Celebrity Chef, Pooja Dhingra’s Pop-Up On LBB

Using Real People To Attract Eyeballs Towards #Local Brands & Plus Size Wear

While most brands turn to fashionistas to promote their clothing, we collaborated with someone who the average Indian woman resonates with.

Pooja Dhingra is the founder, CEO of Le15 Patisserie, is a celebrity chef and a renowned social media personality. The goal of this collaboration was to promote #local brands and apparel well-suited to all clothing sizes (UK 2–22).

How we did this? We created a store on LBB.IN/SHOP — customized to her taste and preferences: it was a whopping 100 products, a good mix of dessert-inspired shoes, earrings, clothes; plus-sized 9–9 clothing, quirky gym accessories (socks, duffel bags et al) and a whole lot more! 20+ brands contributed to this collection — some created brand new designs catered to her style, and others listed their existing, best-selling products.

The 4 Takeaways from the Pooja Dhingra’s campaign were:

Plus-Size Wear Is A (12)Billion Dollar Industry

Most apparel brands curated sizes up to 5XL in clothing that was limited previously limited to L only. What happened after was a real eye-opener! Extra-Large was the average size ordered from Pooja Dhingra’s Pop-Up. Designs like off-shoulder tops, knee-length dresses, and workwear shirts were now available in plus-sizes, which meant: a curvy figure is experimenting with fashion too!

Authentic Images And Real People Do The Job

Good authentic images lead to better conversion and boost sales. They also work extremely well on social media. Products shot on real people are better opposed to ‘model shots’ which appear as inorganic. What we saw was that all the clothes and accessories shot on Pooja herself performed very well on the platform and those products eventually became the best sellers of the campaign.

Customized Products Are A Huge Sell

Brands came together and customised products to Pooja’s style and preferences — which eventually became our best-sellers! Think: Gold-plated Macaron earrings & cupcake printed sneakers (for the Macaron Queen of India), wrap dresses (in sizes upto 5XL!)

Organic Following Is Pertinent To Draw Sales

Nowadays, everyone’s an influencer and everything’s influenced. This means, when narrowing down Instagram influencers it’s essential to ask: Do they align with your brand tonality and audience? Is their following engaged “enough” with them? Pooja’s social media presence ticked off both those — her audience is obsessed with her and her vibe completely matched ours.

LBB’s marketplace drives consumers to discover #Local brands, unique products, and styles. With Pooja Dhingra’s campaign, we opened up this discovery to people of all sizes and allowed them to truly have fun with fashion.