Account size estimated at Rs 20 crores. Ignitee will also manage the digital media planning and buying for the brand across platform
BestMediaInfo Bureau | Mumbai | February 5, 2013
Ignitee Digital Services has been signed on by American Swan, the global online and lifestyle brand owned by The American Swan Lifestyle Company. Ignitee Digital has been mandated to establish a strong digital footprint for American Swan in the fast growing Indian lifestyle and fashion segment.
Ignitee, appointed as the digital marketing partner, has developed the corporate website for American Swan and will now manage the brandâs social media campaigns and communication across assets including Facebook, Twitter, Pinterest and YouTube. Additionally, Ignitee will also manage the digital media planning and buying for the brand across platforms.
âThe fashion and lifestyle segment in e-commerce has shown the largest growth this year, itâs a crowded but very exciting space to be in. American Swan with its globally designed products is uniquely placed to leverage this booming trend online. Ignitee will put all its might in making American Swan among the premier fashion brand online,â said Atul Hegde, CEO, Ignitee Digital Services.
According to a recent report by Google India, apparel and accessories has emerged as the second biggest product category with 30 per cent market share in the e-commerce space. Other categories that have witnessed a significant growth online include beauty and personal care with 10 per cent and home and furnishing with 6 per cent market share, respectively.
To harness this opportunity, American Swan, which offers a distinctive range of menâs and womenâs apparel, accessories, footwear, beauty and fragrance and home products, is taking a step forward in the digital arena. The brand offers an invigorating twist to the genre of preppy fashion, offering authentic smart casuals to those who seek a glamorous yet restrained lifestyle. The brand would like to extend this image on the digital platform and increase its engagement with the youth.
On partnering with Ignitee, Anurag Rajpal, Director and CEO, The American Swan Lifestyle Company, said, âThe American Swan brand has been conceived and developed to be aspirational, accessible and affordable. We aim for a differentiation through our brand proposition and positioning to offer affordable luxury to an aspiration-led audience that seeks international quality and fashion. Going further, we want to give our customers the opportunities to interact and engage with the brand on the digital and social media platforms. We want to bring our target audience closer to the brand through our digital activities and for this we have brought Ignitee Digital on board. Ignitee has been one of the key players in the digital marketing arena and their expertise and ingenious thinking will surely help the brand to reach its zenith.â
Hegde added, âWe are extremely excited to create a 360 degree digital experience for the brand. While the lifestyle segment continues to remain cluttered with numerous brands on the social media platform and every brand vying for consumerâs attention, we at Ignitee strongly believe that our differentiated approach will bring many âfirstsâ in this space for our category.â