Marketing Mix and Competition Analysis

2. Content
About The Brand
Target Market
Campaign Strategy & Objective
Campaign Brief
About Campaign
Media Time Table & Spending
Media Channels Used
Campaign Reception
Campaign’s Future
Marketing Mix Of Faballey
Competitors’ Overview
Comparison Table
Bibliography

3. Brand Overview
• High Street Essentials company founded in June
2012, by Tanvi Malik and Shivani Poddar
• Their niche fashion label portal named
Faballey.com
• Mecca of globally trendy, seriously stylish
merchandise
• Empowering, feminist brand with a social
conscience
• For young women who like to experiment
• From trend mining to product production in just
three weeks has made them pioneer the fast
fashion retail model in India

4. Founders

5. Target Market
• Fashion-forward, indie-chic, quirky, tad
unconventional metro girls
• For ages 18-25 years
• Young, compelling, confident working professionals
living in tier 1 cities
• Catering to
individualistic, discerning
fashionable consumers

6. AGENCY ON RECORD
Jack in the Box Worldwide: Digital wing of 120 Media collective

7. Strategy and Objective of the
Campaign
• Give a voice and a personality to FabAlley
to differentiate from e-commerce start-ups who
focus on discounting or transactional methods
• Not a direct product campaign but to
communicate core brand proposition
• “Brand does not want women to be bogged down
by what’s considered right or wrong in life and in
fashion and thus encourage her to #Unfollow:”
Tanvi Malik, Co-founder of FabAlley

8. Campaign Brief
“We are a fashion brand but we want to empower
women, to break away from stereotypes, be
happy and embrace the individuals that they are.
We don’t want to be a shallow fashion brand
which promotes the fashion police. We want to tell
women to buy what you like because you have to
dress up for you.”

9. About Campaign #Unfollow
• Disruptive, digital campaign, featuring
comedian Radhika Vaz
• Most bold and non-conforming campaign in
recent times
• Uses shock and awe value to attract eye balls
• Comprises of five videos: #What the F**k Should
I Wear, #Unfollow Uncomfortable, #Unfollow
Pain, #Unfollow Fad and #Unfollow Skinny.

10. About Campaign (Contd.)
• Challenges the conventional lens of beauty
and the clichés associated with it
• Encourages women to be comfortable in their
own skin
• #Unfollow anything that pulls them down for
their choices
• Discredits the banal connotations attached to
fashion

11. Face of the Campaign:
Radhika Vaz
• Radhika, a multi-dimensional personality,
writer, feminist and a stand up comedian, is
working well for FabAlley
• She wholeheartedly endorses Faballey’s views
about the liberty of expression when it comes to
women fashion
• Also actively promotes the brand through her
social pages and in the media

13. WHY RADHIKA
VAZ?

14. Media Timetable and
Spending
• A total of Rs. 40-45 lakh has been set aside for
the 3-week-long campaign.
• The annual ad spend, which includes
performance marketing expenditure, is Rs4-5
crores for the brand, but will double in the next
year.

15. Media Channels Used
• Digital Heavy, No T.V. as the brand is for
niche audience
• Being promoted on leading social media
platforms like Facebook, Instagram and
YouTube
• Special twitter contest, #BeAnUnfollower to
capture moods around the campaign and
engage with potential customers

16. Campaign Reception:
YouTube

17. • Recently launched #Unfollow Campaign has done
wonders for the Brand. Many people from different
walks of life came forward and appreciated it. It has
helped create an emotional connect with the
Faballey brand and also furthered the induced
brand differentiation.

18. Campaign Reception:
Twitter

19. The brand has created a separate hashtag
#BeAnUnfollower to prompt the audience to
liberate their views & come out of cliches
related to their personal fashion. “Create your own
style statement by not following the herd
mentality.”

20. Campaign Reception:
Facebook

21. Radhika Vaz’s Reaction
According to her, the film may have shocked
people but just the shock value would not
have been enough for any brand. The brand
should have something strong to say, failing which
the communication falls flat.

22. Competitor’s Reaction
• Pratap Suthan, executive of rival company
Zovi’s AOR, Bang In The Middle, fears that the
brand has fired all its guns at the same time
by showing a very niche professional, who is an
older, unconventional, and atypical model,
speaking a language that's way ahead of
daily speak, and not wearing anything at all.
• “While it undoubtedly gets eyeballs and tongues,
along with a rather strong dose of shock, I don't
know if it's too bold for its own good.”

