Koovs is an online fashion retail store that sells mens and womens apparel and accessories. It aims to be the preferred destination for fashion-conscious Indian youth. Its content marketing strategy aims to increase awareness of the brand among style-conscious young Indians. It will create an interactive celebrity web series and fashion-focused video blogs to engage this target audience.

2. is an online fashion retail store which deals in both
menswear as well as women wear and a host of other
fashion accessories.

3. is to make KOOVS the go to or the most preferred destination for the fashion conscious youth
of India.

4. Goal of our content marketing strategy is to increase brand
awareness about among the style conscious youth of India.
The idea is to make young people to explore, be creative and enjoy
fashion everyday.
Our TG is High to Middle income young Indian online shoppers who
invest in style and want to create their own fashion statement.

5. Strong competitors
In the online fashion segment in
India such as Myntra, abof,
Voonik which enjoy high brand
visibility in the Indian market.

6. Skepticism:
• Lack of trust among the
potential TG. The fear of losing
money by having to pay
upfront.
• Concern about the quality of
products. Most people
consider touch and feel of
product important before
finally purchasing a product.
• Fear of not having a physical
place to return/exchange the
product in the event of a
problem.

7. • High on fashion appeal with many international brands onboard
• Range of products offered from apparel to accessories for both men
and women
• Neat and smooth interface of the website backed by a strong mobile
app
• Express delivery to replicate the experience given by a physical store

8. Curated Private label collection under the
name “Koovs” with the help of its London
based fashion hub.0
Exclusive collaborations with big
designers like Pankaj and Nidhi, Manish
Malhotra and Giles enhancing the style
quotient and fashion credentials of the
brand
It has around 150 international brands
selling on its website, hence, it is offering
fusion of Indian and western designs at an
affordable price.
It has a video catalogue for almost all the
products it is selling which is a breakthrough
in the online e-commerce fashion space and
which none of its competitors are offering.It decodes the looks of various
celebrities and offers products similar
to what is worn by them in their
exclusive “Celebrity style” category.

9. Fashion is unique and personal to everyone and
that each and every person should have their
own style statement. helps to achieve one
at an affordable price. We are targeting
consumers who have moved from being brand
conscious consumers to design conscious
consumers

10. Ideas to fulfil our mission
1.Interactive web series
2.Video Blog- Vlog

11. Job Title/ Role:
Typical Challenge:
Needs gap:
What she cares about:
College student/ Young Prof
Lack of time to spend on self
Pressure from society to look good
and presentable
Great fashion at great prices
Quality. Design, affordability and
convenience
Build personas of your TG

12. Why is daily fashion so important to
our target consumer?
They want to look good and
presentable on a daily basis
Why do people want to look good
everyday?
It boosts their self confidence and
makes them feel empowered.
Why do you think fashion empowers
people?
Someone with a good sense of
fashion stands out in a crowd
Why do people want to stand out
in a crowd?
Uniqueness is an essential
differentiator in today’s competitive
environment.
Why do you think fashion brings
uniqueness?
“Clothes make a man”

13. Insight
People in India are not very open to
experimenting with fashion and latest trends.
However, the celebrity following in India is very
high. People look forward to trends supported
by celebrities and aspire to make those trends a
part of their daily lifestyle.
Idea
An interactive web series mainly in the form of
A/V content showcasing the wardrobes of
young and famous celebrities wherein they take
the consumer through the trends that they like
and also talk about the latest trends on Koovs.

14. Insight
People have started consuming a lot of
educational video content (How to videos)
online. Also, they prefer A/V content over text
based content as it is easier to consume on the
move. Apart from the educational content,
there is a huge demand for interesting videos
which come under the TG’s area of interest.
Idea
Creating educational and quirky content for
the users on already existing digital properties of
Koovs, the aim being bringing normalcy to
fashion. Examples:
•How-to videos
•The day in the life of a Koovs consumer
•Recent trends in the fashion industry
•Interviews with fashion stylists and designers

15. Emotional stories behind ideas

16. Rhea, our target consumer is a highly fashion conscious who would
ideally want to spend time in selecting the right outfit for herself for the
right occasion.
She is tech savvy and confident about her choices.
She is quite experimental and has a sense of design. However, she
doesn’t have the time to go out there and shop.
She is on the lookout for convenient fashion- something that she can get
while on the move.
Through our content plan we are tapping into her daily content
consumption by introducing aspirational and educational video content
through Youtube videos and video blogs across the online social
properties of Koovs.
Here we are showing that our target Rhea has evolved from a brand
conscious consumer to a trend conscious consumer.

17. Platform: Youtube
Format: Videos
Idea:
Objective: To highlight the current celebrity fashion
trends and to show their availability on Koovs.com
The video would be interactive in nature
and the celebrities would show their
wardrobe, their collection and form of
style.
Celebrities: Sonam Kapoor, Kalki Koechlin
and Alia Bhatt.Among the men Fawad
Khan, Siddharth Malhotra, and Ranveer
Singh. The celebrities chosen is to cover
the unique as well as diverse style
quotient each celebrity is attributed with.
At the end we will leave the viewer with
“Catch the trend, #AvailableOnKoovs”
#FeelLikeACelebrity

18. The video blog shows how a particular
piece of clothing or accessory is used in
different ways and also by several
celebrities and end it with a Koovs
consumer using one.
#CatchThatTrend
Platform: Facebook, Twitter, Youtube and Koovs.com
Format: Video Blog- Vlog
Idea:
Objective: The blog shows the current trends for the
fashion conscious customer Rhea and increase the
purchase intent.

19. Consumption Metrics:
This metrics is helpful in understanding how many people
consumed our content, measured as page views,
downloads, or views. So it involves:
Youtube:
Blog:
Facebook:
Twitter :
Website:
Google:
Sharing Metrics:
This is one of the key metrics which helps us measuring how
successful our content is in getting consumers to share it with
others.
1. Youtube: No of likes, shares and comments
2. Facebook: No. of likes, shares and comments
3. Twitter : No. of Tweets and retweets
No of views and comments
No. Of pageviews and unique page views
No of views and comments
No of tweets and retweets
No. Of website impressions coming from different
channels
No. Of sign ups in koovs website
No. Of mobile app downloads
We will employ google analytics to understand
the consumption metrics in relation to other
differential insights like location, channel source,
mobile/desktop device.