Social media is a powerful tool for D2C brands: Shubham Gupta, Bonkers Corner

Founded by Shubham Gupta, a fashion enthusiast and entrepreneur who is passionate about the industry, Bonkers Corner is a home-grown online brand that serves as an exclusive source of street wear fashion solely made in India. Gupta gained valuable experience working in his father’s business and learned the ins and outs of the fashion industry. He has built a team of over 550 employees who share his passion and dedication to the brand.

Bonkers Corner’s signature aesthetic stems from the dire need to stand out from the rest – crazy balanced by comfort and chic. The brand ultimately forces one to be their best dressed version while being able to do so at the most affordable prices. Deriving inspiration from varied genres of art, music, movies, gaming, pop culture and more, Bonkers Corner serves as the epitome of fashion, culture and lifestyle, by playing host to the widest array of merchandise, of various interpretations.

In conversation with Adgully, Shubham Gupta, Founder, Bonkers Corner, speaks at length about his inspiration to start Bonkers Corner, new trends in fashion, staying up to date with the new generation and much more.

What inspired you to start Bonkers Corner, and what sets it apart from other fashion brands?

As someone who loves fashion, I was always on the lookout for stylish and affordable clothing options, but it was a hassle to search through multiple brands and websites. I realised that this was a common problem faced by many people like me. With my family background in apparel manufacturing, I started thinking of ways to solve this issue for consumers.

That’s how BonkersCorner was born – a one-stop-shop for streetwear and trendy fashion enthusiasts. Our brand draws inspiration from international streetwear trends and our own travel experiences. We launched in 2019 with order-based printable T-shirts, and eventually expanded our range to include a variety of cool and versatile merchandise featuring art, music, games, quotes, and more.

Could you describe your creative process when designing new collections for Bonkers Corner?

At Bonkers Corner, we have a well-structured creative process for designing new collections. It all starts with brainstorming sessions, where our designers keep a close eye on the latest fashion trends and the needs of our target audience. Based on their insights, they jot down rough ideas in the form of sketches, written descriptions, or mood boards while keeping the brand's identity in mind.

Once the initial ideas are in place, our designers select a few to develop into a new collection and create 2-3 variations of each design. They pay close attention to details like color combinations and fabric choices to ensure that the final product aligns with our brand’s vision and the latest fashion trends.

Before a design is approved for production, it goes through several rounds of revisions to ensure it meets our high standards. Throughout the process, our designers aim to create unique and trendy collections that align with our brand's vision and values.

How do you stay up to date with the latest fashion trends and incorporate them into your designs?

To stay up to date with the latest fashion trends, we use a variety of methods. One of the most common ways is to keep a close eye on fashion shows, magazines, blogs, and social media to observe the latest trends and styles. We also have a team of designers and digital marketing experts, who are constantly brainstorming new ideas and exploring the latest trends. Additionally, we attend trade shows and fashion exhibitions to network with other industry professionals and learn about the on-goings. Once the latest trends have been identified, the designers can incorporate them into their designs by using colour palettes, fabrics, silhouettes, and other design elements that align with the brand’s vision and the latest fashion trends. The key is to balance the latest trends with the brand’s identity and values to create unique and relevant collections that resonate with their audience.

What challenges have you faced in building a successful D2C fashion brand, and how have you overcome them?

As a streetwear brand, Bonkers Corner faces challenges such as staying ahead of constantly changing fashion trends, competing with established brands, finding new and innovative designs, maintaining affordable prices, and keeping up with ethical and sustainable practices. Additionally, as a relatively new brand, Bonkers Corner may face challenges in building brand awareness and customer loyalty. Finally, with the rise of e-commerce, the brand must also stay on top of the latest digital marketing trends and platforms to reach their target audience effectively. With our always hands-on team of experts, we have tried to overcome the challenges that came our way by deploying various solution-oriented approaches like creating an in-house social media vertical that helps us to stay on the top of the latest trends.

