Scaling Retail worked with the United Nations and the International Trade Centre (ITC), to elevate the brand and global positioning of the Chyangra Pashmina artisan collective. The collective comprised of 60 artisans from the Nepali luxury cashmere industry, specializes in the world’s finest cashmere from the Nepalese Himalayas.
Our creative director was dispatched from Europe to Nepal for nearly 2 weeks, directing a photoshoot, overseeing production and creating mood boards and visual assets. As she worked on the creative, our agency’s marketing experts executed a paid and organic social media strategy for the Japanese and U.S. markets.
We reinvigorated the collective’s image with an elevated yet accessible feel, combining the history of Nepalese pashmina production with contemporary, high fashion aesthetics. We also provided digital advertising, branding and UI/UX web design and development for a fully-encompassing website revamp. This campaign resulted in 2.4M impressions for brand awareness and 13% organic engagement at a CPC of $0.03.
“Syama and team showed great flexibility to adapt their knowledge of fashion and retailing in developed markets to needs of the Pashmina sector from Nepal.” – James Howe, Senior Advisor of International Marketing and Branding, ITC
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