Tailoring Indian elegance, with western style.
- Client : Breya
- Project Category : Brand Strategy
Wondering what to wear is a common dilemma, although the Indian woman’s wardrobe has never looked so vibrant as it does today. The core challenge brand BREYA faced was to develop, create and build a strong sense of brand identity, so that it can relate to its unique target audience.
As a 4 year old brand, BREYA was present across 30 plus exclusive brand outlets in over 20 Indian cities. It was accepted by women in top metros of India as an everyday lifestyle wear, but only as a piece of daily garment, not as a sign of identity.
We had to find out what was unique about brand BREYA that would make it acceptable, loved and wanted in the eyes of the emerging Indian woman. Thus, began our studies.
5 top exclusive brand stores. One large, yet focused, organic consumer study. 197 in-store, women participants – a huge learning!
Of the 197 who willingly contributed to our survey, we found 160 women within the age group of 26 to 30 relating to the brand as an everyday, elegant women’s wear. The keywords in their mind were dependable, safe, like me, sober, stylish yet traditional and more. These women largely preferred coming to the store (113 of them) as compared to buying online.
As an indigenous brand bringing in a fusion of Indo-western styles, BREYA had an innate power – that of being a mirror to the countless Indian women in smaller Tier 2 towns of India, who seeked a balanced form of expression, between the two extreme worlds of style and tradition.
Since BREYA was a brand that was already existing on-ground, our survey results helped deep dive into the minds of its existing as well as prospective customers. The brand needed a sense of identity that would in return help retain and foster – ease, comfort and self-confidence in an Indian woman.
‘Elegance of womanhood’ was the brand positioning that was adopted in order to give rise to sharper creative campaigns, photo shoots and website layouts. The brand guideline book was created keeping this aim in mind, so as to design one single look across all media.
- Stage 1: Defining the BREYA woman and identifying her in India.
- Stage 2: Crafting a brand positioning and architecture for the same.
- Stage 3: Developing a brand book in line with the positioning.
- Stage 4: On-going testing through paid/organic online + in-store communication.
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