ABOUT BRAND

Fabulous based out in Patna is an online fashion destination for taste-makers and trend-breakers
all over the country. Fabulous started in 2019 as an online apparel store selling a highly curated
collection clothing for women. The company is one of the private label brands whose products can
be found across all other marketplaces.
The shop has grown to become a legit style source for fashion-forward apparel and accessories.
The name was inspired by all the rebellious, fashion-forward girls in India who shy away from the
mainstream and shop at offbeat alleys, indie-chic nooks and quirky boutiques. Fabulous is a unique
concept with the strong focus on independent and sophisticated women in the age group of 20-40
years.
Fabulous is an apparel retail store. It is the destination store which is built to provide nearly
everything that a woman needs to look & feel good. The store offers experience through its elegant
ambience, personal stylist, plush trial rooms with lounge area along with a curated collection in
apparel and beauty. The store offers beauty products, Accessories and Footwear apart from
clothing Fabulous is crafted especially around women - to celebrate her. Every aspect of the store
will be design that speaks loudly for women. It will be the size-inclusive brand offering
womenswear clothing for skinny to curvy women ranging in the size bracket of 2XS (32) –
4XL(48).
The web site also offers a style blog, which presents style bytes, trend reports, style tips and street
fashion beats, in addition to a style quiz. Going forward, Fabulous plans to rebrand and rerelease
its style blog with more interactive capabilities and in-intensity fashion coverage.
The brand work on a fast-fashion model, wherein the brand design, produce and launch new
products every week. Targeting audience comprises of young, discerning and fashion “forward
women. The brand ensure that the lead time from trend-mining to production is really short so that
the brand can always reach out to her with fresh new wares every week.
Vision Statement: “To create a global brand that provides fashionable products at affordable
prices to Women”.
Mission Statement: “To give every Women the means to STYLE HER OWN LIFE. To make
shopping a pleasant, yet inexpensive for Women, while providing their lives with sense of
confidence and beauty”.
MARKETING MIX
Product: The product strategy and mix in Fabulous marketing strategy can be explained as
follows:
Price: Average product is priced between Rs.799/-3999/-, a budget-friendly figure what Indian
women normally prefer paying for regular wear. The brand found a huge gap during market
research in term of fast fashion at affordable prices. Brands like Zara and Mango cost Rs.2599 or
more; Chemistry Rs.1299-1399and no high- street labels below this price. This problem was
solved with Fabulous’s strategic pricing Average Price Rs.799/-3999-.
 Tops and Shirts: Rs.799/- to Rs.1999/-
 Dresses and Gowns: Rs.999/- to Rs.2999/-
 Denim Jeans: Rs.1299/- to Rs.2999/-
 Jackets: Rs.1199/- to Rs.3999/-
 Kurtis and kurta sets: Rs.899/- to Rs.2999/-
 Pants and Plazzos: Rs.799/- to 3999/-
 Accessories: Rs.299/- to Rs.1999/-

Place: Fabulous based out in Patna is an online fashion destination for taste-makers and trend-
breakers all over the country. Fabulous started in 2019 as an online apparel store selling a highly
curated collection clothing for women. The company is one of the private label brands whose
products can be found across all other marketplaces.

Promotion: Promotions refer to the entire set of activities, which communicate the product, brand
or service to the user. The idea is to make people aware, attract and induce to buy the product, in
preference over others. Fabulous fashion is a growing brand that needs to water every day, to make
it strong. On the same note, the firm asked to perform certain promotional activities and events to
boost the visibility and sales of the brand. The brand mainly focused on online marketing to bring
in the eyes of potential consumers. It organized events to generate consumer’s interest in the brand.
People are very used to online marketing; they seek updates through it and keeping the same in
mind the brand made initiatives to pop in between people’s updates. Online marketing is a set of
powerful tools and methodologies used for promoting products and services. Online retail
marketing through the internet. Online marketing includes a wider range of marketing elements
than traditional business marketing due to the extra channels and marketing mechanisms available
on the internet. There are different types of online marketing channels that brand used in a well
adept fashion.

Video Marketing: Video can be amazingly social, and brilliant video advertisers are obscuring
the lines of what’s adequate for branded content. Videos act as one of the most interactive types
of online marketing. The brand created a video from its latest collections and made it live on its
page.

Blogging: Blogs create a community of likeminded people and indirectly promote the products
and services by building brand awareness and building a buzz around the products. Bloggers
mentioned Fabulous’s product while describing one stylized look.

