Content Marketing for Arvind Fashions
Content Marketing for Arvind Fashions
Role: Copywriter, Content Designer
Tools: Figma, Google Docs, Semrush(Keyword research), Mail Chimp
Client: U.S. Polo Assn., Flying Machine, Sephora India.
Arvind Group is the sole owner of Arrow, Flying Machine and is the official licensed partner of U.S. Polo Assn., Sephora, Calvin Klein and Tommy Hilfiger in India.
As a content strategist at Arvind Fashions Limited, my role encompassed overseeing the go-to-market (GTM) strategies, CRM activities and copy requirements for the homepages of all the brands under my purview: Arrow, U.S. Polo Assn., Flying Machine and Sephora India.
I also helped with webpage wire-framing and overall art direction and page design of these respective brand pages, all live under Arvind's in-house e-commerce platform, NNNOW. Since each of these brands has a distinctive audience and brand identities, I had a chance to experiment with different tones and brand voices depending on what brand I worked on at a time.
Brand: Sephora India
About: A part of the LVMH family, the world's leading luxury goods group, Sephora is a beauty retailer with presence in 34 markets and over 30 e-commerce sites around the world.
Tone: Casual, fun and Gen Z forward
Target Audience: Young women and men, 18 to 35 years
Beauty Enthusiasts passionate about makeup, and grooming, seeking premium and trending products.
Urban Professionals with access to luxury and everyday beauty essentials.
Luxury Shoppers: Consumers who invest in high-end, international beauty brands
Above: Banner strip copy and inventory curation and plug-in.
Top: Copy, design and trend forecasting for the home page tiles, Sephora India.
Above: A generic WhatsApp plug-in for all Arvind franchised brands.
Left: WhatsApp communication drafted for Sephora India.
I drafted push notifications for Sephora India per the sales inputs derived by analysing and brainstorming on consumer buying behaviours every week.
header: 30 characters
byline: 45 characters
I was a part of the 30 member core team of content strategists, performance marketers, growth heads, data scientists, inventory and category heads among others that launched Rare Beauty in India. Above and below is some of the marketing content created for the iconic launch.
Above, right: Above-the-fold content for Rare Beauty.
Brand: Flying Machine
About: Flying Machine is India’s first homegrown denim brand and one of the coolest youth apparel brands in the country.
Flying Machine is known for its experimental, GenZ-forward styles reflected in its clothing and accessories for men and women.
Tone: Energetic, casual, and relatable, appealing to fashion-conscious, Gen Z consumers.
Target Audience: Men and women, 18 to 30 years
Gen Z and millennials
Trend-forward shoppers
Push notifications for Flying Machine
Left, Above: Landing page banner copies.
Above, Right: Webpage banner strips
Brand: U.S. Polo Assn.
About: U.S. Polo Assn. is the official brand of the United States Polo Association (USPA), the non-profit organisation for the polo sport in the United States. Founded in 1890, It has a multi-billion-dollar global footprint with up to 1,100 retail stores and e-commerce, in more than 190 countries worldwide.
U.S. Polo Assn. offers apparel, for men, women, and children, as well as accessories and footwear.
Tone: Classic, aspirational, & semi-formal. The tone should convey a sense of timeless elegance with a subtle hint of American tradition and sportsmanship
Target Audience: Men, women, and kids
U.S. Polo Assn. targets young adults, urban professionals, and sports enthusiasts who prefer premium, casual wear with a sporty edge. The brand also appeals to families and brand-conscious shoppers who value its heritage and classic American style.
Push Notifications for US Polo Assn.
Left, Above: Landing page banner copies.
I created a user journey map for placing an order on U.S. Polo Assn. India's e-commerce website for crafting informative and engaging auto-mailers that keep users updated at every stage of their order placement.
These auto-mailers provided crucial information about the purchase and its delivery while conveying brand personality. This project significantly impacted user satisfaction, resulting in a better overall user experience for the e-commerce platform.
Above: Auto-emailer for offer confirmation.
Left: User Journey Map.
Above: Auto-emailer for order delivery status. Left shows the negative action where the order was not delivered. Right depicts a successful delivery attempt.