Red Dot Sale, the bi-annual consumer sale from Soch, has evolved into an anticipated and recognizable event, capturing the hearts of fashion enthusiasts. Launched in 2013, by Vinay Chatlani, Co-Founder& CEO, Soch, the Red Dot Sale goes beyond being a mere sale, and has become an independently recognized intellectual property, synonymous with Soch’s name and its unwavering commitment to redefining women’s ethnic wear.
Drawing inspiration from the Soch logo and the world of art galleries where a red dot symbolizes the sale of a piece, Soch ingeniously incorporated this concept into their sale campaigns. Soch manufactures exclusive stock for this grand affair, ensuring a diverse range of styles and designs that exceed expectations. With crafted ethnic wear, featuring elaborate embroideries and handpicked fabrics, Soch brings forth the rich heritage of Indian aesthetics. The Red Dot Sale offers a stunning collection of sarees, salwar suits, kurtas, tunics, lehengas, and kaftans meticulously curated to add timeless charm and elegance to your wardrobe.
“Since its inception, the Red Dot Sale has been a catalyst to Soch’s growth and success in the fashion retail industry. It goes beyond being a sale event; it has become an integral part of our brand identity and a symbol of our relentless pursuit of excellence. The Red Dot Sale gives us invaluable insights into consumer preferences, allowing us to stay ahead of market trends and deliver exceptional value to our customers. We have witnessed firsthand the transformative power of the Red Dot Sale, not only in terms of sales figures but also in shaping our brand’s perception and positioning. It has become a strategic business tool that drives our growth, strengthens customer engagement, and solidifies our position as a leader in the world of ethnic fashion retail,” says Vinay Chatlani, Co-founder & CEO, Soch.
Red Dot Sale has become a tool for new customer acquisition, where over 1.03 million new customers have been acquired into the loyalty program – Soch Circle since 2017. Around 40% of the customers who experience the brand for the first time during the Red Dot Sale end up becoming Soch loyalists. To foster an exclusive sense of belonging, Soch Circle embraces the mnemonic connection to the Red Dot Sale, creating a community that members are proud to be a part of.
Soch employs a comprehensive 360-degree marketing campaign for its Red Dot Sale, that encompasses Above the Line (ATL) and Below the Line (BTL) strategies, along with a robust digital presence. Soch ensures that the marketing mirrors the brand’s diverse collections in their own unique way by using different techniques and themes for their various campaigns. For example, the Red Dot Sale campaigns are shot to portray a fun and edgy look, while the seasonal launch campaigns are shot keeping the editorial aspect in mind.
Through consistent investment in visually compelling imagery and widespread media dissemination, Soch has transformed the Red Dot Sale into an iconic marketing property which has become just as profitable as the festive season, leaving an indelible mark on the minds of fashion enthusiasts and establishing itself as a trendsetter in the industry.
The Red Dot Sale is currently live across all Soch stores in the country and online. For further details, visit Soch website https://www.soch.com/in/
