Portfolio 2024

PORT FOLIO PORT FOLIO

Madhuri Jat

Consultant with over 3 years of experience in the fashion industry, I have honed a variety of skills such as design, fashion buying, strategy development, brand management and marketing. I specialise in providing 360 degree fashion services fro m concept development to final execution.

Intern at ERA K.I. Business Group, Milan (Italy)

Conducted literature review to launch a product on Kickstarter; managed website and SEO; planned and executed crowdfunding for Street Art Event 2023; collected and manipulated data via Hotjar; designed company logo; managed digital marketing for Dare Clan magazine 2022

Mytheresa

Created a comprehensive branding strategy to launch the first ever digital capsule collection for Mytheresa to enhance the consumer experience and to attract new clientele 2022

EXPERIENCE

Moncler

Developed an omnichannel brand and buying strategy by identifying gaps in the merchandise offered and strategising and executing solutions to fill these gaps 2022

Biffi Boutique, Milano (Italy)

Developed a buying strategy for this pioneer luxury multibrand fashion retail company to reinforce its longstanding position and identity in the Italian market 2022

Fidenza Village, Fidenza (Italy)

Conducted an in-depth critical analysis of this luxury shopping brand’s marketing strategy in order to identify gaps in brand positioning and propose solutions to attract GenZ consumers and create awareness among existing clientele 2022

Intern at Richa Group, Gurugram (India)

Designed SS20 women’s collection for American Eagle

Master in Fashion Management

Domus Academy, Milan (Italy)

EDUCATION

2021- 2023

A to Z Event Company, New Delhi (India)

Assisted in styling and fashion photography

Master of Arts in Fashion Management

Regent's University, London (United Kingdom) 2021- 2023

Intern at Pratibha Syntex Limited, Pitampur (India)

Designed graphics for merchandise on Photoshop, Illustrator and InDesign

Bachelor of Design in Fashion Design

G.D. Goenka University, Gurugram (India)

International Exchange Student

Politecnico di Milano, Milano (Italy)

B2B & B2C Marketing, Data Management, Brand Management, Social Media Marketing, Fashion Buying, Strategy Development, Research and Analysis, AI, Communication, Leadership, Team Building, Analytical Thinking, Miro, Canva, Hotjar, SEO

“The finest edit in luxury”

Challenge

Unboxing MyTheresa’s Digital Capsule Collection

MyTheresa required a comprehensive branding strategy around their upcoming digital capsule collection, centred around developin g a unique customer experience through innovative contents and touchpoints in their journey. This required investigating and identifying hot, marketable topics relevant to the e-tailer and suggesting strategic proposals to broaden brand awareness, enhance customer experience and engage new clientele.

Bridging the gap between real and virtual world shopping experience

To facilitate MyTheresa to reach its ambition, we:

Identified MyTheresa’s core strengths and gaps through brand and market research, technology trends analysis and competitor benchmarking

Presented research-backed recommendations to the client to enhance the customer experience and journey including:

Gamification of their mobile application through an augmented reality video game

Addition of beauty and editorial verticals to the brand in order to increase their market share.

Potential rewards to incentivize the gaming experience for customers/players such as the launch of MyTheresa’s first NFT’s, exclusive digital collectibles from brands which have products on their platform, and a chance to score early access to their physical capsule collection before its release.

Outcomes

42 % app-driven sales

Mytheresa has effectively implemented our recommended gamification strategy to boost sales revenue. The platform's integration of gamification features has enabled them to create the best in-app shopping experience. In May 2023, MyTheresa showed that its mobile orders accounted for more than 50% of sales, of which 42% were made on the app .

Source- https://www.glossy.co/fashion/how-gamification-will-impact-the-future-of-shopping/

Biffi Boutique x Domus Academy

Boutique

Biffi Boutique, a luxury multi-brand fashion retail company, required a brand strategy refresh to reinforce their positioning and identity in the Italian market incorporating a rich and w ell-rounded customer experience. This required comprehensive market research to analyse the existing brand mix and merchandise mix in order to propose a balanced buying strategy for their brick-and-mortar stores as well as e-commerce platform.

Strengths

Artistic value

Women founders

Historic brand value

Local loyal customers

Location of stores

Weakness

Insufficient focus on Gen-Z customers

Weak communication channels

Ill-defined Product Categories

TranslatIon of customer experience from physical to digital

Opportunities

E-visuals

Retail experience

Customization

New Stores

Technology

Targeting Gen - z

Sustainability

Glocal Presence

Threats

Not in line with industry trends

Facing fierce competition from global brands

We developed “Biffi 4.0”, a conceptual brand transformation, based on insights from an in-depth landscape research which analyzed Biffi’s retail identity, brand mix, product mix, merchandise and pricing as compared to market standards and identified existing gaps within the brand and merchandise offerings.

