Marketing & Strategies:

It is a series of tactics used to communicate and promote a product or service. We know, a

company’s marketing strategy is its plan for reaching potential consumers and converting them
into paying customers for its goods and services. Here, in our Try-Lah model, we are adopting
different strategies to gain more customers and provide them with a better service. Here, are
some of the best strategies that can capture lot of customers & will also help in gaining online
retailers who can use this AI based model. We will focus on each point necessary for viable and
successful marketing of our model. Most fashion e-commerce sales in India are made by those aged
15 to 35. This is demographic we would like to focus on. Because our solution will be placed as an add-
on feature on current e-commerce giants, we anticipate a positive reach through these e-commerce
giants' existing client base. The number of internet shoppers has been continuously increasing over the
previous few years, as shown in the table above. The stats are only going to get better in 2022, based on
current patterns and the current scenario. The age distribution of internet shoppers is seen in the graph
below. It is indisputable that more than 70% of persons aged 15 to 24, 25 to 34, and 35 to 49 shop
online. Our efforts will be focused on these age groups. They will be our primary target market.

We designed the following tactics to attract clients.

● Make the most of your social network accounts

● Search engine optimization (SEO)

● Collaboration with influencers (influencer marketing)

● Publicity (advertising)

● Save money by utilising the function.

 Targeted Customers:
The target customers of our problem domain will mainly include the range of users
that flock on digital marketplaces and retail stores. This roughly aims at the
demographic of 18–75-year-olds who utilize their instant access to high-speed internet
and online spaces. Almost everyone is going to benefit from our product because e-
commerce is thriving in our generation. Especially those who like to buy online clothes
and the companies who are selling them. Problems like returning the product will not
occur. That is because there will be no such cases of improper fitting if our product is
used. You will experience beforehand the color which will and which will not suit you.
The delivery agent is not hassled with the return and the re- delivery. The e-commerce
website will get good ratings. The companies making these products will make more
profits. Even social media influencers are to benefit from our product as they can
upload their purchases on social media like Instagram and Facebook, which is made
possible by a feature where the users can capture the image and save or share them to
social media. So, a huge number of people are going to be benefitted by our product.

 Strategies for attracting customers:

 Email Marketing: It is a powerful tool for businesses to connect with their audience,
build relationships, and drive engagement and sales. We can send personalized
emails to subscribers and highlighting the convenience of trying on clothes digitally.
It also includes special offers or exclusive access to the try-on feature for email
subscribers. Monitoring email open rates, click-through rates, and conversion rates
can be helpful in refining our strategy. Keeping an eye on email deliverability to
ensure emails reach the inbox, not the spam folder. Similarly, checking for spam
triggers and maintaining a good sender reputation helps in gaining more insights.
 Content Marketing: It involves in writing blog posts and creating videos that explain
how the technology works and how it can enhance the shopping experience. The
goal is to drive profitable customer actions, such as brand awareness, customer
acquisition, and retention. We will be creating content that is informative, engaging,
and relevant to audience. Quality should be a top priority. Investing in professional
writing, design, and multimedia production is necessary. Regularly tracking the
performance of content is important using analytics tools. Analysing metrics like page
views, engagement, conversion rates, and time on page to understand what's
working and what needs improvement.
 Online Advertising: It utilizes paid advertising on platforms like Google Ads and social
media channels to reach a wider audience. We can run display ads that feature the
digital try-on experience and its benefits. Collaborating with fashion influencers and
bloggers who can demonstrate our virtual fitting room in their content. Influencers
can provide authentic endorsements and reach a wider audience.
 Partnerships: We will be collaborating with fashion brands, retailers, or e-commerce
platforms to integrate try-on solution into their websites. When forming
partnerships, we will establish our clear expectations, goals, and mutual benefits.
Legal agreements or contracts may be necessary to protect the interests of all parties
involved. Effective communication and ongoing collaboration are key to successful
partnership marketing strategies. Partner with fashion brands or retailers to integrate
the virtual try-on experience into their online shopping platforms, providing
increased visibility.
 QR Codes and In-Store Promotion: It is about incorporating QR codes on physical
clothing tags that link to the virtual try-on experience. Promoting the digital try-on
tool in physical stores to bridge the online-offline gap. QR codes can also be used to
authenticate the clothing line or show video information on how is it manufactured
and the story of the brand using a video QR code. Thus, QR codes can connect a
brand to buyers, creating transparency, trust, and confidence. It’s better way to
engage with the brand and enrich the consumer experience.

