By Elisa Serangeli | Managing Director - Pianoterra Foundation
Introduction
The Covid-19 crisis is having a strong impact on workers, especially migrant workers, both in terms of job loss and in terms of moving from the community to their villages where they do not have easy access to essential needs. We know that the migrant workers returning back to cities will need us more than ever, and we are working on how to be equipped to provide that support. In the garment industry, there is a lack of formal social and health care networks for both contract workers and those working at home, so we are guiding workers in accessing government support measures and social and health care insurance packages. While we are sensitive to the all the upheavals this pandemic has caused, working with the prime aim of social upliftment, it gives us a chance to look for ways we can continue to run our operations and support more and more women. Currently, we are supporting 140 artisans in two NGO centers.
As throughout this time the use of online communications has boomed, it is crucial for us to share what we know by enhancing online communication tools as a guarantee of project sustainability. The new normal is characterized by responsible consumption, the explosion of innovation and greater flexibility in commercial activity. Partners will collaborate more with each other on online innovation platforms to review production in terms of sustainability. Up-branding is an exercise taken to give our sales and brand a boost, as more people are now conscious of what they wear, the need for the brand to attract customers/retailers will augment sales and provide more work to our artisans.
In the last quarter (July-October 2020), as we learn to live with the pandemic, we have taken the following crucial steps in the brand to revamp and finalize the new visual and voice strategy, that will truly echo with the brand and help us strike a chord with potential customers. All of which will help us with the cause of social empowerment, as the brand grows, so will our ability to connect and support more artisans.
Activities
1. Finalization of the brand shoot in Italy
The brand shoot has been successfully completed and will be used across our marketing materials, which will help I was a Sari becoming more contemporary and relatable with the target audience. A group of professionals including art director, photographer, stylist, studied the brand, understood the need gap and came up with the revised visual guidelines for I was a Sari photography – brand, lifestyle and product that will be utilized on our website, social media, catalogue and other marketing materials, which will help I was a Sari become more contemporary and relatable with the target audience. The shoot and the new visual guidelines will be the guide for our brand shoots for the coming year, with plan to further enrich our photo library with regular shoots in India.
Output(s):
- Revamped the website by adding 600 new products.
- Enriched social media pages through 4-6 months content.
2. Finalization of the new corporate identity of the brand
We have also revamped the corporate identity of the brand, worked on brand presentation and on revised catalogue in two languages, so that we can focus on finding the right partners (wholesalers, distributors and retailers) that can augment the growth of the brand.
Output(s):
- Raised brand awareness among customers.
3. Upgrade of the website
The pandemic has made consumers more and more cautious of their choices, and has instigated a lifestyle change in many, shifting focus to sustainable brands. This is why to make ourselves accessible directly to consumers we are working on an upgrade of our website.
Output(s):
- Got consumers’ support and association to the brand values.
- Grown the family of artisans.
4. Long-term social media strategy
We have also worked on a long-term social media strategy, developing contents to attract the right audience and aid in brand-building.
Output (s):
- Raised brand visibility and online community’s engagement.
Conclusions
With your support, we hope to make I was a Sari a global brand that is as eco-friendly as socially conscious. We believe that the brand revamp will help us get visibility, which will in turn boost sales and will be a vital step towards the growth of I was a Sari.
“I had no skills and didn’t know what I could aim for.”, says Rizwana, our I was a Sari artisan. “Now I’m trained in making beautiful products for a living. These skills are with me for life.”
We also believe that with steps to strengthen the brand, more artisans like Rizwana will get a chance to be trained in tailoring and hand- embroidery.
Thank you very much!
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