Social Media: Social Media is the youngest and as appealing as innovative and powerful. Many
have grasped the utilization of social stages to advance their brand image. It is cost- effective and
has huge acceptance. The brand developed its Facebook Page, Instagram Page to increase brand
visibility. It has created an online store for itself through the Instagram page, where new styles are
posted along with their sizes and colors available.
MARKETING STRATEGY
As an online brand, Fabulous has utilized entire free social media platform for its promotion and
marketing activity. A bulk of the brand marketing has been done through Facebook, Instagram and
Google. The company is also promoting themselves through PR agencies and magazines like
‘Cosmopolitan’ and ‘Grazia’ to spread the word.
1. Social Media Marketing
Social media marketing is a form of internet marketing that involves creating and sharing content
on social media networks to achieve your marketing and branding goals. Social media marketing
includes activities like posting text and image updates, videos, and other content that drives
audience engagement. Brand try to create brand awareness and public relations through different
social media channel like Facebook, Pinterest, Instagram, Twitter, and Linked In.

Pinterest
Pinterest is one of the fastest-growing social media marketing trends. Pinterest's image-centered
platform is ideal for retail. Pinterest allows businesses to showcase their product offerings while
also developing a brand personality with eye-catching, unique pinboards. On Pinterest, Store
Fabulous have various boards and pins related to their collections, fabrics and also have a different
board in which shows how to style them and which hairstyle complements in different looks. The
brand always ensures to upload their new collections on Pinterest.

Facebook
Facebook's casual, friendly environment requires an active social media marketing strategy. Store
Fabulous always updated on Facebook about their new collections, campaigns post and what they
did in their store or office.

LinkedIn
LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great
venue for entering into a professional dialog with people in similar industries and provides a place
to share content with like-minded individuals. It's also great for posting jobs and general
employee networking.

Instagram
Instagram marketing is the way that brands use Instagram to connect with their target audiences
and market their offerings. Recently, it's gained popularity as an exciting method for brands to
show off their cultures, recruit new employees, engage with customers, and show off products in
a new light. Users can interact with one another by following, being followed, private messaging,
and commenting on or liking photos or videos. Instagram Stories, a feature that allows users to
post photos and videos in a slideshow format that's only visible to that user's followers.
COLLABORATING WITH INFLUENCERS
Reaching influencers to create content for the brand is a part of Influential marketing.
Influential marketing is not a new concept but one that has received more attention with the
growth of social media. It is the use of influential consumers or advocates to help small
companies create buzz for their products or services. There are different types of influencers
depending on a company's buying audience. Some influencers are consumers. Consumer-
buying influencers are called innovators. Influential marketing is designed to create positive
perceptions among influencers. Companies accomplish this by gaining exposure for their
brands, getting the attention of influencers, building awareness of their brands or company
and retaining these influencers for subsequent product introductions. Marketers use
advertising to expose influencers to their products. They gain attention through effective
promotions, including unique headlines and publicity stunts. Subsequently, business owners
use influencers to build awareness of their brands. And the company must fully satisfy these
influencers with quality products to retain their business and the continued patronage of
those they influence.

2. INFLUENCER MARKETING
Influencer marketing is a type of marketing that focuses on using key leaders to drive brand’s
message to the larger market. By collaborating with Influencers, they will help to create content
for the Maati in Social media, whereby influencers will spread the content through their personal
social channels to create brand awareness and engagement.

3. CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract target customers. Content marketing helps to improve
conversions because it allows brands to connect with customers. It also encourage conversions by
giving consumers the information they need to make an educated purchasing decision.

4. E-mail MARKETING
Email marketing helps to connect with target audience to promote brand and increase sales. Email
marketing is the targeting of consumers through e-mail. Marketing products by e-mail can be a
fast, flexible and cost-effective way of reaching new customers and retaining existing customers
by encouraging repeat website visits.

BRAND IDENTITY
Fabulous aims to be fashionable and most trendy womens wear clothing brand. Fabulous is
reacting to trends and developing products within the most recent technology. Fabulous is
determined to create trendy and fashionable products with a sustainable focus.

NATURE OF BUSINESS OF FABULOUS

1. Business-to-Business
Fabulous following the B2B business model to sell its products to intermediate buyers who then
sells the product to end user. A customer can visit to MBO’s or view the product in different
marketplaces to buy the products.
2. Business-to-Consumer
Fabulous also following the B2C business model to sell its products directly to consumers. A
customer can view the product in their website and also visit store to buy the products.
BRAND IDENTITY PRISM OF FABULOUS

