Oxemberg revamps website to tap new customers

Oxemberg, the clothing brand of Siyaram Silk Mills recently underwent a brand makeover that includes a concentrated effort to connect with its audience in terms of moods and emotions. In addition to Oxemberg's nationwide presence with 50+ exclusive outlets spread across cities, marketing tie-ups with established online players have helped Oxemberg tap a whole new set of customers who shop online.

The brand has applied the philosophy of ‘Make Your Move’ to capture the ethos of the youth, its customers. Now, the brand website has a ‘Mood Filter’ section where visitors can choose apparel that best suits their mood from a variety of emotions and moods across a given week. Five basic moods have been identified: energetic, happy and calm, sober and neutral. A typical consumer can relate to these moods apart from suggesting mood-based combinations, the brand website also enables consumers to purchase the suggested apparel from its partner e-commerce websites.

Oxemberg has also chosen to don the role of a friendly brother to create a bond with its target audience. ‘Mr Bro’ is the visitor’s go-to for discovering new ways of dressing well and advice on styling topics. One can find ‘Mr Bro’ in the O-zone section on the website.

Earlier this year, Oxemberg appointed Isobar India as its digital agency of record. Isobar handles the brand's digital creative and media aspects as well as manages its social media presence.