Association with LFW has established Caprese’s fashion credibility: Anirudh Pandharkar

The Head of Marketing at VIP Industries Limited says that Caprese’s primary TG is the young and married women who wish to indulge in the latest fashion trends at an affordable price

AnirudhPandharkar

Caprese, the handbag brand from VIP Industries, recently launched its Summer Resort ’19 collection ‘Qo’shilish’ in collaboration with fashion designer Payal Singhal at the Lakme Fashion Week. Anirudh Pandharkar, Head of Marketing at VIP Industries Limited, says that Caprese’s association with Lakme Fashion Week has grown stronger over the years and with every passing season, the brand’s engagement has become increasingly synergistic and integral.

“The association has a lot more to it beyond launching the season’s collection at the Lakme Fashion Week. The association has evolved to incorporate on-ground activation programmes to connect with the fashion audience frequenting the event,” he says. He adds, “The association has definitely helped us position Caprese as a premium, fashionable and accessible brand to our target consumers. Since fashion week is a hub for fashion from all around the world, our association with them has helped establish the fashion credibility of Caprese.”

Another long association the brand has had is with actor, Alia Bhatt – Caprese’s brand ambassador since 2014. Commenting on how the brand has leveraged this partnership, Pandharkar says, “Alia is our Caprese Girl. She has an extremely inspiring sense of personal style, which further helped us launch the CapreseXAlia collection. She is the best fit for the brand as she embodies the style of today’s modern woman.”

Defining the TG, he says that the primary TG for Caprese is the young and married women. Being an affordable fast fashion brand for the young, Caprese’s marketing and communication is centered around the young woman who wishes to indulge in the latest fashion trends, and seeks fashionable goods at an affordable price.

Building on the TG preferences and consumption patterns, he says, “A Caprese consumer prefers flaunting her bags as per the occasion and thus needs to buy an eclectic range of handbags suitable for every occasion. This insight plays a crucial role in establishing a consumption pattern. We are a mid-premium brand catering to precisely these needs of the consumer. Our media mix is a good combination of TV, print, online and social media.”

Talking about the challenges in reaching out to the TG he says, "From the brand’s lens, our target audience is tremendously media savvy, and traverses multiple media vehicles comfortably. For Caprese, finding the right mix of influencers, media vehicles and their genres proves to be slightly challenging at times.”

The brand has seen strong growth with a CAGR of above 40%, as result of diversification of product mix and advertising.  The overall growth has also benefitted from increase in the number of working women, increase in disposable income, increased exposure caused by the internet, development of retailing and specialty stores and growing acceptance of handbags as a lifestyle product.

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