 Competitors:
Coming to the competitors of our business, there are not many of them, it is still a latent
market which can be exploited by our business. There are a few companies that offer similar
services to us which can be considered as competitors.

1) Try-On virtual dressing Room by Textronics:

Try-On is an augmented reality-based virtual dressing room app that allows for
enhanced in-store goods display and a rich visual experience by incorporating a
virtual mirror. This is quite like our service, except that it requires a smart
mirror to function. As a result, this service will only be available in physical
stores. This would considerably improve the shopping experience for
customers. This service caters to consumers who prefer to shop offline, which is
the opposite of ours. Tryon is a website that caters to online shoppers.

2) Webcam Social Shopper (WSS) by Zugara:

Zugara is an American company based in Los Angeles, California, that develops

and licences. Augmented Reality software as well as produces Natural
User Interface experiences for businesses. They have been providing virtual
dressing rooms for retailers, which has resulted in a significant rise in profit for
all their clients. They would be our largest rivals if they released a mobile app
for their service; otherwise, their offerings are limited to storefronts.

3) Metail:

A UK-based company that provides virtual fitting room technology to retailers.

They offer a variety of features including a 3D virtual fitting room, size
recommendations, and personalized outfit suggestions.

4) Trupik Connect:
Trupik is Indian cloud-based fitting solutions to brands and retailers. The company uses
its patented AI and computer vision tech to provide real-time 3D draping of clothes on
 customer's body models. Company works with brands such as Peter England, Raymond
etc.

5) True Fit:
A US-based company that provides a personalized fit and sizing platform to retailers.
They use data and machine learning to help customers find the right size and fit for their
clothing purchases.

Certain services are there to threaten our service in certain locations like for example
lenskart which is more popular and an already established business venture brimming
with success can integrate our technology inside its own application and can ambush us
with their remarkable marketing strategy and a large pool of customers. Sales can go
down drastically and this business venture can prove to be a complete failure.

This table illustrates that the number of online shoppers in Singapore has been steadily
increasing over the last few years. Going by the trends and the current situation, the
numbers are only going to be bolstered in 2021. Table 2 displays the age distribution of
Singapore's online shoppers. It is undeniable that more than 80% of people in the age
ranges 15-24, 25-34, and 35-49 shop online. We will concentrate our efforts on these age
groups. They will be our main target customers. Certain products which are already
associated with some existing AR technology can be sold at a much lesser rate than the
other ones. This can pose a big threat to the company. For example, lens cart already
provides AR technology for trying out glasses and hence people will use lenskart more than
our service.

 Marketing Strategy:
1. Tryon offers Software as a Service (SaaS). The service is essentially an add-on
function to current apps from fashion e-commerce behemoths such as Myntra and
Amazon. Our augmented reality service focuses on creating an AR model of existing
apparel in our clients' databases. We will have to integrate our code base with the
client's code base to make this possible.
2. As a result, both development teams will have to collaborate on this. We will
expect temporary access to a client's database once we have reached an
agreement with them so that we may access the photographs of the clothing attires
for which we will create an AR model. After that, we will host the renders in the
cloud (AWS), where they may be accessed via the user interface of clients'
applications.
3. To develop a better relationship with the client/customer, and to ensure that they
keep coming back to us, we will also incorporate frequent quality control checks. As
we are a software service, it goes without saying that the clients would expect our
service to perform swiftly and efficiently. Before releasing the model into
production, the development teams will perform a quality check by modelling it in
various circumstances.
4. Partnering with influencers and fashion bloggers to showcase the virtual try-on
experience and reach a wider audience. Utilizing paid advertising on social media
platforms. Hosting events or pop-up shops to showcase the virtual try-on
experience and engage with potential customers in person.
5. Furthermore, if the client has any concerns about the efficiency or interference
with their code base, we will make every effort to resolve them as soon as possible.
Aside from that, quality checks will be performed on a regular basis. The technical
heads will oversee keeping in touch with the development teams of the clients.
6. As a start-up, we will need to take care of our funding and expenses carefully
 especially in the first few years. An accounting team led by our CFO will be
managing the funds of the start-up. The team will be responsible for facilitating
transactions where ever required.

As a result, by adopting these strategies & tactics can enhance popularity of our model and
led to successful lean start-up business. Digital try-on marketing strategy will depend on
understanding target audience and their preferences. Continually gathering feedback,
analysing user data, and fulfilling their requirements will be crucial that can improve the user
experience.