Anushka Sharma launched her brand Nush to empower individuals to express themselves through comfortable, stylish, and accessible clothing. The brand aims at bridging the gap between high-street fashion and everyday needs.
Nush is a reflection of Anushka Sharma’s personal style preference, which is known for its fuss-free, comfortable, and versatile nature. The brand encourages inclusivity and caters to all body types offering sizes from small to XXL.
But it didn’t just become popular overnight.
In this post, we look into how Anushka Sharma grew the brand.
How Nush by Anushka Sharma Started
Anushka‘s vision for Nush was to bring casual, chic fashion to the masses, and fuse high-street fashion with the practical, daily comfort of clothes made out of carefully sourced material, stitched into flattering silhouettes.
From clothes for casual outings to evening events, Nush offers versatile pieces that can be easily incorporated into the wardrobes of women who wish to express their individuality.
Nush has flattering designs for every body type, and all of this at prices that are supremely affordable. The clothes are tailored well, and are a good blend of bespoke, and effortless chic.
And the best part is that their pricing range is pretty wide too; between Rs 699 to Rs 3,300.
Fuss-free and fashion forward, Nush has clothes for every girl/ woman who wants to be classy, and unpretentious – simple, and naturally beautiful in what she feels most comfortable in.
Product Range and Audience Appeal
Here’s a deep dive into Nush by Anushka Sharma and why it gained popularity quickly:
Clothing Categories and Styles
Nush has tops, jackets, pants, jumpsuits, and ethnic wear, and the styles range from casual to statement looks. The brand also sells sweatshirts and t-shirts.
The clothes are tailored to perfection. The easy styles make moving from work/ office to something outdoorsy/ formal setup with effortless ease. Minimalistic details, and easy flowing drapes make the character of Nush’s clothesline.
Simple, airy, comfortable yet chic is how Nush has designed its range of clothes.
Target Audience
Nush is a brand most modern women identify with, who like versatility and practicality at the helm of their wardrobe affairs.
Nush is available on online platforms like Myntra, Ajio.com, and Amazon.in, as well as in physical stores.
The brand’s focus on accessible fashion through trendy, comfortable, and versatile clothing has appealed to millennials and Gen Z.
The pieces offered by Nush can be dressed up or down as per need, which sits well with the younger generation.
Collaborations for Youth Appeal
Collaborations like the one with Chacha Chaudhary tap into nostalgia and pop culture trends, further resonating with the younger audience and getting the brand more traction.
Competitive Pricing and Smart Sourcing
About 80% of over 40 supply partners that Nush collaborates with are based in India. There is a network of technocrats who establish small manufacturing units for the brand.
Around 20% of Nush’s sourcing comes from Bangladesh, for its sweatshirts and jackets.
The brand has adopted the “Test, Try, and Scale” model wherein it launches collections with low inventory depth of 500–5,000 units per style. Quantities are adjusted based on real-time performance, enabling them to quickly respond to customer preferences and market trends.
The brand remains affordable fashion-focused: high-quality clothing at prices that are accessible to a wide range of consumers.
Nush’s Launch and Marketing Strategy
Let’s peek into how Anushka Sharma markets Nush:
Retail Launch on Myntra and Shoppers Stop
Nush’s launch strategy heavily leveraged social media influence and celebrity endorsement, specifically Anushka Sharma’s personal style and reach.
Launching itself as a fashion-accessible brand, it managed to stand apart from high-end brands.
The brand collaborated with Myntra for online retail and with Shoppers Stop and shop-in-shop outlets for offline presence.
Nush aims to balance premium and affordable segments in the Indian market by offering competitive pricing without compromising on quality.
Wear Your Vibe Campaign
This campaign by the brand got people’s attention. The core idea is that clothing is a powerful tool of self-expression. The brand encourages customers to choose outfits that make them feel good.
Celebrating Women with #UnusualsWomen
#UnusualsWomen is a campaign that celebrates women who have achieved remarkable feats and challenged social norms.
Outdoor Advertising in London
Another campaign, in partnership with TOAD.ai, focused on data-driven outdoor advertising. Nush reached its target audience through outdoor advertising placements in Central London near popular stations like Oxford Circus and Leicester Square.
Leveraging Anushka Sharma’s Personal Brand
The main draw of the brand is Anushka Sharma’s mass appeal, and the effortless style she’s come to be identified with. Her involvement with the sourcing of materials and the designs of the apparel resonates with its target audience – the youth who are always on the lookout for purpose-driven brands.
BTS Content and Authentic Messaging
Nush keeps up its promise of bringing premium fabrics and styles at affordable prices. The brand has ensured that Anushka’s vision, and her own style preferences remain at the core of all their designs.
Lessons for Women Entrepreneurs from Nush
If you’re inspired by Anushka Sharma’s journey, here are some lessons for you:
Build a Mass-Appeal Brand While Staying Unique
Nush’s strategy of testing the pulse of the consumers every time a new design or style is launched is unique, and has been rewarding for the brand.
Balance Quality with Affordability
While not positioned as a sustainable brand, Nush’s focus on quality and longevity could appeal to environmentally conscious consumers.
Leverage Personal Branding as a Marketing Tool
The brand’s association with Anushka Sharma adds to its appeal. Many consumers find her own easy-going, chic, and comfortable style reflected in the range of clothes offered by the brand.
Conclusion
Subtle yet proactive presence across various retail platforms has been the brand’s winning strategy. Anushka delivered what she promised – fashionable clothes that were made to last, and came at a good price point.
Stay with us as we bring you more stories of women who chased their vision and transformed them into successful ventures.
