Designing Acquisition Channel

​

tldr: Focus on Organic, Content Loops and Referral Programs

• Organic
• • Organic ranking for the brand in innerwear pretty solid, they have the necessary expertise, experience to further refine SEO for athleisure as well
  • What is the current traffic driven for innerwear?
• Paid Ads
• • They already have strong brand integration with KL Rahul as their brand ambassador.
  • They have been launching new campaigns like "#LiveBetterWearBetter", "Ultimate Undie-pendence" and "Athleisure Collection Campaign" to establish brand image.
  • As the cost is variable (high), first the brand need to establish via organic results and then can venture further into different ad channels.
• Referral Program
• • Relying on existing customer's WoM and giving them an opportunity to actively give recommendations to friends & family
  • XYXX already has a rewards program and a referral program, as the brand is increasing their product categories. We can drive further loyalty from the customers, thus increasing cross-selling opportunities and new user acquisition as well.
  • Most of the top apparel brands have very successful loyalty program, building a unique program can help drive engagement (1, 2, 3)
• Product Integrations
• • The idea seems interesting as there are several spaces where product integrations can happen for example with cult.fit (for fitness wear) or gym chains. However there's challenge of private labels from this integrations. Plus it would restrict the use-case to fitness and not a general wear
  • As we don't have a specific technology integrations, it wouldn't provide very strong benefit at this stage.
• Content Loops
• • It's specifically relevant for D2C brands where user engagement and brand awareness can increase significantly as apparel is used as a "social status" (also aligning with our ICPs goals)
  • Hypothesis - by driving engagement of athleisure through content loops, XYXX can get increased awareness for their innerwear which generally has cultural stigma associated with it

Why settle for basics when your everyday essentials can be both extraordinary and effortless?

XYXX revolutionizes men's fashion essentials by blending cutting-edge fabric innovation with bold designs, creating innerwear, loungewear, and athleisure that elevates your everyday style.

Endorsed by cricket sensation KL Rahul, we're making waves across India with presence in 22,000+ stores and ranking top 3 on major e-commerce platforms. Our signature Modal fabric, crafted from Austrian Beechwood, pairs with vibrant prints and contemporary aesthetics to redefine modern men's wardrobe essentials.

While others focus on either function or fashion, XYXX masterfully combines premium technology – antimicrobial protection and dynamic stretch – with trend-setting designs, quirky prints, and fashion-forward colors that make every piece a statement.

Transform your wardrobe with fashion that feels as good as it looks. Discover the XYXX collection at XYXXCREW.com today.

Understanding your ICP

B2C Table

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

Based on the ICP prioritisation framework I'm prioritising ICP 1 & 2.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

Understanding Core Value Proposition

Products

Core Value Proposition

For young men aged 25-35 who seek stylish and comfortable essential wear that reflects their modern lifestyle, our brand XYXXCrew is a premium men's apparel brand that offers innovative, high-quality innerwear and athleisure designed for comfort, functionality, and self-expression.

NOTE: Though XYXX is prominently inner-wear brand, but their new strategy unveils expand their business into athleisure by launching new product categories like jackets, t-shirts, joggers, cargo. Focus of acquisition is for this new product category.

Competitor Analysis

Market Sizing

Now it’s time for some math, calculate the size of your market.

• TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
• • (Based on ICPs) 4.05 crore * Rs2.5K (Avg purchase trends of athleisure across all customer base)
  • Rs 10125 crore
• SAM = TAM x Target Market Segment (percentage of the total market)
• • total population * 7.5K * 2.5K avg
  • 1500 crore
• SOM = SAM x Market Penetration/Share
• • Assumption is 20% market share (given competition with other brands, and their focus on innerwear)
  • 300 Crore (Is equivalent to current strategy revealed by the company, and % of revenue derived from it's new segments)

Market Trends

Headwinds

• Economic Factors
• • Economic fluctuations and inflation can impact consumer spending power, potentially leading to reduced discretionary spending on non-essential items like athleisure wear.
  • Specifically what FMCG brands are noticing with a sluggish demand drop in Tier 1 cities (similar trends can be followed here)
• Market Saturation
• • The increasing number of brands entering the athleisure space can lead to market saturation, making it challenging for individual brands to differentiate themselves and maintain market share
  • Traditional apparel brands are also expanding their offerings to include casual wear, which may divert customers away from new age D2C brands

