ISAIA is a luxury menswear
brand founded in Naples, Italy.
They were present in India most luxurious mall, DLF Emporio in South Delhi. Still, They were struggling to get footfalls because of the obscure store location and lack of brand awareness & aspiration.
The luxury clothing industry is greatly influenced by celebrities (Hollywood stars, models etc.)
While ISAIA were worn by all the top stars, including Robert Downey Jr., Dwayne Johnson, Robert Pattinson etc. they did not talk about this fact.
We understood that if we solve the problem of awareness and aspiration to the brand, people would come seeking the store and the problem of store location would be solved automatically.
We took the insight from the industry and developed communication around the celebrities. Every piece of communication was around this itself.
People went from
The best catchment we had was the audience in the mall itself; the people who were shopping from the most luxurious brands available in India. These people were pausing to catch up on Instagram or check their feeds while waiting for food. And we were ready to speak to them, by radius targeting in the mall.
The South Delhi catchment where luxury shoppers live.
People who come to DLF Emporio from all over Delhi interested in luxury goods.