TO THE NEW Ventures-backed brand now trends at 100-Crore GMV run rate
New Delhi, May 25, 2015: American Swan, the leading online fashion brand witnessed an unprecedented impact across all its e-commerce metrics within weeks of its current #As I Am campaign which was launched in March 2015. The brand opted for a content-led, clutter-breaking campaign through a music anthem, #As I Am, featuring Bollywood heartthrobs, Sidharth Malhotra and Kriti Sanon, with music composed by Meet Bros and directed by renowned choreographer Remo D’Souza.
In a digital-first approach, the music video was launched across social platforms through innovative activities to reach out to the brand’s target audience: the 18-24 year Digital natives. Within a month of the launch the music video has garnered over 4 Million views on youTube and #AsIAm was a trending topic on Twitter. This is a clear indicator that American Swan’s approach to combine Fashion, Music & Entertainment has struck the right note with the young, online fashion-conscious consumer.
Commenting on the impact of the campaign, Anurag Rajpal, Director and CEO, American Swan Lifestyle Company said, “American Swan’s music anthem ‘As I Am’ and our differentiated mantra of reaching out to customers in a digital-first approach has clearly been very successful for our business. We will continue to associate our brand with music and entertainment to reinforce our connect with young consumers.”
Talking about American Swan, Puneet Johar, MD & CEO of TO THE NEW Ventures said: “Our success in the online fashion space is based on the combination of fast fashion, high design, focused brand building and a successful online platform. We are looking to scale this business to a run rate of 300-Crore GMV before the end of this fiscal”
Besides the social media impact, American Swan has witnessed a massive 6-fold increase in the number of registrations, 3x growth in website visitors and brand search volumes. Within the target age group of 18-24 years, the increase in visits stands at a whopping 100%, while visits in the 25-34 years of age group, it is 50%.