23. AD Executive, O.R.
Radhakrishnan’s Reaction
• ECD of Enormous Brands finds the method
interesting and feels it has all the
ingredients to go viral.
• "What I like the most is that it is an antithesis.
I have seen so many ads of clothing brands with
pretty girls and pretty dresses. This is different.
It doesn't follow the herd mentality.
• It has shock value but also speaks about attitude
and is a reflection of the brand itself.”

24. Campaign Criticism
• While the brand asks one to ‘Unfollow' it
continues to have segments like "Trends",
"Look book" and "New In".
• “If FabAlley wants to break category clutter
with such powerful communication, it needs
to walk the talk and break away from the
typical ecommerce/retail nomenclature that
has become a norm in this space:” Eshita
Jayaswal, vice president - strategic business,
Web Chutney.

25. Future Of The Campaign
• Over the next 3-4 months, a web series will be
launched with real women across various
fields speaking about how they ‘Unfollow' in life.
• The campaign will also see some spill over on
print (in fashion magazines and select dailies). The
print communication will not have Vaz but will be
based on the 'Unfollow' idea.
• A content platform for the Unfollow girl is under
development where interesting content around
fashion stereotypes, conventions and policing will be
created.
• “Next campaigns will be focused on Product,
Design and Quality”: Tanvi Malik

26. Marketing Mix of FabAlley
• The website retails products across five
categories from clothing, bags, shoes, jewelry
and accessories.
Product
CLOTHING
BAGS
ACCESSORIES
JEWELERY
Key category
contributing
70% to the
revenue
TRENDS

27. Features:
 Filter search and browsing results on color,
brand, category and price
 Octane third party email integration
 Girl on Budget – Filter search results
according to a budget
 Tally software integration for accounting and
inventory management
 My style – discover your style by answering
simple questions
 ESSENTIALS, a category which offers stylish
clothes for workplace, vacation and party

28.  Free Shipping and delivery within 3-6 days in India
and with an added $10 for abroad
 Plethora of options ranging from Return/Exchange
policies to tracking of orders and refund of money
 Robust blog that keeps the conversation between
the brand and its customers alive through trend
reports, styling tips, fun contests and street style
captures
 Provides the facility of a Lookbook which is a
composition of the seasons hottest trends
interpreted the FabAlley way
 Blog
 Quizzes
 Custom shopping cart
 Wish list - save products in your wish list for
ordering later.

29. Price
• Average product is priced between Rs.900-1000,
a budget-friendly figure what Indian women
normally prefer paying for regular wear
• Founders found a huge gap during market
research in term of fast fashion at affordable
prices
• Brands like Zara and Mango cost Rs.2500 or
more; Chemistry Rs.1200-1300 and no high-
street labels below this price.
• This problem was solved with FabAlley’s strategic
pricing
Average Price Rs.900-1000. Why?

30. • Payment Options like Cash on
Delivery, Credit/Debit card,
Net Banking and PayPal
available to the customers
• The founders do not believe in
going the discounting way.
FabAlley is a 2.5 years old brand
and consumers have begun to trust
the product. Since the designs are
exclusive they are willing to pay.
• Locking-In first time buyers
with special offers.

31. Distribution
• By taking the e-tailoring route, Faballey wanted
to reach out to 6000 pin codes with one
warehouse.
• Inventory led business model with a strong
in-house designing team, technology team and a
very tight vendor network to ensure that the
turn-around time is minimal
• FabAlley sells through their website and other
third-party sites like Flipkart, Jabong,
Myntra, Snapdeal, Koovs, Yebhi, Amazon,
Fashionara, Voonik, Shopalike and HomeShop18

32. • 70% of FabAlley sales come from other
portals
• “We get to reach over a million people a day only
because of being on market places apart from
our own portal. But customers have told us they
buy our products on other sites due to
higher discounts”: Shivani Poddar

33. Communication
• Increased flow of traffic from Search Engines
especially, Google.
• Associations with fashion bloggers like High
Heels Confidential and Popxo, fashion websites,
magazines and through the monthly look-books
• Theme-based promotional events like
#Unpink during Valentine’s Day, #Lal Salaam
for Holi
• Heavily focused on content marketing
through their popular AlleyGal blog.
• Audience marketing via arQ

