A Study on Role of Advertisement Strategies in Establishing House of Vellala as a Clothing Brand on Digital Platforms
- DOI
- 10.2991/978-2-38476-559-1_5How to use a DOI?
- Keywords
- Brand Building; Fashion Industry; Digital Platforms; Advertising Strategies; Influencer Marketing; Sponsored Ads
- Abstract
The advent of e-commerce has fundamentally reshaped the retail landscape, particularly within the clothing industry, where online platforms now dominate consumer behavior. To thrive in this competitive environment, clothing brands must deploy effective digital advertising strategies to cut through the noise, cultivate customer relationships, and boost sales. This paper investigates the pivotal role of these strategies in establishing a strong brand presence on digital platforms, using House of Vellala, a Hyderabad-based fashion startup founded in August 2024 by PravallikaVellala, as a focused case study.1 House of Vellala aims to blend the rich heritage of Southern India with contemporary designs appealing to today’s youth.
The study’s primary objective is to evaluate the efficacy of diverse advertising strategies in reaching and engaging young, tech-savvy consumers. It emphasizes the critical role of platforms like Instagram in showcasing products and capturing this demographic’s attention, making them invaluable for brands seeking to amplify their online presence. Furthermore, the research explores how tactics such as sponsored ads and product reviews are instrumental in fostering consumer trust and influencing purchase decisions, as consumers increasingly seek authentic and relatable content.2
Our research utilizes a descriptive approach, drawing insights from a sample of digitally active youth. We applied tables and pie charts to effectively illustrate the influence of digital platforms on marketing engagement within this key demographic. Ultimately, the paper highlights how consistent digital advertising visibility is crucial for sustained consumer engagement and building long-term brand loyalty.
- Copyright
- © 2026 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Nitin Kumar Jain AU - Vikas Thakur PY - 2026 DA - 2026/04/19 TI - A Study on Role of Advertisement Strategies in Establishing House of Vellala as a Clothing Brand on Digital Platforms BT - Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025) PB - Atlantis Press SP - 67 EP - 78 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-559-1_5 DO - 10.2991/978-2-38476-559-1_5 ID - Jain2026 ER -