Making your first million after 50? Don’t worry you’re not late

Anxiety.

 That might be the first thing that you might be getting when you continuously scroll through various social media platforms and find that a lot many teenagers and adults in their early 20’s have already crossed the $ 1 million mark in their lives.

 You’re here in your 40th or 50th year fretting over the fact that you might be a late boomer and have probably discovered passion late.

Having Thanksgiving dinner with my family, I got to know that one of my nieces is now about to set her path to college, whereas one of the other nephews has dropped out because he did not find college thought-provoking.

He wanted to become a coder, what made him drop was the expensive tuition fees that ultimately will go into the university’s pocket, which might not be the platform to teach his passion.

That was years ago. Now he’s a great coder who already has 3 apps developed and sold at a million.

What made me my eyes bulge out was that he was already planning to have a couple of Teslas’ planned to be parked at the back gate and early retirement procedure going on.

 Wasn’t thanksgiving where the youngsters got their legs pulled and not a 40-year-old woman.

Well, I felt the complete opposite way.

There was a twist though.

I was happy.

I was not only happy for my nieces and nephews but I was happy with my self as well.

I know it took me time and I sort of accomplished myself as a late bloomer, but I have no regrets of where I am right now. Having my digital agency, I have gone through a rollercoaster of multiple jobs, from being a retail manager to shifting myself as a product manager in one of the fast-food companies. From writing exquisite articles in a publishing company to assessing myself to be a fit for a fashion luxury world, I have tried what could have been best for me.

There’s one thing that definitely will not have in my upcoming future is regret. Regret that I was stuck in a dead-end job, and I couldn’t get out of it due to the safety of a salary knocking on my door every month.

So, how did I approach this realm of finding my first million and satisfying career?

1. Find your Passion

Retail, maybe not.

 Marketing yes.

Marketing in what.

 That is what kind of question I wanted to answer. A whirlwind of different jobs, clients, projects, some which paid peanuts, some which made it big. With a sigh of satisfaction, I can simply say that the work I am doing right now is the kind of work I am obsessed with and would not mind continue doing it till my body sends a signal to retire.

2. Take risks

Taking risks can be one of the best things.

Going by the famous quote, you only live once, I should take risks and fail.

Fail big.

 So that at the age of 80 when I am sitting in a rocking chair, I am not dwelling the fact that I was stuck with something just because I wanted to play safe and, in that race, I couldn’t fulfill the urge to truly find myself.

3. Face Failures

One of my biggest fears was to face failures.

 If you’re in a position where you have to work cause you have to take the ROI of the school you invested in or probably work to fulfill the daily demands of the stomach, then you’re limiting yourself to just titles, popularity or income.

We all are a bit sensitive, aren’t we?

If someone’s going to come to us to say that you’re still stuck here, it is going to sting, no matter how many times we might have practiced in front of the mirror.

That’s the point though. To build resilience. To go through ups and downs and build perspective, cause that is the weapon that gives you an advantage for your start-up over a recent college graduate.

 You’re more worth than what other humans define you simply by words or titles and this journey is an example to prove it, not the next Mercedes booking you make at the car dealership.

Honestly, if I was not worried about the fact that I am going to be stuck in my dead-end job and had not upskilled myself, the digital agency might have just been a dream. A dream which someone else might have achieved.

Lastly, I would say it keeps getting better. Don’t panic or worry about catching up. The ultimate joy is in the journey and the detours you make to reach your destination. Cause if up and up and up is the only way then there’s no fun in that journey and sky might have been touched a bit too early.

What to do when you don’t get your dream job?

You scored a perfect one in your finals in college and was 100% prepared for the company you were dying to give your interview in. With full surety that you will crack the role and organization, you step inside with confidence and pass the interview with flying colors.

The results are out and you didn’t get in. With a broken heart and shattered dreams, you go back to your dorm and cry in self-pity.

Dream job.

Everyone wants it but only some get it.

 If you track the work record of your favorite professionals, not even one of them started with a dream job.

 All of us face rejection.

Isn’t the above scenario something that we all might have faced somewhere in our lives. Not getting the dream job doesn’t mean the end of the road.

There are some points on can you use that rejection to strategize and overcome the misery of disappointment to take the next action.

Take the rejection as a fuel to ignite the fire

Going into the path of negativity and continuously self-pitying yourself won’t help you much.

It might rather bring you down.