34. Features in Niche
Magazines
Grazia, Good
Housekeeping,
Cosmopolitan
and Hindustan
Times

35. • Tapping Facebook through:
– Facebook Page Post Image Ads: For reaching
out to right audience and increasing engagement
among T.G
– Facebook External Link Ads: For redirecting
audience from Facebook to website and increasing
website visits
• Using other social media platforms like
Twitter, Instagram and Pinterest

36. Facebook Interesting Posts

38. FabAlley follows them on Twitter
Women of Substance who
have always challenged the
notions of the world.
Their very
own Brand
Ambassador
Competing
Brands

39. From festive sales and discounts,
trend alerts, best and worst
dressed and showcasing new
design collections to real and
engaging content platform for
target audience through blogs
From Traditional Use Of Social Media To
Real Time Engagement Through Content
Platform
Campaign
History

40. Competitors’ Overview
Myntra
BRAND OVERVIEW From customising to fashionizing
Labels: Dressberry, HRX, Roadster, Mast & Harbour,
Anouk, SherSingh, Kook n Keech, ETC
CAMPAIGN NAME Live for Likes
ABOUT THE CAMPAIGN Selfie campaign encouraging shoppers to look their
stylish best on every occasion
TARGET GROUP 18-25 years and 27-35 years
PRICE RANGE Rs. 900 – 2500
AGENCY ON RECORD Lowe Lintas
MEDIA CHANNELS USED TVC, Social Media, Outdoor, Print , Direct Response,
Electronic Media
SPECIAL FEATURES Mobile app, Blog named StyleMynt, Ditching website
completely

41. Myntra’s Campaign
Live For Likes, an on-going multimedia selfie
campaign launched in 2014. This campaign
encourages shoppers to look their stylish best with
the latest fashion trends coupled with a million
dollar smile for a perfect picture in every occasion.

42. Myntra Vs. FabAlley
• Myntra based a campaign on “Dress For Likes”
while FabAlley based a campaign on “Dress For
Yourself and Break Societal Stereotypes”.
• Myntra has urban, trendy and fashionable
celebrities that youth idealises as the face of
their brand. FabAlley has unconventional
comedian Radhika Vaz for the same.
• At inception, Myntra was into retailing of
personalized gifts while FabAlley was an
accessories only brand for four months. Both
these e-tailers changed their range of offerings
according to customer needs.

43. • Myntra gets 50% of its traffic from Tier II and III
cities. FabAlley gets 10% from not so well known
Tier I and II cities. Reasonability of prices and
free delivery works in the favour of these brands
for these cities.
• Both brands are using extensive social media.

44. ‘Live For
Likes’ Selfie
Campaign

45. Competitors’ Overview
Zovi
BRAND OVERVIEW Offers locally designed high quality lifestyle apparel
and accessory products at extremely reasonable
prices
CAMPAIGN NAME Zovi Try and Buy, Zovi Eye
ABOUT THE CAMPAIGN Virtual trial rooms to give customers touch ‘n’ feel
factor which led to 25-30% increase in their revenue
TARGET GROUP 20 - 35 years from Tier II and III cities, Unisex
PRICE RANGE Rs. 500 – Rs. 1500
AGENCY ON RECORD Bang In The Middle
MEDIA CHANNELS USED Social media, TVC, Payoom.com, Electronic Media
SPECIAL FEATURES Mobile app, Look book

46. Zovi’s Campaign
• “Zovi Eye” campaign based on virtual trial
rooms witnessed a 25-30% increase in revenue
after the launch. The campaign was successful to
create the touch-n-feel factor which worked in
their favour.

47. ZOVI Vs. FabAlley
• Zovi caters to price conscious customers while
FabAlley’s exclusivity in design makes the customers
overlook the price factor.
• Zovi conducts many contests for customer engagement
which is not seen to such a large extent in the case of
FabAlley.
• Zovi is aiming at a hike from 45% to 70% in mobile traffic
while FabAlley still does not have a mobile app yet.

