Applying Digital Marketing Concepts to “ZENCOOL APPAREL”

By – Sulaiha Yoosuf (DDDM – batch 02)

Student ID – A10054039

1. Business overview

2. Evolution of marketing

3. Understanding the Digital Landscape in Sri Lanka

4. What is Digital Marketing?

5. Scope of Digital Marketing

6. Challenges for Marketers in the digital age

7. Google Trends Tools

8. Social Media Insights

9. Website Competitive Intelligence Tools (SimilarWeb)

1. Business Overview: Zencool Apparel

o Industry and Market Position

Zencool Apparel operates in the Sri Lankan fashion industry, specifically within the modest
and eco-friendly clothing segment. This startup is distinguished by its commitment to
sustainable fashion, targeting the upper-middle-class demographic that values both style and
environmental responsibility. Positioned as a premium brand, clothing designed for everyday
wear, active lifestyles, and travel. Our minimalist designs use high quality, breathable fabrics
with innovative sweat and odor-free technology to keep you cool in hot climates, and
lightweight, wrinkle-free travel wear for added convenience. Our mission is to enhance
comfort and embrace eco-friendly practices, delivering exceptional value with every piece.

o Target Audience
The primary target market for Zencool Apparel includes upper-middle-class professionals,
travelers, and fashion-conscious consumers in Sri Lanka who prioritize comfort,
sustainability, and practicality. Additionally, the brand aims to attract tourists visiting Sri
Lanka, offering them versatile and climate-adaptive apparel. This audience appreciates
minimalistic yet functional designs that meet the dual need for elegance and utility.

o Unique Selling Proposition (USP)

Zencool Apparel differentiates itself with proprietary sweat and odor-free technology
integrated into its clothing. The brand’s travel wear is designed to be lightweight and wrinkle-
free, making it ideal for busy professionals and travelers who seek practical clothing solutions.
The apparel line promotes eco-friendliness through sustainable materials and packaging,
aligning with the growing trend of conscious consumerism.

o Current Marketing Strategies

Zencool Apparel's current marketing strategy leverages digital platforms to increase brand
visibility and engagement. Social media channels such as Instagram and Facebook are used
to showcase the brand's minimalistic design approach and highlight product benefits through
visually engaging content. Influencer partnerships and user-generated content play a role in
building trust and driving customer interest. While traditional marketing channels have been
minimally used, there is an increasing shift towards integrating digital marketing campaigns
that include targeted online ads, email newsletters, and collaborations with eco-conscious
bloggers and travel influencers.
2. Evolution of Marketing

2.1. Evolution of Marketing Strategies for Zencool Apparel

Zencool Apparel started as a small, innovative fashion brand in Sri Lanka, using simple and direct
marketing to get the word out. At the beginning, the brand focused on traditional ways to reach
people, like talking to customers in person, handing out printed brochures at local shops, and
joining community events. These methods were affordable and helped Zencool build its first loyal
customers by creating real, personal connections.

As the brand grew, Zencool began to use more digital marketing to fit with its eco-friendly and
minimalist style. Platforms like Instagram and Facebook became key places to share stories about
the brand. These channels allowed Zencool to highlight its special features, like clothes that stay
sweat- and odor-free, through eye-catching pictures and fun, engaging videos. Email marketing
was also added to keep in touch with customers and share news about new collections, using tips
from experts like HubSpot that say targeted emails can really help keep customers interested and
coming back.

2.2. Traditional Marketing Methods with Potential Digital Approaches

1. Word-of-Mouth Promotion:
o Traditional method: Relying on personal connections, recommendations from
friends, family, or local influencers.
o Digital approach: Leverage social media platforms (Instagram, Facebook, TikTok)
to engage with a broader audience. Partner with influencers or micro-influencers to
create authentic, organic buzz and encourage user-generated content.
2. Printed Brochures and Flyers:
o Traditional method: Distributing printed materials in local boutiques, shopping
malls, or at events.
o Digital approach: Create digital brochures or e-catalogs and distribute them via
email marketing or embed them on the website. Utilize platforms like Instagram
stories and Pinterest for visually appealing product highlights and updates.
3. Community Events and Networking:
o Traditional method: Hosting or attending in-person local events, fairs, and markets
to promote the brand directly to potential customers.
o Digital approach: Host virtual events, live streams, or webinars on platforms like
Instagram Live, Facebook Live, or YouTube to engage a global audience. Create
online pop-up shops or virtual styling sessions to maintain community connections
in a digital environment.
 4. Printed Advertisements in Local Newspapers/Magazines:
o Traditional method: Ad placements in print media to attract attention in local
markets.
o Digital approach: Use digital ads through Google Ads or targeted Facebook and
Instagram ads to reach a more specific audience. Retargeting ads can help reach
potential customers who have previously visited your website or engaged with your
content.
5. Direct Mail:
o Traditional method: Sending physical letters or postcards to customers with
special offers or brand updates.
o Digital approach: Email marketing can replace direct mail. Send personalized
emails offering exclusive discounts, updates, and content relevant to customer
preferences. Use segmentation to target different customer groups with tailored
messages.

