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Brand Factory reveals key pillars of its 2020 marketing strategy

The Future Group brand wants to drive its in-store sale through digital by focusing on 15-30 second personalised videos. In 2020, the brand eyes double-digit growth. In a conversation with, Roch D’ Souza, CMO, shares their growth strategy

Moment marketing, content marketing and driving offline sales from online consumers will be the key pillars of Brand Factory's marketing strategy in 2020.

The Future Group brand, which sells apparels, will also go big on digital to keep its customers engaged. The brand is hoping for an online-to-offline customer conversion.

“Next year, the focus will be to keep our consumer engaged with us. We are going to explore a lot on digital, focusing on online-to-offline consumer conversion,” said Roch D’Souza, CMO, Brand Factory.

The brand’s total marketing budget is 2% of the overall sales, out of which 40% is allocated to digital, 30% is spent on print and the remaining is divided between TV and outdoor.

The retail chain has witnessed a double-digit growth in the last three years and eyes the same for FY 19-20.

“It's been a good year for us, we have seen a growth trajectory from last couple of years which will continue in spite of any slowdown effect,” shares D’ Souza.

To fetch growth and awareness in tier II, III markets, the brand focuses on building vernacular content. “Vernacular is the key content strategy to acquire more business from tier II, III demographics,” D’ Souza said.

“We will continue to ride on these three strategies in FY 20,” he said.

According to D’ Souza, digital is the most beneficial medium for the retail chain. But print takes a major allocation during announcement of sale schemes and offers.

“We spend 40% on digital, 30% on print and the remaining 30% on television, OOH and on-ground activations. This current marketing allocation fits for the business and we will stick to that for the coming year,” he said.

According to him, video communication gives more business conversion; hence brand factory strategises to generate short-format content videos on digital. The 15-30 seconder videos will end quick conveying brand’s message to the consumers.

The retail chain has launched a digital campaign for one of its prime property, Free Shopping Weekend, banking on personalisation and influencer marketing. The campaign aims to achieve a turning point, which will yield the highest foot traffic—people coming to the store in four years. FSW commenced from December 4 and will continue till 8. The campaigns have been conceptualised by Ideate Labs.

“FSW is one of our key properties where we target to fetch a month’s sale in five days, not just from a number point of view but also the new consumers it brings us,” said D’ Souza.

The retail chain sent over 100,000 customised invites in the video format to each customer who conversed with the brand through various social media platforms.

The programme will fetch around 10 to 12 % of the overall sales for Brand Factory.

This integrated marketing campaign has roped in influencers across fields, gender, reach and demographics to raise mass awareness around the sale. The marketing allocations were 30-35% on print, 30% on digital, 25% on TV and rest on OOH and on-ground activities.

Roch D' Souza

Speaking on the upcoming campaigns, D’Souza, said, “We will focus on winter season marketing after FSW.  The winter season campaign will again be digital-driven.”

For Brand Factory, Delhi, Kolkata, Mumbai, Chennai, Pune, Hyderabad, Ahmadabad are the strongest markets. However, the retail chain has a strong growth potential in tier II, III markets because of the evolving consumption pattern of consumers.

D’Souza said Brand Factory is witnessing a phenomenal growth and expansion. “In the last few years, we managed to bridge the gap by providing what the consumer wants. We understood that the trend of seasonal shopping has gone and the consumer dresses for small and big occasions; so we focused on establishing ourselves as a 365 days discount brand,” he said.

Speaking on the challenges faced, D’Souza said, “The toughest challenge was to make consumers aware that Brand Factory works on a 365-day discount model. Over the last four-five years, we have clearly established that.

“We have been able to establish ourselves as the destination for the best discount ever on branded clothes and accessories,” he adds.

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