ZariZar, the renowned loom house with a legacy of 125 years, exudes the timeless essence of India's Deccan Plateau through its masterfully crafted shawls and wraps. With a vision to become the premium shawl choice for ethical luxury seekers in the U.S. market, ZariZar strives to share its heritage and commitment to artisanal craftsmanship with a wider audience.

Research

Our team helped ZariZar create a strategy to enter the new market. We have conducted research, designed brand and marketing assets, and developed a business plan. Through our research we have discovered that the company’s brand strength lies in resonating with consumers' values and aspirations through storytelling and personalized products.

Thus, we proposed the brand's value proposition to center around handmade shawls that combine luxury, cultural storytelling, and personalization. By embracing culture, craftsmanship, and individuality, the company can create a sense of community and connection around its brand, fulfilling the need for belonging and social interaction.

Mission and Vision

The proposed brand's mission revolves around celebrating culture, craftsmanship, and individuality through unique and high-quality products that resonate with customers' values and desires.

Through its new vision, now ZariZar aims to become a beacon of cultural appreciation and individual expression in the fashion industry, inspiring individuals to embrace heritage, cherish artisanal craftsmanship, and express unique identities.

Campaign strategy

To successfully enter the new market, we proposed the company to incorporate interactive displays and virtual try-on experiences to enhance customer satisfaction, provide engaging and immersive shopping experiences both online and offline.

Moreover, by hosting events and workshops, the brand can successfully build a sense of community and connection around its offerings, fulfilling the need for belonging and social interaction among its customers.

Through influencer partnerships, ZariZar can further solidify its messaging, reaching a wider audience and amplifying its impact. The brand's collaborative efforts with influencers who align with its values can prove effective in influencing purchasing behavior and establishing the company as a symbol of grace and refinement in the U.S. luxury market.

Business model

We see ZariZar positioning itself as redefining elegance by blending tradition with luxury. Through the brand's partnership with skilled artisans and support for the Craft Village, every shawl the artisans create tells a tale of culture, craftsmanship, and individuality, setting the company apart from other premium fashion brands. The value proposition that we proposed revolves around offering personalized sophistication through handcrafted shawls that carry cultural storytelling. To achieve its goals, we have mapped out a detailed roadmap comprising market research, storytelling concept development, implementation of customization options, and influencer partnerships.

Impact

Powered by a successful partnership between ZariZar, our team, Women Forward International, Women’s Foreign Policy Group, and Parsons School of Design, ZariZar is debuting in New York City at the Sundaram Tagore Gallery.

The event is not only a commercial showcase but also an intellectually stimulating gathering as it also explores the power of Womenomics and a new Foreign Policy for the Next Generation of Indian Women, as well as the future of US-India relationships.

Maria's role in the team: design research, concept ideation and testing, business strategy and business plan, team leadership.