 The rejection letter that you’re holding can be used fuel to continuously motivate yourself for the ultimate goal that you have in life.

Upskill yourself.

In this era of heavy competition where thousands are fighting for the same job and position, upskilling yourself can be the best way.

Scan down the job requirements and match where can you be missing.

Take courses to upskill yourself.

 Read at least 1 to 2 articles and blogs per day to keep updated and listen to podcasts from your favorite mentors.

  • Find an alternate solution

My utmost desire was to become a brand or a marketing manager of an FMCG company. After completing my masters, I applied for a lot of FMCG companies for the open position but got rejected from all of them.

There were some days I was dwelling myself into negative emotions of how I can never secure my dream job.

After a few days, I just channeled my frustration into motivation and started a blog.

That was a side hustle.

I started learning a lot of digital techniques and helping small brands to upscale themselves in the digital world.

Finding clients through freelancing I landed up my dream job after two years of hard work and a better one that too.

There are some other strategies you could work on

  1. Can you give your services in the competitor’s arena? If not coke then let me try with Pepsi?
  2. Are there roles that are on a similar path and might entice you in an equal way to work yourself up for the position you desire to be on.
  3. LinkedIn branding- this one now quite becoming a popular path.

If you want yourself to shine in front of the corporate world, linked influencing is becoming one of the fastest ways to do so.

Just voice your thoughts out and what are you doing currently. Also, if you’re in a job what entices you the most about it.

A lot many recruiters are looking and if companies want to brand themselves, hiring LinkedIn influencers is one of the best ways for them.

Be in that company’s radar

Getting mulled because of rejection might make you lose your further chances of again applying in that company.

Alice wanted to be a part of one of the best fashion brands.

After getting rejected, she was genuinely disappointed but never lost hope.

She sent them a thankyou note for considering her for the position and also set up a google alert for hiring updates on LinkedIn.

Casual organic conversation with the people of the organization and keeping herself in radar with the hiring manager of the company finally landed her a job in the same one.

Think about this way, if you hadn’t been rejected from your dream job then probably upskilling yourself would have been something that might not have strike you.

It’s something you already have achieved, but when the time to find a job comes again since you’re bored with the current one, you know what would have been the result.

So, don’t get defeated because you got rejected, use it as a fuel to channel the frustration within you to get motivated.

You might not know what’s waiting for you on the other side.

Why Failing is important?


Let me start with a story. So, there was a kid who went to the best school in his town. He used to excel in almost everything.

He had a perfect GPS, perfect scores in all his exams, he was a good sportsperson, captain of the football team of his school. With his constant high performance, he got into one of the best universities in his country.

There as well he was excelling in all the classes he took. After graduating from college, he was able to get a good high paying job and also make a girlfriend along the way whom he looked forward to making his life partner one day.
Time flew and he finally got the chance to marry the love of his life and have children. Things were going good in his life as usual. Without failing, he was crossing every path of his life.


One day, the financial crisis struck and he was led off along with hundreds of his colleagues.

He was not ready for that layoff. He has never been ready for any lay off since he has always been winning in his life without failing.

He has always come across a hurdle and crossed that like a champion without failing.


But what now?

This was the first time he failed and it was not his mistake. Since the financial crisis had its effect for a longer period of time, he was unable to find any job suitable for him.

Rejections after rejections clouded his life and he fell into the deep crevices of depression.

He started to have constant anxiety attacks, but still, he refused to take any professional help since he could not believe that time in his life was so miserable that depression became a daily dose.


He could not bear it any longer and decided to take a gun and shot his children and wife before he shot himself.

That’s it.

That was the end.

It was not only an end to his suffering but also to his winning streaks. Oh, but what an ending.


If you read the above story again, you will see that without failing are the two words that have been highlighted a lot.

That’s because not only the protagonist of this story never had the opportunity to fail in his life, but he had never faced such a big failure.

When that failure finally hit, it was pretty late and he couldn’t fathom the entire thought of him tumbling down the stairs of life.

No one is accustomed to failing. That’s not what is taught to us in the schools.

It doesn’t mean that failing in anything, be it our exams or not getting into the best university or not securing a high paying job makes us victim to vulnerability.

Failing is important cause it makes us stronger.


Failing is important cause it gives your life a purpose of trying again one more time and this time trying your best.

The feeling of accomplishment that you get when you grow from experiences to finally get what you dreamt for years is far better than getting your dream job at one go.

