists will get to work. The StyleCracker Box is
tailored to the tastes, budget and body type of every individual so that every member receives
a box that is unique and defines their own style sense.

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II. STYLECRACKER MODEL

Why personalised styling!

Fashion is the first thing people invest in to look good, feel good, and be the best version of
themselves. The founder duo realised that being a product-focused retailer wasn’t going to
help as there were more than enough players in the fashion and styling segment.
The issue in the fashion service segment wasn't just about supply, it was the curation of the
supply. That was the idea how StyleCracker was born.
The team at StyleCracker is intensely focused on being a personal stylist to every Indian, and
are building one of the most robust personalised styling experiences for customers.
HOW THEY LOOK + HOW THEY SPEAK + HOW THEY ACT = STYLECRACKER’S BRAND IMAGE

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III. SERVICES THEY OFFER
Besides the regular style, this fashion portal offers the current trending curated for the
customers with reasonable price tags. They exclusively invite fashion lovers to StyleCraker
events and workshops. Special discounts and deals are also availed to the customers with just
a click. Refund is also provided for the people who do not like the left-out things in the
StyleCracker box.

StyleCracker Commits:

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IV. HOW THEY MARKET TO THEIR CUSTOMERS
Social Media: 49 percent of millennials and 85 percent of Gen Z – use social media to vet
products and ensure they get their money’s worth before they make purchases. Social
networks are the primary way consumers determine what to buy, not just where to buy.
Social media (37 percent) outranked retailer websites (34 percent) and price-comparison sites
(32 percent) in terms of which media channels consumers place their trust in.
In this way, social platforms are about more than just followers, fans and photos; they’re
intrinsically enmeshed in the buyer journey. This unique fashion services brand has tapped
into almost all social media platforms to spread a word.

A. Facebook- This unique brand is actively engaging viewers by sharing Videos and photos of
beauty hacks, recording live events, information about their curated box concept and details
of partnering with food and beverage companies for their events. It has also made the viewer
to access the buying option directly through Facebook.

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B. Instagram- Apart from sharing videos and photos, StyleCracker enables its huge number of
followers (120K) to shop even through the link provided on its page. Marking its omnichannel
presence on Instagram to enhance its popularity. They also put posts of customers wearing
outfits or footwear or accessories styled by their team and put up polls and stories on topics
like “Ask A Stylist” wherein followers can ask for suggestions on daily wear styling and stylists
post videos addressing those people and giving relevant tips.

C. Twitter- Apart from sharing videos and photos of events, beauty tips and basic styling
advices; they also address their customers feedback and are working round the clock, towards
further improvement. This platform has really made it easier to track how the customers are
liking their services.

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V. SCOPE FOR MODIFICATIONS IN EXISTING SERVICES
Benefit to the Designers
• This platform will be specifically for the upcoming designer who are not yet established
and want to build a brand image in the market.
• Providing a platform to the designers to showcase their designs.
• The designers who are not yet online, can use the platform to expand their business and
enter the online market.

VI. MODIFICATIONS
A. Giving an option of previewing items to the customer:
The existing model of StyleCracker works very closely with their customers to select apparels,
accessories, and other categories that would work for them, within their budget and ship it
to them in a box. The process is simple: the user registers on Style Cracker and shares certain
basic information like their body shape, personal style, size, budget, fashion preferences, and
other requirements.
Style Cracker’s team of experienced celebrity stylists take over and curate a personalised box
of apparel, accessories, bags, shoes, and beauty products, based on the available data points.
The entire process is driven majorly by information technology, enabling stylists to curate
several hundred boxes every day. The customers can keep what they like and return what
they don’t. The curated box is basically a surprise element for the customers. The customers
get to see the items only once the curated box is delivered to their doorstep.
Whereas, to reduce number of exchanges and returns the website can offer their customers
an option to preview the items before it gets dispatched so that the customer can make
special requests for example change in colour, style or any other specifications that she might
have. Providing this option would enable to save time and efforts for both the company and
customers. Taking this option will be at the discretion of the customer, the customer can
always opt for their existing model that involves the surprise box.

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B. Introducing maternity range: Times have changed. Women no longer shy away from
wearing beautiful dresses even when they are in their maternity. Giving birth to a baby
doesn’t anymore hold them back from wearing what you love to wear and looking ravishing
as ever. Designer maternity wear is a norm today, and every woman loves the various types
of clothing that are available in the market especially for the pregnant women. Style cracker
can tap this opportunity and can launch a style box for maternity wear also. As StyleCracker
is already one of its kind business models but still there are many new companies that are
emerging as a competitor in this Industry. Launching a style box for maternity wear will give
StyleCracker a competitive edge in the market as no other competitor of style cracker has
come up with this thought as of now.

