Amazon Fashion: A Fashionable Dilemma

Shreyaa Ranjan

Online brand Amazon used a multichannel campaign to build its credentials as a site for fashion in India.

Campaign details

Brand: Amazon FashionBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Online retailMedia channels: Content marketing, Events & experiential, Online display, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

A fashionable dilemma

Being out of fashion was not an option for Amazon.in, especially in India, where online fashion is the fastest-growing e-commerce category. But Amazon had a reputation as a store for books and electronics. To be considered fashionable, the brand needed an image makeover and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands