When the world is rapidly chasing fast fashion and new brands emerge every single day on various e-commerce platforms, how does a legacy fashion brand retain its positioning and ensure that it does not lose market share?
Modern fusion wear brand Global Desi has onboarded Wolfzhowl as its strategy partner.
When the world is rapidly chasing fast fashion and new brands emerge every single day on various e-commerce platforms, how does a legacy fashion brand retain its positioning and ensure that it does not lose market share? Global Desi was facing the same challenge.
"Global Desi wants to rejuvenate its brand positioning and use digital media effectively for reaching out to young women, who are looking for stylish ethnic clothes. For this, it was imperative to find a partner who understood fashion, our brand codes as well as the early Gen Z and late Millennial women. We found this in Wolfzhowl, a young team focused on creating impact and delivering on the brand and business goals,” said Neha Murdeshwar, AVP Marketing, House of Anita Dongre.
Wolfzhowl will aim to present Global Desi as a refreshed brand with a stronger identity. They have been brought on board for Global Desi and Global Desi Girl as strategy partners and are in charge of enhancing the brand positioning.
“When intimate Instagram brands are on the rise and the consumer is flirting with different brands at any given occasion of purchase, it is imperative that Global Desi positions itself as a brand that offers stylish fusion wear but does it in a way that attracts the young Gen Z first jobbers as effectively as it does the young millennial mothers. We’ve crafted the positioning and soon we’ll see communications to bring this to life. We’ve already started seeing increased engagement across platforms as we move closer to the launch date,” said Prerna Dubey Gupta, Partner and Lead Integrated Strategist, Wolfzhowl.