3. Understanding the Digital Landscape in Sri Lanka

3.1. Analyzing How the Digital Landscape in Sri Lanka Could Affect Zencool Apparel

The digital landscape in Sri Lanka has been evolving rapidly, and its growth has a significant impact
on businesses like Zencool Apparel, especially in terms of market reach, customer engagement,
and digital marketing opportunities. Here are key aspects of the digital landscape that can affect my
business:

1. Internet Penetration and Smartphone Usage

• Impact: Sri Lanka has seen a steady increase in internet penetration and smartphone usage,
with more people using mobile devices to browse the internet and shop online. This opens
opportunities for Zencool Apparel to reach a broader audience, particularly the younger
generation who are more inclined toward online shopping and digital interactions.

• Opportunity: With the rise of smartphone usage, Zencool Apparel can leverage mobile-
friendly websites and apps to enhance customer experience and drive online sales.

2. Social Media Growth

• Impact: Social media platforms, particularly Facebook, Instagram, and WhatsApp, are hugely
popular in Sri Lanka. These platforms offer businesses an avenue to engage directly with
 consumers, increase brand awareness, and promote products through organic and paid
campaigns.

• Opportunity: Zencool Apparel can use platforms like Instagram and Facebook to promote its
eco-friendly products, showcasing the brand's sustainability values. Creating visually
engaging posts, stories, and reels can capture the attention of the target audience and
increase brand visibility.

3. E-commerce Adoption

• Impact: While e-commerce is still developing in Sri Lanka, the growing trend of online
shopping, particularly since the COVID-19 pandemic, provides significant opportunities for
businesses like Zencool Apparel to create an online presence. Sri Lanka is the 54th largest
market for eCommerce with a predicted revenue of US$2,409.5 million by 2024, placing it
ahead of Algeria. However, challenges related to payment gateways, delivery logistics, and
customer trust still exist.

• Opportunity: Zencool Apparel can take advantage of the increasing demand for online
shopping by setting up an easy-to-navigate e-commerce platform. Offering secure online
payment methods and partnering with reliable delivery services can help overcome
challenges and enhance the customer shopping experience.

4. Digital Marketing and Advertising

• Impact: Digital advertising in Sri Lanka is on the rise, with businesses increasingly adopting
social media ads, Google ads, and influencer marketing to reach their target audience.
However, competition is also increasing in the digital space, making it essential for
businesses to have a well-defined digital marketing strategy.

• Opportunity: Zencool Apparel can use targeted digital advertising to reach potential
customers both locally and internationally. The brand can utilize Google Ads and social media
advertising tools to target specific customer segments based on interests, location, and
behaviors. Engaging content marketing strategies such as blogs, videos, and influencer
collaborations will also help stand out in the competitive digital space.

4. Growing Focus on Sustainability and Ethical Brands

• Impact: Consumers in Sri Lanka are becoming increasingly conscious of sustainability and
the environmental impact of their purchases. This presents a unique opportunity for Zencool
Apparel, which positions itself as an eco-friendly fashion brand, to appeal to this growing
demographic of environmentally conscious shoppers.

• Opportunity: Zencool Apparel can leverage digital platforms to highlight its sustainability
practices, such as using odor-free, sweat-resistant fabrics and eco-friendly packaging. This
messaging can help build a loyal customer base that values ethical and sustainable brands.
 5. Digital Payment Solutions

• Impact: Sri Lanka has been adopting digital payment solutions such as mobile wallets, online
banking, and payment apps, which can facilitate smooth transactions for e-commerce
businesses.

