BIBA India Fashion Marketing Strategy - Indian Ethnic Brand Management

How did the campaign #ChangeIsBeautiful really disrupt the fashion industry ? What were the key insights behind the campaign & the marketing goals? What is the origin story of BIBA as a brand & the key success factors that helped it scale up? What is product innovation strategy of BIBA & how does it remain relevant esp. in smaller towns? How is BIBA doing influencer marketing & using macro, micro influencers ? What does being an 'Ethnic Indian' brand mean & how does it manifest itself ? Ekta Dutta answers the above questions as she talks about a pioneer ethnic brand BIBA, which has many firsts in the area of Indian ethnicwear marketing & brand-building. Ekta Dutta is Head Of Marketing at BIBA Apparels Private Limited. Ekta has over 15 years of experience across categories with a passion for understanding consumers and translating the knowledge into actionable results that lead to demand generation & increase in revenue. Connect with Ekta on Linkedin - https://www.linkedin.com/in/ekta-dutta-7175a621/ Email her at ektadutta@gmail.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com 0:00 Preview & Introduction to Ekta 2:35 Disruptive Fashion Campaign #ChangeIsBeautiful 9:56 Pioneer Story of BIBA & Key Success Factors for Rapid Scale Up 13:21 Product Innovation Strategy of BIBA - Brand for 3 Generations 18:14 Strategy for Penetrating Small Towns 20:45 What's Changing in Ethnic Fashion esp. After Onset of Pandemic 25:03 Posturing & Showcasing Collections vs Meaningful Branding 28:05 Influencer Marketing Strategy, Beats of BIBA song 32:34 New Styles BIBA is Launching 33:47