1. CHIKANKARI
CAMPAIGN IMPACT
BRAND AND MARKETING

2. Important Notations
Analysis has been done for comparable periods, current year over last year
For sake of integrity of analysis, data has been looked at only for LFL stores and not on the total store base which has increased since the period of study pertaining to last year
Analysis has been done for a one month period, starting with the launch of the ATL campaign
Campaign was launched on 24th January 2018 across the entire country except North, which was launched on 2nd February 2018

3. Chikankari Campaign Summary
Mainline Press
48 markets, accounting for 82% business revenue
3 releases, 206 insertions, in all marquee publications across states
Reach-frequency of across DEL, MUM, BLR, KOL; for rest of India
Campaign period: 24 days starting 24th January 2018
Investment: Rs. 242 lakhs
Out-of-Home
36 tier-2 markets
85 site installations
Campaign period: ~21 days starting 1st Feb 2018
Investment: Rs.44 lakhs

4. Footfalls and Net Sales
All INDIA
Feb Wk 1 (Jan 29th - Feb 4th)
Feb Wk 2 (Feb 5th - 11th)
Feb Wk 3 (Feb 12th - 18th)
Feb Wk 4 (Feb 19th - 25th)
OVERALL
2018
2017
Var%
Footfalls
81436
88665
-8%
87414
-9%
95977
96594
-1%
96833
96194 1%
90415
94402
-4%
No of Bills (NOB)
55470
55376 0%
57857
58119
63836
58716 9%
63387
59599 6%
57953 4%
Conversion
68.11%
62.46%
5.66%
66.19%
60.44%
5.74%
66.51%
60.79%
5.73%
65.46%
61.96%
3.50%
67%
61%
5.16%
Avg Ticket Size (ASP) 5%
970.42
984.38
965.21 2%
968.33
963.42
974.83 3%
Ticket Size Qty (ASQ)
2.87
3.04
-6%
2.91
3.06
-5%
2.98
-2%
3.05
3.11
2.95
Avg Bill Value (ABV)
3000
3045
2931
2968
2935
2937
2957
2995
No of Pcs
159047
168551
168198
177780
190356
178694 7%
193543
185248
Net Sales (NS)
TEST MARKET
Feb Wk 1 (Jan 29th - Feb 4th)
Feb Wk 2 (Feb 5th - 11th)
Feb Wk 3 (Feb 12th - 18th)
Feb Wk 4 (Feb 19th - 25th)
OVERALL
2018
2017
Var%
Footfalls
4359
5902
-26%
4753
6147
-23%
5476
6227
-12%
5466
6434
-15%
5013.5
6178
-19%
No of Bills (NOB)
3062
3086
-1%
2879
-6%
3247
3059 6%
3143
3156 0%
3091
Converson
70%
52%
17.96%
61%
50%
10.76%
59%
49%
10.17%
58%
8.45%
62%
11.83%
Avg Ticket Size (ASP)
969.14
964.70
964.67
903.15 7%
986.92
868.84
14%
900.46
920.96
-2%
955.30
914.41 4%
Ticket Size Qty (ASQ)
2.97
3.25
-9%
3.14
3.29
-5%
3.04
3.23
3.05
3.11
3.22
Avg Bill Value (ABV)
2881
3139
-8%
3031
2975 2%
3004
2807
2743
2866
-4%
No of Pcs
9104
10041
9046
10085
-10%
9882
9576
9821
Net Sales (NS)
88.23
96.87
87.26
91.08
97.53
85.86
86.23
90.45
89.81
91.06
(Over comparable period last year) (Only for LFL stores)
Footfalls: All India: Down -4% overall, with only 1% positive variance seen in Wk4.
Net Sales: All India: Up 3% overall. 9% in Wk3 with an upside in no. of bills & pieces; Test market: Up 14% in Wk3.
Conversions: Positive throughout but fall significantly in Wk4. Test Market Conversions are more than 2x of All India number – campaign impact is evident.

5. Sell-thrus
CHIKANKARI:
ALL CHIKANKARI
ALL INDIA
TEST MARKET
Department
2018
2017
Var
Sale Qty
QOH
Sell Thru
Woman Indian
29,356
32,330
47.59%
18,724
22,318
45.62%
1.97%
1,778
1,583
52.90%
1,187
1,058
52.87%
0.03%
Woman Western
28,420
30,384
48.33%
22,140
34,880
38.83%
9.50%
1,360
1,235
52.41%
1,444
2,153
40.14%
12.27%
Men
4,890
10,239
32.32%
5,598
14,612
27.70%
4.62%
226
720
23.89%
395
1,042
27.49%
-3.60%
Total Advertised
62,666
72,953
46.21%
46,462
71,810
39.28%
6.93%
3,364
3,538
48.74%
3,026
4,253
41.57%
7.17%
Total Chikankari
81,268
95,003
46.10%
59,209
90,365
39.59%
6.51%
4,543
4,737
48.95%
3,901
5,496
41.51%
7.44%
POSTER STYLES
152
103
59.61% 19 31
38.00%
21.61% 7 8
46.67% 1 4
20.00%
26.67%
373
824
31.16%
1137
1335
46.00%
-14.84% 40
32.20% 91 80
53.22%
-21.02%
276
515
34.89%
128
520
19.75%
15.14% 20 26
43.48% 11 32
25.58%
17.90%
801
1442
35.71%
1284
1886
40.50%
-4.79% 46 74
38.33%
116
47.03%
-8.70%
2027
2824
41.79%
2150
2173
49.73%
-7.94%
104
123
45.81%
148
127
53.82%
-8.01%
(Over comparable period last year) (Only for LFL stores)
All India: Total Chikankari up by 6.5%, 6.9% for the advertised categories; In light of the fact that the styling of the shoot was more contemporary and not traditional/ethnic, WW & MN show a significant 10% and 5% increment respectively.
Test market: Up 7.44% overall. WW specifically outperforms country average with a 12.27% upside in sell thru vs last year. Poster style sell thrus are healthy for WI and MN but the stock levels for WW are lower than even last year which has led to a negative sell thru.

