THE OVERVIEW AND REQUIREMENT
Arienti is the leading casual and corporate women’s wear brand in Colombo. A journey that started in 2012 when founder Dinali Kodituwakku discovered a gap in the market for well-made workwear, for the ‘new working woman’, at a reasonable price. The start-up brand that initially distributed through 3rd party retail networks in Colombo and suburbs, has since evolved into the most sought-after brand in its category, with the Arienti flagship retail store in the heart of Sri Lanka’s commercial capital and online retail store shipping products across the globe.
When Dinali approached us in 2012, she was in need of an agency who’d work with her to develop her start-up. In a market inundated with ‘labels’, the requirement was for Arienti to gain recognition and demand. Thus, began our longest standing story to date! Great expectations, limited budgets, late nights and aggressive competitors were all part of birthing, nurturing and maturing a brand which eventually became one of the most inspiring success stories of the industry and the highest grossing brand in its category!
The formative years of Arienti was completely dependent on social media marketing. Product awareness and lead generation based on the qualitative edge and competitive price was the elementary social media strategy. And social media strategy was the lifeline! We heavily invested in research, learning and drawing inspiration from similar, globally established apparel labels, which helped us position Arienti as a distinct, yet affordable brand using social media. The overall creative communication elevated the aspirations of the ‘new working woman’ and no sooner, the Arienti collection reveal on social media was an anticipated weekly highlight for many.
Having accumulated an extensive database through social media lead generation campaigns, the next phase of the marketing strategy was to increase revenue generated through returning customers. The most economical way to achieve this goal? Email marketing. And again, we learnt, drew inspiration and sprout out benchmarking email marketing campaigns, creating yet another anticipated weekly highlight for the ‘new working woman’.
In addition to the digital marketing initiatives, a logo facelift, POSM design, indoor and outdoor signage, hoarding design, store launch collateral are amongst our work for Arienti. Today Arienti is the leading local brand in its category, established, mature and distinct, amidst a myriad of competing labels.