Tuna London
Commerce
Growth Marketing
India
2023
Tuna London is an upcoming women's athleisure brand in India. The athleisure market in India is a crowded one with mass brands like Blissclub and premium brands like Lululemon. It is quite evident to survive in this growing market one has to carve out a niche in it's positioning while stamping it througha great product experience. Mind you, India has always been a price sensitive market which means your product market fit needs to be spot on.
Summary
Tuna London Activewear is a D2C (Direct-to-Consumer) apparel brand specializing in stylish and high-performance activewear designed for the modern, active woman. Women aged 18-45 living in metropolitan and Tier 1 cities across India, who balance professional and personal lives, prioritizing both fitness and style.
Expected Outcomes of the Marketing Efforts:
- Increased brand awareness and recognition within the target demographic.
- Strong customer engagement and community building.
- Driving online sales and achieving revenue targets.
- Establishing Tuna London as a go-to brand for versatile and empowering activewear in India.
Challenge
Building Brand Awareness and Standing Out in a Crowded Market:
The Indian D2C fashion and apparel sector, including activewear, is experiencing rapid growth and is becoming increasingly crowded. Many established brands and new entrants are vying for consumer attention.
Customer Acquisition Cost (CAC):
Acquiring new customers in the competitive online space can be expensive. D2C brands often face higher marketing and advertising expenses compared to traditional retail models.
Building Trust and Credibility as a New D2C Brand:
Without the immediate trust associated with established brick-and-mortar brands, new D2C players need to build credibility online.
Solutions
Influencer Marketing (Micro & Macro):
Authentic Partnerships: Collaborate with fitness enthusiasts, lifestyle bloggers, and potentially even professionals who align with the brand's values of empowerment and versatility. Focus on genuine product integration rather than just endorsements.
Diverse Influencer Tiers: Engage both macro-influencers for broader reach and micro-influencers with niche, highly engaged audiences.
Long-Term Collaborations: Build lasting relationships with key influencers to foster trust and credibility.
Performance Marketing (Google & Social Media Ads):
Data-Driven Campaigns: Track campaign performance closely and optimize ad spend based on key metrics like click-through rates and conversion rates.
Retargeting: Engage website visitors who didn't make a purchase with targeted ads.
A/B Testing: Continuously experiment with different ad creatives, copy, and targeting parameters.
In the Indian context, it was also crucial to consider:
Mobile-First Approach: Optimize all content and website experiences for mobile devices, as a significant portion of online shopping in India happens on smartphones.
Regional Nuances: While the initial target is metropolitan and Tier 1 cities, understanding potential regional preferences in the future could inform content and marketing messages.
Results:
Increased ROAS by 55% in the first 6 months
Sales volume doubled during that period .