48. Competitors’ Overview
Yepme
BRAND OVERVIEW Democratizing fashion to look good not for the world
but for the ones you love
CAMPAIGN NAME #freshfashion starring Shah Rukh Khan
ABOUT THE CAMPAIGN ICC Cricket World Cup campaign featuring players of
West Indies sporting the Yepme collection and sharing
how it goes with their flair
TARGET GROUP 20 – 29 years from Tier II and III cities, Unisex
PRICE RANGE Rs. 300 – Rs. 3000
AGENCY ON RECORD Havas Media Group
MEDIA CHANNELS USED TVC, Social Media, Sponsoring top TV shows, Print,
Direct Response, Outdoor, Electronic Media
SPECIAL FEATURES Look book, Blogs, Mobile app

49. Yepme’s Campaign
• Yepme launched #freshfashion, a multimedia
campaigns to showcase its collaboration with
Shah Rukh Khan and the West Indies cricket
team for style conscious people who desire to
look good and fresh everyday.
• It held contests like “Fly to Australia” and
“Cheer for West Indies Team” to establish
customer engagement.
• Other campaigns in their repertoire like
“Tension Kyun Lete Ho Yaar” featuring Farhan
Akhtar have garnered a lot of attention.

50. Yepme Vs. Faballey
• Yepme indulges in heavy promotions and
sponsoring of events while FabAlley had
maintained a low profile before the launch of the
#Unfollow campaign.
• Yepme is one step ahead in brand building as
they are currently focussing on design, quality
and originality. FabAlley’s activities revolve
around core brand proposition.
• Both the brands talk about democratizing
fashion.

51. Competitors’ Overview
Koovs
BRAND OVERVIEW To provide current international fashion trends at
great prices
CAMPAIGN NAME Koovs goes to College, Think Pink in collaboration with
Elle Magazine
ABOUT THE CAMPAIGN A 2-month internship for DU students with a passion
for fashion to do paid internship at the KOOVS
headquarter in India
TARGET GROUP 18 – 30 year old young women from urban towns
PRICE RANGE Rs. 1000 – Rs. 7000
AGENCY ON RECORD Carat Media Services for Media Duties
MEDIA CHANNELS USED Social media, Collaboration with Elle India magazine,
payoom.com, Electronic Media
SPECIAL FEATURES Blog named Style Feed, mobile app, celebrity looks

52. Koov’s Campaign
• “Koovs goes to College” campaign launched in
2015 is a big activation programme undertaken
by the brand. The campaign saw many DU
students (who are also their potential customers)
showcase their talent and creativity in order to be
associated with the brand.
• Koovs also collaborated with Elle India magazine
for the “Think Pink” campaign in recognition of
breast cancer awareness month.

53. Koovs Vs. Faballey
• Koovs and FabAlley- both have the same motive
to provide current international fashion trends
at great prices. However, the price range
underlined by FabAlley is much lesser than that
of Koovs.
• Koovs undertakes various Brand Activation
programmes which is not seen in the case of
FabAlley.

55. Comparison
MYNTRA ZOVI YEPME KOOVS India FABALLEY
FOUNDATION
YEAR
2010 2012 2011 2012 2012
THIRD PARTY
SALES
80% 60% 20% NA 70%
MOBILE APP
SOFTWARE
AVAILABLE AVAILABLE AVAILABLE AVAILABLE NOT
AVAILABLE
FACE OF THE
BRAND
Hritik Roshan,
Lisa Haydon,
Ranveer Singh
NA Shah Rukh
Khan
NA Radhika Vaz
NATIONAL/
INTERNATION
AL
NATIONAL NATIONAL NATIONAL INTERNATION
AL
NATIONAL

56. Bibliography
• http://www.livemint.com/Consumer/tR2UvhvQvBC9BbmhQLh6rI/S
pot-Light-FabAlley.html?utm_source=copy
• http://www.afaqs.com/interviews/index.html?id=440_If-the-idea-
was-to-titillate-we-wouldnt-have-taken-Radhika-Vaz-FabAlleys-
Tanvi-Malik-on-her-nude-comedian
• http://piyushaggarwal.me/blog/advertising/faballey-unfollow-
campaign-by-radhika-vaiz/
• http://www.campaignindia.in/Video/392916,faballey-unfollows-
dressing-up-norms.aspx
• http://yourstory.com/2014/07/faballey/
• . - See more at: http://www.indiainfoline.com/article/news/faballey-
riding-high-on-growth-trajectory-
5934239850_1.html#sthash.8AjfEeJU.dpuf

57. Thank You
#Unfollow