PHYSIQUE
Logo: The logo consist of two elements the font and the border. The font is in Monotype Corsiva
– a simple lowercase font and the maroon outline to make it noticeable.
 Logo size: The logo can be placed in size depending upon on what it will be used for and
where and how it will be placed. Minimum size of logo is 5cm*3cm and the maximum
size is not defined it depends what it will be used for and where and how it will placed.
 Logo Placement: The logo always be placed in a top corner or lower corner or middle or
inside corner in order to make it appear clearly.
 Logo Color: The logo colors must always follow the above guidelines. The background
color of the logo are White, font is in Black and the outline is in Maroon color.
Tagline: The tagline is YOUR LIFE, YOUR STYLE, YOUR CHOICE represents fabulous
mission and engage its target market.
Wide product range: Fabulous has a wide range of products included jeans, trousers, tops, caps,
dresses, skirts, knitwear, T-shirts, kurta etc.
Quality: Determination to design exclusive products by hand, from the heart, ensembles using
indigenous techniques and textiles for women to contribute to a better world.
PERSONALITY
Fashionable: Fabulous keeps its slogan for the ‘Stay in Fashion’ campaign featuring Sonam
Kapoor and Alia Bhatt. Sonam Kapoor is known for her awesome outfits and for her fashionable
appearance and Alia Bhatt is known for young and independent.
Young: Fabulous is young at heart. Its consumers want stylish and trendy outfits that fit well at an
affordable price. The quality of its products also helped capture a younger market.
Independent: Fabulous focus on the consumers who are classic independent females. These
consumers are well-dressed, care about their appearance, shop alone and mostly at specialty stores.
They aren’t price sensitive.
RELATIONSHIP
Your Collection: The concept was that creating a customized application platform in store (using
screens) customers can design their own products and share design socially on social platforms of
fabulous. According to fabulous, giving customer opportunity to design their own products or
pattern was a great way to discover trends what customer want. This strategy helped brand to make
relationships with customers.
Loyalty Program: Broadcast new collection in WhatsApp for premium clients and share
catalogues with customers. WhatsApp calling to update them about new stock, Gift cards and
flowers to loyal customers on their birthdays or anniversary.
CULTURE
Modern: Fabulous follow modern culture to target customers who looking clothing for modern
and stylish look. Fabulous focusing to provide western and Indian style clothing to create their
unique clothing styles.
Youth: Fabulous uses advertisement and promotional campaign to target youth who have
confidence, young independent celebrity follows trends and dressed themselves to be like
fashionable.
REFLECTION
Independent: Fabulous provides its consumer with the latest trend and latest product, by choosing
Selena as brand ambassador the brand reflect as independent, confident, and fashionable.
SELF IMAGE
Confident: ‘Be yourself” when customer wearing fabulous product they feel so young energetic,
Comfortable, unique and confident.
A TOWS analysis is a variant of a SWOT
analysis and is an acronym for Threats,
Opportunities, Weaknesses and Strengths.

WHY RUN A SWOT ANALYSIS ON THE BRAND?

Your brand is much more than a sleek logo or clever slogan. Once you’ve laid the groundwork for
your business, it almost becomes an individual separate from you. It has its own personality, tone
of voice and relationships with consumers.
Your business is a representation of your dedication and hard work, and most importantly, a
reflection of how your current and potential clients see you. Establishing a successful brand doesn’t
happen overnight, and you can’t tell consumers how to feel about you. There are several internal
and external factors that can shape your brand and affect your success.
That’s where a SWOT analysis comes in. It is a critical analysis tool for both start-ups, who are
developing their brand persona for the first time, and also for more established second-stage
company, who may have “lost their message” somewhere in the hubbub of daily business and sales
or are looking to rebrand.

ELEMENTS OF A SWOT ANALYSIS

Strengths and weaknesses are internal analyses that examine the factors you have the most control
over when it comes to organizing your business. Opportunities and threats, on the other hand, are
external factors.
1. STRENGTHS

Your company’s strengths are a measure of the internal operations you do best. Think of how your
business operates on a daily basis and find all of the positive factors that help improve efficiency,
morale, and customer interaction.
2. WEAKNESSES

It can be hard to acknowledge that our business is not perfect; however, it’s important to recognize
the areas where your business has room for improvement.
3. OPPORTUNITIES
Once you’ve evaluated your internal operations, it’s time to look outside into your competitors
and market. Opportunities are exactly what they sound like—opportunities outside of your
current business operations that you can take advantage of and turn into strengths.
4. THREATS

Analyzing threats is an extremely important part of building a successful brand with a SWOT
analysis. Although you have the least amount of control over these factors, it’s important to
recognize them, so you can organize your business to operate around them in the most efficient
way.
IFE MATRIX FOR BRAND: - FABULOUS

S.NO. STRENGTHS WEIGHTAGE RATING WEIGHTED

SCORE

1. Variety of traditional prints 0.20 4 0.80

2. Combination of crafts and organic 0.10 3 0.30
fabrics
3. Strong product mix which includes mix- 0.07 3 0.21
match and unstitched fabrics
4. Pioneer of Bollywood merchandising in 0.03 2 0.06
India with several successful film
projects
5. Size availability (2XS to 3XL) 0.15 2 0.30

WEAKNESSES
6. New in the market (Limited Global 0.10 3 0.30
Presence)
7. No history 0.05 1 0.05
8. Poor Performance on the Online 0.08 3 0.24
Platforms
9. Relatively Focus in Western Women's 0.15 4 0.60
Wear, irrespective of Men’s Wear and
Kid's Wear Segment
10. Shortage of retail labour 0.07 3 0.21
TOTAL 1 3.07