India’s leading fashion ecommerce portal, Yepme.com has navigated ahead of several competitors with their smart and flamboyant digital marketing strategies, tapping nerves of the right target audience across demographics. Ankur Agarwal, GM Marketing at Yepme shares a slice of the pie with us.
Retail ecommerce is booming like never before. What smart marketing hacks does Yepme employ to stay ahead of competition?
Yepme believes in fast fashion and offer consumers what they are looking. Yepme’s range of apparels are in sync with the latest trends and fashion. In order to connect with its audiences, Yepme has been regularly advertising on television as its lead medium owing to its strong reach and audio-visual capability. We are also reaching out to our target audience through robust public relation campaigns not only in tier-1 cities but also in tier-2 and tier-3 cities.
Yepme has had some of the biggest Bollywood stars such as Shah Rukh Khan and Farhan Akhtar as a part of its campaigns.
Recalling early years, what did Yepme do to get its first 1000 customers?
We created a community of potential shoppers on Facebook through our page ‘yepmeshopping’ that worked wonders for us.
How important is digital marketing? What digital marketing channels have worked best for Yepme?
In today’s time and day, digital marketing is crucial to reach out to your consumer base. Digital marketing should be looked as customer acquisition platform.
There are no winners or losers in the long term, as long as one is doing cost effective acquisitions. The brand’s mission is to democratize fashion in India and ensure that men and women, even in the smallest of cities have access to the latest designs in couture, accessories and footwear, at affordable price points; and digital medium allows us to do so.
Tell us about one of Yepme’s quirkiest/or most unique campaign that has worked wonders for the brand.
Yepme was the first online fashion brand in the country to be endorsed by Shah Rukh in December 2014. The campaign launched its hash tag ‘#freshfashion’ and was advertised through TVC, which ran across leading entertainment, lifestyle, and news channels. Leading newspapers and magazines carried the campaign through print ads. On the digital front ‘#freshfashion’ did really well to engage its customers and promote their fresh fashion range.
What do you feel about the growing power of new-age content marketing?
It helps in building credibility and accountability to the brand, it comprises the important aspect of the role of ‘brand storytelling.’ It is important from a business perspective as consumers these days are looking for information and brands that help them solve problems.