The Right Product with the Right Cost Is Kazo’s Key to Success: Shivani Gupta

Kazo is a premium high street western wear brand offering latest fashion for dressed up occasions at an affordable price for the new Indian woman. The brand is a home for the latest chic contemporary fashion which represents a mindset and an attitude; not an age.

It constantly pushes the envelope to bring the best and latest fashion from around the globe. It is designed for the modern Indian woman who is confident, glamorous and sensual with a sophisticated lifestyle.

In Conversation with Franchise India, Shivani Gupta, Assistant Manager (Buying and Planning), Kazo, talks about the current apparel industry, marketing strategies and much more...

Women Apparel Industry

Women today are empowered with the ability of higher discretionary spends. Women shopping behaviour has not only evolved over time, the spending today in heavily skewed towards apparel.

Women’s apparel is an INR 1 trillion market growing at 11%, driven by the significant shift towards branded. The branded market is set to grow at 20%.

“The dressing style of today’s women changes with ongoing trends and is constantly evolving. The apparel industry is such which has to flourish because women like to shop,” says, Gupta.

USP is the Key

Kazo is currently one of the best fashion retailers in India. The brand enjoys huge popularity owing to its premium products at an affordable price.

“We dominate fashion with speed. We try to get whatever we can from runways but suitable for Indian Women. Quality of the product has always our speciality. The right product and with the right cost, has been our USP and that’s why we are flourishing in the industry for the past 11 years,” asserted Gupta.

Right Product, Right Price

Kazo is emerging as the market leader in the women’s apparel section. The brand offers international fashion trends in a budget.

“The products that we offer are of supreme quality. You won’t find such embellished apparels at an affordable price anywhere else than Kazo. If you go to a designer house, they will charge you 4-5 times more than what we offer. We always strive to make our customers happy. Right now we have planned to open 300 outlets in next 3-4 years,” commented Gupta.

Tapping Millennials

Currently, every business is focused on captivating the millennials, as they constitute larger than any other demographic in the country. The millennials will make up 50% of the workforce will be made up by 2020, which makes it extremely important to target this demographic for higher profits.

Kazo is also targeting millennials in their current marketing strategy. Earlier the brand focused on a mature audience, but now they have moved on to the millennials as well. Right now their target group is 16-45 for both our online & offline space.  

“We have expanded our target group, which was focused on mainly 20-45 earlier. But now, we are also targeting millennials and the Gen-Z group,” added, Gupta.

Marketing Strategies

Gupta said, “We are tapping a lot of bloggers, influencers and nano-influencers as well. Also, we are leveraging on TV Celebrities especially, because that’s where our customers majorly focus on. The other thing is we believe in the power of digital, that’s where also our focus is. Digital includes all the social media and every other online space that we are already in,”

“The major thing is we are not ignoring the power of print and radio media. Because we believe that the mass media is still holding a value in the minds of a customer. And also promoting the right product and promoting at the point that the customer is, also makes a lot of sense,” added Gupta.