This document provides a marketing plan for a mobile application called FashionKonnect that connects fashionistas looking to rent apparel with apparel owners. The plan's goal is to bridge the gap between these groups and create an affordable, well-connected community for sharing fashion knowledge and apparel. Key elements of the plan include developing a free mobile app that allows users to list, browse, and rent apparel; promoting the app at college and lifestyle events; and eventually introducing paid memberships and delivery/pickup services to expand the business model. Metrics, challenges, and implementation details are also outlined to guide launching and growing the FashionKonnect platform and community.

1. FashionKonnectFashion for everyone
Marketing Plan for Mobile Application

2. Executive Summary

3. About FashionKonnect
● The mobile application shall connect Fashionistas who look to rent
apparels and the apparel owners
● It is important to bring all fashionistas on one platform to share apparels
and knowledge about fashion
● The purpose of creating a well-connected community of fashionistas can
only be fulfilled when many are on-board

4. Situation Analysis

5. Fashion in today’s world
● Modernisation has played an important role in shaping our lives
● One of the aspects of our modern day lives is clothing
● The changing fashion trends and their quick adaptation by the society is
clearly observed
● Not all can afford the clothing they wish to wear
● Neither the apparel owners wear it all the time

6. Market Overview
● Currently, the fashional rental companies own the apparels they rent
● With this application, those looking to rent apparel can connect to owners
of the apparels
● FashionKonnect shall not not own any apparel
● Target Customers :
- People looking to rent apparel
- Apparel owners
- Fashionistas

7. Goal

8. Goal
● The aim is to bridge the gap between FASHIONISTAs looking to rent
apparels and the owners
● Create a community of fashionista’s with
- Easy access to world of apparels
- At affordable prices
- Create opportunities for owners
- Well-connected community of fashionistas

9. Strategy

10. Target Customers
Target Customers :
● People looking to rent apparel
● Apparel owners
● Fashionistas

11. Competitors

12. Collaborators
Delivery Partner Rental Stores
Payment Partner

13. Value Proposition
Easy access to variety of apparels
Opportunity to earn by renting apparels
Connected network of fashionistas

14. Tactics

15. Product - Mobile Application
● The app interface can run into 2 modes
- Lessor
- Lessee
● Under Lessor mode, the user can list multiple apparels he/she wants to
give for rent
● Under Lessee mode, the user can see a list of apparels for the certain
category he/she wants to rent
● Each user must have a verified profile to access the services

16. Service
● Connects the lessor and the lessee through the application
● Mediator for the apparel rental
● Providing earning opportunities for the lessors
● Spreading fashion knowledge through the app interface to the
fashionistas

17. Brand
● A company creating a well-connected community of fashionistas
● To be known for fashion knowledge transfer across geographical and
cultural segments

18. Price
Free Version
The lessor and lessee can connect through the app and decide delivery (by
lessor) or pickup (by lessee) of the apparel
Paid Membership
The company delivers and picks up apparels. The members receive invites for
exclusion events like Fashion Weeks

19. Communication & Promotion
● College fest promotional events
● Lifestyle clubs at city or college level
● Magazine collaborations and events
● Exclusion events like fashion week
● Special services for new user profiles through referral code

20. Implementation

21. Infrastructure
Workspace for building the mobile application
Delivery scooters for the delivery of apparels
Parking space for the delivery scooters
Packaging material for the transport of apparels to avoid damage

22. Business Processes
Building the mobile
application
User Profile Management
Processes
Outreach Programs
Partner Management
Delivery Process
Mapping

23. Scheduling Aspects
Launch in base city
3k user profiles within 6 months
5k user profiles within after 1 year
Introduction of Paid Membership after 1 year
Expansion to other cities
Replication of similar timelines

24. Control

25. Evaluation Metrics
● User feedback
● New user profiles for a period
● Rentals per user profile per period
● Rate of conversion to Paid membership per user profile
● Customer service efficiency
● Mobile application bug recovery

26. Challenges
● Fake user profiles
● Accumulation of inactive user profiles
● Bad user experience
● Apparel damage

27. Thank You !!

28. Disclaimer
This presentation was made by Shruti Madavi, IIT Bombay under the
guidance of Prof. Sameer Mathur, IIM Lucknow