Jabong, an online fashion retailer, has launched 'Jabong Mood Store' to allow consumers to shop their entire look as per their mood.
With the rise of e-commerce industry in India, the competition has increased ten folds among all the fashion retailers. Facebook report predicts that $30bn of the fashion market in India will be digitally influenced by 2020. Jabong, through this venture, aims to create a niche for itself.
Gunjan Soni, head of Jabong, said research into consumer behaviour was the basis of the decision.
"We understand both fashion and our consumers really well. Jabong consumer is more affluent, well-traveled, fashion forward and likes to buy complete looks, not just apparel. Fashion shopping behaviour tells us that people buy for a specific mood or occasion, not by categories. This insight led to the mood store innovation where consumers can shop entire looks together for a specific mood. With the launch of mood store and several new brand launches we are well set for a growth momentum. Our strategy is to use ‘tailored to fashion’ innovations to attract and retain the experienced fashion shopper," she said.
Jabong is credited with launching several industry-firsts in Indian fashion ecommerce, such as ramp walk video, an online shoppable fashion week and the concept of online shop-in-shop. It has also brought several top global brands exclusively to the Indian market.
Shivi Tandon, a fashion Influencer who runs the blog Curious Components, said: "Jabong is the brand which introduced International brands to the Indian audience, so one can trust their style sense. Its easy to buy clothes but styling is a different ball game and Jabong's 'The Mood Store' is a good step to solve that problem."
The Mood Store launch is supported by a 360-degree marketing campaign across TV, outdoor, cinema, CRM and social media. The overall brand campaign will focus heavily on digital promotions where various influencers will showcase their looks in different moods and for different occasions. The commercial will be aired on leading TV channels in entertainment, music, movies, lifestyle and other genres.