Case Study: Bewakoof

Founded in 2012 by Prabhkiran Singh and Siddharth Munot, this online-first retailer has carved a niche for itself with its unique brand identity: quirky, trendy fashion that caters to the young and vibrant crowd.

Their marketing strategies have proven to be impactful: in 2023, they made a revenue of Rs 147.1 Cr! How has a brand like Bewakoof, with its seemingly restricted reach, managed to capture the hearts (and wardrobes) of young India?

The answer lies in their innovative and audience-centric marketing strategies.

Key Takeaways from Bewakoof’s Marketing (screenshot this)

Know Your Audience:  Bewakoof’s success hinges on catering to the specific needs and aspirations of young India, including those in Tier II & III cities. Embrace the Quirky:  Bewakoof’s playful brand identity resonates with their audience and sets them apart from the competition. Social Media Savvy:  Master the art of social media engagement. Bewakoof’s use of relatable content, humor, and influencer marketing fosters a strong online community, driving brand loyalty and sales. Digital Powerhouse:  Leverage the power of digital advertising platforms. Bewakoof’s utilizes SEO, paid advertising, and strategic YouTube campaigns to maximize reach and brand awareness.

Brand Growth and E-Commerce Strategy:

12 years ago, most fashion options catered to either high-end luxury brands or lacked the trendy vibe younger audiences craved. So, Singh and Munot decided to fill this gap.

The launch date itself holds a touch of Bewakoof’s signature quirk – April 1st, coinciding with April Fool’s Day. This playful nod to their name, which translates to “fool” in Hindi. This showed how they wanted to challenge the traditional fashion scene with a touch of humor.

Starting as a small startup, Bewakoof’s quickly gained traction with its focus on affordable, quirky designs that resonated with millennials and Gen Z. Their online-first approach, with a user-friendly website and app, offered a convenient shopping experience for this tech-savvy generation.

E-commerce Strategy:

Bewakoof’s success story goes beyond quirky designs and witty social media posts. Their e-commerce strategy plays a crucial role in converting brand love into sales. Here’s a breakdown of their key tactics:

Understanding Their Audience:

• Targeting the Right Customers: 
  Bewakoof tailors their e-commerce experience to the needs and preferences of young adults. This includes offering a user-friendly website and app with easy navigation and secure payment options.
• Focus on Tier II & III Cities: 
  Recognizing the growing aspirations in these cities, Bewakoof caters to a price-conscious demographic. Their competitive pricing and affordability strategy resonate with this audience

Seamless Online Shopping Experience:

• Mobile-First Approach: 
  Bewakoof understands the mobile-driven nature of their audience. Their website is optimized for mobile devices, and their app offers a convenient shopping experience for on-the-go customers.
• Customer-Centric Design: 
  The website features clear product descriptions, high-quality images, and multiple filter options to refine searches. This ensures customers can easily find what they’re looking for and make informed purchasing decisions.
• Engaging Content Integration: 
  Bewakoof integrates engaging visual content, like product photoshoots and user-generated content, throughout their website and app. This helps customers visualize the clothing and encourages them to make a purchase.

Driving Conversions:

• Strategic Use of Promotions and Discounts: 
  Bewakoof utilizes targeted promotions and discounts to incentivize purchases. This might include flash sales, seasonal offers, or loyalty program benefits.

Source: Bewakoof

• Hassle-Free Returns and Exchanges: 
  A smooth returns and exchange policy builds trust with customers and encourages them to try new products without hesitation. Bewakoof understands this and offers a customer-friendly return process.

Bewakoof has created a seamless shopping experience that caters to their target audience’s needs and preferences.

Bewakoof’s Target Audience:

Bewakoof’s marketing hinges on a deep understanding of their target audience. Let’s break down who they cater to and why:

• Age: 
  Primarily young adults, 18-34 years old. This age group is tech-savvy, fashion-conscious, and enjoys expressing their individuality.
• Demographics: 
  While metros like Delhi and Mumbai are a significant portion of their customer base, Bewakoof’s focus on Tier II & III cities sets them apart. They cater to a growing segment in these cities – young people who crave trendy fashion without the hefty price tags typically associated with major brands.
• Psychographics: 
  Bewakoof’s target audience appreciates humor and a touch of quirkiness, which aligns perfectly with Bewakoof’s brand identity. They’re active on social media and enjoy engaging with brands that create relatable content.

Their target audience is:

• Fashion Forward: 
  This audience keeps a pulse on the latest trends but seeks a unique twist. They’re not afraid to experiment and express themselves through fashion.
• Value-Conscious: 
  While they appreciate style, affordability is crucial. Bewakoof offers trendy pieces at accessible price points, making them a go-to option for this cost-conscious demographic.
• Digitally Savvy: 
  This group is comfortable shopping online and heavily relies on social media for information and inspiration. Bewakoof’s online-first approach and strong social media presence cater perfectly to their browsing and shopping habits.
• Community-Oriented: 
  They enjoy interacting with like-minded individuals and brands. Bewakoof fosters a sense of community through their social media engagement and user-generated content campaigns.

In essence, Bewakoof targets young, fashion-forward individuals in India who value affordability, self-expression, and a touch of quirk.

Competitor Analysis:

Bewakoof has carved a niche in the Indian fashion market with its focus on quirky, trendy clothing for young adults. But the competition in this space is fierce.

