The rise of Kanvas

How re-positioning Kanvas led to an exponential rise in brand awareness and sales

Case Study - Brand Strategy & Digital

How re-positioning Kanvas led to an exponential rise in brand awareness and sales

Case Study - Brand Strategy & Digital

Kanvas is a luxury footwear brand that celebrates Indian art

They create products that celebrate Indian ethnic designs. The products range from handmade designer footwear for men and women, custom-made formal and occasional wear shoes, some limited edition and artistic footwear.

The Problem

A classic case of mismatch between brand USP and the target audience severely impacted sales. Their previous positioning targeted to a 40+ target audience who were out of sync with vibrant product range, resulting in flagging sales. Research showed that this product range attracted a younger audience of 25-35 years who were more expressive and willing to pay a premium for artistically designed footwear.

Our
Strategy

We undertook repositioning of the company as high-end footwear brand that pairs Indian art and contemporary look.

‘Expression is everything’ as a tagline resonated with the brand as well as the target audience. Creating a brand personality that is bold, confident, seeks freedom and is an explorer at heart and bold, made Kanvas a medium of meeting aspirations of those who wanted to be themselves.

With this in mind, we revamped the website, marketing communication collaterals, content on social media platforms as well as our presence on 3^rd party aggregator sites.

The Result

185% increase in sales within 6 months of brand relaunch
300% increase in sales via company website
Deadstock accumulated over 3 years cleared in 4 months