Fashioning Choices For The Young At Heart

Ten-year-old brand fbb has been delighting audiences – both with its wide range of fashion offerings, as well as its vibrant and bold advertising. Prachi Mohapatra, Chief Marketing Officer, fbb tells us about what the brand is doing to stay relevant to consumers of all ages.

- Beryl Menezes

Q] Tell us about #Varun Always Hatke, fbb’s most recent campaign, and the idea behind it.

The idea behind the campaign was to make fbb the talk of the town as a one-stop fashion destination for menswear. Through this campaign, we wanted to break the stereotypical view of this category being less exciting and vibrant. Actor Varun Dhawan as our brand ambassador fit the brief perfectly. fbb as a brand speaks the language of the youth, and so does Varun. His energy and enthusiasm lent to the shaping of the campaign as a whole. This campaign wonderfully merged both the brand personalities and the outcome was fantastic, both in numbers and creativity.

Q] What is your #WearYourSmile campaign all about?

#WearYourSmile is our campaign to connect emotionally with consumers in the New Year encouraging them to smile more, as that is the most beautiful thing to wear this season. It is priceless, picture-perfect and complements any attire of one’s choice. Through the campaign, we delved into the deeper meaning of ‘feeling good to look good’, and the stories behind the various emotions we experience daily. The campaign is being promoted on Digital and in-store through visually attractive merchandise.

Q] How is your new brand Shyla doing?

Post the Shyla By fbb campaign, we grew by 60%. Shyla is growing strong and steadily, and as we see it, we have opened up the market for sleepwear through the brand, with more and more brands talking about sleepwear after the launch.

Q] What about your other private label brands? What is the kind of growth they are seeing?