Admit it that retail is no more a cakewalk now, especially when a bevy of international brands is entering India and brands are leaving no stone unturned to be listed among favorites of consumer. The competition toughens even more at online space, where every now and then startups are being born and snapped. In times, when consumer base is dominated by tech-savvy millennial youth, brands are actively turning to social media to create consumer experience.
Betting big on creating consumer engagement though social media, online fashion brand Yepme has made it to top position in creating Facebook fan base, thus leaving arch rivals Flipkart, Myntra, Jabong, Amazon and Snapdeal far behind.
Founded in 2011, Yepme boasts a loyal fan base of 6.8 billion, the maximum by any homegrown eCommerce retailer, pushing the eRetail stalwart Flipkart at third position, stated data by analytics company Socialbaker.
Yepme.com is closely followed by ethnic wear portal Craftsvilla which boasts of 6.35 billion fan base.
While Amazon India managed to make it to top 5 with 5.23 billion fans, Snapdeal, Jabong and Myntra stood at seventh, eighth and tenth positions respectively.
Founded with an idea of exploiting a huge opportunity present in the online shopping space, Yepme.com started focusing on selling private labels instead of aggregating products from other apparel players like Flipkart and Snapdeal. As a result of this strategy, it quickly made inroads in the consumers mind and rose to the top.
Over the years, the portal has secured funding from different investors and as a report published in 2015 states - Yepme is doing over 20,000 transactions a day. The brand has clearly positioned itself around fresh fashion and claims to be launching range of apparels that are in sync with the latest trends and fashion.
Retailer highlights what worked in favour of Yepme to build such a promising fan base.
Brand endorsement: In order to connect with its audiences, Yepme has been regular with its television ads owing to its strong reach and audio-visual capability. In the times when brands were trying to decode the puzzle of online vs offline, the portal roped in Bollywood superstar Shahrukh Khan to endorse.
Social engagement: Interestingly, when brands like Sephora are doing single post, this brand has maintained a benchmark of two plus posts per day on its Facebook page, which also include blog posts.
Going Omni-channel: Till date, consumers have known the brand as Yepme.com, but now the brands is doing away with the dot com part and wants to be known as Yepme, a pureplay fashion brand. The brand has recently launched its offline stores to address the needs of consumers who are not willing to shop online. Their first store was opened in New Delhi earlier this year. As the brand embarks on a new journey, it has launched its latest campaign #UnreasonablyFashionable.
Clearly, as a core of its digital strategies, Yepme is making huge bets on what is often called as branded content and wisely leveraging on it.