10 March 2022, Mumbai:
Nykaa Fashion has added an accessory label of bags and footwear IYKYK to its portfolio.
An acronym for If You Know You Know”, IYKYK is a distinct and edgy yet accessible brand for the fashion-conscious consumer, says Adwaita Nayar, CEO, Nykaa Fashion IYKYK stands for the consumer who is aware of his special style secrets.
The brand also has its own unique monogram, carefully designed to combine the letters of I.Y.K.Y.K in a circular form, designed to look both sophisticated and fun at the same time.
The monogram embodies the brand’s core philosophy. It incorporates the solid form of the logo but at the same time it is open to interpretation, adds Nayar. Sophisticated, aspirational and chic, the IYKYK girl has a streak of spontaneity, nonchalance and is ‘in with the trends’.
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She is the “with-it” girl who values being privy to trends and styles that stand out. Nykaa Fashion’s biggest focus is on making every shopper’s experience more enriching and engaging and by continuously presenting fresh and innovative content through various digital formats.
The e-commerce platform recently kicked off a series of successful Watch & Buy sessions on Nykaa Fashion, keeping with the growing interest in live commerce.
Another innovation is the stylist advice made accessible to shoppers via WhatsApp. Curation and tech innovation will continue taking the lead in shaping customer experience on Nykaa Fashion.
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CREDITS: Indian Retailer.
