Collection Launches
Client
Zouk
Industry
D2C Bag & Lifestyle
Category
App & Digital
About the product
Launch Strategy & Brand Evolution at Zouk
Zouk is a D2C accessories brand built on functional, everyday bags. At Zouk, I've led launch comms strategy across a range of formats, from high-fashion celebrity collaborations like Rhea Kapoor, to Gen Z-first collections like Alt by Zouk, to category-specific drops in travel, men's, and premium office bags. Each of these was built to expand the brand's reach into a distinct customer segment. Every launch represents an end-to-end orchestration of product positioning, creative campaign direction, performance marketing, and automated retention loops.
Every collection launch follows a meticulously designed marketing playbook engineered to balance top-of-funnel brand equity with rigorous performance metrics:
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Campaign Films: Scripting cinematic, narrative-driven films.
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Performance Marketing: Creating multi-angle ads and hooks to lift CTRs.
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Influencer & Celebrity Strategy: Seeding and scaling collaborations to increase awareness.
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Web & App UI Optimization: Designing conversion-first landing pages, dedicated collection stores, and app assets.
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Retention Architecture: Crafting behavior-triggered CRM flows.
The Playbook
Rhea Kapoor x Zouk
Our partnership with celebrity stylist and producer Rhea Kapoor was a defining moment in Zouk’s brand evolution. Co-creating a premium collection of 10 custom silhouettes and 4 exclusive storytelling prints (including Malabar Cascades and Bombay Macrame), the goal was clear: transition Zouk from daily functionality into bold, high-fashion wearable art.
The launch comprised a hero campaign film, a series of short films from co-anchors (celebs, influencers), performance marketing content, retention assets, app and web assets.