Tailwinds

• Growing Health Consciousness
• • Focus on health, wellness for both men & women are driving demand for functional, comfortable and affordable athleisure wear
• Sustainability Trends (Among Tier 1) and Push from government
• • A growing awareness of environmental issues, climate change is driving towards "conscious consumerism"
  • Newer brands like XYXX whose value prop also arises from adopting sustainable practices, such as using eco-friendly materials and ethical manufacturing processes can give them the edge
• Casualization of Work Attire
• • The acceptance of casual dress codes in workplaces has increased the demand for athleisure that can transition from gym wear to office attire, making it a versatile choice for men

Appendix

Above information is gathered from following resources

• https://www.bonafideresearch.com/product/6410160506/india-athleisure-market
• https://www.imarcgroup.com/india-athleisure-market
• https://www.imagesbof.in/casualwear-athleisure-markets-in-india-witness-massive-growth-spurt/
• https://www.statista.com/outlook/cmo/apparel/men-s-apparel/india
• https://www.fortunebusinessinsights.com/athleisure-market-110642

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

• SEO Investigation: https://www.semrush.com/analytics/overview/?db=in&q=https%3A%2F%2Fxyxxcrew.com%2F&searchType=domain
• Insights
• • Organic Search Traffic is higher for xyxxcrew than competitors like damensch, bummer. And it makes sense as the number of keywords they have optimized is also higher.
  • • 
  • Keywords by intent
  • • XYXX
    • • 
    • Jockey
    • • 
    • Differs significantly where it is more transactional (given jockey is more established and they have optimized for jockey stores, jockey online).
    • Whereas xyxx has established itself has helping users in getting information with content like "top quotes for republic day", "dresses for republic day" etc
  • Serp Features
  • • XYXX ^
    • Jockey ^
    • Given XYXX has focussed on it's SEO as part of establishing it's innerwear brand, they have also optimized "People also ask for section" more as compared to Jockey
• Use-cases driven SEO optimization
• Competitor

• Brand
• • Users searching for "XYXX ratings" or "XYXX products"
• Use-case topic
• • "What to wear during 2KM run?"
  • "Trendy look for coldplay"

Content Loop

(Keep it simple and get the basics right)

​

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

• Hook
• • 1 liner: Challenges on instagram to focus on health & fitness
  • Experiment with different challenge type to understand where the user engagement is highest
  • Challenge should have following criterias
  • • Aspirational Goal (like 2km run)
    • Time Frame (like weekly challenge)
    • Participation format (like posting photos in xyxx clothes pre & post workout)
    • • It needs to be easy, replicable for users
      • It needs to be after "aha moment", ex: XYXX is known for comfortable & stylish wear --> Asking for photo post workout after they have experienced the quality of the product, regular usage & comfort during the exercise)
    • Incentive (like a free combo of xyxx clothes, feature on their instagram page, chance to meet KL Rahul)
    • X-Factor: To increase engagement make the challenge fun
    • • Ask users to challenge their friends
      • Ask users to go for group workouts (especial prize for them)
      • Post with most likes/comments will win
  • Streamline the content loop: Need to have multiple touch points for users to discover the challenges
  • • On delivered packages
    • On XYXX website (banners) to take part in challenge and win exciting prizes
    • On instagram
    • Subtle push notifications (like did you participate on insta challenge yet?)
    • Partner with niche groups like https://www.devilscircuit.com/
• Generator
• • Existing users who are core users of the brand
  • • These users will share the photos on stories, posts & with their friends
    • By introduction of x-factor (see above), we can let new users to take part & generate new content
    • 
  • Can also leverage influencers (into health, fitness, fashion) to kickstart the competitions
• Distributor
• • Instagram
  • Why?
  • • The ICPs spend most of their time on the social media
    • Social validation by focusing on health & fitness (a goal among youth)
    • Channel has the necessary scale & capability for virality

