Atiya Choudhury, a popular Birmingham-based fashion brand, came to us for their Marketing needs. They wanted us to elevate the standing of the brand and help draw more business, and we delivered! Read on to know what issues the brand faced and how we went about resolving them.

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• Atiya Choudhury, A South-Asian Fashion Brand
  • The Intended Audience For The Brand
  • Marketing Challenges and Advertising Intent
• Optimising Brand Appeal For Optimal Results
  • Designing an E-Commerce Store
  • Social Media Platforms For Brand Awareness
  • Streamlining Pragmatic Advertising
  • Developing A Solid Marketing Collateral Plan
• Monitoring And Enhancing The Ad Performance
  • Best Placement For Ads
  • Retargeting and Lookalike Audiences
  • Optimising The Ad Formats
• Takeaway
  • The Client’s Testimonial

Atiya Choudhury is a South-Asian Luxury Brand operating out of Birmingham, UK. They provide a range of elegant, beautifully crafted products ranging from bridal clothes to traditional footwear. They had been running their business all by themselves, and although they were making sales, the owners had a dream for greater growth.

Initially, the brand had a bunch of technical and marketing issues. But the owner had a vision in mind and was ready to communicate with us. Together with the owner, we were able to tailor a Digital Marketing Strategy exactly as they had envisioned. We were also able to implement some creative solutions to their overall brand identity.

In this blog, we explore what Atiya Choudhury aims to be and how we helped them reach its true potential as a South-Asian luxury fashion brand.

Atiya Choudhury, A South-Asian Fashion Brand

Atiya Choudhury was founded by the owner Atiya Choudhury and her husband, Kobir. They work with expert artisans to provide South-Asian embroidery and clothing all over the world.

The brand intends to bridge the divide between the cosmopolitan fashion of today and the traditional fashion from South Asia. Atiya Choudhury draws its artistic craft from the South-Asian heartland and exudes an essence of cultural heritage and history. The intricate patterns, colours, glamour, and most importantly, a sense of luxury make up the brand’s essence.

Atiya Choudhury draws its artistic craft from the South-Asian heartland and exudes an essence of cultural heritage and history

Atiya Choudhury has a wide range of carefully curated, high-quality products. Their product range includes traditional South-Asian clothing, jewellery, handbags, belts, bridal wear and accessories.

The Intended Audience for the Brand

The intended audience for the brand was primarily people living in the UK who wished to buy South-Asian fashion items. As most of Atiya Choudhury’s started with locally-focused initial sales through Etsy, our first aim was to try to maintain its essence while reaching audiences throughout the UK. The long-term plan was to eventually reach out to people worldwide.

Marketing Challenges and Advertising Intent

Atiya Choudhury’s was already an established business and, as noted above, its main source of sales was on Esty. In order to grow their sales, they had to have a well-developed website. Therefore, the first challenge we saw was that their website and e-commerce store were barebone and not focused on optimising user experience. Loading times for their pages were too long and would off-put customers from going through with their purchase. That had to be changed.

On the front of Advertising intent, Atiya Choudhary aimed to be a luxury brand that embodied elegance and craftsmanship. Our advertising intent was to market the Atiya Choudhary brand as a luxury fashion store. Not only should consumers be able to purchase handcrafted, high-quality items, but they should also have a positive user experience. We also aimed to increase conversions. This was because many users were visiting the Atiya Choudhary website but not completing a purchase, probably due to the state of the website.

Optimising Brand Appeal for Optimal Results

When curating a Branding Strategy, it is important to have a narrow, carefully crafted bespoke brand identity. This is done so your audience can immediately connect with your brand, no matter where they see it.

When curating a Branding Strategy, it is important to have a narrow, carefully crafted bespoke brand identity

One of the main issues Atiya Chaudhury had was inconsistency in their visuals, and the brand seemed cluttered. We were allowed creative freedom when it came to visuals, and we made full use of it. To fix the inconsistency, we curated a simple yet elegant colour pallet with the tagline ‘Feel the luxury’. We then implemented this across all platforms and on the official website. This consistency unified the visual and verbal sides of the brand.

Designing an E-commerce Store

The website had developmental and design issues. The website was first made user-friendly so that people could easily navigate it, select their order, and checkout without waiting long periods. The store also had disorganised products and inaccurate representations of their product lines. We organised their products into categories with simple and to-the-point descriptors.