It doesn’t mean that getting your dream job just after graduating from college is bad, but every fall makes your will a bit stronger to rise again and the face the world with better preparation.


Nobody’s an overnight success.

Neither the CEO of the biggest conglomerate nor a small entrepreneur who has managed to make a big name in your city.

What we see on social media is the end result and not the struggle that they went through.

So, focus on the struggle since everyone have their own stories and just believe in yourself.

Have the courage to embrace every failure.

Since it’s the resume of the failures that will make a headline story in your life and not just the strikes of continuous successes.

SO, fail and Fail big, but do not forget to rise from those ashes.

Planning to make a content calendar? Here are the 4 things you can focus on.

So, following my last article, there were a couple of questions on how do you go about creating a content calendar and updating it.

Every blogger or even a writer needs a content calendar in order to stay organised on what to post and when to post.

Below given are some points you can take care while making a content calendar.

  1. How frequently will I post on social media?
  2. What type of content will I post on social media?
  3. How will my post entertain and inform my audience?
  4. How will my posts help me achieve my goals?

 Depending on your website or page, whether you decide to post once or twice or more than twice a week, content calendar makes all the task pretty easy.

Let’s take an example here. This story is about a baker who has opened up new in town. Their goal is to spread the news of their delicacy not only in this town but in the entire city.  

Question arises, how should they go about it?

They strive on their delicious cupcakes and the art with which they deliver their desserts. So, how many times should they post (how frequently?).

Well,  if social media is considered a post of their different delicacies, twice or thrice a day would entice their customers, whereas how they made a certain dessert can be once or twice a week.

A trailer to generate curiosity would enhance the traffic on their website and customers would look forward to what’s in store for them the next week (type of content).

Blogs, posts, vlogs, videos, tutorials everything aligns for them.

So, if some of my previous posts have generated curiosity and others didn’t manage to, then tracking the analytics is the best part to know the answer of the 3rd question.

A blog post of a cupcake and how I made it without any use of oven or microwave was a hit.

Vlogging of a how a day in the bakery goes was not.

Facebook ads and analytics through these can give you an idea of what your customers specifically prefers.

All in all, your main KPI is to increase the traffic to your website or blog so that there is an increase in the sales of delicious baked items.

Regularly analyzing these and then taking a feedback weekly of how the different posts have performed, how have they contributed to the increase in sales can help you achieve your weekly goals.

Goals achieved day by day will give you new goals every month and year and so on.

There are a lot many examples that can come forth. Whether you’re into beauty business or the famous cat lady, you can take some inspiration from the above story and start your own successful story.

Let your ideas flourish.

How to optimize your content for better traffic to your website?

Whether you have started your blog, or are already through it by a year or more, one of the obstacles that you might have come across is getting traffic in the initial phase.

 Making people aware of your blog or website, or trying to portray it differently from your competitors can be a hard task.

Here’s how you can try some content hacks to make yourself different out there in the market and increase traffic towards your website.

Niche content

This sounds a bit obvious, but people like to research specific things on certain topics.

For example, if you specialize in selling skincare cosmetics, then going all the way to explain what all ingredients help a certain skincare routine can be your virtue.

Or if you’re into baking then making content around how to make special desserts or what desserts can go on a special occasion can help boost the traffic towards your website.

Scattering it at different places might even confuse your SEO strategy to have a definite landing page.

Engage

Not only about creating engaging content which varies from written blogs to videos and also podcasts, but engaging with your followers and like-minded people on social media helps boost your social media profile.

You post new content, social media is one of the first places to make people aware of that, but don’t forget to look into others’ content and hype them up for your website’s traffic to flourish.

Content calendar

 This is one of the things that has helped a lot of blogs to receive an increased amount of traffic.

 A content calendar will not only keep your updates in track but also create a sense of excitement and anticipation of what’s coming next.

It’s almost like an artist giving a small trailer of what is in store for their followers.

Consistency

might have heard this a lot many times, and you get to see it here as well. Consistency is the key to success. It is not only limited to your website or blog up-gradation but also your following social media platforms. If your blog or website has a LinkedIn page, then consistency in telling who you’re and what value do you provide on that forum helps a lot in professional ways as well.

Humorous content

A lot many people need that upheaval and information every day.

If your content is provided in a humorous manner where your viewers relate to your comment or find it interesting and uplifting enough, you can certainly see the number of shares going up.