6. Sell-thrus of poster styles
Women Indian
Only 2 out of the 3 poster styles hit the market.
The #Kurtalong could not achieve a good Sellthru because it had a total stock of 70 pieces across the country. That is 14 size sets.
Women Western
The #Dress and #Top were common buys between & The buy for 2017 for these two styles was 2,472 pieces while in 2018 it was only 324 pieces! That’s 48 size sets for the #Dress and 16 size sets for the #Top. A low sell thru in these two styles is not surprising.
Men’s
Only 4 out of the 6 poster styles hit the market.
The #Jkt Nehru enjoyed a healthy sell thru of 54.42% but again this was basis a minute 147 pieces across the country which is 29.4 size sets.
Department
Category
2018
2017
Sale Qty
QOH
Sell Thru WI
#KrtLngSlm
137 48
74.05%
#KurSet2pc 19 31
38.00%
#Kurtalong 15 55
21.43%
Women Indian
TOTAL
152
103
59.61% WW
#Dress
138
102
57.50%
457
248
64.82%
#Pant
60.76%
#Skirtlong 89
579
13.32%
#Top 52 32
61.90%
680
1087
38.48%
#Tunic 46 80
36.51%
Women Western
373
824
31.16%
1137
1335
46.00% MN
#BushShirt 56
278
16.77%
#Jkt Nehru 67
54.42%
#KurtaLong
111
320
25.75% 57
189
23.17%
#KurtaShrt 58 75
43.61%
#ShirtFttd 27 53
33.75%
#Trouser
22.06%
GRAND TOTAL
2027
2824
41.79%
2150
2173
49.73%

7. Summary Remarks: Footfalls, Net Sales & Sell-thrus
Footfalls, Net Sales & Conversions
The campaign was moderate in intensity – 40% reach at 1+ frequency. Footfalls remained flat or slightly negative across the country. Conversions remained single digit positive compared to last FY.
ASP has seen a 8% improvement at a country level.
Sell-thrus
The styling of the campaign was far more contemporary, on-trend and chic compared to earlier campaigns. Garments across categories were styled with accessories to make them look more Western and casual in natural in order to make them resonate with the TG.
This seems to have worked well with very evident campaign impact on sell–thrus especially in the WW category (9.6% increment over last FY).
Poster style sell-thrus are significantly higher in WI & MN but in WW the low stock seems to have caused a loss of business.
Way Forward
Our media strategy and choices have been effective. We need to invest higher in our ATL campaign, especially in print. Target 50% reach at 3+ frequency.
Our look and feel of campaigns, moving to a more youthful, contemporary and candid approach, seems to be working and we should continue to push the envelope on these further in coming seasons.

8. CRM Campaigns-Chikankari
Number of Campaigns executed: 5
Number of Customers contacted: 16 lac
Campaigns targeted the All India customers twice and the last wave was targeted to Women Indian & Women Western buyers.
Sample messages
“New! Different forms of hand-stitching come together to make 1 gorgeous Chikankari masterpiece. Come find your favourite at Fabindia.
“A collection that combines traditional craft with contemporary style! Experience Fabindia's Chikankari range now at a store near you.
Region
Date
TARGET
CONTROL
Contacted*
Responders
%Hit Rate
Responders Revenue
Base
Inc. Revenue
CEF (1: )
MR01 & MR02 (excluding GGN)
3.63
0.07 2%
312.53 -
MR02 (GGN customers only)
0.54
0.01 3%
68.66
WI&WW Buyers (all the regions)
2.85
0.1 4%
580.71
0.53
0.02
122.62
64.54
MR03-MR10 (All customers)
11.89
0.19
1.6%
1.73
1.4%
212.60
253.64
213
Incremental business revenue delivered, attributable to CRM campaigns : Rs Crores
Campaign Efficiency factor : 1:213
Note: Campaign Efficiency factor cannot be ascertained where there is no control
All values in the table in lacs
Contacted means messages delivered

9. The digital Chikankari Look Book
Created a collection Look Book that allowed users to click on the campaign poster styles (depicted by the blue dots on the left).
Once clicked, the exact item opens in a new tab allowing for easy shopping.

10. THANK YOU