360° Walkthrough of the Marketing Strategy of Flyrobe | IIDE

Marketing Strategy of Flyrobe

• STP – Segmentation, Targeting, and Positioning

Segmentation:

• Flyrobe offers various types of apparel on rent, like western wear and ethnic wear. It also offers various accessories like bags, watches, jewellery, and sunglasses for rent.
• It has huge and different collections of wearables and accessories for women, men, and kids.
• This business follows a B2B and B2C model.
• The price range of the products offered by the company varies from low to mid-priced to premium, depending on the budget of the consumer.

Targeting:

• Flyrobe targets those populations who are at the early stage of their career and desire to wear formal wear and those who attend semi-formal and informal events but don’t have the budget to purchase new & expensive clothes for every occasion.
• Normally, the age group ranges from 17-26 years old and 20-40 years old.

Positioning: 

• Flyrobe is well-positioned in the market to cater to the demand of customers as it offers unique services to its customers. 
• Designer clothing.
• It helps to develop a personal style for both men and women.
• It offers branded western wear, which is not readily available to the masses.
• A large collection of different sizes and styles.
• It meets the emotional needs of targeted customers.

• Marketing Campaign

One of the marketing campaigns that you will find on their website is “Refer and Earn”. It says that if we refer someone, they will get 25% off on their first order, and in return, we will also get 25% off if we purchase anything from their website.

They have even mentioned some testimonials on their websites where you get an answer to the question, ‘Why Choose Rent It Bae’ has been given.

They are even the wardrobe partners for the Pavitra Rishta series, a famous and the most loved series in every Indian house.

One of the marketing campaigns on Youtube on Dec 26, 2016:

Thereafter, the campaign was about promoting their business on a wide range by using social media. The campaign was indeed successful; there are over 30,000 views on the youtube channel. Here is the video of their video marketing on YouTube: Rent It, Bae! We love to dress you! The reason behind the triumph was the unique campaign idea and the great use of video marketing strategies like proper optimization of videos to get views and creating & promoting user-generated content.

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Another Marketing Campaign in 2018.

Flyrobe has organised a wedding show from August 29th, 2018 to September 2nd, 2018.  

The campaign was indeed successful, there were over 1000+ exclusive wedding styles curated for brides, grooms and their clans from 100+ designers. Everyone got to see the stellar decor from Virat & Anushka’s wedding designer.

• Social Media Marketing

Flyrobe can be found on Facebook, Instagram, Twitter, Pinterest, and YouTube. You can even contact them on WhatsApp (+91 959 959 5513). Given below is the table showing the number of followers on each of their social media handles.

Flyrobe’s social media marketing strategy is very poor, as we can see from the follower and subscriber counts. They are mostly active on Instagram, where they have 12.5k followers. If you see their Facebook, you will hardly find their posts above 3 likes.

A screenshot of Flyrobe’s Facebook & Instagram posts:

Key Observations:

With the colour combination, i.e., red and pink, used on their Instagram handle, one can see that the brand is trying to target women. The images of products shown on their Instagram page are related to wedding outfits. But again, this is not organic, i.e., though they have 12.5k followers, they hardly have likes and comments on their posts. They are using inorganic ways to increase their reach. This shows how poor the social media marketing of the brand is.

On YouTube, you will find 12 videos, and the rest are YouTube shorts. They have uploaded BTS of the scenes from their photoshoots, a type of boomerang, on their YouTube channel. You won’t find it interesting.

• SEO Strategies

From the above image, we can see that the number of organic keywords for the website Flyrobe has is 9,629. That means that the SEO strategy of the company is decent, i.e., it is neither bad nor good. The company has to work more on its SEO strategy to increase its organic keywords and traffic.

If we see the traffic trend on the website, the traffic was higher in December 2021 and January 2022, i.e., over 1,70,000, which is normally a marriage season. But on average, it is 1,10,000. Hence, we can conclude that Flyrobe’s tariff is mostly driven only during marriage occasions. It also has 4,358 backlinks. The more backlinks it has, the more traffic it can get.

• Influencer Marketing 

An influencer can be a person who has many followers on Instagram, a celebrity, or the head of the company itself. Some of them in the past, i.e., in 2019, were Priyanka Chopra, Deepika Gwalani, and Daisy Shah.

Some other celebs whose photos are uploaded on their website are Kareena Kapoor, Alia Bhatt, and Sonam Kapoor. We are not aware of whether they are still in the contract with the Bollywood industry or not. One interesting thing to note here is that you will find the face of the CEO, Aanchal Saini, herself.

• E-Commerce Strategies

According to a report published by Future Market, global online clothing rental sales are expected to grow by 11% CAGR over the next 10 years, i.e., by 2031. Flyrobe plans to meet these growth expectations by offering its products through its website.

The website is well designed and looks attractive. You will find two categories in each of the options seen in the menu. They are “Rent by Category” and “Rent by Brand.”

Flyrobe is always betting on technological integration. Almost 80% of the customers who walk into its stores first discover it online. Flyrobe’s business model is that they don’t sell clothes online but provide branded traditional outfits to customers at a rate of rent that middle-class people can afford.

• Mobile Apps

Though there was an option to download an application for Android as well as Apple iOS when you clicked on the link, the application was not available on the website. Flyrobe has to make the proper mobile application to grow its business in a wide range.

• Content Marketing Strategies

The screenshot of the magazines/newspapers where Aanchal Saini was in the news:

The CEO of Flyrobe, Aanchal Saini, has given interviews in many magazines and newspapers like LiveMint, The Times of India, Indian Retailer, YKA-Youth Ki Awaaz, ANI News, ABP News, Magicpin, The Hindu, Outlook Newspaper, Entrepreneur India, Your Story, The Franchising World, and CEO Insights India.

Their blog page is not showing up, so our analysis of it is neutral.

This ends our elaborative marketing strategy of Flyrobe. Let us conclude our learning below from the marketing strategy of Flyrobe.