• Opportunity: Zencool Apparel can integrate secure digital payment gateways like PayHere,
FriMi, Lankapay or mobile payment apps to offer customers a seamless and convenient
shopping experience. This can help boost online sales and enhance customer satisfaction.

Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

• Digital 2024: Sri Lanka – https://datareportal.com/reports/digital-2024-sri-lanka
• Online shopping evolution in Sri Lanka – https://lmd.lk/e-commerce-sector-4/
• The Rise of Sustainable Fashion in Sri Lanka – https://ajlee.blog/sri-lankas-path-to-
sustainable-fashion/
• Digital Payments Growth in Sri Lanka - https://www.statista.com/outlook/fmo/digital-
payments/sri-lanka

3.2. Key Digital Platforms for Zencool Apparel

1. Instagram
Instagram remains one of the most effective platforms for Zencool Apparel due to its highly
visual nature, which aligns with the brand’s minimalist and sustainable aesthetic. With a
significant user base in Sri Lanka, Instagram can be utilized for showcasing product photos,
reels highlighting the brand’s unique sweat and odor-free technology, and behind-the-
scenes content to build authenticity. According to Hootsuite, leveraging Instagram Stories
and Shopping features can enhance engagement and drive direct sales.

2. Facebook
Despite evolving user demographics, Facebook continues to be relevant for reaching a
broad audience in Sri Lanka, especially among older segments of the upper-middle class.
Zencool Apparel can leverage Facebook for detailed product posts, customer testimonials,
and interactive content like polls and Q&A sessions. Data from We Are Social’s 2024 Digital
Report shows that Facebook remains a primary platform for businesses to engage with
local audiences, making it a strategic choice for building community and brand awareness.

3. TikTok
With a growing number of users in Sri Lanka, TikTok presents an opportunity for Zencool
Apparel to reach younger, trend-focused consumers. Short-form, creative videos
demonstrating the practicality of Zencool’s travel wear and eco-friendly benefits can
resonate with TikTok’s active user base. As noted by social media Today, brands using TikTok
effectively have seen a rise in engagement and brand discovery.
 4. YouTube
YouTube serves as an ideal platform for longer video content, such as product reviews,
sustainability-focused mini-documentaries, and customer testimonials. Given the
increased interest in video content among Sri Lankan consumers, YouTube can be
instrumental in positioning Zencool Apparel as a thought leader in sustainable fashion.
HubSpot emphasizes that video marketing on platforms like YouTube contributes to higher
customer trust and retention.

5. Pinterest
Pinterest is a visually driven platform that aligns well with Zencool Apparel’s aesthetic. It
can be used to showcase lookbooks, fashion inspiration boards, and eco-friendly lifestyle
tips that highlight the brand’s unique offerings. According to Pinterest Business, pins that
are informative and visually appealing have a longer lifespan and are often revisited by
users, making Pinterest an effective channel for driving long-term traffic to Zencool’s
e-commerce site.

6. WhatsApp
WhatsApp is highly popular in Sri Lanka for both personal and business communication.
Zencool Apparel could leverage WhatsApp Business to provide personalized customer
service, send order updates, and share promotional offers. According to Hootsuite,
messaging apps have strong open rates, making them an effective tool for direct customer
interaction and nurturing relationships.

Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

• Digital 2024: Sri Lanka – https://datareportal.com/reports/digital-2024-sri-lanka
4. What is Digital Marketing?

4.1. What is Digital Marketing for Zencool Apparel?

Digital marketing refers to promoting products and services through online platforms and digital
channels. For Zencool Apparel, digital marketing means connecting with its target customers using
tools like social media, email, search engines, and the brand’s website. This approach helps
Zencool Apparel reach a larger audience and build a stronger relationship with them in a way that’s
both modern and engaging.

At its core, digital marketing for Zencool Apparel is about using the power of the internet to
showcase the brand’s unique, eco-friendly clothing. It allows the company to share its story,
highlight the benefits of its sweat and odor-free technology, and show why its products are perfect
for hot climates and travel. By creating engaging content like Instagram posts, YouTube videos, and
Pinterest boards, Zencool Apparel can inspire potential customers and keep existing ones
connected.