Existing referral programme

• Link
• • https://xyxxcrew.com/pages/rewards
• Context
• • Structure
  • • ClubX coins which can be earned either via referral or by making purchases, following the brand on social media, and engaging with other promotional activities. This multi-faceted approach encourages ongoing customer interaction and loyalty.
  • Rewards
  • • The rewards are designed to be appealing, with opportunities for customers to choose how they want to redeem their coins (at different milestones), thus catering to individual preferences
    • • 100 coins = Rs 5
      • 2500 coins = Rs 150 off
      • 5000 coins = 10% off
• Analysis
• • (+ve) Standard integrations
  • • signup, bdays, order, follow on instagram, fb etc
  • (+ve) Easy use
  • • on checkout flows easy option to redeem your points and get instant discount
    • clear visibility on how many points required to unlock higher rewards
    • referral history already integrated
    • • 
  • (-ve) Inconsistent information on expiry of coins
  • • 
  • (-ve) poor referral sharing mechanism
  • • instagram as a channel is not prioritised (given it's one of the prominent channels where ICP spends most of their time)

Next section would be how I would revamp their referral & rewards programme to make it more engaging & effective for users by incorporating new ideas, whereas fixing some of the existing flows.

1. Identify customer touchpoints

AHA Moments

1. When users have completed their purchase
2. When users have received their delivery
3. When users are doing a repeat order

Step 2: Define the Brag-Worthy Element

• Style + Comfort + Functional
• • The new collection explores creativity while keeping functionality as the hallmark, with the use of emerging style trends such as techwear. 
• Customer-Centric Policies
• • The brand has introduced flexible return and exchange policies, including a risk-free returns campaign for first-time buyers.
• Sustainability
• • XYXX is committed to sustainability by sourcing eco-friendly materials and adopting practices that reduce environmental impact.

Step 3: Define Your Platform Currency

• Currently XYXX is leveraging "Money" in the form of cash-back or discount as their platform currency.
• Experimenting with "Access" could give users a unique & more engaging offering
• • Currently XYXX has following unique value proposition
  • • Stylish
    • • Launch new limited series of clothing and give access to them (as rewards)
    • Affordability
    • • XYXX can launch special sales like Republic day sales, festival sales --> and give access to these sales 1 day prior to all the users (specifically useful for our ICP 2)
    • Brand Association (via KL Rahul)
    • • Creating unique program like "Meet the star" --> For users who accumulate a threshold points (via referrals)

Step 5: Referral/Partner Discovery

Currently referral programme is discoverable in 2 ways:

1. Post-purchase screen
2. On website section (rewards)

Enhancing the discoverability in following ways

1. On product delivery give a QR code for review & refer --> Redirecting them to the rewards screen
2. 1. Messaging could involve social influence along with financial rewards
3. Integrating it with content loops
4. 1. Along with joining competitions, give an easy to share link where users can challenge their friends (along with giving a referral link to buy from XYXX)

6. Referral Sharing & Communication

Think about how users will share their referral link or voucher code:

• What communication channel will they use? (e.g., WhatsApp, social media, email).
• • WhatsApp for 1:1 sharing
  • Instagram for 1:1 sharing
• What will the referral message say? Ensure the copy and creative elements are engaging, clear, and easy to understand.

7. Tracking Referrals

Design a simple way for users to track their referrals. Focus more on the flow than the design:

• What will the referral tracking page look like?
• • As covered current referral tracking page looks as it is good, which is integrated and easily discoverable at "Rewards" page
• How will referees know if their referrals were successful?
• • By manually checking the referral tracking page
  • By email notification post successful purchase from the referee
  • On website banner by simple messaging "You just earned a referral reward, redeem it by purchasing []"

8. Design the Referral Landing Page for Non-Users

How will a non-user experience the referral invite? Look at examples like Airbnb, where a referral invite is designed to entice non-users. Design a referral landing page that clearly communicates the value of signing up via the referral.

• Context
• • Here is the current referral landing page
  • 
• Analysis
• • (+ve) clear value communication & how it works
  • (=) minimal information to claim the coupon code
  • (-ve) No personalisation or "strong why" desire
  • • Enhancement ideas: Include the name of the referrer and highlight they just purchased [] category. And they recommend you to try out [] category
    • Include some new deals, different products etc that they can purchase through XYXX (ie highlight CVP)

9. Encourage Continuous Referrals

• Currently we notice there's already a tiered referral programme, all eventually translating to discount / cashback. I would keep it mostly as is.
• If possible will experiment with above ideas of early access or bundled offering