E P O K
E P O K is a brand that’s synonymous with feminine elegance. Designed for the modern, confident woman, its signature dress is defined by its fluidity of form and freedom of movement. Founded in London in 2018, the brand seeks to create a global silhouette with a timeless appeal, which is adapted across seasons, shapes, events and moods.
Inspired by the fluid shapes of the kimono, sari and abaya, E P O K’s handmade dresses are created using luxurious satin silk, which drapes beautifully the body. The brand’s founder, Prudence, is committed to the slow fashion movement. Thus, in order to minimize wastage, each of the piece is made to order.
Sitting between high-end luxury and contemporary fashion, the brand’s goal was to enter the market in an effective manner and position themselves correctly in order to reach the right target audience. AiSPi worked with E P O K to help strategize market entry methods that were based on lean philosophy of try, learn and pivot.
The Strategy
I. Target Marketing Consulting
After several discussions and brainstorming sessions, AiSPi helped E P O K settle on a market strategy. This helped the brand grow internationally from the get-go in an innovative manner.
II. Brand Positioning through 360 degree media coverage
We introduced the brand, the designer and the product to the target market as well as our online audience with a series of posts, interviews and engagement heavy activities. We believe that a combination of digital ads, influencer campaigns, event presence, trunk shows, pop-up stocking, private and online sales helped build the brand value in a new market (India)
III. Offline and Online Sales
To test the international market for the brand, we included them in a number of physical sales. For example, we saw a market fit in the high-end retail market of India. Therefore, we decided to participate in India’s biggest luxury fair. Taking ten sample pieces of the product with us, we went to India to showcase in the capital and as a point of entry into the Indian market. This led to a fantastic result.
While, in this case, the client only had to pay when there was a sale made, at times the terms depend on each opportunity that is presented. The important thing to note is the agility and innovative solutions we presented across the table
Upon receiving a positive response, we followed those with online sales on our virtual trunk shows, digital ads and more.
IV. Partnership
Every time we see an opportunity, be it within Europe or internationally, that we feel is a good fit for E P O K, we immediately approach them with a plan. The collaboration with super influencer Sheetal Mafatlal was one such incident.
