Saritoria
Brand Positioning, Website UI & Content, Social Media Strategy, Design & Video Content, Brand Video Conceptualisation
To You, With Prelove
Second-hand fashion is no longer a niche game, it’s taking over the globe. The market will likely grow over the next five years by a CAGR of 15% to 20%, with developed markets seeing greater gains, and online resale players potentially experiencing 100% year-on-year growth.**
A fertile and exciting platform for our Clients, Saritoria, South Asia’s first preloved luxury platform.
We started by giving the brand a clear positioning in the market. While the West has seen some big second-hand fashion players, in South Asia, they have the first mover advantage. So besides offering drool worth Sabyasachi’s and Tahiliani’s at cheaper prices, the brand also propagates sustainability, and a more practical approach to fashion, which Gen Z values more than ever. Our positioning was therefore hinged on luxury for the new-age, which led us to the brand tagline of Fashionably Forward, because not only is the play on words smart, but that’s exactly what we’re about.
The design language was classic; black and white with a touch of hot pink. The brand tone - classic and chic, with a hint of sass. The photography was brought to life by ace fashion photographer, Rid Burman, who brought a ethereal feel to the pictures by shooting on traditional film. We also branded and created the Saritoria Seal - an emblem of authenticity - something that’s incredibly important in this category. We crafted the entire look, feel and tone for their social media, and gave them incredibly engaging content buckets that they can use for years to come.
All in all, a classy, chic brand language for what we know will be a breakthrough and a new-age luxury fashion brand.
**https://www.bcg.com/en-in/publications/2020/consumer-segments-behind-growing-secondhand-fashion-market
