Equus launches ubercool fashion website Lulu and Sky

The brand helmed by Kalyani Saha Chawla, former Vice-President, Marketing and Communications at Christian Dior Couture India, brought Equus on board in September 2016

BestMediaInfo Bureau | Mumbai | December 27, 2016

There is a new e-fashion player on the block that everyone needs to watch out for. Lulu and Sky is the new ubercool fashion website that has made its foray into the Indian fashion scene. Helmed by Kalyani Saha Chawla, Chief Storyteller, Lulu and Sky (former Vice-President, Marketing and Communications at Christian Dior Couture India), the website has already made a splash with its presence.

Equus is the agency behind the launch and was brought on board in September 2016.

Swapan Seth

Speaking about the brand's positioning, Swapan Seth, Chairman, Equus, said, “Lulu is an attitude. A state of mind. It is formal and informal. Reserved and flirtatious. Winsome yet whimsical. Shy yet outwardly. It is a cauldron of contrasts that simmer within every individual. It is what is up to you. Which is why the strapline: Wear the Lulu in you. It is high street shaking hands with high fashion.”

Calling the brand a psychographic and demographic beast, Seth explained that target audience that the brand is looking at is 5-50.

“Lulu is a psychographic and demographic beast. Its psychographics appeal for age 5-50 and the excellent pricing makes it hugely democratic from a demographic perspective. It is at the midpoint of the mindset and wallet making it everything for everyone,” he elaborated.

But a lot of e-fashion brands have come into the market recently, including Ajio, the fashion brand from Reliance Jio Digital Life that was launched in April 2016. How will Lulu and Sky ensure that it stands out from a marketing and communications point of view?

“You have to understand that Lulu and Sky is helmed by Kalyani Saha Chawla, the face and mind of Dior in India for decades. Kalyani brings her personal sass, her eye, her understanding of consumer sensibilities, her acute analysis of price points and a substantially large Rolodex to the table. No fashion brand in the country brings that. That aside, her equity with the press, influencer groups, mavens and media gives the brand a unique edge. She has lavished her attention to packaging, delivery, post- delivery feedback to the brand. Fashion brands haven't even got there,” said Seth.

The marketing mix for the brand is 'next gen'. Instagram, Snapchat, Twitter, Facebook and fashion media make the media mix.

Speaking about the products available on the website and what people can expect, Seth said, “These are times of curated consumption and Lulu is that. An aggregator of aesthetics. The Pied Piper of Cool.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com