The word ‘Kavya’ in Sanskrit means poetry in motion. And this brand does exactly that. Translating individual experiences into a visual story, this contemporary brand creates bespoke pieces with an overarching narrative upon which each design branches out into a plot line. All of their pieces are handcrafted on denim using mediums such as paint, vinyl, embroidery and metal embellishments.
ByKavya was started by a young designed named Sana Kothari in 2017. This Dubai and Antwerp-based designer dreamed of converting your personal story into wearable art pieces. “I started it with the connecting human nature and the fashion world through a specialized lens of urban art and graffiti culture,” she says.
In order to customize your personal bespoke jacket, she first begins with a phone consultation where she gets to know you and your artistic preferences. Later on, she uses her creative vision to make a design that is unique and exclusively designed just for you. After approval, your art pieces are pressed onto the brand’s capsule collection, or even your denim jackets. She brings urban streetwear and elements of graffiti into couture pieces.
The Strategy & Efforts
AiSPi worked with Sana to plan and implement the entire marketing cycle, from conception to results.
I. Brand Identity
We worked extensively with the designed to define her brand values. We helped her cement her brand identity as well as her hypothetical target demographics.
II. Market Entry Strategy
We strategized the different channels and methods available to enter the market for a test run. We then defined her target audience and did a quick region mapping to narrow down on possible points of entry and success.
III. Establishing Connections
Using our AiSPi Talent Pool, we connect Sana with a team of photographers, videographers and graphic designers to help with content creation.
IV. Brand Positioning and media coverage
Media Coverage: We gave the brand a full coverage package on our website, Instagram and Facebook.
V. Online Sales
A hypothesis-based sales funnel on AiSPi Finds was established. This feature of ours is different from a typical sales and stocking website as we give you smart sales. Every time you have a new collection, we will launch it on our website and subsequently run digital and offline campaigns as well as influencer marketing campaigns across regions and target audiences. While you receive sales, this also simultaneously gets you data on what your market entry strategy should look like.
On the basis of the results of online sales, we helped ByKavya get stocked at boutiques in Dubai, India and select European countries. The brand also participated in Luxury Lifestyle Weekend and several London private sales on our recommendation. We are continuously working on agile sales funnels, all the while gathering market intelligence.
VII. Designer Collaborations:
To gain inspiration as well as exposure to like-minded target audiences, we are responsible for designer collaborations for ByKavya. These include but not limited to talks, panels, product co-creation and complementary collections.