Lifestyle International's SVP marketing talks private labels and digital innovation

To exploit the opportunity, fashion retail brand Lifestyle is focusing on deconstruction of fashion and beauty trends to attract consumers, says Srinivasa Rao, senior vice president, marketing of fashion brand Lifestyle International.

He further highlights the brand's marketing strategy: "Lifestyle, as a brand, has been consistently growing with a CAGR exceeding 20% in the last five years. Our marketing strategy is based on the core promise of the brand, Lifestyle – which is 'Your Style. Your Store'. Lifestyle believes that every individual has their own personal style statement and that as a brand, we enable them to express their style effortlessly.

Lifestyle's closest rival in the Indian market, Flipkart, has already launched its private labels. Lifestyle too is bolstering its efforts by building its own brands namely Force, Melange and Ginger.

Lifestyle rolled out its first digital campaign with actor Tiger Shroff called #TigerForForca to highlight its product - Flex Denims. For the #TaapseeForMelange campaign, Lifestyle brought on board Taapsee Pannu as the brand ambassador for its contemporary ethnic wear brand – Melange by Lifestyle.

Rao says: "The collection was inspired by the sensibilities of the modern woman with a distinct sense of style that encourages them to ‘Rethink Ethnic’ by reinventing ethnic wear. Last but not the least, after the impactful, digital first launch of the #ImperfectlyPerfect campaign, Ginger by Lifestyle, brought forth the bold, unfiltered and fearless voice of young girls, this time while debunking fashion stereotypes and encouraging girls to make their own fashion rules. In an impactful digital film, the campaign creatively reiterated their unique fashion sense while celebrating the strength they have to rise above any negativity that comes their way."

Lifestyle has also collaborated with a female focused website, PoPXo for a college UGC initiative in the country – Ginger Campus Squad. This college focused program has built a strong community of college girls who act as brand ambassadors in their peer circles & college community taking forth the brand message, creating high engagement across social platforms while driving brand awareness and advocacy.

As to how Lifestyle is keeping up with its rivals, Rao says: "Our approach is never competition centric but one of customer obsession. Our endeavor is to improve our customer experience through the entire journey - from discovery to post sale. We are committed to making the fashion experience of our customers truly unique and memorable by reducing friction at every touch point."