Shenshi is a popular Chinese men's clothing retailer founded in 2004 with over 300 stores in eastern China. It practices fast fashion, observing trends and creating similar but not identical copies. The document discusses introducing the Shenshi brand to India, profiling an ambitious potential customer, Milind, and providing content, messaging, and marketing strategies for Shenshi to succeed in India, including establishing a lifestyle brand image through various media and events.

1. Case study-India
FEB, 2014

2. Brand Summary
Shenshi is a popular Chinese men’s clothing retailer
with over 300 stores (117 owned and operated
stores and 194 franchised stores) located in
eastern China, with headquarters in Fujian
Province. It was started by entrepreneur Qingqing
Wang (English name “Michael”) in 2004 and has
grown rapidly. The word “Shenshi” translates to
“gentleman.” While Shenshi has flagship stores in
some of the major, “tier 1” cities where the
competition is intense and the fashion culture is
strong, the majority of stores are located in smaller
“tier 3” and “tier 4” cities.
Shenshi practices “fast fashion,” which was
pioneered by international chains such as Zara and
H&M. Shenshi designers observe the latest fashion
trends and create their own versions of those
designs. Their designs are not exact copies of other
brands, but have a similar look and style as the
leading fashion houses

3. Location & Persona
Country : India
Persona:
Milind is a 30 year old flamboyant professional who is
professionally qualified and was a CEO of companies managing
multi million dollar P&L’s , he has now become an entrepreneur
and advises companies on turnarounds and growth strategy.
He is categorised as a middle income group consumer who
wants to enter into a higher class and is rapidly moving places .
He is conscious what he wears as he wants to personify success
and confidence. He firmly believes in creating the right
impression the first time will go a long way in establishing hi
career.
Milind prefers to buy clothes which are affordable and depict
lifestyle and trends.
Explanation of the persona:
Milind is an ambitious young adult who wishes to carve out his
own DNA . He wants to be seen at the right places wearing
trendy clothes which depicts his assertive personality and
depict confidence. He believes in value for money and buys
clothes which are trendy and yet affordable.

4. Content for Shenshi
Inspiration Experience:
Dedication , motivation & devotion are not enough
to be successful in your career , you also need
corporate connects and a little luck to carry you
through your inertia
Identity Experience:
To get noticed at higher echelons of the corporate
world, one needs to be neat and presentable at all
times. Trendy apparels often get more noticed than
the standard run of the mill fabrics or clothing.
Utilitarian Experience:
Success is a journey and not a destination with a
never ending process of learning, thinking out of the
box and carving a niche of your own in the corporate
world is like establishing your own unique DNA,
what you wear speaks volumes of your personality.

5. Relevance to the Shenshi
Brand
Theme: what is the purpose/lesson of your content
90% of first impressions are formed within 10-20 seconds of
meeting a stranger, what you wear makes a significant impact
Power dressing does not mean wearing expensive clothing .It
simply means dressing in a way that projects an image of the
sophisticated, successful working individual you are or would like
to become. Nothing sells better than a good story, consumers
should be able to relate to the shenshi story .
Brand relevance: how will this content help the shenshi brand
to succeed in your country?
• In order to succeed in India, Shenshi must carry a SWOT
analysis to understand current trends and present market
conditions to allow it to segment their product appropriately.
• Adding new markets and extending their brand to different
categories will help them expand market share.
• Consumers should see the shenshi Brand as a lifestyle not
only luxury.
• Regular advertisement though print and electronic media
coupled with good PR and event creation during new store
launch should put shenshi in good stead .

6. Tone & Voice
Communication is essential to the Shenshi’s Brand
– and helps to build the brand. ‘voice’ is an
important tool for helping people understand who
we are and what we do. It helps them to trust us,
encourages them to use us, and inspires them to
get involved in our brand
Styling is lucid, clear and definitive. Our talk is
clear and crisp . We say how things should be – but
always offer ways to help our customers in their
fashion issues. We are passionate and
compassionate and we attract attention .
Therefore our campaign headlines are bold and
imaginative, creating a perceptible difference is our
main campaign and hence our head line to “Get
the perceptible advantage”

7. Platform and design Shenshi should follow a clear and crisp communication
In all their ad campaigns
The media should be in print as well as digital medium
TV and radio ads can be used sparingly on launch
Focus on PR at every launch, the initial launch should be
Have an opening by a celebrity which India looks up to.
Direct mailers and loyalty programmes focussed on
Repetitive buying patterns.
Apparel Tags , packing and the store should have
The same message “get the Perceptible Advantage”
The look and feel of the store should convey the
Distinguished feeling of belonging

8. PR
Efficient product
placement in men’s and
health magazine
Editorial coverage without
advertisement spend
Goal : make a sincere
proposal to all the men use
the journalist as a source
to build the Brand
Internet &
social media
Use website as the main
channel
Alternatively set up micro
site on social media FB,
pinterest , twitter
Draw traffic from B2C
portals like flipkart, ebay
,snap deal and more
Event
Launch event in 6 major
metros in india
Mumbai,Delhi, Bengaluru,
Chennai
Folow up with lauch in
Hyderabad and kolkatta
look at launch in smaller
cities
Platform & Design

9. PR
Print media Design

10. PR
Print media Design

11. PR
Print media Design

12. Web design
Web design should
Be bold and
provocative m
depicting change and
Better alternative
On line chat along
with links to social
media will help
communicate the
new generation
trends