MARKETING STRATEGY OF POSTFOLD

1. SUBMITTED BY :-
Abhishek Anand

2. BRAND STATEMENT
“Do Better Be Better”
Post Fold is a clothing brand that
offers contemporary and stylish
apparel for every day and every
occasion. The company sources
the best quality fabric and the best
of designers to deliver apparels
that are stylish, comfortable and at
the same time affordable. The
design ideology is to meet with the
functioning of moving from desk
to dinner.

3. WHY
- to differentiate the product from its
competitors by giving best quality in
affordable prices and also look into the
emotional well being of its employees. .
The plan has been simple - to do it
ethically and at honest prices, no
middlemen, no excessive mark-ups and
premium quality only.

4. HOW
by using reducing the fixed cost and
supply chain cost to its optimum that is
to minimize the middlemen from all
sources of supply chain to have cost
down and are not transferred to the
consumers.

5. • Fabric: Quality is their highest priority; they source high-quality fabrics like the
world’s best quality cotton called Supima Cotton. PostFold is one of the only two
retailers in India authorized to sell Supima. This cotton is grown in the US and
only 3% of the world’s cotton is worthy of being called Supima.
• Fits: Fitting is still a major issue when it comes to online shopping in India, as
there are majorly five sizes available. With the help of experienced fit- technicians
based on the average Indian body type and the fabric used by PostFold has
created a size for every body type.
USP OF THE POSTFOLD

6. • Mood-based buying: With the help of
the stylists, PostFold has created five
moods for various situations like the
Sunday Brunch, Saturday Night, etc. It
is also planning to add more styles for
suiting on various occasions.
WHY
Because Supima is being used as it is
the 3x stronger, 2x softer, and brighter.

7. Specially being made for the millennial,
basically the target audience are based on
age, gender and focusing on mood- based
Clothing. The mainly target the 21-35 age
male and women and Gurugram-based
fashion ecommerce portal PostFold targets
a niche audience focussing on mood-based
clothing lines such as
Sunday brunch, Saturday night, and
travelling.
TARGET AUDIENCE

8. Aashray and Ashish met in the US in hostel building. They soon became friends and
then roommates. Since they were in the US for a longer period of time, their
clothing requirements too changed. They used to get a variety of options ranging
from casuals, office wear to party outfits. After seven years, when they came back to
India, they experienced a dent in the Indian garment market and analysed that
affordable apparel is low quality and quality apparel is excruciatingly high priced.
The most appalling fact being that India is one of the biggest manufacturers to the
best brands in the world, yet finding high quality and great looking apparel was a
task. Thus, they decided to dig deeper into why luxury brands charge such a high
premium even though the designs were not vastly different. They found out even if
the fabric used is of higher quality the price still does not justify the 10X mark-ups.

9. WHY
High quality, comfortable and stylish
clothing is always overpriced. While
those which are affordable, are not up
to the mark. To solve this problem,
Aashray Thatai and Ashish Gurnani,
started up Post Fold- a house of
affordable yet classy apparels.
HOW
Hence, they came up with a business
model where they manufacture and style
apparel using high-quality fabrics and
keep the fixed costs low, and curate
clothes with experienced stylists so that
they can suggest attire from ‘Desk to
Dinner’. Post Fold was founded with a
bootstrapped capital of Rs 5 lakh.

10. Their contents are shared on different platforms
like: With Do Better; Be Better as the motto, the
aim is to try to be a brand that is not only
financially conscious about our customer's
pockets. But also, socially conscious about the
impact it is making through sharing content in
these social platforms -
• Facebook
• Instagram
• LinkedIn
• Twitter
CHANNELS & MEDIA USED

11. Under the umbrella of the Do Better;
Be Better initiative,
Re:create is a move to reduce the use
of virgin plastic
CAMPAIGNS

12. Plastic bottles are first collected and
shredded into pellets which are then
spun into yarn.
The yarn is then used with another type
of staple fiber (typically cotton) to
weave the fabric.
This fabric is then used to create the
Re:create line of products at our partner
factories.

13. WHY
To reduce plastic waste generated by
PET bottles by creating garments made
with 100% recycled polyester.
HOW
Plastic bottles are first collected and
shredded into
pellets which are then spun into yarn