Digital marketing isn’t just about selling; it’s about creating a community around the brand. For
Zencool Apparel, this means using comments, direct messages, and live Q&A sessions to interact
with customers, listen to their feedback, and share updates. This type of marketing helps Zencool
Apparel stay in touch with customer preferences and build trust through transparency and
authenticity. It also incorporates cause marketing, focusing on raising awareness and educating
customers about sustainable fashion. By sharing informative blog posts, eco-friendly fashion tips,
and behind-the-scenes videos of sustainable practices, Zencool Apparel can highlight its
commitment to protecting the environment. This type of content not only engages customers but
also empowers them to make more conscious fashion choices.

Through partnerships with eco-friendly initiatives and collaborations with sustainability influencers,
Zencool Apparel uses digital platforms to advocate for positive change and position itself as a
leader in the sustainable fashion movement.

4.2. How Digital Marketing Contributes to Zencool Apparel’s Success

• Wider Reach and Global Presence: Digital marketing allows Zencool Apparel to expand its
reach beyond traditional geographical limitations. By using platforms like social media, email,
and search engine optimization (SEO), the brand can connect with customers globally who
value sustainable fashion, creating awareness and attracting potential buyers from different
parts of the world.

• Brand Awareness and Positioning: Through digital channels, Zencool Apparel can effectively
communicate its brand values, such as sustainability, sweat and odor-free technology, and
eco-friendly practices. By sharing compelling stories, behind-the-scenes content, and
customer testimonials, digital marketing helps position the brand as a leader in sustainable
fashion. This clear brand messaging builds trust, creating a strong connection with eco-
conscious consumers
 • Customer Engagement and Loyalty: Digital marketing fosters two-way communication,
allowing Zencool Apparel to engage with customers directly. Responding to comments,
conducting live chats, and hosting interactive Q&A sessions on social media platforms build
community loyalty. By involving customers in conversations about sustainability, the brand
can strengthen relationships and increase customer retention.

• Cost-Effective and Targeted Campaigns: Compared to traditional marketing, digital

marketing is more cost-effective and allows Zencool Apparel to run highly targeted
campaigns. Using tools like Google Ads, Facebook Ads, and Instagram promotions, the brand
can reach specific demographics—such as those interested in eco-friendly fashion—
ensuring marketing resources are spent more efficiently. It also helps Zencool Apparel track
the ROI of each campaign, adjusting strategies based on real-time data.

• Content Creation and Storytelling: Digital marketing enables Zencool Apparel to create
engaging and informative content that educates consumers about sustainable fashion. Blog
posts, videos, and infographics can highlight how the brand’s products are eco-friendly,
helping to differentiate it from competitors. By telling its sustainability story, Zencool Apparel
can attract customers who prioritize both style and environmental responsibility.

• Building Trust Through Transparency: In an era where consumers are increasingly conscious
about ethical business practices, digital marketing allows Zencool Apparel to be transparent
about its supply chain, production processes, and materials. This openness helps build trust
and credibility, which are crucial for gaining the support of environmentally conscious
customers.

• Data-Driven Marketing: With the help of digital marketing tools, Zencool Apparel can collect
valuable data from website visits, social media interactions, and email campaigns. This data
helps the brand understand customer preferences, allowing it to create more tailored content
and personalized offers. By analyzing customer behavior, the brand can refine its marketing
efforts to better align with consumer interests, leading to improved customer satisfaction and
higher sales conversion rates.

• AR Try-Ons: Augmented Reality (AR) try-ons offer significant benefits for both customers and
the brand. For customers, it provides a virtual fitting room experience, allowing them to see
how Zencool Apparel products fit and look on them in real time. This helps reduce uncertainty
and increases confidence in their purchasing decisions. For the brand, AR try-ons can lead to
lower return rates, as customers are more likely to be satisfied with their purchases.
Additionally, it creates a modern, innovative shopping experience that aligns with Zencool
Apparel’s sustainable and tech-savvy image, enhancing customer engagement and
satisfaction.

Reference:

5. https://blog.emb.global/digital-marketing-in-the-fashion-industry/
 5. Scope of Digital Marketing

5.1. Potential Reach and Impact of Digital Marketing for Zencool Apparel

As Zencool Apparel is still in its conceptual phase and does not yet have a digital presence, the
potential reach and impact through digital marketing are significant.
 The benchmarked clothing brands online for potential reach of Zencool.

