How Snazzyway sells out 25+ million items a year without wasting money on Marketing
Updated: Oct 3
Snazzyway dropshipping growth story strategies- When it comes to the most successful dropshipping suppliers in India , Snazzyway – an Indian fast-fashion lingerie manufacturer , is definitely a “must have” nominee on the top list. Founded in 2015 , Snazzyway now has had: more than 4000 resellers in 9 countries worldwide over 25 million items produced per year .
So what is Snazzyway’s secret recipe for growth? In this blog, we will walk you through 5 Snazzyway’s tactics, from their manufacturing process to reselling management, and give some takeaways which you may learn to take your business game to the next level.
Snazzyway dropshipping growth story strategies : # 1 Concentrate on exclusive designs & in - house production
For the most part, a traditional e commerce retailer tends to outsource or dropship all of its products in order to focus on marketing and selling those goods. Staying out from the modern e commerce business model , Snazzyway produces 75% of its own products. The company mainly relies on its own design team, material sourcing, cutting, dying and sewing facilities.
In-house manufacturing enables the business to be flexible in the amount, frequency, design and variety of the latest styles they produce. It also helps create a rapid product turnover since the manufacturers can easily keep a close watch on the production process and strictly control inventories as well. The company has the ability to come up with a new style and also modify existing items in less than two weeks. During the first week, if a design does not sell like hot cakes, it will be withdrawn immediately, and a new style will take up the place.
As a result, this rapid product lifecycle enables Snazzyway to understand and tailor their customers. The company focuses on responding to actual lingerie needs rather than forecasting trends for a distant future: 73% of its production is done during the season, which allows them to constantly offer very up-to-date styles.
Snazzyway dropshipping growth story strategies : # 2 Focus on one distribution channel
Snazzyway has built an entire empire around a vast network of resellers . Very few companies are able to do the same. It’s a difficult thing to mange and execute well. Because getting handfuls of resellers to all work toward the same goal, with the same general branding style, is no easy feat. Yet… Snazzyway’s partnering with a network of 4000+ resellers who have a large following on social media. These reseller create content on their website and social media that result in massive buzz on internet .
Let’s imagine…with 4,000 resellers — create roughly 25,000 pieces of content each month, it’s not surprising that Snazzyway sells out 25+ million items a year without wasting money on Marketing.
A breakdown of Snazzyway’s 3 levels of marketing strategy
They use a model called Reseller Marketing Pyramid comprising a three-tier model of Reseller marketing, often described as hierarchical levels within a pyramid. The Pyramid divides consumers into three different levels. From top to bottom, the passion and interest for a topic decrease, while the size of the audience increases.
Snazzyway’s 3 levels of strategy:
The lowest level — : This is the largest group of the pyramid. This level assembles all Snazzyway’s direct followers and consumers who buy lingerie for the sake of needing to get dressed, but without any actual interest in the pieces they buy. They do hardly follow Snazzyway’s trends and their style revolves more around “I need to buy something unique” than “I want to buy this piece”.
Level 2 — : This group consists of thousands of Snazzyway resellers - who’re actively promoting its product line. Snazzyway resellers are consciously aware of their interest with the company. They’re actively ADVERTISING Snazzyway’s items on social media and google .
Before we jump to the two highest levels of the pyramid, let me explain this point further. Because it’s really worth noticing. E-commerce opens a new era of young men and women — the generation who needs to be entrepreneur, make money online and have fun .
And Snazzyway’s success lies in that. It lies in the brand’s willingness to give their resellers — the opportunity to make money , open webstore & scale . They encourage their resellers to post predesigned banner in social media to showcase the clothing, which is not a technique used by many lingerie brands such as Zivame and Clovia.By this way, Snazzyway has gained its own group of highly loyal brand ambassadors and advertisers literally…for free.
Level 3 — : Assembles those influencers who depict fashion as their favorite hobby and their biggest passion. These Snazzyway brand ambassador have extensive taste and expertise in the topic. They spend a specific amount of time & effort to promote Snazzyway . They can be both macro influencers who have paid and micro influencers — who get free items from Snazzyway on a weekly/ monthly basis — to do this.
Snazzyway dropshipping growth story strategies : # 3 Profit sharing - sharing is caring
Snazzyway items are surprisingly affordable — . A pair of lace panties costs around INR 399/- on snazzyway’s site. Luxury nightwear are priced between INR 599 /- and INR 1399 /-. Bras can be found for as low as INR 150 /-, and no more than INR 699/- . Plus, there’s always a BIG discount for resellers from 25% to 55 % on Snazzyway selling prices. This rock bottom prices that and real big reseller profit margins come along with its speedy free fulfillment .
Snazzyway dropshipping growth story strategies ; # 4 Deliver trends faster than other lingerie brands
Snazzyway’s ability to speed up the supply chain is because of its own production unit , which is located in Uttarakhand India . Also company just 15 days to design and manufacture a product. After 15 days, the items are ready to be shot on models — who’re in the office from Monday to Friday to pose in the 75 items Snazzyway releases each week. This constant newness keeps customers coming back frequently to Snazzyway , because they don’t want to miss a single trend.
Snazzyway dropshipping growth story strategies : # 5 Bold Designs & marketing
Producing bold designs and using bold words That’s the core value behind every Snazzyway marketing strategy. If there’s one thing Snazzyway doesn’t do, it’s tread lightly. Phrases like “flirty ,” “seductive,” “after dark fun ,” and “sensual” are all over the brand’s advertisements. While we know that the majority of those phrases are enough to make you blush, they’re also bold.
Their shock content works, controversy sells, and having a strong opinion successfully sets them apart from other competitors. Unconventional? Yes. Brilliant? Absolutely. Not only did they use a pretty face and a sexy British accent, they also had zero hesitation having her talk about the “men who likes to wear women's panties” . This is the most unexpected thing that nobody is ever thought of when they start seeing this video at the beginning.
Key takeaways: If you’re struggling to stand out as a brand, these are some lessons learned from Snazzyway :
#1: If you saw something works for your business, stay true to it. Keep doing it and develop it as much as you can.
#2: It is not necessary that the influencers with the largest follower base will be most effective for a brand’s promotion. Sometimes micro-influencers can give brands a better promotional boost, as compared to the big names.
#3 :Marketing is much more effective through the words of someone else (a customer) rather than you or your team. Don’t rely just on brand messaging and sales offers, shine a light on your customers and focus on your customer support to leverage the power of word-of-mouth.
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