An integral part of designing a good online store is aesthetics, and we designed high-quality visuals for the whole website. These included logos, illustrations and graphics. All these were in line with the Atiya Choudhary brand aesthetic and complemented the website.

On the development end, we decreased loading time for quick navigation and checkout. We also implemented SEO optimisation, which then increased organic traffic to their website.

Social Media Platforms for Brand Awareness

We created social media posts that were packed with aesthetic value and insights about the brand. The posts were curated to work with the brand’s community-oriented approach to customer outreach. We attempted different posting times and call-to-actions to draw maximum user traffic. As a result, we enhanced brand awareness and engagement manifolds, which translated into increased sales for the brand.

Streamlining Programmatic Advertising Activities

We developed AI-based algorithm advertising to target small audiences in the UK strategically. This advertising was aimed to target customer personas that suited the brand image on social media channels. This greatly increased their outreach and contributed to more conversions.

Developing a Solid Marketing Collateral Plan

Firstly, we developed visuals and cards for their website. This included their logo, banners and other vital aspects of visual branding on all their digital platforms. We then handled their social media and blog posts for a month. Once everything had been developed and a regular schedule for posting had been established, it all was handed over to Atiya Choudhary.

We also continuously researched trending search terms and audience interest to incorporate those into our content strategy. This further uplifted the SEO potential and brand reach through our content on different platforms.

Monitoring and Enhancing the Ad Performance

We strategically put a cost cap on their ad campaigns on Facebook. This allowed us to keep costs at a minimum and keep the ROAS (Return on ad spend) positive. By doing this, Facebook would not publish more advertisements until a minimum number of sales were made.

This process was strategically implemented to not stagnant the sales. We optimised the campaign to bring more conversions within controlled costs by employing the said bid strategy.

Best Placements for Ads

Facebook was found to be the best platform for advertising the Atiya Choudhary brand. We found that most of their customer base would come from Facebook. It was the best platform to increase their outreach further. Instagram stories and video content targetted towards audience interest were also produced and posted on their public profile as this was proven to bring in more conversions and engagement.

We also observed that Atiya Choudhary gained more engagement where their articles were worn by models rather than just pictures of clothes and jewellery. This was quickly incorporated across all their digital platforms.

Retargeting and Lookalike Audiences

Customers who would begin a transaction (i.e. add items to their cart) but not checkout and complete their purchase were retargeted through Facebook advertising. We saw increased conversions from this strategy. Furthermore, through Facebook, we created ‘lookalike’ audiences for the Atiya Choudhary brand. ‘Lookalike’ audiences are those customers who share characteristics with existing audiences.

To create a lookalike audience, Facebook systems gather data such as demographics, interests and behaviours from Atiya Choudhary’s source audience to find new people who share similar qualities. Then their ad is delivered to that audience of people who are similar to their existing customers.

Optimising the Ad Formats

Atiya Choudhary has a dynamic catalogue of products, and its inventory increases and decreases based on demand. Therefore, we created a catalogue campaign that advertised a rotating catalogue of products based on consumer interest and subject to the availability of stock.

Takeaway

The most important thing we strive for is to listen to our clients. We listen to what ideas and goals our clients have in their minds, and then we get to work. When we have a good idea of their vision, we are able to deliver the best designs, strategies and marketing plans tailored to their specific needs. This is our recipe for success.

We listen to what ideas and goals our clients have in their minds, and then we get to work

While working with Atiya Choudhary, we employed this very recipe for success. We helped increase their annual sales by 107% from the E-commerce Store. We also observed an increase in brand reach. A 150% increase in annual organic traffic on E-commerce stores was seen. As a result of SEO optimisation, their website SERP ranking also increased considerably. Overall, Atiya Choudhary saw a 5 times return on their investment from advertising.

The Client’s Testimonial

By the end of our collaboration with Atiya Choudhary, we had created something really special. But don’t take out word for it; here is what they had to say about us.

“We were struggling to grow because it was just the two of us, and we […] didn’t know where to begin. We needed some more tips, and we needed more experts in the team to guide us. Apex had a vital role there. Would we recommend Apex? 110% […] They’re the best! ”

Navigating the digital marketing space can be daunting and burdening. As a business owner, all you need is a clear idea of what you want your brand to be. We always make it our priority to work closely with our clients to create their vision. With our expertise and your ideas, we at Apex Pro Media can bring your business to the next level.