Khwab(ख्वाब) is a clothing brand by Mansi Parmar. She is a young dedicated leader determined to establish a deep connection between emotions and her garments which led to her diverse explorations and ultimately settling with a unique fabric treatment as the base structure for all the pieces in her collection. With this level of skillset, it’s hard to predict what she has in store for the consumers and astonish them.

Identified Problem

Khwab addresses the gap in the ethnic menswear market, where consumers struggle to find unique, handcrafted garments that reflect both traditional and modern design elements. The brand solves the problem of a highly competitive market by offering a distinct value proposition—customized, high-quality ethnic wear that combines traditional craftsmanship with innovative fabric treatments. It also tackles the challenge of sustainability by focusing on eco-friendly materials and ethical production processes.

My Approach

The challenge was to differentiate Khwab in the saturated ethnic wear market by leveraging its artisanal craftsmanship and modern design elements. The project aimed to create a clear brand identity that emphasized the uniqueness of Khwab's products while establishing a strong emotional connection with its target audience. Additionally, the brand needed to develop a strategic market entry plan and identify growth opportunities.

Process

• Conducted market research, created user personas, and performed a SWOT analysis to understand the market and customer needs.

• Developed a business model canvas, outlining Khwab's key activities, partners, and value propositions, followed by applying the 7 Ps of marketing mix to position the brand effectively.

• Designed a revenue model and conducted competitor and sentiment analysis to guide brand messaging and pricing strategy.

• Created a positioning strategy and outlined the investment requirements for brand development and marketing.

• Conducted case studies on successful fashion brands and used the insights to develop campaign ideas and a tentative sales funnel for future growth.

Outcome

Khwab has it's marketing strategy ready for it to successfully launch its "Beyond Seasons" collection, a line of premium, handcrafted ethnic menswear that features unique fabric treatments and modern, timeless designs. The collection will be introduced both through digital platforms and offline events, supported by a strategic marketing campaign designed to build brand awareness and drive customer engagement.

Impact Created

• 20% projected sales growth in the first quarter.

• 30% increase in digital engagement through influencer partnerships and storytelling campaigns.

• Expanded brand awareness in key urban markets and established Khwab as a premium, sustainable fashion brand.