Brand Led Growth project | Dora Dori

Section I: Crafting the Core Value Prop

Product:

Dora dori sells women's fashion apparel via online channels such as Myntra, Ajio and Nykaa fashion. We sell products such as dresses, coord-sets, tops and bottoms. Our products are fashion-first and include some level of value addition in terms of silhouette, print, embroidery or fabric.
We plan to increase the number of channels by launching D2C website in coming 2-3 months and later start selling offline via large format stores such as Lifestyle, Shoppers Stop and also Exclusive Brand outlets.

Market:

The women's clothing market is cluttered with many online as well as offline brands selling merchandise. There is also a large unbranded apparel market. All in all women have a lot of options to choose from.
This market in India is largely divided into 2 segments - western clothing and Ethnic clothing. Western clothing market includes brands such as H&M, Zara and many more. Ethnic clothing brands include Soch, Avassa, Utsa and many more.
There are very few options for customers in the fusion wear segment. By Fusion wear I mean - clothing that has elements of Ethnic as well as Western.
There are some brands in this segment such as Bombay Paisley by Westside and some new age D2C brands such as Truworths, Pink Fort by Fable Street. However, this category is much less cluttered and attracts a smaller but fast growing market segment.

User:

Today's Indian woman is aspirational and looking to premiumize. She is reading and watching the same content at the very same day as what a woman in New York or London would. Her choices are Modern and westernised but at the same time she is living in an Indian society that is still in large parts conservative.
She is fashion conscious. She is looking to wear something that makes her feel modern and confident, which at the same time she can feel comfortable in while going to work or spending time with family.
This is a need by a millennial woman of India, largely in the age group of 25-45 years. Living in tier 1 and tier 2 India.
She is married. She is either working professionally or if not working, she is active socially active and likes to go out to meet friends/family at least 4-5 times a week.
She is not very inspired by old brands such as Utsa and Soch. She finds the new-age brands inspirational but very expensive for routine purchases.

JTBD:

Dora Dori is a new product in an existing category. It's a push product. Customers get to know about the product either when they browse Mytra, Ajio or while watching Instagram feed or while walking around in malls/shopping streets.

We need to solve for Distinctiveness and awareness.

Core Value Prop:

For the fashion conscious Indian millennial woman who is looking to premiumize and upgrade her clothing without spending a bomb, Dora Dori is Indian wear clothing wear that looks modern and contemporary while maintaining Indian traditional elegance.

Section Il : Find your brand wedge

Insights:

Customer is looking for newer brands and options to premiumize and upgrade her wardrobe: look smart and modern, feel confident, stand out in her social circle.
She is value conscious. She will pay extra only if the product/brand offers that value/status.
She is quality conscious.
She is willing to try new things if she is offered a convenient return policy.

WEDGE:

If category problem [unable to provide contemporary Indian wear at the right price point] and [the user pain point is that they are bored with ethnic, don't want to move to pure western and want contemporary Indian wear options at right price points],

then Dora Dori will always solve for [rightly priced, good quality Indian wear clothing wear that looks modern and contemporary while maintaining Indian traditional elegance.]