“Social commerce and influencer marketing are transforming the fashion industry”

In this insightful interaction with Adgully, Yogesh Agarwal, Country Head, Savana, discusses the inspiration behind the groundbreaking “One Rupee One Impact” campaign, which propelled Savana to the forefront of India’s e-commerce landscape. From leveraging a vast network of influencers to creating meaningful social impact through partnerships such as ‘Teach for India’, Savana has set new benchmarks in the fashion and retail industry. Agarwal also explores how Savana intends to maintain its trendsetting status among the younger consumers, navigate the dynamic e-commerce market, and expand into new avenues, all while keeping technology, sustainability, and community at the heart of its business strategy.

What inspired the concept of the ‘One Rupee One Impact’ campaign, and how did you anticipate its massive success?

The ‘One Rupee One Impact’ campaign was inspired by the idea of turning something seemingly insignificant - one rupee – into a powerful symbol of change, with a focus on giving back to the community. Savana saw an opportunity to demonstrate how even a small amount could contribute to a larger cause, leveraging this concept to drive both social impact and customer engagement. The inspiration also came from the commitment to give back to the community, utilizing the support of the influencer community to amplify the message and reach a broader audience.

The campaign’s success came from its innovative concept of offering products at ₹1 for a limited time, turning everyday shopping into an act of giving. It leveraged a community of over 1,000 influencers and collaborations with prominent figures like Dharna Durga, Uorfi Javed, Nancy Tyagi, etc., which enhanced credibility and reach. Social media played a key role, with viral content and organic engagement amplifying the campaign. The 30-minute daily offer created urgency, while quick adaptations and community support, including thank you cards, ensured a personalized experience. The campaign’s emotional connection with both customers and influencers was crucial to its widespread success.

How does Savana plan to continue its trendsetting position and influence in the fashion world, especially among younger consumers?

Savana aims to maintain its role as a leading fashion trendsetter by focusing on relevance and transparency. It offers high-quality, affordable products, balancing style and value to meet the needs of its customers. Savana enhances the shopping experience through advanced technology, streamlining the process from browsing to checkout for a smooth, enjoyable journey.

By adopting a limitless approach and aligning with the evolving values of younger consumers, Savana stays attuned to the latest trends and consumer expectations. The brand’s commitment to transparency fosters trust and loyalty, ensuring an open and engaging relationship with its audience.

Savana’s dedication to blending quality with affordability, combined with its focus on technological advancements and customer engagement, keeps it at the forefront of the fashion industry. By resonating with younger consumers and staying ahead of trends while integrating technology, Savana will continue to influence the fashion landscape and reinforce its position as a prominent trendsetter.

How do you see the e-commerce market evolving in India, and what opportunities and challenges that you foresee for Savana?

India’s e-commerce market is poised for rapid growth, fueled by expanding internet access and smartphone adoption. Social commerce is on the rise, with consumers increasingly purchasing directly through social media. With innovations like AI and AR enhancing personalization, and the rise of D2C brands, the e-commerce landscape is becoming more dynamic and consumer-centric.

For Savana, key opportunities include embracing inclusivity with a diverse range of sizes and styles, leveraging AI for personalized shopping experiences, and enhancing community engagement through interactive and immersive online and offline experiences.

Meanwhile, challenges include understanding and standardizing sizing to address fit issues, shortening delivery times to meet rising consumer expectations, and staying engaged with the community to adapt to evolving preferences. Navigating these challenges while capitalizing on opportunities will be crucial for Savana’s success in India’s dynamic e-commerce market.

Could you elaborate on the partnership with ‘Teach for India’ and how Savana aims to contribute to education and empowerment for underprivileged children?

The partnership with ‘Teach for India’ was pivotal to the ‘One Rupee One Impact’ campaign, showcasing Savana’s commitment to education and empowerment for under-resourced children. By pricing products at ₹1 for a limited time, Savana directed all proceeds to ‘Teach for India’, supporting their mission to enhance educational resources and opportunities for children in under-resourced areas. This collaboration not only raised significant funds, but also highlighted the importance of education in transforming lives. The campaign’s success, driven by influencer engagement and social media buzz, generated a wave of organic content, amplifying Savana’s message and demonstrating its dedication to positive social impact. This initiative aligned with Savana’s broader motto of contributing to the betterment of society and exemplified how strategic partnerships and community involvement can drive meaningful change and support critical social causes.

