Online fashion retailer Jabong has launched the Jabong Mood Store with the aim of redefining how Indians shop for fashion online.

Jabong head Gunjan Soni says it is the first-ever comprehensive fashion store where consumers can shop for an entire look based on their mood. It builds on the brand philosophy of “Be You”.

Deep consumer understanding and preference analytics enable the Jabong Mood Store to help users make the best choices across moods like hanging out with friends, out for a road trip, stay-at-home pampering, and working at the office, among many others. Users will also be able tailor their look based on different price points.  

The launch is being supported by a marketing campaign across TV, outdoor, cinema, CRM and social media. The overall campaign has a particular focus on digital promotions featuring influencers showcasing their looks in different moods and for different occasions.

Digitally shoppable videos on Facebook and YouTube will enable customers to buy the featured fashion directly by clicking on its product card.

Jabong has partnered with banks to offer Jabong Mood Store cashbacks and is also running contests on Twitter.

“Fashion shopping behaviour tells us that people buy for a specific mood or occasion, not by categories,” says Soni.

Jabong’s multi-brand e-store offers more than 350,000 products across footwear, apparel, jewellery and accessories. It has more than 1500 international high-street brands, sports labels, Indian ethnic and designer labels.