In a world where fashion and identity blend seamlessly, Enamor's #FabulousMyWay campaign emerges as a defining narrative in women's apparel. This innovative campaign aligns closely with the brand's commitment to celebrating every woman's unique journey, particularly highlighting pivotal moments like weddings. Embracing a philosophy that transcends traditional bridal wear, the campaign encourages women to honour their individuality and authenticity.

In a conversation with Pitch, Shekhar Tewari, Chief Category & Operations Officer, Modenik Lifestyle shares insights on the curation of their bridal collection and discusses how they adapt to the evolving demands of the wedding season. He also unfolds Modenik Lifestyle's approach to market trends, product innovation, and ambitious plans for global expansion as a brand deeply attuned to empowering women's choices and expressions.

Edited Excerpts:

What is the core strategy behind Enamor's #FabulousMyWay campaign and how it aligns with the brand's overall vision and values?

At Enamor, we aspire to partner on the incredible journey of womanhood. We firmly believe that every woman is inherently fabulous, and we are committed to accompanying her journey through every milestone such as her wedding. The #FabulousMyWay campaign is a natural extension of this ethos. 

The campaign goes beyond our bridal couture, to reinforce the message that feeling fabulous isn't just about the clothes you wear or how you look but also about embracing yourself, encouraging women to be unapologetically true to themselves – through a vow. We believe entering a new role, especially in marriage, should not mean conforming to societal expectations. Instead, it's about embracing one's individuality and authenticity. Our overarching vision is to be more than just a brand that sells lingerie and apparel. 

What was the curation process behind this collection, and how it caters to the diverse needs of brides-to-be?

Each collection draws inspiration from romantic cities worldwide, ensuring a thematic resonance throughout the products. The Bridal Collection is inspired by wedding destinations. The Somerset Song Collection captures the essence of a romantic English countryside with its soft, floral laces. The Jordan Collection draws inspiration from the ancient wonders and architecture of Jordan.  This collection is enriched with versatile must-haves, combining fashion-forward bras for grand occasions, stylish basics for everyday wear, an elegant athleisure collection for the airport-ready look, and comfortable loungewear for unwinding at the end of the day. 

It is not only inspired by global themes but also tailored to different body sizes. Recognizing that every bride wants to feel fabulous, we ensure variety by offering padded and wired options for those seeking enhanced shape, as well as non-padded and non-wired options tailored to different body types.

Given the evolving demands and trends in the wedding season, how does Enamor adapt its marketing strategies to stay relevant and resonate with its TG?

A prime example of this adaptability is reflected in our #FabulousMyWay campaign. Traditionally, women make vows to their partners during weddings. However, our #FabulousMyWay campaign challenges this norm by encouraging women to make a vow to themselves, prioritizing self-love and empowerment. In line with the evolving thought processes of women, we aim to foster progressive conversations and redefine societal norms.

To enhance this campaign's impact, our stores feature an innovative "Tree of Vows." Here, women are invited to write and display their vows, symbolizing a commitment to self-empowerment. Notably, each bride's vow becomes a cherished part of her bridal trousseau, thoughtfully placed in her bridal trunk. This personalized touch adds a unique and meaningful dimension to the entire bridal experience.

With changing consumer behaviour and preferences, how does Modenik Lifestyle adapt its business models and strategies to stay agile and responsive?

Our approach is rooted in innovation and responsiveness, and we employ a variety of strategies to ensure agility in the market. We prioritize new product development by conducting focused group discussions, along with the Leadership Team and our dedicated staff who are actively listening to feedback from consumers, retailers, and distributors to understand evolving consumer needs and preferences. This direct engagement enables us to swiftly respond to emerging opportunities and challenges. Our emphasis on innovation extends to packaging, ensuring that it resonates with the values and expectations of our target audience.

Recognizing the consumer's desire for an exclusive shopping experience, we are growing our Exclusive Brand Outlets (EBOs) to enhance our brand presence. We also gather feedback directly from consumers and leverage inputs from both our EBOs and e-commerce reviews to understand their experiences and expectations. Our products and strategies undergo continuous upgrades and modifications to align with evolving market dynamics and consumer preferences. We further leverage sales data, and we have implemented a keep/drop initiative. This involves a collective and data-driven decision-making process to evaluate the performance of our products to ensure that we can make informed choices about whether to continue or discontinue specific product lines.

How does Modenik Lifestyle foster innovation in product development, ensuring that offerings stay relevant?

We invest time, effort, and resources in comprehensive Usage and Awareness studies. By aligning with consumer benefits, we guarantee the relevance of our offerings in the market. Our dedicated designers actively engage with best-in-class design trends through trend-forecasting sites, with regular journeys to fashion capitals of the world and also to places of manufacturing enabling a deeper understanding of the latest developments in fashion manufacturing and new R&D. We also have a Modenik Lifestyle Innovation Awards that recognize outstanding contributions not only in product innovation but also process improvements across various functions. 

As Modenik Lifestyle increasingly embraces a digital-focused approach, how this shift has influenced your marketing mix and targeting strategies?

Modenik Lifestyle's transition to a digital-focused approach allows for a more precise and engaging connection with our audience. This shift from traditional methods, such as hoardings, enables us to direct our efforts specifically to identified consumer segments. Leveraging the versatility of digital channels, including social media and shopping platforms, we precisely target specific and relevant audiences. This ranges from engaging with potential new brides to catering to the preferences of distinct consumer groups. This enhances engagement and translates into conversions, ensuring a more effective use of resources. 

Our revamped D2C platform on Shopify facilitates various engagement initiatives and ensures seamless and personalized interaction with our consumers. Additionally, we extensively utilize social media platforms such as Facebook, Instagram, and Google for curated campaign management. The bridal campaign, for instance, integrates our website to streamline the bridal fitting process by enabling appointment bookings at our EBOs. This omni-channel approach enhances the overall consumer experience. Once a consumer engages with our website or makes a purchase, our highly engaged Customer Relationship Management (CRM) system comes into play. This enables effective cross-selling and upselling of our products.

Can you shed light on Modenik Lifestyle's plans for global expansion, and how the brand envisions establishing its presence in diverse markets?

To establish a robust international presence, we have entered into a partnership with one of the largest marketplaces operating in India, with a dedicated footprint in the US and Canada. Leveraging the established presence of our partner, we are creating a footprint in the lucrative US and Canada geographies. Simultaneously, we are actively engaged in discussions with potential business partners who specialize in promoting India-made brands globally. Our focus extends to key regions, particularly the Middle East and South Asian markets. These regions boast a substantial Indian diaspora, well-acquainted with and appreciative of Indian brands. We aim to strengthen our global presence and make Modenik Lifestyle a recognized and preferred choice among international consumers.