Vemanya, an uber luxurious range of wedding clothing that was doing well for itself, wanted to expand its horizons and go digital. Based out of New Delhi, the brand wanted to reach out to the world while keeping intact the essence of celebration associated with wedding shopping. Vemanya stands for a motto - Every bride is different.
Bringing alive the essence this brand stands for, we had to weave together one single platform that could appeal, engage, delight and impress all these different brides.
Now, there are many agencies that can design an online store and a supporting website but Olive had to take a leap forward. We had to design something that even the most reluctant online shopper could be driven towards. We did not have to put together an online store. We were not even aiming for that. We were to bring alive an experience and that is precisely what we put our heart and soul into. Since Vemanya was especially aiming to tap the NRI market, our online initiatives had to have a global approach and the power to convince someone sitting on the other side of the globe.
The team at Vemanya hired a specialized consultant to prospect with top agencies across India to finalize a list of 3 to shortlist from. Olive made it in the top 3 within a month of their research. Olive’s Vice President, Strategy spearheaded the pitch and took to them a vision that outlined a comprehensive brand strategy that touched upon the dynamics of the e-commerce industry including the challenges ahead that would need to be addressed from a brand positioning standpoint, pricing strategy, effectiveness of technology platforms and insightful content marketing ideas to fuel the brand right from the start.
That 4 hour discussion was our elevator pitch and we were already into our next step – envisioning a bustling online space for a niche market. Their designated consultant did not even see the need to evaluate the other two proposals.
What is the one main thing that keeps people from shopping online? It’s the experience. Especially when it comes to weddings and functions, families treat shopping as a celebration, as a means to not just buy an ensemble but also to demonstrate different looks, seek opinions and share choices. Especially when it comes to luxury clothing starting from a range say 35,000, the tendency to trusting a brand increases with the level of engagement. So Olive decided to amalgamate the comfort of shopping from home with the excitement of shopping with one’s loved ones.
Customize your garment online (This is far more evolved a solution as the product is intricately woven and color and pattern changes are fairly complex to demonstrate and capture online)
Have your friends and family members shop as a group with the group owner having the option to pay for everyone
Shop now – try garment at the boutique in New Delhi and pay balance post trial