Teaching Note: Empowering tradition: a case study on Panache’s social media marketing strategy in the fashion industry

This case explored the strategic dilemma faced by Beenish, founder of Panache by B’nish, an Indian luxury fashion brand based in Kashmir. Since its inception in 2012, Panache has positioned itself as a pioneer in modernising traditional Kashmiri fashion and has built an authentic brand image using organic social media marketing. As new competitors emerged, aggressively using paid promotions and influencers, Panache faced a strategic decision: should it stick with organic growth or leverage paid ads and influencer partnerships to safeguard its position in the global digital fashion market?

The case is most suitable for graduates, ideally in the following...