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TheSouledStore Project Report Enhanced

The report details a summer internship project focused on The Souled Store, an Indian casual wear brand targeting urban youth with a strong online presence and pop culture influences. It analyzes the brand's marketing strategies, including its 4Ps (Product, Price, Place, Promotion) and the use of digital tools to engage customers. Recommendations for future growth include expanding offline retail, introducing gender-neutral lines, and enhancing sustainability initiatives.

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113 views9 pages

TheSouledStore Project Report Enhanced

The report details a summer internship project focused on The Souled Store, an Indian casual wear brand targeting urban youth with a strong online presence and pop culture influences. It analyzes the brand's marketing strategies, including its 4Ps (Product, Price, Place, Promotion) and the use of digital tools to engage customers. Recommendations for future growth include expanding offline retail, introducing gender-neutral lines, and enhancing sustainability initiatives.

Uploaded by

saundersgarrick9
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Summer Internship Project Report

Name: Jit Chakraborty

College: Vivekananda College

Department: Physics

CU Registration Number: 233544-21-0129

Honours Subject and Semester: Physics, Semester 4

Project Subject: Marketing Internship Project

Chosen Brand: The Souled Store


1. Introduction
The Souled Store is a casual wear brand from India famous for its bold designs, pop culture
influences, and deep appeal to urban millennials. Founded in 2013, it rode the wave of e-
commerce and online marketing to become a generic brand in the minds of Millennials and
Gen Zers. The project seeks to analyze the brand through fundamental marketing lenses and
draw conclusions that help fuel its increasing dominance of India's lifestyle and fashion
market

2. Target Audience and Positioning Strategy


The Souled Store's target audience is urban youth between 16–30 years of age, who are
online active, culturally conscious, and fashion-conscious. Students, young professionals,
and fans of pop culture form the brand's constituency.

Figure 3: Pop culture prints and affordable pricing are the two strongest
magnets drawing The Souled Store’s youthful customers.

A market survey was conducted among 500 online customers to understand the most
compelling reasons behind their brand loyalty to The Souled Store. The donut chart below
illustrates the primary factors influencing customer preference.The brand is positioned as
quirky, fun, and expressive, leveraging limited edition drops, meme advertising, and fan-
centric items (e.g., Marvel, Friends, DC, IPL teams) to create emotional connections. Its
position is built upon authenticity, uniqueness, and connectibility

3. 4Ps Analysis

Product

The Souled Store offers a wide range of casualwear including T-shirts, shirts,
joggers, hoodies, footwear, and accessories. Its USP lies in licensed merchandise,
quirky prints, and comfort-first designs. Limited edition collections are a hallmark,
creating

urgency and exclusivity. The brand uses high-quality cotton and sustainable
packaging to appeal to eco-conscious customers.
Figure 2: T-Shirts dominate The Souled Store’s product sales, reinforcing the brand’s
core strength in upper casual wear.

An internal performance review of The Souled Store’s inventory


revealed the contribution of different product categories to total
revenue. The following pie chart provides a visual breakdown of
category-wise sales, highlighting the prominence of casual upper
wear in their portfolio

Price

The brand follows a value-based pricing strategy, offering quality and design at an
affordable range (₹499–₹1499). It uses discounts, memberships (Super Squad), and
bundle deals to boost cart value. By avoiding middlemen through its D2C model, The
Souled Store offers competitive prices without diluting brand value.
Place
Primarily a Direct-to-Consumer (D2C) brand, The Souled Store operates via its own
website and mobile app. It also lists selectively on platforms like Amazon and
Flipkart. Physical presence is growing via exclusive brand outlets in key metro
cities. Their logistics ensure pan-India delivery, optimizing urban and semi-urban
reach.

Promotion
Promotion is heavily digital: influencer tie-ups, meme marketing, and collaborations
with pop culture brands like Marvel and IPL teams. Their Instagram strategy is
content-driven, fun, and community-building. Email marketing and push
notifications offer personalization. Seasonal campaigns and nostalgia marketing
amplify engagement.

Social media is the backbone of The Souled Store’s promotional strategy. Their
Instagram handle has seen rapid growth over the past five years, largely driven by
engaging content, influencer collaborations, and meme-based storytelling. The line
graph below illustrates this growth trajectory
Figure 3: A sharp rise in Instagram followers from 2020 to 2024 showcases
effective content and influencer marketing.

4. Brand Analysis
The Souled Store Brand Visuals (Sample Placeholders Below):
• Logo: Minimalist and youthful with a yellow-orange color palette representing
energy and cheerfulness.
• Slogan: 'Wear Your Soul.' Emphasizes self-expression.
• Colors: Bright, warm tones dominate—reflecting vibrancy.
• Tone of Voice: Conversational, humorous, relatable.
• Visuals: Comic-inspired illustrations, fan art, user-generated content.
• Brand Mascot: Often features quirky characters or memes relevant to Indian
youth.

5. Marketing Tools and Theories Used


• STP Framework: The Souled Store segments based on age, culture affinity, and
lifestyle; targets digital natives; and positions as a culturally aware, expressive
fashion brand.
• AIDA Model: Uses Instagram reels and influencer content to grab Attention, catchy
product designs to spark Interest, limited drops for Desire, and easy checkout for
Action.
• Brand Equity: Builds customer loyalty via quality, emotional connection, and
consistent messaging.
• Digital Funnel: Engages users from awareness to conversion using Instagram, SEO,
emails, and app notifications.

6. Conclusion and Recommendations


The Souled Store has effectively carved a niche in the Indian fashion ecosystem by
merging youth culture with brand storytelling. Its strong online presence, affordable
pricing, and community engagement make it a role model for modern D2C brands.

Recommendations:
• Expand offline retail in Tier-II cities to capture aspirational youth.
• Introduce gender-neutral lines and regional collaborations.
• Strengthen sustainability initiatives for eco-conscious consumers.
• Invest in AR try-on or gamification on app to enhance digital experience.

In conclusion, The Souled Store illustrates the power of digital-native branding that aligns
with cultural moments, identity-driven fashion, and responsive customer experiences. As
youth preferences continue to evolve, the brand's adaptive strategies ensure sustained
relevance. This case reinforces how storytelling, data-driven outreach, and a keen sense of
community can transform a startup into a beloved household brand. Future innovations in
tech (like AR shopping), sustainability, and regional customization can further elevate its
stature.

Signatures (To be filled after VIVA):


Internal Faculty Signature: __________________________

External Faculty Signature: __________________________

Head of Department: __________________________

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