Based in San Francisco, Devi blends Indian artisan prints with Western fashion sensibilities. Founder Rashmin Joshi sought to create a fashion brand that catered to an underserved 40–60-year-old female demographic, offering high-quality yet affordable holiday wear. The clothing needed to be comfortable and versatile, becoming a “go-to” wardrobe staple for the summer months and warm-weather getaways.
As a start-up, Devi lacked clear brand positioning and a cohesive narrative. Rashmin enlisted Sonnen Marketing to provide consultation and workshops to define the brand’s unique selling points and lay the groundwork for a strong brand marketing strategy.
Through consultation sessions, we defined Devi’s core values and vision, capturing its blend of Indian heritage and Western style. We crafted a clear brand proposition focused on comfort, confidence, and cultural celebration, ensuring alignment with the target audience and streamlining messaging across all platforms.
Devi clothing offers high-quality craftsmanship at accessible prices. By introducing seasonal updates via curated colour variations, we identified ways to reduce costs while keeping the line fresh. This strategy guided retail and distribution decisions, ensuring we effectively reached our target market with a clear, focused message on quality.
Using insights from the workshops, I developed a tailored social media plan to provide clarity for Devi’s team. By focusing on cultural storytelling, lifestyle imagery, and messaging that resonated with the target demographic, the strategy helped create a more focused and engaging brand presence aligned with Devi’s core values.
By collaborating with Devi’s founder, Rashmin Joshi, I provided the clarity and strategic direction needed to define the brand’s identity and market position. Through targeted workshops and consultations, we shaped Devi’s brand narrative, product strategy, and social media approach.
As a result, Devi now has a compelling brand story, guiding its product design, pricing, and marketing efforts. The tailored brand and digital marketing plan has empowered the team to craft an engaging online presence. With a stronger foundation, Devi is now well-positioned to grow and build lasting brand loyalty.
Working with Manreet was a game-changer for my business. After struggling with ad-hoc social media posts and lacking focus, Manreet quickly distilled my ideas into a clear, actionable marketing plan. Her expertise, intuition, and ability to simplify complex strategies gave my brand a powerful roadmap to reach our goals. If you have a great product but don’t know how to make it shine, Sonnen Marketing is the solution you need.
RASHMIN JOSHI, FOUNDER OF DEVI
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