Innovative Marketing in New Age by an Entrepreneur

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LOVETOBAG

CASE STUDY ANALYSIS

BY: ADITI KEDIA |ANISHA SURI |ISHA GARG |VAISHALI BATRA

MASTER OF FASHION MANAGEMENT (2016-18)

DEPARTMENT OF FASHION MANAGEMENT STUDIES

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, DELHI

Case Study: Innovative Marketing in New Age by an entrepreneur

Introduction

1. Ms. Kanoi after doing her Bachelor of Business Administration from JD Birla Institute in Kolkata got into the Department of Fashion Management studies, in a leading Fashion Institution, New Delhi for pursuing her Masters programme in Fashion Management as she wanted to pursue her career in the Fashion industry. She was an intelligent, creative, hardworking person with a passion for learning. She got placed in a Buying House through Campus placement. Being a Fashion Management graduate from a premier fashion institution, the company placed her in the Accessories division as Product Development Merchant. Her core area was merchandising in buying house. She was very keen on learning new concept in Designing as her passion was designing. While working in buying house she was looking after product development as well.
2. Being a creative individual and a keen learner she started learning designing on her work place while working for the organization and also did costing of bags and sampling as part of her job profile. She started doing research on her own for designing bags as her passion was into designing. As she was performing well the company also allowed her to oversee production process. She was not very keen on working anymore as the idea of becoming entrepreneur pushed her to make a move from her job. She thought of starting something of her own but wanted to give it a try before investing a lot of money into her new venture as chances of failure are always more in case of a new venture.

1. She went back home and before launching her own venture she started factory for her mother’s designer label. She managed the complete set up of the factory in Kolkata and finally decided to start her own label by the name of LOVETOBAG for designer bags, clutches and other accessories. She initially found it very difficult to manage finances being a new start up. She approached banks for getting finance for her new venture but was not able to get it. She is finding it difficult to manage overheads as quantities are small and profit margin is less being a new designer wear bags label. Moreover she is not compromising on the quality of the bags.
2. She is travelling very frequently on business tours to Kolkata and Delhi as her factory is in Kolkata and home is in Delhi. She found it very difficult to grow her business initially in the designer wear bags category as she was focusing less on advertising through different media and more on quality of the product. The products are priced at a premium range with the range starting from INR 2,100 and going up to INR 8,500. Later on she realized that it will be more appropriate to use social networking media in order to promote her product. She started her Facebook page and invited her friends and relatives to join her as well as like her LOVETOBAG page. With 20,600 likes on Facebook and 12.3K followers on Instagram since the launch of the brand, it has carved a niche for itself.  The social media pages have an ample amount of engaging content that is aesthetically pleasing to the eye. She started to send across the pictures of her bags along with complete details regarding bags on the e-mail ids of her contacts and has gone online. Her online website is completely user-friendly and has effective content which gives thorough information about the products available. The website www.lovetobag.com offers customization by giving monogrammed pieces at special prices. 

Kanoi has even started to participate in design and fashion shows in order to promote her collection. This kind of promotion has led to great publicity for the brand with famous celebrities like Sonam Kapoor, Jacqueline Fernandes, Shraddha Kapoor, Disha Patani, Karishma Kapoor etc. been spotted with limited edition pieces from the brand. The products have also featured on popular editorials like Harpers’ Bazaar Bride, Elle, Grazia, Vogue, Telegraph, HT City, etc. The products are sold through the official website, through exhibitions (Dhoom Dhaam Wedding Trunk, Bridal Asia, etc.) and through online marketplaces like perniaspopupshop, azafashions, etc.