Crafting Success: The Dynamic Journey of Raina Shriwaardankar in Fashion, E-commerce, and Luxury Branding
Raina Shriwaardankar has emerged as a powerhouse of innovation, strategy, and leadership, seamlessly blending creativity with commerce. With 17 years of experience and a background in mass media and a deep passion for brand development, Raina has built an impressive career, navigating the dynamic world of retail, e-commerce, and luxury fashion. As the Chief Brand Officer of Tao Paris and Aria Nica, she has successfully steered these brands to new heights, embracing both challenges and opportunities with remarkable finesse.
A Foundation in Media and Retail
Raina’s journey began with a bachelor’s degree in mass media (advertising) and topped her class in her final year. She further honed her skills with an MBA in retail which was in collaboration with Shoppers Stop. Recently, she added another feather to her cap by earning a certification in Luxury Brand Management from the London School of Trends. Her academic background laid a strong foundation, but it was her practical experience that truly shaped her career trajectory.
“My early days at Percept were transformative. Working on brands like Bally, Mango, Central, and Pantaloons, I discovered my passion for strategizing and building brands. It was an exciting time, and those experiences were pivotal in shaping my understanding of the retail landscape.” Raina reflects.
Having co-founded a kids’ apparel brand, I gained extensive experience in building a business from the ground up. My role involved managing all aspects of the company, including product sourcing, e-commerce operations, marketing, and finance. This comprehensive experience has provided me with a deep understanding of how to successfully navigate and integrate various business functions.
Strategic Leadership at Tao Paris and Beyond
Raina’s career is marked by her ability to translate her academic knowledge and early experiences into impactful brand strategies. After her stint at Percept, she played a crucial role in establishing the e-commerce businesses for Crossword and Shoppers Stop. Her expertise spans major e-commerce platforms, including Jabong, Myntra, Flipkart, Amazon, Nykaa Fashion, Ajio, FirstCry, and Shoppers Stop, giving her a strong foundation in running successful brands.
When asked about her role at Tao Paris and Aria Nica, Raina shares, “My journey with Tao Paris began in 2016 as part of the core founding committee. My focus has always been on building the brand’s presence and ensuring it resonates with our target audience. From strategically listing our products on major platforms like Myntra and Amazon to meticulously crafting our social media presence, every decision was made with a clear vision in mind. Also working along with Aastha Mahtani the visionary founder of Tao Paris and Aria Nica, where she not only leads the creative and designing aspects but also plays a crucial role in overseeing the marketing department has helped the brand experience significant growth, establishing a strong presence in the fashion world. As one of the most prominent and influential figures in the company,
Raina’s strategic approach has been instrumental in the brand’s success. In 2021, she led a comprehensive rebranding of Tao Paris, launching it with a 360-degree marketing plan that included digital campaigns, influencer collaborations, and traditional media outreach. “One of the highlights was our collaboration with Seema K. Sajdeh for the Tao Paris Wanderlust line,” she notes. “It resonated strongly with our audience and solidified our brand’s position in the market.”
Navigating Challenges in the Footwear Industry
The journey, however, hasn’t been without its challenges. The footwear industry, particularly when it comes to children’s and tween brands, presents unique hurdles. “One of the biggest challenges is balancing comfort, quality, and fashion. Parents prioritize comfort and durability, while kids are more focused on style. Finding that sweet spot where both are satisfied is no small feat.” Raina explains.
To address these challenges, “We worked closely with podiatrists and children’s foot health experts to design shoes that look good and support foot health. It’s about ensuring our products meet the highest standards of comfort and quality while staying on-trend.” She says.
Raina also emphasizes the importance of educating customers. “Parents and tweens might not always understand the importance of proper footwear,” she adds. “We implemented educational marketing campaigns to highlight why choosing the right shoes is crucial for growing feet. It’s about building trust and encouraging informed purchasing decisions.”
Marketing, Merchandising, and Measuring Success
Raina’s approach to marketing and merchandising is as meticulous as it is innovative. “Understanding the brand’s core values and aesthetics is crucial,” she explains. “This insight helps us create a consistent and compelling marketing message that resonates with our audience.”
For Raina, digital platforms are particularly important. “We leverage social media channels like Instagram to create visually appealing and story-driven content. Personalized marketing tactics, such as targeted ads and customized email campaigns, help drive sales and foster customer loyalty.” She added.
In terms of merchandising, Raina focuses on curating collections that reflect current fashion trends and align with customer preferences. “Efficient inventory management is key,” she notes. “Guided by data analytics, we maintain optimal stock levels, reducing the risk of overstocking or stockouts.”
Success, for Raina, is measured through a variety of metrics. “Sales performance, customer engagement, and retention metrics are crucial,” she explains. “We also track inventory turnover rates to understand how well our products are selling. Continuous improvement is a priority, and we regularly analyze performance data to optimize our strategies.”
Leadership and Team Alignment
As a founding committee member and Chief Brand Officer, Raina’s leadership style is both strategic and collaborative. “It’s important to clearly define the brand’s mission, values, and objectives. I regularly communicate these core principles to ensure everyone is aligned with the brand’s vision.” She spoke.
Raina leads by example, embodying the brand’s values in her actions and decisions. “Collaboration is key. I ensure that cross-functional teams work closely together, sharing insights and feedback. Regular meetings and open communication channels keep everyone informed and engaged.” She emphasizes.
She also believes in setting clear, measurable objectives. “Each team member should know how their work contributes to the larger brand strategy,” she notes. “I work closely with team leaders to set individual and team goals that align with our brand objectives.”
The Future of Retail and E-commerce in the Luxury Segment
Looking ahead, Raina sees significant trends shaping the luxury footwear segment of e-commerce. “Enhanced digital experiences will be crucial. Consumers are looking for more than just a transactional experience. Virtual try-ons, detailed 3D product views, and personalized recommendations driven by AI will become standard.” She predicts.
She also highlights the growing importance of customization and personalization. “Luxury buyers expect exclusivity,” she says. “Offering customization options online, where customers can select materials and colours, will be increasingly important.”
Sustainability is another key trend. “The demand for sustainable practices is growing across all luxury categories,” Raina explains. “Brands that prioritize ethically sourced materials and eco-friendly manufacturing processes will stand out.”
Raina also foresees the continued integration of omnichannel strategies. “The future of luxury e-commerce will involve seamless integration with physical retail. Creating consistent, high-end experiences across online and offline channels will be key.” She notes.
Recognitions and Advice for Aspiring Women Entrepreneurs
Raina’s achievements have not gone unnoticed. She has been recognized with the Google Digital Women Awards and the Women Entrepreneur Awards, accolades that have significantly impacted her career. “These awards have been incredibly empowering. They’ve validated the hard work and dedication I’ve put into my career and opened doors to new opportunities.” She reflects.
For women aspiring to succeed in the fashion and retail industries, Raina offers valuable advice to, “Embrace your uniqueness,” she says. “The industry thrives on creativity and authenticity, so never be afraid to bring your perspective to the table.”
She also emphasizes the importance of staying updated with digital trends. “E-commerce and online marketing are becoming increasingly significant,” she notes. “Building a strong support network is crucial. Surround yourself with mentors and peers who uplift you, challenge you, and provide valuable guidance.”
In a world where the fashion and retail landscapes are constantly evolving, Raina Shriwaardankar stands out as a leader who navigates these changes and drives them. Her journey is a testament to the power of passion, strategy, and resilience in building successful brands. As she continues to innovate and lead, Raina remains a beacon of inspiration for aspiring entrepreneurs everywhere.
