http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
repositioning an apparel brand through social media intervention
Oxolloxo.com is an online women's apparel retailer in India. It began business in October 2013. In India's highly crowded online apparel market, it was challenging to establish itself as a customer preferred brand. The company adopted a social media marketing strategy to create its position in the intensely competitive apparel online retail market, but in 2016, the brand was recognized as a plus-size women's apparel brand, a characterization that hurt its bottom line. To reposition its products, Oxolloxo founder Ravi Kant explored ways to increase the number of customers from all product and size categories to help the company survive in a competitive industry with multiple established and upcoming players. Oxolloxo sought to boost its sales through social media and online platforms. The campaign was designed to improve the effectiveness of online advertising and change consumers' perception that Oxolloxo was primarily a company that catered to plus-size customers. Students will be asked to explore the challenges of targeting new customer segments without alienating existing customers. The case also allows students to examine the risks of repositioning the brand-to-brand equity.
Nidhi Maheshwari, Riya Dua, and Richa Chauhan.