Amanté on its Amazon association and bringing international trends and innovations to the Indian market
Lingerie advertisements have been a taboo in India for a long time. To the extent that for a very long time many pronounced 'lingerie' as 'Ling-ari.'
Lingerie brand amante's marketing head: 'We continuously bring international trends and innovations to the Indian market'
However, there has been a considerable positive shift in the cultural mindset of Indians where they have become more accepting towards women-related brands. The brands are furthering their cause by taking lingerie advertisement online.
Asian lingerie brand Amanté is one such brand which has rolled out digital advertisements and has also organised a lingerie fashion show to cater to the demands of Indian women.
Amanté was also one of the first lingerie brands to partner with Amazon in the Indian market and uses the same ‘glocal’ approach.
The Drum spoke with Smita Murarka, head of marketing and ecommerce for Asian lingerie brand Amanté to find out more about Amazon association. She said, “Amanté is already available on Amazon. We value all retail partnerships and believe in growing consumerism together.”
“Amazon is an important partner as they also believe in being glocal – provide international quality products and services as per the market needs,” she added.
About Amanté’s marketing strategy, Murarka said, “Amanté focuses on adding value to the Indian consumer through its products and communication. We are committed to educate the consumers on the right fit, and choosing the right pair of lingerie to match an outfit.”
“Our strategy focuses on 360-degree marketing tools for brand building, and digital and on ground; from driving conversations and making the consumers more aware of the impact of lingerie on their overall appearance and confidence levels.”
Brands like Amanté are growing because of an increase in India’s ecommerce sector which has bolstered retailing brands.
According to Murarka, rise of ecommerce, has become a substantial channel of business for Amanté.
“We can reach our potential consumers across the country more easily and upgrade consumer choices. Also, ecommerce supports availability of our full catalogue online for consumers to make purchase decisions before coming to the offline stores,” she added.
Influencers are becoming the new ecommerce salespeople for savvy brands in India and Facebook predicted that $30bn of the fashion market in India will be digitally influenced by 2020.
Amanté too realizes the power of social media influencers and integrates them in their marketing plans.
Murarka said, “Social media influencers, have become digital celebrities, as users consume influencer generated content more as they connect better with them and find them real. Hence, with every new launch we ensure to engage with the most popular influencers in the industry, keeping in mind their following and the genre.”
To engage its audience, Facebook and Instagram both are quite effective tools for social media engagement for Amanté. She further added, “Instagram tends to have stronger stickiness as the consumption of image led content is stronger here which works for a visual brand like ours.”
Instagram recently bulked up Live capabilities with collaborative broadcast feature which has increased its popularity among the brands.
As to how Amanté tackles competition with other lingerie brands like Zivame, Wacoal etc, Murarka believes that Amanté’s strength lies in understanding the Indian consumer and being at the epicenter of lingerie evolution here, while continuously bring international trends and innovations to the market.
She said, “Amanté is a premium intimate wear which operates across a wide range of price points and channel mix. Product width, consumer understanding, availability, fashion forward launches, affordable pricing are all factors which makes us competitive to all the brands in the market.”
All Amanté activities are ROI driven and have budgets allocated to it, according to Murarka.