‘Festive season pricing is not a free-for-all race to the bottom this year’

Indian wear brand Libas has recast itself as an ultra-fast-fashion brand targeting Gen Z customers.

- Soumya Gupta

This strategic positioning has fundamentally changed how the brand crafts its marketing strategy, according to Nisha Khatri, head of marketing at Libas.

Khatri notes that, unlike traditional ethnic wear brands, Libas does not produce seasonal collections. Instead, its ultra-fast model involves launching a new campaign every month.

Edited excerpts:

How are you thinking about marketing this festive and wedding season?

We don't really view the wedding and festive season as a peak season for us. This is the time for us to build lifetime value with our customers. We're collecting more data and tracking customer intent much earlier, long before the festive season even begins. We don’t produce spring-summer or seasonal collections. As an ultra-fast fashion brand, we launch a new campaign every month.

So, what are you aiming for in this festive season?