Mood Board Video - https://drive.google.com/file/d/1ISofAtitMrZ44KBDgM1fX1qoVejj6pJc/view?usp=sharing

Outcomes

We selected three new retail brands as part of Biffi’s buying strategy based on their alignment with Biffi’s style, technology, exclusive and refined merchandise, pricing, artistic value and appeal to youth. Buying merchandise from these brands would strengthen Biffi’s value proposition for younger customers and their positioning in a technologically evolving glocal market.

Buying Strategy

THEBE MAGUGU

We developed a creative buying plan and budget tailored to Biffi’s business requirements with new technologies at the core (digitalization; upcycling; radio freq uency identification), while remaining loyal to their inherently classical style.This buying plan was then tested and executed with curated styles, defined product categories and sub-categories based on research insights for each of the selected brands.

JONATHAN SIMKHAI

AHLUWALIA

Stage of Creativity

Fidenza Village x Domus Academy

Fidenza village, a luxury shopping destination required a comprehensive branding strategy to build their brand’s awareness and value proposition for GenZ customers, while reinforcing brand loyalty among existing customers.

The client sought a comprehensive understanding of key levers they could utilize to build a memorable brand experience resonant with a youthful community of customers; in particular, marketing and communication strategies, incorporation of new fashion or lifestyle brands and services relevent to Fidenza, and developing the customer journey with omnichannel touchpoints to strengthen the physical as well as virtual shopping experience.

Now

Fidenza Village

Approach

1. Conducted an landscape analysis of Fidenza’s brand positioning and identified existing gaps in offerings compared to competitors in the market.

2. Analyzed online and offline brand communication and introduced innovative marketing strategies such as new digital collaboration with existing fashion retail brands, cost-effective digital interactive screens to strengthen the physical as well as virtual shopping experience for young customer’s and engagement with ‘virtual’ AI-generated influencers.

Outcomes

What is Digital collaboration ?

Digital collaboration is used when referred to two or more parties working together on a technological platform

It can include anything from tools, apps, software, procedures, processes, or a completely new methodology.

See in the websites

it in the village

Cost-effective Time Efficient Tracking (Data collection)

Fidenza Village has effectively implemented the collaboration strategy to improve the customer journey and engage both present and potential customers.

Source: https://www.prnewswire.com/in/news-releases/milla-jovovich-opens-the-talent-store-at-fidenza-village-in-collaboration-with-vogue-italia-209520681.html

Two luxury brands meet in the new digital collaboration only in Fidenza Village

Intractive screens in the village

ADIDAS X GUCCI

EXPANSION

EXCITEMENT

MOTIVATIONAL COURAGE

DETERMINATION

AMBITION

CONTEMPORARY

HISTORIC/ ROOTS

PROTECTION

ATTRACTIVENESS

MYSTERY

ELEGANCE

SOPHISTICATION

DISCLIPINE

CONSERVATIVE

VOICES

ENERGETIC INTELLECT FRIENDLY WARM ATTENTION

CREATIVE

HAUTE MONTAGNE

Moncler, a luxury sports clothing house required an omnichannel brand strategy tailored to the national market, and a holistic fashion buying proposal to create a retail experience with the aim of designing a rich and deep

customer journey, suggesting strategies that reinforces the community of the store, maintaining high customer engagement and loyalty among existing customers, increasing awareness among potential new customers.

VOICES PROTECTION EXPANSION

HEALING FROM THE INNER CHILD

We developed a concept titled “Healing from the inner child” through an in-depth landscape research which analyzed fashion trends, consumer trends and behaviour, and social and technological innovation. This concept was tailored to align with Moncler’s brand DNA, heritage, approach and strategy based on its online and offline distribution channels and marketing activities.

“Healing from the inner child” was developed for a South Korean consumer market, based on research which indicated high spending on retail luxury goods by the generation at the cusp of millenials and Gen Z. This mindful generation also are the most conscious consumers currently and are afflicted by mental health concerns such as depression and anxiety, but with a strong will to hope, evolve and heal.

Buying Strategy

To inform this concept, we have employed colour psychology in marketing, using colour to create an awareness of a brand, associating it with certain feelings and concepts. We have proposed three main colours (red, black and yellow) balanced by white, which evoke emotions around power, protection, hope and consciousness in the selected target market. We have also incorporated this colour palette in the Moncler’s retail experience, visuals and capsule collection for a cohesive and coherent brand communication strategy.

Retail Experience

Thank You Thank You