Eyeing higher growth margins, apparel brands bet big on celebs and occasion wear this festive season

During the festive season when consumer sentiments are at an all time high and people don’t mind spending big bucks on themselves and their near and dear ones, it is often the apparel category which witnesses a keen interest from the audiences.

In fact, the October-November-December period is the one time when the weddings are also at an all time high making the festive blitz of the apparel brands even more important. So much so, that many players in the current scenario eye not less than 1.5x growth and clock in 35% of their annual revenues during the quarter.

But apart from providing the desirable touch and feel of the product and that too at comparatively lower prices due to discounts, apparel brands also up their marketing during the period to woo away the consumers, which also includes showcasing a celebrity face in their ad campaign, partnering with influencers as well as playing on the emotional quotient of the audiences.

Sujata Biswas

As per Sujata Biswas, Co-Founder, Suta, the festive season is the main phase of business which every apparel brand waits for no matter what goods they deal in and what category of audiences they cater to.

“Especially in the ethnic category, since every man and woman would ideally want to don the traditional attire on Diwali, Durga Pooja or even weddings, they don’t mind spending their savings during this period. For us, over 35% of the annual revenues are generated in the OND quarter as compared to the rest of the year,” she said.

Keeping in mind the increased revenue growth from the period, Suta as a brand also increased its spending on advertising during the OND Quarter, she said. In fact, this festive season, the brand for the first time has also come up with an ad film which will be aired on TV and Theatres along with the Meta platforms.

She also mentioned that since the market both in terms of the products and ads is very cluttered during the festive season, having a freshness in the idea and doing something that is unique to the brand is highly crucial. Hence, the notion that sarees can be worn anywhere and everywhere, the main idea behind setting up Suta, also led to the idea of the campaign film. Rest, the quality and the collection in itself generate a lot of user-generated content for the brand.

Suta puts a spotlight on sarees as garments of spontaneous choice-

Deepak Bansal

As per Deepak Bansal, Director, Cantabil Retail India, it is during the OND quarter that the apparel industry experiences a significant surge, marking it as a pivotal period for brands since a substantial portion of the annual revenue is generated during this time, driven by festivities and weddings, resulting in a notable spike in both revenue and category growth.

“Specific sub-categories such as occasion wear and festive ensembles witness remarkable growth during OND, propelled by heightened demand for specialised attire. With this in consideration, we are fully prepared to unveil our eagerly awaited Autumn/Winter collection alongside the launch of our brand-new wedding collection campaign to kindle the essence of the season and surpass customer anticipations,” he said.

He also pointed out that consumer behaviour, during this period, undergoes a pronounced transformation, with individuals actively searching for one-of-a-kind and exclusive selections that resonate with the celebratory ambience.

As a result of which, Cantabil, as per him, has meticulously planned a balanced media mix to capture the essence of celebrations and weddings and has also increased its ad spends to ensure that the brand’s message resonates effectively. However, it is the digital platforms which have taken precedence due to their pervasive influence.

Campaign-

Siddhant Aggarwal

According to Siddhant Aggarwal, Director of Operations, Kazo, as well, building on the impressive momentum from the previous season, where the brand’s revenue surged across both online and offline channels, this time around Kazo is setting its sights even higher, aiming for a 1.5x growth.

“The festive season is upon us, and with it comes an upsurge in demand for our exquisite sequin dresses and party wear, reinforcing the allure of our offerings. With the invaluable contribution of our brand ambassador Janhvi Kapoor, we are focusing on showcasing our collection of party sequin outfits, promising consumers an elevated and stylish experience. To expand our outreach, we are strategically harnessing marketing campaigns to spotlight our 'Kazo x Janhvi Kapoor' curated collection and our AW’23 collection,” he said.

With this, he also mentioned that the brand will be unwrapping a comprehensive marketing and advertising strategy, unveiling a series of themed campaigns in alignment with the AW’23, Festive Season, and Christmas celebrations to enhance brand awareness, amplify sales success in this celebratory season, and connect with customers more intimately.

brand film-

Launched this year in January, Rangita, a D2C Indian fashion label by Stellaro Brands, who recently conducted its festive season sale spanning from Navratri to Karvachauth and went live with its ad campaign in the midst of it all, saw a sharp 6.5x growth during the period. It also expanded its selection to build a diverse range of festive collections and assortments, with a specific focus on the cultural celebrations of Karvachauth and Diwali.

Manish Ahlawat

Sharing his views on the same, Manish Ahlawat, Director, Stellaro Brands, said, “The exceptional growth we've experienced this festive season is a testament to Rangita's dedication to delivering impeccable designs and exceptional quality to our valued customers. Our focus on understanding the evolving preferences of our consumer base has enabled us to curate a collection that resonates deeply with the essence of traditional Indian celebrations while infusing a modern touch.”

In his views, the significant contributing factor to Rangita's resounding success has been its captivating range of kurtas and kurta sets featuring intricate heavy embellishments, flared designs, and elaborate embroideries, as it accounted for an impressive 40% of the company's overall turnover, with an impressive average selling price (ASP) of over Rs 1000.

Rangita celebrates Indian women’s unique individuality in ‘Tum Hi Ho Rangita’ ad campaign-

Apart from the new age apparel brands, comparatively older and established players such as Manyavar,  also went on an ad blitzkrieg for the festive season and roped in celebrity brand ambassadors.

In the case of Manyavar, the celebration brand from Vedant Fashion, it was Ram Charan who was announced the brand’s newest ambassador in the brand’s latest wedding campaign #TaiyaarHokarAiye.

Manyavar’s #TaiyaarHokarAiye ad campaign-

The Traditional Menswear Brand, Tasva, also came up with an ad campaign featuring Bollywood celebs Ranbir Kapoor and Ananya Pandey, titled, ‘Your special day deserves a Tasva’.

As per Tasva’s spokesperson, the brand planned a significant increase in its advertising budget for the festive gala, a crucial shopping period for its customers, with numerous festivals and weddings. Of this, the primary allocation was towards digital advertising and Connected TV in addition to other channels to maximise the reach and impact.

Tasva’s TVC-

It is also to be noted that Van Heusen, a premium fashion brand for men and women from the house of Aditya Birla Fashion and Retail, upped the ante on the wedding season by announcing the launch of Van Heusen Weddings in what has been the brand’s biggest media campaign to date.

Abhay Bahugune

As per Abhay Bahugune, COO, Van Heusen, the brand recognised that suits have transcended their traditional roles in corporate settings to weddings, which is why the brand in its new campaign signified the launch of its premium ceremonial suits and blazers collection, tailored to the discerning consumer.

“This Van Heusen ‘Weddings’ Campaign will be reinforced by a comprehensive 360-degree multimedia promotion plan, guaranteeing its extensive reach across national media platforms, including television, digital channels, print publications, and outdoor advertising. Additionally, the campaign will be prominently featured during the ICC World Cup on Disney Hotstar, further solidifying its national presence and impact,” he added.

It was ahead of the festive season that W, a brand under the umbrella of TCNS clothing, which deals in a wide range of Anarkalis, Festive sets and dresses amongst others roped in Anushka Sharma as its brand ambassador to unveil its mega-campaign that inspires women to ‘Celebrate your story’ for the festive season.

Campaign video-

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