Kelly Felder to go global, be aggressive digital storyteller : CEO
View(s):Local fashion retailer Kelly Felder has plans to further broaden its appeal by taking its brand beyond Sri Lanka’s shores. Kelly Felder will be a global brand, as well as being an aggressive digital storyteller, said its Chief Executive Ravi Wickramanayake, sharing plans for the future of his brand at the recently concluded LBR LBO Brand Summit Sri Lanka 2014.
Currently boasting 160,000 international fans on its Facebook page, its main platform, Mr. Wickramanayake also commented that the brand has a weekly engagement of 10,000 with a weekly reach of 600,000, all since opening its online store in 2012. It also emerged that the brand was mainly targeting millennials, who he also referred to as the “selfie” generation, for its further growth. He also noted that, via its engagements on Facebook, Pinterest and Instagram, customer feedback was happening in real time. He also indicated that his brand also invested in buzz monitoring for measurement purposes, while its choice of communications mediums was based on return on investment (ROI) and effectiveness.
In the meantime, Kelly Felder is also positioning itself in the USA as a US-based Sri Lankan brand, revealed Mr. Wickramanayake, while also signalling that country specific websites were in the pipeline with Australia also name-dropped as a possibility.
Becoming known for launching a new line every week, which is first previewed on its various social media platforms, the brand also takes into account real-time customer feedback when it comes to designing its clothes, added Mr. Wickramanayake.