1. Social Media
• Instagram:
o Instagram has over 1.3 million active users in Sri Lanka, with 80% of them following
at least one fashion-related account. For a niche brand like Zencool Apparel, targeting
eco-conscious fashion lovers, a realistic goal would be to reach around 100,000 to
200,000 users in the first 6-12 months.

• Facebook:
o Facebook has around 5.5 million active users in Sri Lanka, with fashion and lifestyle
categories driving significant engagement. A brand like Zencool Apparel could
potentially reach 50,000 to 100,000 users through organic posts and paid campaigns,
especially since Facebook allows highly targeted ads.

• TikTok:
o With the growing popularity of short-form video content, TikTok’s audience in Sri
Lanka is expanding rapidly. An eco-friendly fashion brand can expect to engage
around 20,000 to 50,000 followers in the first 6-12 months, assuming frequent posting
of creative, attention-grabbing content.
2. Search Engine Optimization (SEO)
• Website Traffic:
o With a well-executed SEO strategy focusing on keywords such as "sustainable fashion
Sri Lanka," "eco-friendly clothing," and "sweat-odor-free apparel," Zencool Apparel can
aim to drive around 1,000 to 3,000 visitors per month in the first year, depending on
the content, blog posts, and backlinks. This can grow substantially with consistent
SEO efforts, especially as interest in sustainability increases.

3. Email Marketing
• Reach Potential:
o Zencool Apparel can aim to build an email list of 2,000 to 5,000 subscribers in the first
year. With effective segmentation, personalized offers, and regular newsletters about
new collections, eco-friendly initiatives, and exclusive promotions, the brand can
maintain a high open rate (25%-35%) and conversion rate (3%-5%).

4. Influencer Marketing Reach

• Reach Potential:
o By partnering with 5-10 influencers in Sri Lanka with an average following of 10,000 to
50,000 eco-conscious or fashion-forward individuals, Zencool Apparel can reach
approximately 50,000 to 100,000 new users in the first 6-12 months. The goal is to
leverage influencer content to drive traffic to both social media and the website.

5. Paid Advertising (Google Ads & Social Media Ads)

• Reach Potential:
o With a monthly budget of around LKR 50,000 - LKR 100,000 for digital ads, Zencool
Apparel can expect to reach between 20,000 to 50,000 unique users per month,
depending on the targeting and ad quality.

Total Reach Potential in the First Year

• Social media (Instagram, Facebook, TikTok): ~ 250,000 - 400,000 people
• Website Traffic (SEO): ~ 1,000 - 3,000 visitors per month (12,000 - 36,000 annually)
• Email Marketing Subscribers: ~ 2,000 - 5,000 subscribers
• Influencer Marketing: ~ 50,000 - 100,000 new users
• Paid Ads: ~ 20,000 - 50,000 users per month
 Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

• Digital 2024: Sri Lanka – https://datareportal.com/reports/digital-2024-sri-lanka

5.2. Opportunities for Zencool Apparel's growth through hypothetical digital channels

• Daraz Mall: Listing Zencool Apparel on Sri Lanka's leading e-commerce platform, Daraz,
can provide access to millions of potential customers. With its high monthly traffic and
trusted payment systems, it allows for rapid scaling and brand exposure.

• Resort and Tourist Collaborations: Partnering with eco-conscious resorts like

Cinnamon Resorts or The Eco Hotel can help target tourists, offering exclusive apparel
through in-room materials or resort stores. This collaboration increases brand visibility
among both local and international travelers who prioritize sustainability.

• Tourism Boards & Travel Agencies: Collaborating with organizations like Sri Lanka
Tourism Board or Adventure Lanka can help reach tourists through promotional content,
offering deals or exclusive collections targeted to travelers. This partnership increases
brand exposure at key tourist touchpoints.

• Instagram & Facebook Shopping: Utilizing Instagram Shopping and Facebook

Marketplace allows direct-to-consumer sales through visual and interactive content.
Both platforms cater to a large, style-conscious audience, making them ideal for
showcasing fashion products like Zencool’s eco-friendly, travel-ready apparel.

• Influencer Collaborations: Partnering with Sri Lankan influencers focused on eco-

friendly and travel wear can expand Zencool’s reach. These influencers can introduce
Zencool Apparel to new customers, creating buzz and driving traffic to both online and in-
store platforms.