What role does technology play in Savana’s business model, and how do you leverage data analytics and AI to drive decision-making?

Our proprietary AI is highly predictive, not only understanding demand, but also digitizing our entire supply chain. This makes it efficient and effective, reducing the risk of dead stock while ensuring we deliver high-quality products at fair prices. Looking ahead, we’ll continue leveraging AI and technology to enhance user experience and product quality.

How does Savana balance its focus on fashion and style with its commitment to social impact and charitable initiatives?

Savana balances its focus on fashion and style with its commitment to social impact and charitable initiatives by seamlessly integrating these elements into its core brand strategy. The brand places high importance on offering trend-forward, high-quality apparel, ensuring that its fashion offerings resonate with its target audience. Its innovative designs and trend-conscious collections reflect this dedication to fashion, which keeps Savana competitive and relevant in the dynamic fashion industry.

At the same time, Savana’s commitment to social impact is woven into its business model and brand values. The brand actively seeks opportunities to contribute to meaningful causes, such as partnering with organizations like ‘Teach for India’ and launching campaigns like ‘One Rupee One Impact’ that support education and empower under-resourced communities. These initiatives are not separate activities and are integrated into the brand’s identity and mission.

By aligning its charitable efforts with its brand ethos, Savana creates a synergy where fashion and social impact enhance each other, making fashion impactful. This approach allows the brand to appeal to socially conscious consumers who value both style and the positive contributions their purchases make to society.

What are your thoughts on the growing trend of social commerce and influencer marketing in the fashion industry?

Social commerce and influencer marketing are transforming the fashion industry by blending shopping with social media experiences. Influencers, with their authentic voices and engaged audiences, play a key role in shaping fashion trends and building trust in brands. Their endorsements can drive significant consumer interest and conversions. Social commerce makes it easy for consumers to shop directly through social platforms, offering a seamless and interactive buying process.

Community building is crucial in the evolving fashion landscape. By fostering a sense of belonging and engagement, brands can create loyal customer bases that connect personally with their values, and stories and encourage word-of-mouth promotion. At Savana, we have always believed in the power of community and influence. Our commitment to building strong, authentic connections and collaborating with influencers is central to our approach, we enhance our ability to engage with our audience, align with our values, and create a seamless, immersive shopping experience that fosters deeper connections and trust with our customers.

How can fashion brands effectively address concerns around sustainability and environmental impact in the industry?

At Savana, addressing sustainability concerns is a top priority. We effectively manage dead stock through precise demand forecasting and adopt circular practices such as recycling and upcycling. Transparency is essential to our approach; we are dedicated to avoiding greenwashing and honestly communicating our genuine efforts. We take responsibility for our actions by actively recognizing our environmental impact and working on solutions to reduce our carbon footprint and minimize waste.

Ethical sourcing is central to our operations, involving the use of eco-friendly packaging and supporting fair labour practices. By engaging consumers through education and setting clear, measurable sustainability goals, Savana demonstrates its commitment to environmental responsibility and strives to make a positive impact.

What’s next for Savana, and how will you build on the momentum of this record-breaking campaign?

This campaign not only secured our #1 ranking on the App Store and boosted our visibility, but it also highlighted the incredible power of community. The most rewarding part was the time we spent with the kids at the school – those moments were filled with dreams, hope, and pure joy. Seeing the success of the campaign fuel their happiness was truly fulfilling. We are committed to continuing similar initiatives, engaging with the community, and listening to our consumers’ needs to deliver the best experiences possible.

How does Savana plan to expand its reach beyond the online platform and into physical retail or other channels to create a seamless customer experience?

Savana plans to expand its reach beyond the online platform by launching pop-ups in major metropolitan cities in the upcoming months. This strategy builds on our ongoing efforts of hosting offline events and activities to engage with the community directly and create a more personal connection. By bringing the brand to physical locations and meeting customers in person, Savana aims to offer a seamless and enriched customer experience that bridges the gap between digital and physical retail.

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