ich projects


Can a mass retailer present inclusive thinking?

the case study

(Wonder Women Fest,  Amazon Fashion, India)


Amazon.in wanted to launch a new women-only event that triggered a strong fashion association with the underlying intent of driving deep discounts and deals. 


Amazon.in has a vast and varied consumer base, posing the challenge to portray fashion in a relatable yet inspiring manner. A common behavior being the tendency to flirt with all categories within the fashion hemisphere of clothing, footwear and beauty.


The business’ core essence of democratizing all products instinctively lead us to hitch onto the ‘inclusivity pulse’ and the need for every woman to find her ‘Tribe’. Hence, we suggested a theme that joyously spelt an inclusive message of fashion for all women. Completed with a consumer journey that was an ensemble of trends across western and ethnic apparel, footwear and beauty. Bold hues and color block renditions were used to grab attention to the event.

The original ideation and visual cues were provided for the internal teams to take forward to planning and execution. The event has seen 4 successful runs now, and has evolved to become the centric thought to the platform’s presentation.

The event’s performance was notably positive helping acquire 110K+ new women customers! Furthermore, the trends section contributed to a 5x increase on page clicks during the event.

©2022. ICH Creative Consulting LLP

©2024. ICH Creative Consulting LLP