The Mood Store will help users understand the best choices across moods like hanging out with friends, out for a road trip, stay at home pampering and working at the office among many others. Users will also be able to select the entire look based on different price points basis their needs. Building on Jabong's brand philosophy of ‘Be You’, the Mood Store is the next step in Jabong innovating for growth.
"We understand both fashion and our consumers really well. Jabong consumer is more affluent, well-travelled, 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," said Gunjan Soni, head of Jabong.
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.
The brand campaign will feature day-to-day fashion that is easily shoppable and wearable, as against the typical industry trend of showcasing outlandish, runway fashion that the shoppers grapple to find anywhere. Digital shoppable videos on YouTube and Facebook will allow customers to buy the fashion shown in the video directly by clicking on its product card.
Jabong is credited with launching several industry-firsts in Indian fashion ecommerce such as ramp walk video, 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. Its high-quality product curation, top international brands, and a deep assortment that caters to the needs of a complete wardrobe make Jabong ideal to launch this unique fashion proposition as a one-stop destination for all moods and styles of a fashion shopper.
Jabong has tied up with various banks to offer exciting cash backs for promoting the Jabong Mood Store, and will also run contests on Twitter. (KD)
Fibre2Fashion News Desk – India
| On 24th May 2022
The exports of textiles and apparel from the United States were up by ...
| On 24th May 2022
As the German economy is at the risk of shrinking by 2 per cent this...
China will adopt a slew of strong and targeted measures to stabilise...
Jindal Worldwide Ltd
Indian MMF sector to become globally competitive
Global supply chain collapsed during the pandemic
Extension of RoSCTL to boost textile exports
Dr. Catherine Tubb
Created in 2018 to investigate the risk of market failure related to...
Liberty Shoes has been fashioning footwear for well over 65 years now, for ...
Brother Internationale Industriemaschinen GmbH, the European subsidiary of ...
Thomas Ong P S
Malaysian company NanoTextile Sdn Bhd taps into the potentials of...
University of Rhode Island
Assistant professor Daniel Roxbury and former URI graduate student...
Garware Technical Fibres
Garware Technical Fibres Ltd (formerly Garware-Wall Ropes Ltd) is a...
Label - Dahlia Razzook
London based designer, <b>Dahlia Razook</b> known for her luxury...
Label - T*MITROVSKA
T*MITROVSKA is a highly conceptual London-based brand playing with...
Sarah & Sandeep Gonsalves
Label - Sarah & Sandeep
Sarah & Sandeep is a luxury designer label synonymous with a...
Letter to Editor
Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.
Subscribe today and get the latest information on Textiles, Fashion, Apparel.