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1. Target Audience

– **Demographic**: Ages 18-30, urban professionals/students, fashion-conscious, values sustainability & luxury.
– **Psychographic**: Seeks exclusivity, active on Instagram/TikTok, influenced by micro-celebrities.

### **2. Key Channels**
1. **Organic Social**: Instagram, TikTok (stylish reels, behind-the-scenes, UGC).
2. **Paid Ads**: Instagram & TikTok (carousels, video ads showcasing fabric quality/styling).
3. **E-Commerce**: Shopify (optimized for mobile, AR try-ons).
4. **Influencers**: Nano/micro-influencers (10K-100K followers) for authenticity.
5. **Retail Pop-Ups**: Limited-edition launches in urban hubs (NYC, LA).
6. **Referrals**: “Refer a friend” for discounts (e.g., 15% off).

### **3. 30-Day Launch Plan**
– **Week 1**: Soft launch via Instagram/TikTok (teaser videos, countdowns) + sign up 10 nano-influencers.
– **Week 2**: Run IG/TikTok ads (retargeting engaged users) + host a virtual “silk styling” session.
– **Week 3**: Collaborate with influencers for unboxing videos + launch referral program.
– **Week 4**: Drop first limited-edition collection + track metrics (CTR, conversion).

### **4. Influencer Strategy**
– **Tier 1**: 1-2 macro-influencers (500K+ followers) for broad reach.
– **Tier 2**: 10-15 micro-influencers for credibility (gift products + affiliate codes).
– **Tier 3**: UGC focus – encourage customers to tag #SilkZStyle for reposts.

### **5. Viral Idea: “Silk or Not?” Challenge**
– **Concept**: Users blindfold friends to touch fabrics (silk vs. synthetic); vote on luxury feel.
– **Mechanics**: Post on TikTok with #SilkOrNot + incentivize participation (winner gets a free SilkZ scarf).
– **Goal**: Leverages sensory marketing + UGC; potential to trend with fashion creators.

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**Success Metrics**: 20% M-o-M sales growth, 50K+ social followers in 3 months, 30% repeat buyers.