Let's begin the project in excruciating detail and steps.

Product

1. Pick a product. The company I chose is freakins, because of 2 reasons : my interest in the fashion industry and familiarity of it. It is in early stage and is experimenting a lot with paid ads, different creatives and Influencer collaboration etc.
2. Product flow: The product is a website, freakins.com. There is no app available as of yet. My sister is 23 years of age and it not being an app was a kill joy for her. People now prefer apps over websites for they give a better and more seamless experience.

Freakins is end to end apparel brand with warehouse being in Ahmedabad. It also sources few of

the products from China. This is then directly sent to the consumer without any third party

involvement.

3. Experience: Mostly it has positive reviews from the user. Few other experiences:

But absence of app makes it less easy and handy.

The website feels a little overwhelming

Sizes are not available (inventory issue)

People prefer buying from Myntra (due to trust factor and familiarity with the ordering process)

4. Product: Fast fashion western wear for both men and women. The product includes a huge range of denims which includes jeans of various styles, trending tops, shirts, jackets catering to both men and women. The company releases 300 new designs every month. Specifically targeting age bracket of 18- 35 years. Let's understand the product in depth. The product is available on its website, and is exclusive on Myntra.

4.1 Discoverability: Talking to people who discovered the website on their own shared that they got to know about it via Instagram ads (the majority), few others who discovered was via looking for good quality jeans by YT search, and small number of people through word of mouth.

4.2 Effort: The website pops up at the top when google searched. Also shopping ad pops up with the bestselling product for better visibility of the product. Add to cart is quick, discoverability of any particular product when typed in search bar is alright. So overall effort seems alright for a consumer.

5. Core value proposition: Good quality, trendy and unique western wear designs at competitive prices. The next question that comes is WHETHER IT DELIVERS ITS PROMISE??

Yes, it sort of does. As per the customers, the pieces are very unique, some are exact replica of zara at better pricing. So yes it kind of does. But many have found even better alternatives such as Sassafras.in.

6. Reviews and ratings: Price: Generally when it is a small brand people want it to be really affordable, and freakins denims are competitive with h&m

Myntra: Out of top 100 products of myntra few had ratings, and in that 1 product was rated less than 3.5 star (1.7 to be precise). There are 383 freakins product available on Myntra.

Youtube: There is less than 20 reviews on YT. The viewership ranges from 15-20k with one video having highest viewership of 6.5 lac. This seems because the video title was about very specific trending bottom wear(parachute pants).

Website: It has very less reviews, about less than 5 reviews per product. Most of them are not positive. The major issues being ....................

Instagram:

User

Sign up:

1. To explore the website, sign up isn't mandatory. But if the user wants to buy, sign up is to be done. Number of sign up per day ranges from .....................
2. What influenced them : Ads, sale and discounts , also ig ads are shown to target audience which is GenZ women (more specifically)
3. Valuable Feature: Unique and trendy designs with both depth and width in jeans especially and such other products in vogue for e.g. Korean pants.
4. Frequency of product used:

ICP

How do they value time?

People with age bracket <22 will prefer coupons and spend time to get better discounts. Those with income levels 70k+/month will not spend time hunting for coupons, referral codes if the value is less than Rs. 200. This is subject to few things marital status and parenthood.

Here, prioritisation of ICP will be ICP2>ICP4>ICP3>ICP1

Reasons being, a decent earner fashionista woman will adopt quickly, will purchase frequently, use referrals due to it being reasonable enough incentive for her. Similarly, I have ranked the others.

Market

Google search for use cases:

Image 1:

Image 2:

Ref image 1, we find the growth from organic traffic has started flatening. This can be due to two reasons, either repeat buyers aren't coming due to retention such as not giving them AHA moment, or sending them timely ads or about sales/offers; the other can be new users not coming due to either wrong targetting or less paid ads etc.

Ref image 2, we find when it comes to "cargo products" freakins rank 2nd in SEO. For wide leg or if searched as per fit of jeans, freakins SEO is optimised.

Image 3: Here we see just "freakins" has been looked 90k times in a month

Image 4 & 5: When it comes to keywords jeans, SEO seems optimised as freakins is being shown in topmost options

Image 6: But freakins is expanding from GenZ women denim brand to unisex fast fashion brand. And has added wide variety of skirts/skorts/tops/dresses which are not optimised yet.

The above images are mobile view of how users would be seeing the results of what they type.

YouTube use case videos:

Freakins is understood by Yt algo.

The engagement ranges from 6k to as high as 200k+. But their main acquisition channel is IG and YT is not fully tapped. As their target customers (ICP) spend their time mostly on Instagram who are in the age bracket 15-35.

News articles about the business: https://retail.economictimes.indiatimes.com/news/apparel-fashion/denimwear-brand-freakins-raises-4-mn-to-expand-omnichannel-presence-strengthen-operations/101493446

https://www.indianretailer.com/news/retail-india-news-freakins-ignites-fashion-frenzy-rebel-kid-apoorva-makhija

https://yourstory.com/smbstory/homegrown-denim-brands-freakins-competing-levis-pepe

Brief of above articles:

Freakins has raised seed funding of $4 million in seed funds led by Matrix Partners and Bloom Ventures and is currently doing a business of 6-7cr/month. But their target is to do 100 cr business in 2024 compared to from 23 cr in 2023. They have a product range of 1500. Also, has planned to open a retail store in Mumbai. Freakins 40% business comes from west India and remaining 60 from the rest of it. They have penetrated deeply in the NCR region.

Product hunt/G2: It is not in it yet

The brand has time and again raised itself as a brand for "bold" and "being oneself". It has partnered with big fashionista such as FREAKINS X URFI, FREAKINS X APOORVA, FREAKINS X GURU RANDHAWA.

TAM/SAM/SOM:

Competitors financials:

JTBD:

Since Freakins is in early scaling, I have few things that I would have tried as a marketer.

1. Organic: Referring to image 4.5,6 we saw SEO well optimised for jeans. Whitespace lies in context of dresses and similarly for men's wear. To improve this, paid IG ads, influencer collab can be done to establish as a brand for dress category as well as men's. There is few additional data regarding organic searches.

2.Content loop: Freakins can run a campaign where customers dressing their product in a novel way (eg jeans with saree, crop tops as blouse) can tag them and upload as Instagram story along with challenging their friend to do the same by tagging them in the story too, thereby creating a change. And this can be uploaded by freakins on their IG story, and best 4-5 among those to be featured on their home page for a week. This can create a personalised touch and gain popularity among masses. A successful example of it being FIT India movement launched on 29 August,2019.

Content creator: IG influencers/users

Content distributor: Users

Distribution channel: Instagram

3.Product Integration: This domain also remains untapped by the org. One can give coupons on Phonepe of minimum INR 200 off. This is the most affordable way due to 3 reasons:

3.1 Visibility will increase (Phonepe has penetrated deep into the Indian market, in upto tier 3 cites and villages as well)

3.2 Presence in a platform like Phonepe will also work positively towards brand's trust worthiness

3.3 It is very affordable as per coupon the company pays Rs. 3/coupon.

Similarly, it can be integrated with MMT as freakins has good collection of beach wear and winter wear as people generally shop before vacations

Some work is done by freakins on wishlink, but has not been scaled optimally.

4 Referrals: