National Institute of Fashion Technology, Hyderabad

2022-24

Fashion Management Studies

FASHION BRAND MANAGEMENT & DESIGN THINKING AND
STRATEGIC MANAGEMENT
INTEGRATED JURY

BRIEF- Develop Innovative branding strategies for a hypothetical Innovative

Fashion Brand in terms of Product, Price, Promotion, Place, and STP covering
both brand and innovation marketing strategies.

GUIDED BY:
SUBMITTED BY:
Dr. M. Annaji Sarma
Arushi Srivastava
Professor & CAC
Kakul Verma
A. Rajyalakshmi
Madhushika Paul
Assistant Professor & CC
Smriti
Tannishtha Ghosh
ACKNOWLEDGMENT

We would like to express our special appreciation and thanks to our concerned faculty
Prof. M. Annaji Sarma (Professor, Department of Fashion Management Studies and CAC, NIFT
Hyderabad) and Prof. A. Rajyalakshami (Assistant Professor, Department of Fashion Management
Studies Hyderabad) you have been a tremendous mentor for us. We would like to thank you for
encouraging our research. Your advice on both research and our career has been invaluable. We
also want to thank you for letting our defence be an enjoyable moment, and for your brilliant
comments and suggestions, thanks to you.

We especially thank our classmates and faculty members for helping us at different stages at the
National Institute of Fashion Technology, Hyderabad.

Regards,
Arushi Srivastava
Kakul Verma
Madhushika Paul
Smriti
Tannishtha Ghosh
TABLE OF CONTENT

EXECUTIVE SUMMARY ............................................................................................................ 1

LITERATURE REVIEW ............................................................................................................... 2

CHAPTER 1: DESIGN THINKING STRATEGIES ..................................................................... 3

CHAPTER 2: BACKGROUND OF INDUSTRY .......................................................................... 5

2.1 SECONDARY RESEARCH ................................................................................................ 5

2.2 PRIMARY RESEARCH ....................................................................................................... 7

2.3 RECOMMENDATIONS FOR THE HYPOTHETICAL BRAND .................................... 14

CHAPTER 3: INTRODUCTION TO THE BRAND ................................................................... 15

3.1 ABOUT THE BRAND ...................................................................................................... 15

3.2 SEGMENTATION, TARGETING, AND POSITIONING FOR SHADE PARADE........ 16

3.3 4 PS OF SHADE PARADE ........................................................................................... 17

3.4 PRODUCT INNOVATION ................................................................................................ 20

3.5 BRAND IDENTITY PRISM .............................................................................................. 21

CHAPTER 4: INNOVATIVE MARKETING STRATEGIES .................................................... 23

4.1 EMPHASIZING CUSTOMER ENGAGEMENT AND BRAND STORYTELLING ...... 23

4.2 SOCIAL MEDIA ENGAGEMENT AND INFLUENCER PARTNERSHIPS OF SHADE

PARADE ................................................................................................................................... 23

4.3 E-Commerce Platform Engagement.................................................................................... 24

4.4 Sustainability and Environmental Conscious...................................................................... 25

CHAPTER 5: FINANCE BUDGET ............................................................................................. 27

CONCLUSION ............................................................................................................................. 29

REFERENCES ............................................................................................................................. 30
TABLE OF FIGURES

Figure 1: Revenue in the Eyewear Market, India ........................................................................... 6

Figure 2: SHADE PARADE Logo ............................................................................................... 15
Figure 3: Instagram Post of "Shade Parade" ................................................................................. 24
Figure 4: Tadash Mishra, Influencer for "Shade Parade" ............................................................. 24
Figure 5: Header of "Shade Parade" Website ............................................................................... 25
Figure 6: About us page of 'Shade Parade" website ..................................................................... 25
Figure 7: Cardboard Packaging for sunglasses. ............................................................................ 26
Figure 8: Collaboration with "Bird" for sustainable packaging .................................................... 26
EXECUTIVE SUMMARY

This document outlines the development of an innovative hypothetical sunglasses brand and the
design of comprehensive branding and marketing strategies to support its launch and growth in the
market. The sunglasses industry is a highly competitive and rapidly evolving sector, making it
imperative for new brands to differentiate themselves and capitalize on emerging trends. Through
a creative and market-driven approach, this project aims to establish a unique and compelling
brand identity while addressing key marketing challenges.

The brand development process begins with a deep dive into consumer insights and market
analysis to identify unmet needs and opportunities. Leveraging these insights, the brand will be
positioned as an embodiment of style, innovation, and quality, resonating with a target audience
of fashion-forward and trend-conscious consumers. The product range will be crafted to offer a
balance of function and fashion, integrating cutting-edge materials and design elements to convey
a sense of luxury and individuality.

The branding strategy will focus on creating a strong brand narrative that communicates the brand's
ethos, story, and values. This will be brought to life through a distinctive brand name, logo, and
visual identity that captures the essence of the brand and sets it apart from competitors.
Additionally, a compelling brand messaging framework will be developed to effectively
communicate the brand's unique selling propositions, influencing consumers' perceptions and
behaviour.

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LITERATURE REVIEW

Consumer awareness regarding the importance of UV protection in sunglasses has increased

significantly. According to the Vision Council's UV Protection Report (2021), over 75% of
consumers prioritize UV-blocking capabilities when purchasing sunglasses. This growing
awareness reflects a shift in consumer behaviour, emphasizing eye safety alongside fashion
preferences.

Day-night sunglasses are incredibly flamboyant. Whosoever wears them commands the panache
of a movie star. That is the undeniable charm of day-night sunglasses. That is also why day-night
sunglasses are also popular ( 4 Reasons Why You Should Pick Your Day Night Sunglasses with
Care, Titan Eye+, 2019)

Durability stands as a key determinant of sunglass longevity and consumer satisfaction. Research
by Pascoe (2018) indicates that consumers prioritize durable eyewear that can withstand impact,
scratches, and environmental factors. Sunglasses made from robust materials like polycarbonate
or nylon exhibit higher durability and are favored for outdoor activities (Sorkin, 2020).

Market trends support the significance of durability in sunglass design. Brands that emphasize
durable construction witness higher consumer loyalty and positive reviews, as observed in
consumer satisfaction reports from Sunglass Market Trends (2021).

With pop culture’s Y2K obsession being moved to the back burner – fret not, cargo pants-lovers,
they’re not going anywhere yet – we’re reverting back to fashion that (excuse the cliché) stands
the test of time. These styles are not devoid of statement-making qualities, but have a longer, more
sustainable shelf life than sartorial one-trick ponies.( Throwing Shade: The Best Sunglasses To
Invest In Now, British Vogue, June 2023)

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CHAPTER 1: DESIGN THINKING STRATEGIES

Design thinking principles can be effectively applied to enhance the product aspects of a sunglass
brand known for its durability and UV protection. By applying design thinking principles, the
Shade Parade can create innovative, user-centered designs that seamlessly integrate durability, UV
protection, and style, meeting consumers' evolving needs and preferences while setting itself apart
in the competitive eyewear market.

Empathize:
Understanding the needs and preferences of consumers regarding sunglasses. This means
performing surveys, interviews, and observational studies to gain insights into their lifestyles,
fashion choices, and concerns related to UV protection and durability for Shade Parade.

Define:
Shade Parade clearly articulates the specific problems or pain points consumers face concerning
durability and UV protection in sunglasses. Defines the key features and functionalities that
consumers seek in durable eyewear with high UV protection.
Shade Parade in turn has conducted extensive research, surveys, and interviews to empathize with
consumers. Identifying their lifestyle, preferences, and concerns regarding durability, UV
protection, and fashion trends in sunglasses.

Ideate:
Shade Parade has brainstormed innovative ideas and concepts for sunglasses that emphasize
durability and UV protection while aligning with consumer needs. Encouraging diverse
perspectives and creativity within the design team to generate a wide range of design possibilities.

Prototype:
It was creating prototypes of sunglasses that integrate the identified features. Shade Parade uses
rapid prototyping techniques to test various materials, lens coatings, and structural designs that
enhance durability and UV protection without compromising style and comfort.

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This includes integrating flexible hinge technologies and components made from elastomers or
rubberized materials in prototyping. These components absorb shocks and stresses, reducing the
risk of breakage at critical points.
Prototyping our products with impact-resistant lens materials such as polycarbonate or Trivex.
These materials offer superior shatter resistance compared to traditional glass lenses, ensuring
durability and eye protection.

Test:
The brand has taken feedback and insights by testing the sunglasses prototypes with potential
users. Conduct usability tests, field trials, or focus groups to assess the effectiveness of the
prototypes in meeting consumer expectations for durability, UV protection, and aesthetic appeal.

Employing advanced testing methods such as impact tests, stress tests, and environmental
simulations (e.g., exposure to extreme temperatures or UV radiation). These tests ensure that the
sunglasses can withstand real-world conditions.

Iterate:
Based on user feedback, Shade Parade refines and iterates the sunglass designs. The brand
incorporates suggestions, improves functionalities, and make necessary adjustments to enhance
both durability and UV protection while ensuring a stylish and comfortable product.

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CHAPTER 2: BACKGROUND OF INDUSTRY

2.1 SECONDARY RESEARCH

The Insights of the Indian Eyewear Industry

Ironically, Gen Z kids are heavily involved in gadgets, pollution, and genetics, all of which cause
snagging to their eyesight. This is where the eyewear industry in India will eventually thrive.
Besides, people wear different kinds of spectacles, such as contact lenses, sunglasses, goggles, etc.
There is a great shift in the eyewear industry in India, where people are becoming more conscious
and want to keep everything perfect—literally everything perfect.
Furthermore, the Indian eyewear industry focuses on fashionable specs with various adjustments
to improve your vision. In India, the eyewear industry is broadening its scope to include health
services for everyone from pre-teens to nonagenarians or geriatrics.

Popular Products in the Indian Eyewear Industry

There is a plethora of types of eyewear products; some people prefer contact lenses, whereas others
go for bifocal glasses. The Indian eyewear industry is at its peak in terms of sales of the following
products:

Contact Lenses
Contact lenses are becoming increasingly popular in India, especially among the younger
population, offering a more comfortable and convenient alternative to spectacles. India is holding
an augmented trend, and the contact lens market in India is anticipated to grow at a CAGR of
7.08% to reach a market size of $197.28 million in 2025.

Sunglasses
Sunglasses are popular in India, especially during the hot summer months, with polarized lenses
being a popular choice. The northern region of India accounts for nearly 35% of the sunglasses
market. Delhi, in particular, has the largest share of the market due to its strong fashion trend.
Spectacles
They are the most common form of eyewear in India, available in various frame styles and lens
options.

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Sports Eyewear
Sports eyewear is gaining popularity in India, especially among athletes and sports enthusiasts,
offering protection and improved vision during physical activities.

Fashion Eyewear
Fashion eyewear is also gaining popularity in India, with designer frames and trendy styles in high
demand.

Major Players in the Indian Eyewear Industry

According to Statista, the eyewear market in India is estimated to expand by 8.19% from 2023 to
2027, yielding a market size of $7.64 billion in 2027. The major players in the eyewear market in
India are:

Figure 1: Revenue in the Eyewear Market, India

Titan Eyeplus
Titan, famously known for watches, launched its eyewear division Titan Eyeplus in 2007. The
Titan company owned by Tata Group has consumer trust by serving the consumer with quality

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produced at a fair price for almost four decades. Even the subsidiary of Titan, Fastrack has its
presence in the eyewear industry.

Fastrack Eyewear
Fastrack Eyewear is a subsidiary of Titan Company, offering a range of stylish and affordable
eyewear products, including sunglasses, spectacles, and prescription eyeglasses.

Vogue Eyewear
A subsidiary of Luxottica Group, Vogue Eyewear is a leading brand in the eyewear industry,
offering a range of stylish eyewear products, including sunglasses and prescription eyeglasses.

Lenskart
Lenskart is one of the largest online eyewear retailers in India, offering a wide range of spectacles,
contact lenses, and sunglasses. It was founded by Peyush Bansal, a former Microsoft employee in
2010 along with Amit Chaudhary and Sumeet Kapahi. The company has a strong presence in both
online and offline markets and has been successful in providing affordable and accessible eye-care
solutions to the Indian population.

Ray-Ban
Ray-Ban is one of the most popular and recognizable eyewear brands in India, offering a wide
range of high-quality sunglasses and optical frames. The brand has a strong reputation for its
classic and stylish designs and has been successful in attracting both young and older customers.

2.2 PRIMARY RESEARCH

This primary research provides a comprehensive understanding of potential customers'
demographics, preferences, and purchase behavior, aiding in creating a strategic roadmap for
your sunglass brand.

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Demographics

Key Findings: The majority of respondents fall between the ages of 25-34, followed by 35-44.
Younger demographics (16-24) also show interest.

Key Findings: Female respondents outweigh males significantly.

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Key Findings: The occupation varies, with a notable representation of entrepreneurs and
employed individuals.

Location

Key Findings: Urban areas have a higher concentration of potential customers compared to
suburban and rural areas.

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Preference Factors

Key Findings: Essential Features: Style/design, brand reputation, and UV protection are key
factors influencing purchase decisions.

Key Findings: Design Elements: Lens color, material, and frame shape are crucial design
aspects.

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Key Findings: Perceived Qualities of Exclusive Brands: Trendiness and Durability are highly
valued, followed by Innovation and Luxury

Price Sensitivity

Key Findings: A significant portion prefers a mid-range price point (₹1,500 to ₹3,000) for
exclusive and innovative sunglasses.

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Purchase Behavior

Key Findings: The perceived value of the product significantly influences purchase decisions.

Key Findings: Social media, influencers, and fashion magazines play significant roles in raising
awareness of new eyewear product

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Key Findings: Purchase preferences are evenly distributed between online platforms, specialty
stores, and luxury boutiques.

Influence Factors

Key Findings: The value of the product significantly influences purchase decisions.
In-store experiences also hold sway over customers' choices.

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Brand Positioning

Key Findings: Potential customers resonate with trendy/modern and unique/artistic brand
positioning the most, followed closely by innovative/technology-driven brands.

2.3 RECOMMENDATIONS FOR THE HYPOTHETICAL BRAND

Target Audience: Focus marketing efforts on the 25-44 age range, particularly females in urban
areas.

Product Development: Prioritize UV protection, style/design, and brand reputation. Experiment

with lens colours, materials, and frame shapes to cater to your preferences.

Brand Image: Emphasize trendiness, innovation, and uniqueness in brand messaging. Highlight
durability and a touch of luxury for added appeal.

Pricing Strategy: Consider a mid-range pricing model (₹1,500 to ₹3,000) while ensuring
perceived value matches the price.

Marketing Channels: Leverage social media, fashion influencers, and magazines for brand
visibility.

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Sales Channels: Offer products through a mix of online platforms, speciality stores, and luxury
boutiques.

Customer Experience: Enhance in-store experiences to positively influence purchase decisions.

Brand Positioning: Emphasize both trendy/modern and unique/artistic aspects in branding for a
well-rounded appeal.

CHAPTER 3: INTRODUCTION TO THE BRAND

3.1 ABOUT THE BRAND

Shade Parade is a brand that specializes in high-quality fashion eyewear,

particularly sunglasses. The brand is committed to providing customers with
the perfect fusion of style, performance, and protection. Shade Parade aspires
to be a global leader in eyewear, setting trends and elevating the standard for
both fashion and performance. With Shade Parade, you can be sure that you
are getting the best of both worlds - fashion and functionality.
Figure 2: SHADE PARADE
Logo
Brand Name- Shade Parade
Tagline- “Style on Repeat”

LOGO FONT:
Letter Magic: 27pt

TAGLINE FONT:
The Amarnath: 28pt

PANTONE COLOUR:
Navy Blue: 275 C
Pink: 227 C

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Blue: 279 C
Yellow: 114 C
White: 11-0601 TCX

MISSION
Our mission is to empower our customers to express their unique personalities while safeguarding
their eyes with high-quality fashion eyewear. Shade Parade is committed to redefining the way
individuals experience the world through the perfect fusion of style, performance, and protection.

VISION
Shade Parade aspires to be the go-to brand for those who seek more than just sunglasses. Shade
Parade aspires to be a global leader in eyewear, setting trends and elevating the standard for both
fashion and performance.

USP
The perfect fusion of high-quality fashion and performance, ensures our sunglasses not only
complement your style but also proide crystal-clear vision and full UV protection.

3.2 SEGMENTATION, TARGETING, AND POSITIONING FOR SHADE PARADE

1. Segmentation:

● Demographic Segmentation:
● Age: 16-45 years
● Gender: Both men and women
● Income: Middle to high-income
● Lifestyle: Fashion-conscious individuals with an active lifestyle
● Psychographic Segmentation:
● Fashion enthusiasts
● Outdoor adventurers
● Urban trendsetters
● Health-conscious individuals

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 ● Geographic Segmentation:
● Initially focused on urban and suburban areas in fashion-forward cities
● Later expansion to other regions based on market response

2. Targeting:

After segmentation, Shade Parade will target the following primary audience:

● Urban Trendsetters:
● Individuals who prioritize style and want to stay on top of fashion trends.
● Age: 16-35 years.
● Outdoor Enthusiasts:
● Those who engage in outdoor activities and require sunglasses that offer both style
and performance.
● Age: 25-45 years.
● Fashion-Conscious Professionals:
● Career-driven individuals who value a polished and stylish appearance in both
professional and casual settings.
● Age: 25-45 years.

3. Positioning:

● Tagline: "Style on repeat"

● Shade Parade is the premier choice for individuals who demand more from their eyewear.
We position ourselves as a brand that seamlessly combines high-quality fashion, top-notch
performance, and UV protection.

3.3 4 PS OF SHADE PARADE

1. PRODUCT
Sunrise Elegance Collection:
● Classic aviator and cat-eye styles
● Premium metal frames

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 ● Gradient lenses
Urban Explorer Series:
● Square and rectangular shapes
● Matte finish frames
● Polarized lenses for enhanced clarity
Sporty Performance Line:
● Wrap-around designs for outdoor activities
● Lightweight and durable materials
● Mirrored lenses with UV protection (Polycarbonate Material)
Festival Glamour Collection:
● Bold and colourful frames
● Oversized styles for a statement look
● Rhinestone embellishments
Heritage Collection:
● Wooden frame options for a rustic appeal
● Timeless round and oval shapes
● UV-protected lenses
Tech-savvy Navigator Series:
● Smart sunglasses with Bluetooth connectivity
● In-built speakers and microphone
● Sleek and modern designs
Polarized Performance Series:
● High-performance polarized lenses
● Carbon fiber or titanium frames for durability
● Ideal for driving and outdoor activities
Luxury Signature Line:
● Handcrafted frames with intricate detailing
● Swarovski crystal embellishments
● Limited edition designs

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PRICE

Shade Parade adopts a mid-premium pricing strategy, reflecting the superior quality, design, and
performance of its sunglasses.

• Classic aviator and cat-eye styles

Price Range: INR 899 - INR 1499
• Square and rectangular shapes
Price Range: INR 1299 - INR 1999
• Wrap-around designs for outdoor activities
Price Range: INR 1499 - INR 2499
• Bold and colorful frames
Price Range: INR 1799 - INR 2999
• Wooden frame options for a rustic appeal
Price Range: INR 1999 - INR 3499
• Smart sunglasses with Bluetooth connectivity
Price Range: INR 2999 - INR 4999
• High-performance polarized lenses
Price Range: INR 2499 - INR 3999
• Handcrafted frames with intricate detailing
Price Range: INR 4999 - INR 7999

PLACE

● Nationwide Delivery:
● Ensure nationwide delivery to reach customers in various regions of India.
● Guarantee delivery within 5-7 business days across all states.
● Online Exclusive:
● Emphasize an online-first approach, selling products exclusively through the
brand's website.
● Limit exclusive designs to online purchases, encouraging customers to explore the
website for unique styles.

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 ● Virtual Try-On:
● Implement a virtual try-on feature on the website to enhance the online shopping
experience.
● Introduce a "Virtual Mirror" where customers can virtually try on sunglasses before
making a purchase.

PROMOTION

● Social Media Campaigns:

● Leverage popular social media platforms to showcase the latest styles and engage
with the audience.
● Run Instagram and Facebook campaigns featuring user-generated content with a
branded hashtag.
● Partnerships with Influencers:
● Collaborate with Indian fashion influencers and bloggers to create buzz around the
brand.
● Partner with a well-known fashion influencer for a series of YouTube reviews and
Instagram posts.
● Email Newsletter:
● Implement an email marketing strategy to keep customers informed about new
collections, promotions, and exclusive offers.
● Send a monthly newsletter offering subscribers early access to limited-edition
sunglasses.

3.4 PRODUCT INNOVATION

Shade Parade has introduced customizable tinted technology for its product pricing from Rupees
1500 and above.

Customizable Tinted Technology

Sunglasses are equipped with a dynamic tinting system that users can control based on their
preferences and changing light conditions. This innovation is achieved through electrochromic or
photochromic technologies embedded within the lens material.

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Electrochromic Technology: This involves the application of an electrochromic layer that responds
to an electrical charge, allowing users to adjust the tint level with a simple button or gesture. This
feature would be particularly useful when transitioning between different environments, such as
moving from indoors to bright outdoor settings.

Photochromic Technology: Lenses could be designed with photochromic properties, meaning they
automatically adjust their tint based on the intensity of UV light. Users would experience a
seamless transition from lighter to darker tint as sunlight exposure increases, providing optimal
eye comfort in varying lighting conditions.

Benefits of Customizable Tint Levels:

1. Adaptability: Users can customize their sunglasses to suit personal preferences and adapt to
different lighting scenarios throughout the day.
2. Functionality: Enhances the functional aspect of sunglasses by providing a practical solution
for varying light conditions, ensuring optimal visibility and eye protection.
3. Style and Fashion: Combining technology with style, sunglasses with customizable tint levels
offer a unique and modern aesthetic, attracting consumers looking for both innovation and fashion-
forward designs.

3.5 BRAND IDENTITY PRISM

● Physique (Physical Aspects)

Logo and Design: A sleek and modern logo that represents sunglasses and style, possibly
incorporating dynamic shapes and vibrant colours.

Customizable Tinted Technology

Tagline- “Style on repeat”

● Personality

Spirited/Quirky

Innovative

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 Fashion-Forward

● Relationship

Customer-Centric: Building strong relationships with customers by offering personalised

shopping experiences.

Responsive customer service and easy-to-use interfaces for customising sunglasses.

Community Engagement: Established a community around fashion and eyewear

enthusiasts through social media engagement, user-generated content, and exclusive
events.

● Culture

Indian Brand

Constant Innovation

Commitment to sustainability

● Self-image

Tech-Savvy: Appeal to a self-image of being modern and tech-savvy by embracing

customizable tinted technology.

Confident: Encouraging customers to feel confident and empowered in their style choices.

Associating Shade Parade with a sense of self-assuredness.

Adventurous: Appealing to the adventurous spirit of customers who seek new and exciting
fashion experiences.

● Reflection

Symbol of individuality and status

Celebration of quirky style

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CHAPTER 4: INNOVATIVE MARKETING STRATEGIES

4.1 EMPHASIZING CUSTOMER ENGAGEMENT AND BRAND STORYTELLING

Customer engagement and brand storytelling play crucial roles in establishing a strong connection
between consumers and a sunglasses brand like Shade Parade, renowned for its high-quality
fashion, performance, and UV protection.

● Behind-the-Scenes Stories and Brand Values of Shade Parade:

The Brand shares behind-the-scenes stories and narratives about its commitment to quality,
innovation, and sustainability in sunglass manufacturing. Highlighting the craftsmanship,
attention to detail, and ethical practices that define Shade Parade.

● Community Building and Feedback Integration of Shade Parade:

Shade Parade fosters a sense of community by creating forums, groups, or online
communities where customers can engage, share their experiences, and provide feedback.
The brand actively listens to customer feedback and integrates it into brand improvements
and product development.

● Consistent Brand Messaging and Storytelling of Shade Parade:

Shade Parade's consistent brand messaging across all touchpoints, conveys the brand's
narrative, values, and commitment to quality, fashion, performance, and UV protection
cohesively and compellingly.
By implementing these strategies, Shade Parade creates immersive experiences, fosters a
loyal customer base, and conveys a compelling brand story that resonates with consumers
seeking high-quality, fashionable, and UV-protective sunglasses.

4.2 SOCIAL MEDIA ENGAGEMENT AND INFLUENCER PARTNERSHIPS OF SHADE

PARADE
The Brand maintains an active presence on social media platforms by sharing captivating visuals,
stories, and interactive content. There is collaboration with influencers or brand ambassadors
aligned with Shade Parade's values to reach a wider audience and enhance brand credibility.

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Figure 3: Instagram Post of "Shade Parade"

Figure 4: Tadash Mishra, Influencer for "Shade Parade"

4.3 E-Commerce Platform Engagement

Shade Parade’s website is fully responsive and optimized for mobile devices. A significant portion
of online shoppers’ access e-commerce sites via mobile devices, so the platform should provide a
seamless experience across all screen sizes. Shade Parade effectively showcases its high-quality
fashion, performance, and UV protection features, providing customers with an engaging and
seamless online shopping experience.

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Figure 5: Header of "Shade Parade" Website

Figure 6: About us page of 'Shade Parade" website

4.4 Sustainability and Environmental Conscious

We love seeing Flexi-Hex® being adopted and used in other market sectors, from cosmetics and
electronics to glasses and bike parts. We spoke with the Founder of Bird Eyewear, Ed Bird, about
their sustainability journey and why they chose Flexi-Hex Air as part of their eco-friendly
packaging.

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Figure 7: Cardboard Packaging for sunglasses.

Figure 8: Collaboration with "Bird" for sustainable packaging

We’re always looking for new and innovative materials or solutions. Flexi-Hex immediately
caught our eye because of the incredible design structure (we love taking inspiration from nature),
but also the sustainable nature of materials used. It was really a win-win for us at a time when we
were looking to upgrade our nest box. We also love that they can be reused, and we know many
of customers make use of this.

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CHAPTER 5: FINANCE BUDGET

● Product Development:
Design and Prototyping: INR 5,00,000
Manufacturing (Initial Inventory): INR 20,00,000
Total: INR 25,00,000

● Website Development:
E-commerce Website Development: INR 2,50,000
Payment Gateway Integration: INR 50,000
Security and SSL Certificates: INR 25,000
Total: INR 3,25,000

● Marketing:
Digital Marketing (social media, Google Ads): INR 2,50,000
Influencer Collaborations: INR 5,00,000
Launch Event: INR 4,00,000
Total: INR 11,50,000

● Operational Expenses:
Office Space: INR 3,00,000
Employee Salaries (15 employees): INR 20,00,000
Utilities and Miscellaneous: INR 2,00,000
Total: INR 25,00,000

● Contingency (10% of Total Budget): INR 3,50,000

Total Budget: INR 68,25,000
Return on Investment (ROI) Calculation:
The ROI is calculated using the formula:
ROI = (Net Profit/ Total Investment) × 100

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● Expected Revenue:
Assuming an average selling price of INR 2,000 per pair of sunglasses and a conservative
estimate of selling 4800 units in the first year.

● Revenue
Revenue = Selling Price × Number of Units Sold
Revenue = INR 2,000 × 4500 = INR 90,00,000
Net Profit
Net Profit: Revenue−Total Budget
Net Profit= INR 90,00,000 – INR 68,25,000 = INR 21,75,000

● Return on Investment
ROI: (21,75,000/68,25,000) × 100%
ROI: 31.80%

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CONCLUSION

In the world of eyewear, Shade Parade stands as a beacon of distinctive style, unyielding quality,
and unwavering commitment to UV protection. With a brand ethos steeped in quirkiness and style,
Shade Parade caters to individuals aged 16 and above seeking sunglasses that seamlessly fuse
fashion-forward design with top-tier performance.

At the heart of Shade Parade's success lies its unique selling propositions. The brand meticulously
crafts sunglasses that epitomize high-quality fashion, boasting durable materials, trendsetting
designs, and advanced UV protection technology. From vibrant and playful frames to sleek and
sophisticated styles, Shade Parade champions individual expression while safeguarding eyes from
harmful UV rays.

Fueling its presence and engagement, Shade Parade embraces diverse marketing strategies,
ranging from social media engagement to collaborative storytelling and an ever-evolving e-
commerce platform. By leveraging social media channels, the brand cultivates an interactive
community, fostering conversations, collaborations, and an exchange of narratives that resonate
with its eclectic audience.

Through brand storytelling, Shade Parade unveils the craftsmanship, innovation, and vibrant
personality behind each pair of sunglasses, inviting customers to embark on a journey of style,
quality, and UV-safe experiences.

As Shade Parade continues to evolve, it remains committed to its promise of delivering quirky and
stylish sunglasses that transcend mere eyewear, becoming emblematic statements of individuality
and panache. With a steadfast dedication to innovation, customer engagement, and a harmonious
blend of fashion and functionality, Shade Parade stands poised to illuminate the world with its
unparalleled shades of creativity.

In a landscape where fashion meets function, Shade Parade emerges as more than just a brand; it's
an embodiment of bold style, uncompromising quality, and a vibrant social connection.

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REFERENCES

• Boex, R. (2021, August 24). In conversation with. . . Bird eyewear - Flexi-Hex. Flexi-

Hex. https://www.flexi-hex.com/in-conversation-with-bird-eyewear/

• Cosmetics packaging by Flexi-Hex - Sustainable, beautiful and strong. (2022, November

28). Flexi-Hex. https://www.flexi-hex.com/cosmetics/

• Lenskart.com. (2023, March 24.). Lenskart.com - Buy eyeglasses, sunglasses and contact

lens online. https://www.lenskart.com/

• Lischke, H. (2023, June 13). Shop the best sunglasses for women 2023. British Vogue.

https://www.vogue.co.uk/fashion/article/best-sunglasses

• Pantone Connect. (2023, November 15). Pantone Connect.

https://connect.pantone.com/#/picker?pantoneBook=pantoneFhCottonTcx

• Sport, S. F. (2021, September 16). The Pros & Cons of lens materials used in eyewear -

Sunglasses for Sport. Sunglasses for Sport.

https://www.sunglassesforsport.com/2019/09/02/what-lens-materials-are-used-in-

sunglasses-eyewear/

• Sunglasses Market Insights. (2022, September 24.).

https://www.mordorintelligence.com/industry-reports/sunglasses-market

• Titaneyeplus. (2022, October 17). 4 reasons to pick your day-night sunglasses | Titan

EyePlus Blog. Tips on Eye Care, Latest Trends, & Best Fit | Titan Eye Plus Blog.

https://www.titaneyeplus.com/blog/4-reasons-why-you-should-pick-your-day-night-

sunglasses-with-care/

• UV protection | The Vision Council. (2023, April 19).

https://thevisioncouncil.org/members/uv-protection

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ANNEXURE

• Age*
16-24
25-34
35-44
45-54
55-64
65+

• Gender*
Male
Female
Prefer not to say

• Occupation*
Student
Entrepreneur
Homemaker
Employed
Retired

• Location*
Urban
Suburban
Rural

• What features do you consider essential when choosing a pair of sunglasses? *

UV Protection
Style/Design
Brand Reputation
Comfort

• Which design elements appeal to you the most in sunglasses?*

Frame Shape
Lens Color

31
 Material (e.g., metal, acetate)
Innovative Features

• What qualities come to mind when you think of an exclusive sunglass brand?*
Luxury
Trendy
Innovative
Durability

• What price range do you consider reasonable for exclusive and innovative
sunglasses? *
₹500 to ₹1,500
₹1,500 to ₹3,000
₹3,000 to ₹6,000
₹6,000 & above

• How does the perceived value of a product influence your willingness to pay for it? *
Does Not Influence
Slightly Influence
Neutral
Influences
Strongly Influences

• Where do you usually discover new fashion and eyewear products? *

Social Media
Fashion Magazines
Influencers
Commercials

• Where do you mostly prefer to purchase sunglasses? *

Online
Specialty Stores
Luxury Boutiques

32
• How much does the in-store experience influence your decision to purchase
sunglasses? *
Not at all
A bit
Neutral
Significantly
Highly Significant

• How would you position a new exclusive sunglass brand in comparison to other
well-known brands? *
Premium/Luxury
Trendy/Modern
Innovative/Technology-Driven
Unique/Artistic

33