Direct Competitors:

• Myntra & Ajio: 
  These e-commerce giants offer a wider range of brands and styles, catering to a broader audience segment. They leverage their established presence and extensive marketing budgets to reach a wider audience.
• Urban Monkey & Bonkers Corner: 
  These competitors share Bewakoof’s focus on trendy and quirky fashion. Urban Monkey boasts a wider product selection, while Bonkers Corner caters more to a niche streetwear audience.
• Other Fast-Fashion Brands: 
  Several international fast-fashion brands like H&M and Zara compete with Bewakoof. While these brands offer trendy styles, their price points might be higher, giving Bewakoof an edge in terms of affordability, especially for Tier II & III cities.

Indirect Competitors:

• High-Street Brands: 
  Established Indian brands like Fabindia and Biba offer a different aesthetic but might compete for a segment of Bewakoof’s audience looking for unique styles. Bewakoof emphasizes its youthful and trendy appeal to differentiate itself.
• Online Marketplaces: 
  Platforms like Amazon and Flipkart offer a vast selection of clothing from various brands. However, Bewakoof’s curated collection can provide a more personalized shopping experience.

Bewakoof’s Competitive Advantages:

• Strong Brand Identity: 
  Bewakoof’s quirky and youthful brand image resonates well with its target audience. This unique positioning sets them apart from competitors offering more generic styles.
• Focus on Affordability: 
  Bewakoof caters to a price-conscious demographic, making it an attractive option in a market where trendy clothing can be expensive.
• Digital-First Approach: 
  Their online-first approach allows them to reach a wider audience across India and adapt quickly to changing trends.
• Strong Social Media Presence: 
  Bewakoof leverages social media effectively to connect with its target audience, build brand loyalty, and drive sales. Their use of humor and relatable content sets them apart.

Marketing Strategies:

Bewakoof’s marketing prowess goes beyond just selling clothes. It’s about creating an impact through innovation, fostering a strong connection with their target audience, and ultimately driving sales. Here’s a deep dive into their key marketing strategies:

Marketing Philosophy and Objectives:

• Innovation and Impact: 
  From its inception, Bewakoof has been built on the principle of creating an impact. This translates into innovative marketing campaigns that resonate with their audience and leave a lasting impression.
  This approach helps them stand out in a crowded marketplace and generate buzz around the brand.
• Target Audience First: 
  Bewakoof prioritizes the youth segment. Their marketing messages and product offerings are carefully crafted to resonate with this audience’s desire for self-expression and trendy style.
  Understanding and catering to their specific needs allows them to build a loyal customer base.
• E-commerce Conversions: 
  Social media isn’t just about likes and shares for Bewakoof. They utilize engaging content to build brand awareness and ultimately drive consideration for their products. This translates into website traffic and, ideally, conversions on their online store.
  By focusing on the full customer journey, they ensure their social media efforts have a measurable impact on their bottom line.

SEO and Social Media Strategies:

• SEO: 
  While there’s always room for improvement, Bewakoof has a robust SEO strategy that ensures their website ranks high in search results for relevant keywords.

This organic traffic is crucial for brand discovery and helps potential customers find Bewakoof when searching for trendy clothing options.

• Social Media Presence: 
  Bewakoof reigns supreme on social media with a massive following across platforms. This strong presence allows them to directly connect with their target audience, build brand loyalty, and promote their products in a highly targeted way.
  Social media becomes a powerful tool for brand awareness, engagement, and ultimately, sales.
• Content Marketing: 
  Bewakoof’s content marketing strategy is a key growth driver. They focus on creating lighthearted and relatable content that reflects the personality of their brand and its products. This content adds value to their audience’s lives and encourages them to connect with Bewakoof on a deeper level.
  Engaging content not only entertains but also builds brand affinity, making customers more likely to choose Bewakoof when making purchasing decisions.

Humor and Relatability in Marketing:

• Content Foundation: 
  The brand’s social media personality is built on humor and relatability. This approach makes their brand voice stand out and allows them to connect with their audience on a personal level.
  Humor not only entertains but also makes their content more memorable, keeping Bewakoof on the top of their audience’s mind.
• Celebrity Collaborations: 
  Bewakoof leverages collaborations with celebrities like Sanya Malhotra to communicate their brand ideology in a fun and relatable way.

This helps the company to leverage the celebrity’s image to further enhance their brand image.

• YouTube Powerhouse: 
  Bewakoof has mastered the art of YouTube marketing. They’ve leveraged YouTube Shopping Cards to specifically target past customers with relevant product suggestions within engaging videos.
  This retargeting strategy has proven highly successful, with a 4x return on their ad spend and over 8,000 conversions!

Content Marketing:

Social media is Bewakoof’s playground, and content is their secret weapon. Their lighthearted and engaging approach fosters a strong connection with their target demographic, leveraging the “viral effect”.

They also use moment marketing to stay on trend and relevant. This helps to keep the audience engaged. For instance, they posted this recently when RCB won a match:

Source: Instagram of Bewakoof

They also collaborate with Bollywood celebrities who are loved by the target audience; for instance:

In a Nutshell:

Bewakoof has carved a niche in the Indian fashion scene by understanding their customers, embracing digital tools, and creating engaging content. But the question remains:

How can established brands adapt Bewakoof’s strategies to resonate with their own target audience?

By analyzing their existing customer base and exploring creative content formats, established brands can adapt Bewakoof’s winning formula to their own unique audience. The key lies in understanding what makes your brand tick and translating that into a compelling narrative that resonates with your customers.