ISAIA


ISAIA Store Footfalls
increased by
100% in 4 months.


ISAIA Store Footfalls
increased by 100% in 4 months.

THE Brand

ISAIA is a luxury menswear
brand founded in Naples, Italy.

THE Problem/Opportunity

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.




People were asking,
“what is ISAIA?” “Why should I buy ISAIA
when I can buy Armani.”

THE INSIGHTS


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.

THE INSIGHTS


THE Build/Communication


We took the insight from the industry and developed communication around the celebrities. Every piece of communication was around this itself.


Instagram
posts


Advertising


Instagram
Highlights


Remarketing
Ads


In-Store TV
Screens


Mall
installations etc.

People went from

But the number of people who would see this was limited, hence the next step - Advertising.

THE Build/Advertising


In Mall Audience

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.

Nearby Catchment

The South Delhi catchment where luxury shoppers live.

Luxury Shoppers in Delhi

People who come to DLF Emporio from all over Delhi interested in luxury goods.

THE IMPACT


  • Increase in-store Revenue by 76.34%
    from Feb (when store launched) to
    September.
  • Store Footfalls increased by 100% in 4 months.
  • Increase in the number of calls from Digital by 100%
  • Call Inquiries turned to walk-ins and generated leads

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