• Retailer and E-Commerce Affiliates: Collaborating with travel and lifestyle retailers like
Wanderlust Gear Shop or sportswear outlets like Fit Hub can expand Zencool's presence
in complementary markets. Cross-promoting through these retailers can attract both
travelers and activewear enthusiasts, broadening customer segments.
 6. Challenges for Zencool Apparel in the Digital Age

1. Increased Competition in the E-commerce Space

The e-commerce space, especially for fashion, is saturated, with numerous brands competing for
attention. Zencool will need to distinguish itself from other apparel brands.
Solution:

• Leverage SEO & Content Marketing: Optimize website content and create blog posts related
to sustainable fashion to increase organic reach.

• Utilize social media & Influencer Marketing: Collaborate with eco-conscious influencers to
target specific niches in sustainable fashion.

2. Maintaining Customer Engagement and Loyalty

In the digital age, consumers are bombarded with countless brand messages, making it hard for
Zencool to maintain customer loyalty and engagement.
Solution:
• Personalized Marketing: Use customer data to send personalized offers and content that
align with their values (e.g., sustainability, comfort).
• Loyalty Programs: Implement a rewards program for repeat customers to encourage brand
loyalty.

3. Data Privacy and Security Concerns

As Zencool Apparel collects more customer data for marketing and personalization, the risk of data
breaches or non-compliance with privacy regulations (like GDPR) increases
Solution:
• Transparency & Trust: Clearly communicate how customer data will be used and ensure
compliance with data protection regulations.
• Enhanced Security Measures: Invest in secure payment systems and encryption
technologies to protect customer information.

4. Balancing Brand Authenticity with Marketing

Zencool must maintain authenticity while promoting its products digitally. Too much advertising can
damage its brand image, especially in the eco-friendly market.
Solution:
• Share Genuine Stories: Highlight the sustainable practices behind the brand, share
customer testimonials, and showcase the brand’s impact on the environment.
• Engage in Conversations: Foster a community through social media platforms where
customers can share their own experiences and ideas.
5. Keeping Up with Rapid Technological Changes
The rapid pace of technological advancements in digital marketing tools, e-commerce platforms, and
customer expectations can make it challenging for Zencool to stay up to date.
Solution:
• Ongoing Education: Invest in digital marketing training for the team to stay ahead of trends.
• Adopt New Technologies: Explore emerging technologies like Augmented Reality (AR) for
virtual try-ons to enhance the online shopping experience.

7. Google Trends
• For Zencool Apparel, the global trend towards sustainable fashion and eco-friendly clothing
presents a significant opportunity in the Sri Lankan market. Consumers worldwide are becoming
increasingly conscious of the environmental impact of their purchases. Brands like Patagonia,
Stella McCartney, and Reformation have set examples by prioritizing sustainability, using organic
materials, and reducing waste in their production processes. This global movement has
influenced local fashion trends, with Sri Lankan brands like Carnage and Buddhi Batiks
embracing eco-conscious production methods, showcasing that there is demand for stylish yet
sustainable clothing.

Zencool Apparel can tap into this trend by offering sweat-free, odor-resistant activewear and
eco-friendly travel wear, catering to both local eco-conscious consumers and tourists seeking
sustainable options during their travels. Social media platforms like Instagram and Facebook are
ideal channels for showcasing the brand’s sustainability initiatives, much like how Patagonia
effectively uses these platforms to engage with its audience.
By aligning with the global shift towards sustainable fashion, Zencool can position itself as a key
player in the growing eco-conscious apparel market in Sri Lanka, building brand loyalty and
awareness.
Reference:

• Google trends - https://trends.google.com/trends/

7.2. Insights on consumer behavior and trends

o Increased Demand for Sustainable Fashion

Zencool Apparel, the global trend towards sustainable fashion and eco-friendly clothing
presents a significant opportunity in the Sri Lankan market. Consumers worldwide are becoming
increasingly conscious of the environmental impact of their purchases. Brands like Patagonia,
Stella McCartney, and Reformation have set examples by prioritizing sustainability, using organic
materials, and reducing waste in their production processes. This global movement has influenced
local fashion trends, with Sri Lankan brands like Carnage and Buddhi Batiks embracing eco-
conscious production methods, showcasing that there is demand for stylish yet sustainable
clothing.

