Our focus on customers makes us successful: Shibani Mishra

The CMO of Future Lifestyle Fashion uses more in-store and digital in her marketing mix to acquire and engage with a bigger target audience

e4m by Akshata R Murthy
Updated: Sep 29, 2017 8:11 AM

New brands are entering the fashion industry, both online and offline, at a breakneck speed. With this in mind, how does Shibani Mishra, Chief Marketing Officer, Future Lifestyle Fashion (FLF), keep her brand successful? In an interview with exchange4media, she spoke about their focus on consumers that let them bring out marketing campaigns which received overwhelming responses and success stories.


What do you feel about marketing in this industry with so many players in it?

You can’t avoid that. This is a healthy competition. This market is definitely cluttered now. Most probably, this will continue to get consolidated. If you see from a customer’s view, this means they will have a wide variety of choices. Everything is available on their fingertips. We, as a brand, need to make our way to the customer so that we are their priority. The task of a marketer is much more challenging now.

How do you differentiate yourself from the rest?

We have been doing some interesting marketing communication with our ideas directed towards our customer. We are moving a step ahead by taking help and feedback from our customers for these communications and we follow that. For example, we have asked our customers how their favourite brand should be and take their feedback seriously. This has helped us become successful since a year and has significantly reflected on our ROI. We are constantly engaging with our customers. Through this, we get some very interesting insights based on which we design our marketing campaigns.

Could you give us examples of successful campaigns?

To give you a few examples, we did something called ‘Jealous 21 Free Jeans Day’ where we gave away 5000 free jeans from their new collection as a marketing approach. Girls had to go to the Facebook page, wear one of our brand merchandise, take a picture, post it online and collect their jeans from the store absolutely free of cost. This was an integrated campaign that we did. We saw a lot of young girls walking in and taking their free jeans when going out. I actually acquired 5000 customers which would not have happened any other way.

Another example would be Chinos For India. Scullers did a marketing activation where they asked people to come with their old chinos and donate it for the people in need. In turn Scullers gave brand new Cuban chinos for a certain discounted price. The activity received overwhelming response.

We did another campaign for Creative Nation Indigo Nation where we reached out to people with different professions unlike a 9-5 cubicle job. They started it with hip hop dancers. The idea was to showcase how Indigo Nation would like to dress them. Indigo Nation did another campaign last year with start-ups calling it StartupNation. These are some campaigns that I feel got a good response.

What marketing mix do you usually use for your brands?

We mostly have lots of in-store and digital projects. We have done a lot of campaigns that were 360 and included both offline and online.

What are the three key learnings that you would share with your peers based on your experience in branding and marketing?

I’ve been in FLF for about 10 years. I joined in 2007 as the brand head for two of their brands. These years have actually taught me a lot. Among the three key learnings, first one would be being customer centric. No matter what sort of marketing campaign or activity you plan to do, you should always keep your customer as the main focus for all the communication. Second would be to stay updated about what’s happening around you because today’s marketing strategy should be about right now. The third one would be go local. The communications and campaigns should have a local touch to them. This helps in reducing proximity and makes people feel more connected to the brand.

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