Sonam Kapoor, often called Bollywood’s foremost fashionista has not only given us some major fashion goals but also introduced us to her uber chic and fashionable brand ‘Rheson’. Sonam and her younger sister Rhea Kapoor, who run the brand together, launched Rheson last year and courtesy its illustrious clientele, it’s become pretty popular. But it isn’t just the stars who are making the brand popular – it is also Sonam’s exceptional marketing and brand promotion skills that could leave professional marketers behind.
With its quirky design and pocket-friendly price tag, Rheson had to be one of the top celebrity brands. Right? But who knew that Sonam will make that happen in just a year. Hrithik Roshan, Anushka Sharma, Deepika Padukone all own stakes in fashion brands with their name – but nobody has managed the sort of buzz that Rheson has.
Whether it is a vacation or the airport, Sonam wears her own label with the utmost sass. Having famous friends never hurt anybody and Sonam has made sure that her friends from the industry wear it too. Be it Kareena Kapoor Khan, Alia Bhatt or her BFF Jacqueline Fernandez — if there was one thing Sonam and Rhea could do to make pop culture-obsessed millennials sit up and notice, it was celebrity endorsements.
Here are the tricks Sonam used to promote her brand:
- She began promoting the brand much before it launched — with quirky sneak peeks
- She made sure that it was available at a retail store like Shopper’s Stop, that the urban middle class frequents – slotting it as fashionable AND affordable
- She knows that people relate to a brand when they see it on their favourite celebs and that totally worked in her favour
- Never underestimate the power of an aesthetically shot picture. This, Sonam has perfected to a T.
Well, last but not the least, it won’t be wrong to say that the credit for the success of Rheson goes to Sonam Kapoor and her brilliantly fashionable marketing strategy. Way to go girl!
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