If the content is educational, elements of fun help in giving a break from the monotonous feed and helps the viewers remember the content better.

These are 4 hacks you can use to increase the traffic towards your website and have increased followers on your social media.

If you’re skeptical of how to go about it, checkout some amazing and popular blogs. Their journey helps in casting how you can go making your own path to better content creation and lower bounce rate.

How can marketers use some psychology hacks?

Marketing is psychology. Well leaving the part where you start analyzing and come to conclusions from google analytics.

 Psychology is where you grasp and trick the mind of the consumer to buy your product or service.

Now, don’t deny subscribing to a Youtube channel where a cute doggo was reviewing food because it was part of ASMR. What has product placement to do with it?

Nothing.

Psychology.

Well, everything.

So, here are some necessary psychology tricks you can use in your daily life to grab that opportunity and sell your product or service and achieve success.

1.       Confidence and eye contact.

 Now when you’re selling yourself in an interview (you might be a potential product for that company) two things that you need to take care is confidence and eye contact.

Even if you don’t know what the rubbish are you puking out in front of the interviewer, that rubbish with the right eye contact, and confidence might win you a good deal.

2.       Stories

   You might argue that how stories can be a part of psychology.

   Well reading someone else’s story or relatable conditions emulates a cognitive function in the brain. That emulation makes you think that there is someone in the world who either can understand you or you can potentially take guidance from.    

Well, this emulation can get you a follower. So, share as much as you can

3.       Ask them not to do it.

It’s not only the case with small children but also with grown-ups. ( wassup millennials and Gen Z’s).

if you ask someone to do it, then there are comparatively low chances that people might actually obey you and follow the routine.

 Well, there’s always a twist.

Reports have shown that if you ask people not to do it, an example to not click on a certain picture or on a profile, chances are that the profile will be opened 65% more as compared to asking them to do so.

4.       Visually creative

Credit: Venngage

Another figure says that retaining power of our minds towards visuals is better as compared to written texts.

 Not only the visual one but also attention towards podcasts have increased a lot. Podcasts are becoming increasingly famous due to their potential of eliciting information via talk through. So, marketers, pump your profile with those numbers in a creative and visually attractive way.

These are some hacks that you can use in your daily life to grab the eyeballs towards your goals and make them happen. Comment below your favorite hack from above or any other hack you that you might use in daily life.

Why is it important to maintain a journal?

 I did not get what I wanted. After graduating from a good school and applying to so many jobs, I ended up in a job in which I did not find the least bit of interacting or up to what I deserved. That time, I felt, as if why did I even take the pain in my high school to so much if I had to eventually end up in a dig.

This is what most of us think when we end up somewhere, we did not at all wanted to or probably see ourselves going forward in our lives.

Nevertheless, I was depressed and anxious. Thinking about the future. Whether I will be getting to a place where I wanted to.

 What will the future hold in for me? Currently, I am dreading to go to my job every day but I have bills to pay, student loans to pay off and so much more that I cannot skip anything.

In all these times, what helped me was maintaining a journal. I used to write everything down. How was I feeling? What did I achieve today? What made me sad or what can I do to not let other’s words put my morale down.

Little did I knew that maintaining a journal was the main key to all my problems. Writing stuff and everyday experiences, helped me to see how much have I grown. Not only from my school life but also in my career.

I read somewhere that writing a journal sometimes help almost as taking therapy.

Of course, the two can’t be compared but the act of just venting things out and having a feeling that someone or something is listening to you decreases the tension and pressure emulating in your mind.

Following a similar path, I took an old brown leather-covered journal that was gifted to me by my cousin on my 20th birthday stating that I would need this in my life. I didn’t get the intensity at that time but now I thank my cousin for that small act.

Writing every day became a habit. Not only did it improve the way I write, but I became a storyteller in general.

From my failures to successes. From small things that I achieved to places where I made a mistake, all of it.

In the beginning, I didn’t see any change. I just used to write at the end of the day because that is what was my pill for releasing an unnerving tension that I used to carry from my workplace back home.

I also at some point decided to give up writing because I felt that no one’s listening to me and I couldn’t see a single change in my life.  

With this feeling, I just had an epiphany and decided to go back to my first journal entry. Just to read where I was and where am I now. Am I still miserable cause I felt so? Has there been any change?

But there was. In our day to day struggles to let life going on, we do not realize how far we have come.

We do not feel there has been any substantial change as we only focus on what is going on today. We forget to look at the bigger picture and that is what my journal showed me.

‘The bigger picture’. Not only had I grown in my role but I had developed a humongous amount of confidence.

 From being a person who just used to let a squeak out to guide people on how can we manage our tasks and other people. From just sitting at my home going through social media and reading books to going out and making friends out of work and networking.

From only focusing on my daily 9 to 5 work to helping various non-profit organizations scale up their business, I had come a long path and there was so much more to come.

I felt proud of myself and here I didn’t need anyone’s accreditation to tell me so cause my journal was enough to do the same.

Why having a semester abroad is necessary?

It has already been more than a month since the beginning of a new semester and some of us are still making amends with the university life and some of us have just gotten back to our usual routines. Also, this semester we have taken a new pledge not to leave studies till the last moment. Get good grades and a good-paying job.

In the midst of all of this, somewhere between all of you, there is an exchange student who’s perspiring right now since they have just left their own country and is on tour in yours.

 That was me sometime back and needless to say, it was one of the most exhilarating times of my life.

The journey began when I had to go for an exchange semester from America to Italy for the fall season.

From the difference in the cultures to roaming different European countries, sometimes one by one or sometimes in a stretch was one such experience I won’t ever forget.

Starting from the registration of classes to settling in your dorm room.

 From a grand welcome by the university to get to know different societies that you can be a part of.

From getting your student ID to figuring out what to eat, where to go, grocery shopping, whom to and how to make friends with(yikes) is tiring but worth it.

Once this is all figured, you start on your step 2, which is planning your grocery and other expenses and how are you going to manage your weekend travels.

 Being a fan of backpacking, managing the food was not a problem with me, but deciding which countries to travel was defintely one.

 As a student, you decide to go to the countries that are student-friendly and come under your budget, but of course, your heart would not want to shy away from the Eiffel Tower in Paris or the rhine fall in Switzerland.

Once that decision is done, then you have to leave aside a part of your budget to try those exquisite dishes and being in Italy there was definitely no scarcity. The pizzas, gelato, hot chocolate is worth craving for and no one can forget their Aperitivos which are special drink served in Italy.

Deciding the entire tour plan is also accompanied by deciding whom to travel with.

 Whether your newly made friends are free or (even worth it?) or would they like to visit the same places as you would want to? Oh well, when does excel sheet come in actual use?

Leaping on the next step, do not forget to punch in the budget that you have kept aside for every of these visits and also which hostels to book, how to go about booking these hostels, which mode of transport to choose, what time do you board them and a lot more and all of this gets stored in your excel.

 Future consultants ready.

Don’t forget when you come back from a tiring trip you have to submit the assignments by one of your professors, so a night before all that excitement you are busy annoying your roommates to tell the answer.

College parties and trying out the pubs is something that you can’t miss.

It’s not the fun of going to the pubs but its actually dancing to the different songs in a different language and seeing different people doing their own Despacito.

With all the fun, of course, the time arrives for the most dreaded situation. Final exams (be happy that you missed the midterms).

 Well if that becomes a piece of cake or a mud slog to walk on depends on the previous night, but for me that gave a completely different vibe. What I was not interested in was discussing the answers later on.

After such a huge roller coaster of a semester, its time to bid goodbye to a wonderful experience. From registering for classes to giving exams, packing your dorm to having an emotional goodbye but a promise to keep in touch with all the wonderful friends, it was exhilarating to sum up all the memories but with an embedded excitement to celebrate Christmas with my family.

If given a chance, I would do it all over again multiple times.

How it feels to work a Business Controller in H&M

With the debut of my “journey of a leader” articles and a strong connection to the fashion background, I am interviewing my first leader who is currently working as a business controller in H&M.

A short stint about H&M- standing on the tagline of fashion and quality at its best price in a sustainable way, H&M is one of the leading fashion brands out there in the world.

From its good deals to quality materials and now increased focus on the care for the environment, it works on a big sustainable model. But the main question arises, how does it feel to work for such a large brand that too as a business controller?

From waking up every morning at 6 o’clock to prep for the day so that she can start working at 8, the first thing that out of habit (which she agrees is a bad one), Emma reaches, is her phone. That’s not to check the previous day emails, but it’s actually to be on her favourite social media apps. Emma surely has a different explanation for that.

I know it’s a bad habit, but these habits go out only with practice, but when your favourite artist has just released a new song or your other favourite artist has announced a tour or an album, you just can’t keep calm. 

On her way of driving to work, she has various educational podcasts. Those are a must, sometimes I feel that whatever I listen to can pump up my day with wisdom and knowledge and I can probably use that today while working. 

Arriving at her destination, she greets everyone with a smile and takes a seat in her designated place. What I like working about this place is that most of them are not from a fashion background, but the company stands for people.

From analyzing data to coming up with decisions and discussing them with the team to coming to the execution there are a lot of aspects that have to be considered, but all of them have people as the main focus behind it. 

Emma started as a store manager and being handled with such a great responsibility from the start, it was not easy for her. I was this little shy and introvert who somehow did get into the company but for the first few weeks I kept on getting constructive feedback on how I need to push myself more to get to know the people and interact with them. It was hard. A

lot many times I have just gone home and cried my eyes out or probably sat with a tub of ice cream and just said F it. 

The never giving attitude brought me back to life. There were a lot many times I had to deal with the co-workers who were completely out of my understanding, but dealing with them was a challenge and slowly through my knowledge, I gained that respect and friendliness. H&M is a place where you can be promoted within the organization at a fast pace but you have to be good at your current role, which I felt was liberating and motivating. 

Coming to the question of what advice would she like to give to other ambitious souls to join the organization in a similar role, she gets into deep thought

The organization is known to select one of the best people for higher and responsible positions, but what they really look for in a person is how easily you engage with people and they test your patience.

 Sometimes when you’re working in a store, that too in the sales time, its physically and emotionally draining. That is what is being tested on. How patient you’re and how’re you motivating your team to be calm and composed. A lot of situations would be given and how you tackle them and inspire them to become future leaders is what all they look for.

 We bid her goodbye as it is 8 o’clock and time for her to start working and for us to leave, with insights of how is it to work for H&M and what all you can do to if you also want to knock the doors to work for this brand.

How Indian Ethnic wear is making big into the E-commerce market?

When I visited different parts of India, what I most admired was the difference in the culture in each state. Be it South, North, East or West, every part and every city resonate a different cultural heritage.

This culture can also be seen in attires and accessories. Ranging from Dupattas which are a long piece of cloth with embroidery and other designs of art and craft to compliment suits to Juttis, which are traditional shoewear worn in the northern part of the country, there are a lot of options to choose from.

Now as the E-commerce sector is booming in the country, these pieces of handicrafts are not only reaching to different parts of the country but are making their way overseas as well. Here we have a list of some E-commerce start-ups which have successfully made it possible for us to get our hands on the traditional roots easily and just with a click.

1.      Pastels and Pops

So, while I was surfing for the traditional juttis, which are very popular in the northern region of the country, I came across a start-up which specializes in providing these.

Based out of Bangalore- the Indian Silicon Valley, the start-up was founded by three sisters and is now one of the leading ones to provide this northern richness into the southern part of the country.

The best part about them is that their Jutti’s are locally sourced and have been able to merge the gap between artisans and craftsmen who are the real value providers and the market where the demand is high.

2.      Aks

While traveling the western Ghats and areas, you come across a completely different traditional attire which is still to date inspired by the rich history and culture.

This start-up which embedded in 2014 in Gurgaon has been able to provide these traditional attires on just a click away.

Source:aksclothings.com

The articles are available on popular E-commerce websites such as Flipkart and Myntra and also are available in retail stores.

3.      Voylla

Not traditionally a startup now, but is one of the leading destinations for a unique and traditional piece of jewelry for a pretty souvenir. The articles are personally designed by experienced craftsmen and artisans giving them a personal and heritage touch.

These three start-ups have been an immense breakthrough in not only reviving the hard work of the traditional craftsmen and artisans in the country but also have been able to make their talent reach to different parts of the world.

Do look out for them if you want your hands on special Indian souvenirs and traditional artifacts for your loved ones.

Struggling with your Eyewear Start-up? Here’s how you can take inspiration from RayBan.

The eyewear industry is ruled by one of the biggest conglomerates in the world with the name of Luxottica. Having the option of both the sunglass as well as prescribed ones, the conglomerate holds 80% market share in the eyewear industry. With over 9 billion euros reported as net sales in 2016, Luxottica stands with a well-balanced portfolio of in house as well as licensed brands.  If you’re focusing on building your eyewear brand that is different from what Luxottica follows but are stuck on where to start and how to start, here are some tips that you can take from RayBan’s success.