C. Exchange and earn: In order to promote sustainability and encourage their existing
customers to continue placing orders from them, style cracker can launch a “fashion upgrade
program” this event would encourage their users to exchange their old apparels that they
have bought from StyleCracker in return of points that they can redeem on their new
purchases and get a fashion upgrade. This initiative would ensure customer retention and will
also help in promoting sustainability.

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VII. DESIGNING A NEW SERVICE

Although Expanding into a new product line and starting a new service all together is
expensive, still we would like to suggest the brand with a potential new service that it can
initiate.

A. Description: Providing customized ethnic party wear clothing to the

customers.

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B. The Operating Procedure:

Step 1: Choosing the design

The customer can choose from the wide range of designer ethnic wear provided on the
website through tie ups with the upcoming designers. The customer will have an option of
selecting maximum of any three pieces from the collection.

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Step-2: Fixing an appointment:
Once the customer selects the designs, he can fix an appointment with the inhouse tailor of
style cracker. The customer will specify the day, date, and the time slot when he will be
available.

Step-3: Visit of the Tailor:

The tailor will visit the customer along the selected designs. The customer can try on those
designs and select the pieces he would like to buy. Then the tailor will take the customers
measurements required to stitch the selected design.

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Step-4: Production:
The Apparel will be stitched by the designer as per the measurements taken.

Step-5: Delivery of the product:

The customer can again fix an appointment with the tailor to receive her product. The tailor
will personally come to deliver the product, so that he can personally assess the fit of the
garment for any alterations.

Step-6: Alterations
If there are any alterations the tailor will take the garment back to the workshop, make the
necessary alterations and then deliver it to the customer on the selected date and time.

C. Total lead time: The total lead time for the service will be three weeks.

D. Service cost: The service cost will be included in the product cost itself. Because if the
customers are told that there would be an additional service cost, then the customer
perceive the service to be expensive and they tend to be sceptical about it.

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VIII. IMPROVISING MARKETING STRATEGIES
A. Influencer marketing
StyleCracker can use influencer marketing to promote their brand as it is one kind of
marketing that has proven to be extremely beneficial to brands and marketers. Influencer
marketing benefits range from a higher-than-average return on investment to allowing a
brand to connect with a previously unreached audience. Whether an influencer's audience is
small or large, an influencer can reach consumers via their blogs and social networks that
your brand may not be able to.

B. Search engine optimization

Search engine optimizations is the call of the hour. It can be a great tool of marketing for the
brand. The brand should invest in search engine optimization to let more and more people
know about the brand.

C. Relationship marketing Campaigning

#Style It: Style to Win- The contest will be promoted on all the social media platforms like
Facebook, Instagram and snapchat. The website can have a separate link to direct the
customers to see the participating posts in the contest.

D. Subscription letters
Style cracker should adopt subscription letters to promote its service. It can send regular
messages, and e-mails to its existing customers as well as prospective customers informing
them about the new services and discounts.

E. Marketing in various fashion and food festivals

StyleCracker can use various fashion and food fests like popxo, little flea and other food
festivals to spread awareness about the brand among the consumers. The brand can fix pop-
ups in these festivals, explaining the consumers about their work.
They can display samples of the products they provide to the customers to give an experience
of the quality and type of collection they offer. They can even provide free gift vouchers to
induce the customers to use their services.

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F. Print Media
Print media is one of the oldest forms of advertisement that reaches every house and
household.
StyleCracker can promote its services through magazines like vogue, femina and brochures.
Their maternity range can be best promoted through magazines as women in their maternity
do not use screens too much and rely on magazines and newspapers to know what's
happening around them.

G. Promoting more discount consultation

While it undoubtedly varies industry by industry, the conversion rate of offering discounts
makes it one of the most effective marketing strategies. StyleCracker can give discounts to
their new customers. Offers and discounts are always appreciated by the customers while
going for a purchase of an item.

H. Crowd source
StyleCracker can do crowdsourcing by gathering ideas from the customers and target their
audience to create some new content attracting more and more customers.

I. Organize own fashion shows

StyleCracker may also organise their own fashion shows for the prospective audience. As it
is a great opportunity for the brand to create unforgettable experiences by providing such
services.

J. Augmented reality
StyleCracker can introduce augmented reality in practicality. AR can be used to solve one of
the fashion industry’s most significant problems how to show the consumer what the
clothing would look like on them.

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IX. LAUNCHING OUR VERY OWN
CAMPAIGN

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