ZariZar
Zarizar expressed concerns about their struggle to make a significant breakthrough in the US market with their luxurious shawls from India and mineral products.
They seek guidance on how to create a substantial impact while also bringing to light the artisan clusters they work with
Client
ZariZar
Year
2024
Situation:
The US market lacks exposure and contextual understanding of these shawls.
Gap prevents US consumers from recognizing the unique qualities and heritage of Indian shawls.
Intention:
Design a strategy to introduce these shawls to the US market effectively.
Highlight the shawls' craftsmanship, tradition, and sophistication.
Curate compelling narratives to showcase these qualities.
Foster a deeper connection to US consumers' lifestyle and fashion preferences.
Cultivate broader appreciation and relevance for these culturally rich and luxurious items.
Drawing upon my Indian heritage, cultural knowledge, and personal experience with luxury products, I began ideating strategies and aesthetics tailored to Zarizar’s brand identity.
Inspiration Board
Deeply detailed motifs
Rich colours
Gold foiling (mimic zari work)
Sense of unmistakable craftsmanship
The Strategy
meticulously craft three distinct strategies centered around customized PR packages designed to resonate with a spectrum of audiences, ranging from niche influencers to influential figures of prominence.
The Cores
Sustainable packaging and components
Showcasing the craft and handwork of weavers
Catered to recipient’s profile
Influencer Kits
This PR kit includes exquisite pocket squares designed for influencer collaborations. Perfect for showcasing refined style and luxury craftsmanship.
The Answer
Mid-Tier Shawl Kits
This PR kit features elegant scarves tailored for mid-tier clients. Ideal for highlighting sophisticated design and premium quality.
VIP-Tier Kits
This PR kit offers full-size shawls designed for VIP-tier clients. Perfect for showcasing unparalleled luxury and exquisite craftsmanship.