THE INCEPTION

Born in 1937, RayBan was acclaimed as the market leader of the optical brands in 1961. It received its first placement in a Hollywood film in the same year and then RayBan has never seen the path of failure. Be it Tom Cruise wearing RayBans in Top Gun or a sporty look in Miami Vice, the brand has been able to stand on the virtue of excellence in design and functional innovation.

So, in the 1980s if I saw one of the biggest celebrities wearing those cool glasses, of course, I am going to run to the next store to buy them cause that’s the perception of coolness is the society and by buying RayBan’s, I can keep up with it. Well, that was the mindset of the maximum of teenagers and youngsters which led to a sudden increase in the sale.  Remember Jeff Philips from Shark Tank whose wooden eyewear brand did not receive any investment on the show but became an instant hit when Beyoncé was sported wearing it.

So, the lesson here is if one of the major celebrities or major influencers is wearing your brand, then you can expect success to pour in. it is about consumer marketing and getting inspired by an influential person is one of the major marketing tactics

But what happens if your brand doesn’t reach the masses through these celebrities.  Doesn’t mean the pockets will be empty. There was a time when even RayBan ran out of the celebrity endorsement and was then looked like another one of those eyewear brands which is now a mere competitor with other luxury brands in the market. RayBan then came with an idea of disruption.

THE DISRUPTION

Ever wondered what RayBan means? It means banning the anti-glare rays. So, brand perception lies in the problem-solution approach. After getting acquired by Luxottica, RayBan’s growth increased by a double-digit. This was also followed by the introduction of women in their ads as well as better control over the distribution and supply chain process. 

The main idea behind this is to know what are your brand values or what do they stand for? How are they different? What are you today and what do you want to be tomorrow?

This disruption normally happens through 4 things-

1.    Top of mind: when I come across your brand what is the first thing that comes in your mind. With RayBan, it is the timeless and classic value of the brand.

2.    Attribute: what is that special thing in your brand? What makes it different from all the others?

3.    Benefit: what benefit can I give to the customers that maybe other brands are not able to give. With Jeff Philips’ brand, I know that the frame is made of sustainable wooden material which helps in saving the environment.

4.    Role: what is that responsible role that you’re taking in the society and how is it benefiting them?

When you’re choosing the communication approach for your eyewear brand in the market, choosing a celebrity or a major influencer with simple posing for the camera is now an outdated approach. It is no different from what other brands follow. The disruption has to be by a tagline of what your brand means and what image and message it spreads in the society.

THE MESSAGE

RayBan’s disruption was by the Never Hide campaign. It was not just a focus on advertising but a two-way communication with the consumers. Making mainstream consumers feel a part of the brand. From the product to media to P.R everything focused on enriching the customer experience.

So, the idea is whether you’re an office going person or a big movie star, a fashion designer, a soldier, or just you, with Ray-Ban you should be yourself and never Hide. This campaign got huge amounts of accolades from the consumers which resulted in a surgent growth and RayBan got back on track.

THE TARGET

The target was individuals. From a demographic to a psychographic point of view. From passive sponsorship to the creation of proprietary platforms, RayBan now leveraged individuals more than the TV or radio ads. They were more focused on audience participation rather than broadcasting and providing constant dialogue and entertainment for their customers.

Starting the journey from 2007 with the Never Hide campaign to coming back to the product by focusing on the lenses and performance in 2013, the evolution and experiment of RayBan was a complete Turnaround.

Not only this but RayBan was successful in providing a unique consumer experience in direct consumer channels. Their first flagship store was opened in NYC which was a sign of conquering the last mile of the unique consumer experience.

So, in the end, what we learn and can put in our eyewear or any brand are three learnings.

1.    INNOVATION- this is a must. If you want to be a leader or a disruptor in any sort of industry or market, you need to innovate. But don’t forget that the innovation needs to be in the line of what set of value you want to portray with your brand.

2.    CONSISTENCY- from product to communication, consistency, and perseverance is the key. Be it marketing or distribution, consistency wins the world along with patience.

3.    BRAND- it is not just advertising, but is it about what, where and how a brand is selling. Setting these brand values and visions should be the key starting point.

Good Luck with your start-up and keep building.