Merwana Blends Digital Marketing into the Fabric of Customer Experience

Abstract

This case is about how a niche, ethnic fusion wear brand used digital marketing to morph itself from a traditional brick-and-mortar store to a digitally-enabled fashion house. Merwana created an omni-channel presence to reach out to its customers world over by seamlessly blending online and offline experiences. The key challenge was to keep pace with constant changes in trends while giving the customer a deep personalised, touch-and-feel experience when shopping online. Merwana devised a three-pronged outside-in marketing plan, leveraging the power of influencer marketing, social media, and digital marketing strategies, along with the use of emerging technologies.