How do you engage with your customers and build a community around your brand?

Our primary target audience at Bonkers Corner is fashion enthusiasts, with a focus on Gen Z and Millennials. Gen Zs, in particular, are drawn to our brand due to our affordable pricing, which appeals to their budget-conscious mindset. Millennials, on the other hand, are willing to spend more on clothing, but they also appreciate the value of our affordable prices. To connect with our target audience, we use social media marketing strategies, with a particular emphasis on influencer marketing. Through our innovative and engaging social media posts, contests, and videos, we have been able to establish a high level of engagement with our audience, which has contributed to an increase in sales numbers.

Could you share some of the biggest successes or milestones Bonkers Corner has achieved so far?

Our team at Bonkers Corner has been instrumental in our success, and we’re incredibly proud of their contributions. The biggest milestone was when we grew from a team of 25 to over 550 employees, who are all a part of the Bonkers family. We prioritise open communication, collaboration, and respect, and our strong team culture has been essential to our growth.

We’re also grateful for our passionate and loyal Instagram following of over 350K, who love our brand and products. Our commitment to quality and creativity shines through, thanks to the hard work of our team. As we look ahead, we’re excited about the future and the possibilities for our brand. With a strong team and dedicated fan base, we’re confident we’ll continue to reach new heights while staying true to our values.

How do you plan to continue growing and expanding the Bonkers Corner brand in the future?

As a brand, we aim to continue expanding our product offerings and increasing our brand visibility. We plan to introduce new product categories, such as accessories and footwear, and explore new markets through strategic partnerships and collaborations. We also aim to strengthen our e-commerce platform and enhance our customer engagement through personalised experiences and loyalty programs. Additionally, we will continue to invest in sustainable practices and explore innovative technologies to improve our supply chain and reduce our environmental impact. Overall, we are committed to staying true to our brand ethos and values while adapting to the evolving needs and preferences of our target audience.

What advice would you give to aspiring fashion entrepreneurs who are interested in starting their own D2C brands?

Starting a D2C fashion brand can be a challenging, yet rewarding experience. Here are a few things I would recommend for aspiring fashion entrepreneurs:

Find your niche: In a crowded market, it is important to find your unique selling proposition. Identify a gap in the market that you can fill with your brand. This could be anything from sustainable fashion to streetwear.

Build a strong brand identity: Your brand identity is the foundation of your business. It includes your brand values, mission statement, visual identity, and more. Make sure it accurately reflects your brand and resonates with your target audience.

Prioritise quality: Quality is key to building a loyal customer base. Use high-quality materials and focus on perfecting the fit and finish of your products.

Utilise social media: Social media is a powerful tool for D2C brands. Use it to build a community around your brand, showcase your products, and engage with your customers.

Be adaptable: The fashion industry is constantly evolving, so it is important to be adaptable and willing to pivot your strategy when needed. Stay up-to-date with industry trends and listen to feedback from your customers.

Starting a D2C fashion brand requires hard work and dedication, but with the right strategy and mindset, it can be a fulfilling and successful venture.

How do you balance creativity and business considerations when making decisions for Bonkers Corner?

As the founder of Bonkers Corner, balancing creativity and business considerations is a crucial aspect of running the brand. On the one hand, we strive to create unique and trendy designs that appeal to our target audience and align with our brand’s identity. On the other hand, we must also consider the practical aspects of running a business, such as cost-effectiveness, production timelines, and market demand.

To strike a balance between creativity and business, we have a dedicated team of designers and business experts who work collaboratively. The designers come up with new ideas and concepts while keeping the brand’s identity and the latest fashion trends in mind. The business experts evaluate these ideas in terms of feasibility, cost, and market demand, ensuring that we are creating designs that are both creative and commercially viable.

We also regularly analyse data and consumer feedback to make informed decisions. This helps us understand what our customers are looking for and which designs are performing well in the market. By doing so, we can ensure that our creative decisions are also informed business decisions that drive growth and success for the brand.

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