FabIndia, a renowned Indian brand known for its handcrafted textiles and natural products, faced a challenge in the digital age. While it enjoyed a loyal customer base, particularly for its ethnic wear, it struggled to attract younger demographics and compete with the growing online fashion market.
Limited digital presence
FabIndia primarily relied on physical stores and traditional marketing methods.
Perception of being old-fashioned
The brand image skewed towards older generations, not resonating with the fashion-forward youth.
Competition from online players
Fast fashion e-commerce platforms offer trendy styles at competitive prices.
FabIndia undertook a comprehensive rebranding and marketing strategy to adapt to the digital landscape:
Revamping online presence
Launched a user-friendly e-commerce website with a wider product range, including contemporary clothing lines alongside ethnic wear.
Social media engagement
Increased activity on platforms like Instagram and Facebook, showcasing product styling tips and collaborating with fashion influencers.
Digital storytelling
Created content highlighting the brand’s ethical sourcing and commitment to traditional craftsmanship, appealing to a more conscious consumer.
Omnichannel experience
Integrated online and offline channels, allowing customers to order online and pick up in stores.
Increased brand awareness
FabIndia’s social media presence surged, attracting younger audiences.
Growth in online sales
The e-commerce platform became a significant sales channel, reaching new customer segments.
Improved brand image
FabIndia positioned itself as a brand that embraces tradition while catering to modern sensibilities.
Digital transformation is crucial
Adapting to online platforms is essential to stay relevant in the modern market.
Content marketing is key
Creating engaging and informative content builds brand loyalty and trust.
Omnichannel approach provides convenience
Integrating online and offline experiences creates a seamless customer journey.
FabIndia’s case study demonstrates the success of a traditional brand embracing digital marketing strategies. By staying relevant and catering to evolving consumer preferences, the company secured its position in the competitive Indian fashion market.
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