1. Snapdeal Unbox Fashion ad: E-retailer looks for fashion ‘high ground’. Will it succeed?

Snapdeal Unbox Fashion ad: E-retailer looks for fashion ‘high ground’. Will it succeed?

With Unbox Fashion, Snapdeal aims to build mind and market share. Will it succeed?

By: | Published: March 28, 2017 3:32 AM

 

The commercial shows a group of young girls buying their first saris from Snapdeal for the Traditional Day in their college.

The Ad

The commercial shows a group of young girls buying their first saris from Snapdeal for the Traditional Day in their college. They watch online tutorials as they struggle to drape their first six yards. In the end, each is shown happily draped in a sari in a non-traditional way highlighting their individual spunky persona.

Target Audience

Youth in metros, tier I and tier II towns

Business Objective

To amplify Snapdeal’s play in the fashion segment and highlight its vast collection of both branded and unbranded fashion.

The Appeal

  • Sensorial
  • Functional
  • Emotional

Fashion is not just about looking good. It is also about how one expresses one’s individuality. The campaign consists of five TVCs, each going beyond the functional and emotional aspect of fashion to highlight an individual’s expression — whether it is college girls buying their first saris, a new mom making a comeback and getting into her skinny jeans, a boy getting over a break-up, a mother-in-law welcoming a new bride by gifting her with a modern and comfortable lehenga, or three colleagues replacing their formal wear with casual clothing to start their own firm — all in sync with their personalities. The commercials show how people use fashion in pivotal moments of their life to express themselves.

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Competitive Edge

With its origin as a marketplace, Snapdeal had unbranded fashion in its portfolio. According to the brand, fashion contributes upto 40% of Snapdeal’s sales volumes and has grown by 50% y-o-y with most of it hailing from tier I and tier II cities. The key categories that led the growth include branded sports footwear that has grown in its contribution by 75% y-o-y, followed by women’s clothing growing by 60%.

Tone of Voice

Funny, aspirational, emotional

Verdict

Snapdeal isn’t top of mind when it comes to browsing or buying the latest fashion trends. However, its recent expansion into branded fashion and tie-ups with top national and international brands shows that the company is serious about having a play in the fashion vertical.

While the campaign is in sync with the brand’s focus, it remains to be seen how successful Snapdeal will be in creating a perception and brand recall, given the huge competition in the space from both vertical and marketplace players. Marred by layoffs, top level exits, poor sales and lack of funding, the company which competes with the likes of Amazon and Flipkart needs to urgently build differentiation, and work on increasing mind share.

That said, the campaign does break stereotypes in fashion communication. The narrative of Unbox Fashion fits well with the brand philosophy of Unbox Zindagi and its aim to become a one stop shop for all kinds of fashion. The campaign does justice to underlying emotions behind any makeover and purchase, and it succeeds in creating ‘need cases’ as to why people shop beyond pricing, discounts, occasions and gender stereotypes.

Rating: 7/10

 

Fashion is not just about looking good. It is also about how one expresses one’s individuality. The campaign consists of five TVCs, each going beyond the functional and emotional aspect of fashion to highlight an individual’s expression — whether it is college girls buying their first saris, a new mom making a comeback and getting into her skinny jeans, a boy getting over a break-up, a mother-in-law welcoming a new bride by gifting her with a modern and comfortable lehenga, or three colleagues replacing their formal wear with casual clothing to start their own firm — all in sync with their personalities. The commercials show how people use fashion in pivotal moments of their life to express themselves.

Competitive Edge

With its origin as a marketplace, Snapdeal had unbranded fashion in its portfolio. According to the brand, fashion contributes upto 40% of Snapdeal’s sales volumes and has grown by 50% y-o-y with most of it hailing from tier I and tier II cities. The key categories that led the growth include branded sports footwear that has grown in its contribution by 75% y-o-y, followed by women’s clothing growing by 60%.

Verdict

Snapdeal isn’t top of mind when it comes to browsing or buying the latest fashion trends. However, its recent expansion into branded fashion and tie-ups with top national and international brands shows that the company is serious about having a play in the fashion vertical.

While the campaign is in sync with the brand’s focus, it remains to be seen how successful Snapdeal will be in creating a perception and brand recall, given the huge competition in the space from both vertical and marketplace players. Marred by layoffs, top level exits, poor sales and lack of funding, the company which competes with the likes of Amazon and Flipkart needs to urgently build differentiation, and work on increasing mind share.

That said, the campaign does break stereotypes in fashion communication. The narrative of Unbox Fashion fits well with the brand philosophy of Unbox Zindagi and its aim to become a one stop shop for all kinds of fashion. The campaign does justice to underlying emotions behind any makeover and purchase, and it succeeds in creating ‘need cases’ as to why people shop beyond pricing, discounts, occasions and gender stereotypes.

Rating: 7/10

 

Ankita.Rai@expressindia.com

@rankita

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