o Preference for Convenience and E-commerce

• Consumers are increasingly shifting towards online shopping, especially after the
pandemic, with a growing demand for convenience. Daraz remains a popular platform for
Sri Lankan shoppers, and brands leveraging platforms like Instagram Shopping are seeing
higher engagement rates. Zencool can expand its reach by tapping into e-commerce
platforms for seamless shopping experiences, particularly for tourists visiting Sri Lanka
who prefer to shop digitally.

o Influence of Social Media and Visual Content

• Social media, particularly Instagram and TikTok, plays a major role in influencing fashion
trends. Consumers look to influencers and social media ads for new styles, especially for
travel wear and activewear. In Sri Lanka, there is a growing interest in fashion trends
showcased on these platforms, and brands like Zencool Apparel can leverage this by
partnering with eco-conscious influencers to boost brand awareness and sales.

Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

• https://www.forbes.com/councils/forbestechcouncil/2024/04/26/the-importance-of-
sustainability-in-fashion/
• https://www.patagonia.com/our-footprint/
8. Social Media Insights

8.1. Zencool Apparel: Social Media Insights (Hypothetical)

Audience Insights

• Demographics
Zencool’s audience is primarily eco-conscious consumers aged 18-35, located in urban
Sri Lanka. This group is drawn to sustainable, modest fashion and likely seeks clothing
that aligns with both style and ethics.
• Peak Activity Times
Peak activity times, such as weekends and evenings, are crucial for engaging followers,
especially those searching for eco-friendly, stylish options for weekend getaways or casual
outings.

Engagement Metrics

• Likes, Comments, Shares

Posts featuring sustainable fabric choices and travel wear would drive higher
engagement, suggesting Zencool should focus more on these themes to connect with the
eco-conscious and travel-centric audience.
• Story Interactions
High interaction on “day in the life” behind-the-scenes content or sneak peeks of new
collections suggests that followers enjoy personalized, authentic content. Regular use of
stories to showcase new styles or eco-friendly initiatives would deepen the connection with
followers.

Reach and Impressions

• Post Reach and Impressions

Tracking the reach of posts that highlight brand values (e.g., sustainability) shows how
much brand awareness is growing. A strong impression count for eco-friendly products will
confirm the broader public’s interest in Zencool’s mission.
• Audience Growth
A significant increase in followers during sustainability campaigns or influencer
collaborations indicates that such efforts are attracting a relevant audience, helping
Zencool expand its customer base.

Click-Through and Conversion Data

• Website Clicks
Tracking website clicks from promotions like seasonal sales or new product launches
will show which types of content and offers drive customers to explore more.
• DM Inquiries
High levels of inquiries about product availability or sizing info signal that followers are
actively considering purchasing. Zencool could use this data to fine-tune its customer
service and direct engagement strategy.
 Insight Suggested Strategy

Launch a User-Generated Content (UGC) campaign

where customers share their Zencool outfits using a
Engagement on posts about sustainable branded hashtag. This will create social proof, drive
fashion engagement, and build trust with potential buyers.
Consider running contests to encourage UGC, offering
small incentives for the best photos or videos
showcasing Zencool apparel in everyday settings.

Use time-sensitive offers and exclusive weekend

promotions targeted at eco-conscious consumers,
Peak engagement times in boosting visibility with Instagram stories and posts
evenings/weekends that highlight new arrivals or limited-time offers.

Develop a travel series featuring destination-specific

outfits that showcase the versatility of Zencool’s travel
Saved posts on modest travel wear wear, including travel tips and outfit
recommendations for different climates.

Implement a chatbot on Instagram or Facebook to

instantly provide answers about product availability,
High DM inquiries about product availability sizes, and shipping times, increasing convenience for
customers and streamlining inquiries. making it easier
to close sales.

8.2. Strategy Recommendations for Zencool Apparel

• Highlight Eco-Friendly Practices: Make eco-friendly packaging a focal point in marketing

to attract environmentally conscious shoppers.

• Emphasize the USP: Promote Zencool's USP of bio-friendly, sweat-free, and odor-free
clothing in campaigns to distinguish from competitors.

• UGC for Brand Engagement: Encourage customers to share content featuring their
experiences with Zencool apparel, showcasing both quality and sustainability.
 • Sustainability Storytelling: Create compelling narratives around eco-friendly practices
and packaging to deepen customer connections and strengthen brand loyalty.

Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

9. Website Competitive Intelligence Tools (Similar Web)

o Traffic & Engagement

• Total Visits: The site garners about 87,180 monthly visits, with a slight decrease of 0.99%
from the prior month.
• Mobile Use: 63.93% of users access the site via mobile web, emphasizing a mobile-first
audience.
• Visit Time: Visitors typically spend around 2 minutes on the site, viewing an average of 4.66
pages—indicating moderate engagement, likely driven by interest in browsing or detailed
product exploration.
• High Bounce Rate: Approximately 38% of visitors leave after one page, suggesting room for
enhancing content relevance or user navigation.

o Traffic Sources

• Organic Search: 48.97% of traffic comes from search engines, showing room to enhance
their SEO strategy for more reach.
• Direct Traffic: 27% of visitors access the site directly, indicating solid brand recognition.
• Social media & Referrals: Only 5.34% of traffic comes from these channels, suggesting
opportunities to expand social media efforts and partnerships.
• Paid Search: 16.96% of traffic is through paid ads, showing investment in ads but potential
for better-targeted campaigns.
• Top Social Traffic: Facebook leads with 45.55%, followed by Instagram at 41.06%,
signaling key platforms for user engagement.

o Popular Search Terms

• The terms "in carnage" and "carnage Sri Lanka" are popular, showing that customers are
actively looking for brand-specific and local content.
 9.2 Competitor’s Strengths & Weaknesses Compared to ZENCOOL APPAREL

Aspect Carnage's Strengths Carnage's What Zencool Can Do

Weaknesses

Strong, recognizable
Limited diversity in Emphasize diverse, eco-
brand in both local and
product aesthetics, may friendly fashion that
Brand Identity international markets,
appeal narrowly to appeals to broader
leveraging unique event
specific tastes. audiences.
marketing.
Foster loyalty through both
Event-focused strategy Event-focused strategy
exclusive events and
Customer Loyalty may overshadow apparel may overshadow apparel
consistent, quality fashion
product engagement. product engagement.
products.
High traffic on their High bounce rates: visitors Create an engaging website
Online Presence website, indicating solid may not explore beyond that retains visitors and
online visibility. initial pages. encourages exploration.
Maintain continuous
Active on social media Relatively low day-to- engagement through
Social day engagement
with high interaction interactive social media
Engagement outside major events.
during events. content, not just during
events.
Expand product range to
Limited scope in
Product Range Offers themed collections include versatile, everyday
apparel types; less
tied to event culture, wear while maintaining
versatile product line.
attracting niche markets. sustainability.
Efficient supply chain
Overdependence on Build resilient, diversified
management ensures
specific suppliers could supplier relationships for
Supply Chain timely event merchandise
lead to issues if disrupted. sustainable materials.
availability.
Minimal focus on broader
Good use of event- Optimize website and
apparel-related SEO,
SEO & Marketing specific SEO to attract content for key fashion and
reliant on events for
targeted audiences. sustainability terms.
traffic.

o Strategy Recommendations for Zencool Apparel:

• Focus on Building Engagement: Ensure the website includes interactive content such as
fashion guides, customer reviews, and behind-the-scenes stories to maintain visitor
interest.

• Enhance Continuous Social Media Presence: Schedule regular, engaging content that
highlights product quality, sustainability, and user stories.

• Broaden Product Appeal: Expand the product line beyond niche event fashion to meet
everyday apparel needs, appealing to a wider market segment.

• Strengthen SEO for Apparel: Diversify SEO strategy to capture traffic interested in eco-
friendly and sustainable clothing, leveraging keywords relevant to both local and
international audiences.
 Reference:

• Digital Outlook Sri Lanka 2024 https://apidm.asia/resources/digital-outlook-srilanka/#

• Similar web https://pro.similarweb.com/#/digitalsuite/

Conclusion
In conclusion, as the owner of Zencool Apparel, I am confident that the brand's commitment to
sustainability, innovative technology, and minimalist design has positioned it uniquely within the
Sri Lankan fashion industry. By continuously evolving our marketing strategies, embracing digital
platforms, and leveraging eco-conscious trends, we can expand our reach and solidify our brand
presence. Moving forward, focusing on enhancing customer engagement through targeted digital
campaigns, SEO, and influencer partnerships will ensure sustained growth and strong brand
loyalty. Our mission to provide comfortable, stylish, and eco-friendly apparel will drive Zencool
Apparel to success in both local and international markets.