Udd is an Indian ethnic wear brand that breathes life into the rich tapestry of Indian Folk Art.
Inspired by nature and the ever-changing cultural landscape of rural India, Yuti Edwards started Udd as a brand for the free-spirited woman, who lives life with zeal.
Drawing inspiration from the vibrant kaleidoscope of rural India's culture, Udd weaves captivating designs from the threads of Kalamkari, Rabari, Mughal, and more.
This brand is a canvas for artists, a platform where the soul of India-inspired tribal, rural, and urban artisans translates into wearable art.
Udd aimed to become a global fashion sensation but faced challenges in 2021.
Despite various marketing efforts, their website struggled to gain international recognition.
<aside> 👉 Main Challenges:
⚡️ High Bounce Rates: Frustratingly high visitor exit rates.
⚡️ Low Conversion Rate: Few visitors turned into customers.
⚡️ Product Cost: Balancing quality and cost was a challenge.
⚡️ Need for Data Analysis: Lack of audience insights.
⚡️ No International Presence: Audience Pool for quality of products was quiet small.
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Messold took up the challenge with enthusiasm.
Messold set 5 main goals for the Udd project:
In the first year of Messold's tenure overseeing Udd's e-commerce marketing, progress was glacial and slow. While it was a significant increase from their previous number, we knew could do better. Here’s what we acheived in the first year:
Nevertheless, through persistence and perseverance, Udd eventually hit its stride and experienced a substantial sales boost during FY 2022-2023, with all the marketing strategies and efforts yielding highly positive outcomes.