Exclusive Marketing Strategy of DaMENSCH – Full Case Study

Updated on: Jun 28, 2023

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the detailed Marketing Strategy of Glance -India’s leading artificial intelligence-based software company. In this blog, we are going to elaborate on the marketing strategy of Damensch – India’s premium men’s fashion D2C brand.

The objective is to learn and gain insights into the marketing strategy of Damensch and how it became India’s premium brand of men’s fashion Damensch aims to become the largest premium men’s fashion D2C brand in India.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

By the end of this blog, we will learn the entire marketing strategy of Damensch. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.

About DaMENSCH – Company Overview

marketing strategy of damensch

Anurag Saboo and Gaurav Pushkar founded Damensch in 2018, it aims to introduce a new, forward-thinking standard for men’s clothing. All of their actions are a reflection of that. The design team there is always thinking of new ways to make their products better. Its product line includes ‘Deo-Soft’ odor-eliminating underwear and ‘Neo-Skin’ thermo-regulating vests made from a curated composition of sustainable bamboo fibers. The most recent packaging from Damensch is made from corn and is plastic-free.

Even so, they place a premium on being earth-centered. They are committed to a sustainable future, and that commitment is reflected in everything they make. The global response to fast fashion is Damensch. Damensch Apparel Private Limited is majorly in the Business Services business and currently, company operations are active.

Quick Stats About Damensch

CEO Anurag Saboo and Gaurav Pushkar
CMO Deepti Kartik
Area served India
Industry Men’s Fashion
Market Share/revenue 100+ crores per year
Vision Establishing a premium men’s fashion industry
Tagline Effortless fashion for the comfortable man.
Digital Marketing Academic Challenge 2024 - DMAC

Marketing Strategy of Damensch

Now let us learn all about the marketing strategy of Damensch and its advertising campaign. Also how the marketing campaign is carried out by Damensch, etc

Segmentation, Targeting, and Positioning

The brand’s target demographic consists of men between the ages of 20 and 45. The brand sells through its own website as well as Amazon, Flipkart, and Myntra, among other major e-commerce retailers. The brand raised approximately Rs 50 crore in Series A funding in November 2020 from Matrix Partners India, Saama Capital, Whiteboard Venture Partners, and Alteria Capital.

In March, the company ran a brand track study to learn what factors influence consumers’ decisions to buy the company’s wear. Marketing Head reveals that the newly formed creative agency was given the task of promoting Damensch as a luxury innerwear line by emphasizing the brand’s practicality and coziness through clever narrative.”We hope to be the torchbearers in the evolution of men’s innerwear advertising in India.”Therefore, the films avoid typical advertising cliches in the hopes that they will resonate with digital natives, says Vice President of Marketing Deepti Karthik. For instance, each is 40 seconds or more in length as opposed to the more typical 15 seconds, and the product is featured only in the product window.

As Talented’s co-founder PG Aditiya puts it, “The campaign is a nod to scrappily-executed performance videos that do the heavy-lifting for the bulk of D2C Indian startups and flood our YouTube pre-rolls.”

Marketing Campaigns

Damensch owns a youtube channel where various advertising campaigns promoting their products are uploaded. These campaigns are designed in innovative ways with an amazing theme to attract a large number of target audiences.

marketing strategy of damensch-ad

Check out the youtube channel for various ads playlists.

Social Media Marketing

Damensch is present on various social media platforms. Instagram is where it has gained the most attraction, followed by Facebook and then LinkedIn. There are between 100 and 105k people who follow the account on Instagram and Facebook. Since most teenagers don’t use LinkedIn, it’s safe to assume that they aren’t invited to any of the professional events that take place there. Some of the posts are related to the release of a new product, while others are primarily promotional or informative.

SEO Strategies

marketing strategy of damensch-SEO

A keyword count of 500 or less is considered low by search engine optimization (SEO) standards, while 1000 or more is considered satisfactory and 11,000 or more is considered extraordinary. Based on our research, we know that Damensch.com ranks highly for 27,980 organic keywords.

That’s fantastic news for Damensch’s digital marketing team because it shows they’re gaining valuable experience.

In addition, monthly traffic of 96K+ is impressive. Damensch must, therefore, continue to refine its SEO strategies while making substantial strides to maintain the brand’s ascendant position in Google’s organic SERP results.

Influencer Marketing

Damensch’s marketing efforts have always included partnerships with influential online personalities such as YouTubers, Bloggers, food pages, etc. Many of their influencers have between 50,000 and 120,000 fans. When influential people talk up a product (like Damensch), it becomes more well-known among their followers, which in turn boosts sales.

marketing strategy of damensch-instagram

E-commerce Strategies

When discussing the various e-commerce strategies, Damensch has its own website, which is where they sell its products along with various discounts and deals. In addition to that, it is compatible with a variety of other e-commerce apps, including Flipkart, Amazon, Myntra, and others.

Content Marketing Strategies

The Damensch brand is very active across all social media platforms. The content of the post is associated with their newly released flavours, their products, various awareness messages, and so on. Facebook, Instagram, and YouTube are the platforms that serve as the conduits for the posting of content. In addition to this, they disseminate press releases regarding their product through a variety of outlets, including The Economic Times, The New Indian Express, and others.

This brings us to the end of the blog on marketing strategy of Damensch. Let us summarise what we’ve learned down below.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in the Marketing Strategy of Damensch?

According to Damensch’s marketing plan, the brand is rapidly expanding its fan base around the globe. Premium Men’s fashion is increasingly popular among millennials in India and has helped them stand out from the crowd. Damensch’s digital marketing strategies need to grow more, the company is making strides toward digital expansion.

Digital marketing has undergone a sea change as a result of epidemics that have impacted every industry. Around sixty percent of the global population uses the internet, according to data compiled by digital marketers. The pandemic has contributed to a 20% increase in that time as more companies have moved their operations online to avoid the spread of disease. Brand recognition is crucial for any successful business. A company’s public reputation is on the line with every marketing move it makes. Using digital marketing, you can easily create highly-effective campaigns and address any issues as soon as they arise.

Understanding the rapidly developing field of digital marketing is crucial in light of the industry’s rising prominence. IIDE offers a four-month digital marketing course for those who are interested in expanding their knowledge and developing their abilities in this area.

We hope that you’ve gained useful knowledge about marketing strategy of Damensch from this blog post. Check out our IIDE Knowledge portal for more fascinating case studies if you enjoy in-depth analyses of companies like the marketing strategy of Damensch.

Thank you for reading this blog the marketing strategy of Damensch. We would love to hear your feedback on the marketing strategy of Damensch in the comments. Happy reading!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

1 Comment

  1. Pinkey Sharma

    Thanks For your information!


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