This insight led to the mood store innovation where consumers can shop entire looks together for a specific mood. With the launch of mood store and several new brand launches we are well set for a growth momentum. Our strategy is to use 'tailored to fashion' innovations to attract and retain the experienced fashion shopper," said Gunjan Soni, head of Jabong. The Mood Store launch is supported by a 360-degree marketing campaign across TV, outdoor, cinema, CRM and social media. The overall brand campaign will focus heavily on digital promotions where various influencers will showcase their looks in different moods and for different occasions. The commercial will be aired on leading TV channels in entertainment, music, movies, lifestyle and other genres. The brand campaign will feature day-to-day fashion that is easily shoppable and wearable, as against the typical industry trend of showcasing outlandish, runway fashion that the shoppers grapple to find anywhere. Digital shoppable videos on YouTube and Facebook will allow customers to buy the fashion shown in the video directly by clicking on its product card. Jabong is credited with launching several industry-firsts in Indian fashion ecommerce such as ramp walk video, online shoppable fashion week and the concept of online shop-in-shop.
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