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5 November 2024
Fable & Mane, an Ayurveda-inspired haircare brand, has leveraged a thoughtful blend of influencer marketing and strategic retail partnerships to achieve impressive growth. By focusing on authentic influencer relationships, aligning closely with key retailers like Sephora, and balancing global expansion with market productivity, Fable & Mane has created a strong brand presence. Here are three key strategies that have driven their success.
From the very start, Fable & Mane has built a network of authentic influencer relationships that prioritize genuine advocacy over one-off promotions. The brand’s influencer strategy focuses on connecting deeply with influencers who align with its values, and Fable & Mane has leaned heavily on existing relationships from the founder’s previous experiences. By maintaining strong connections with influencers, Fable & Mane has ensured that those promoting the brand are genuinely invested, leading to more authentic endorsements and loyal advocacy.
This approach aligns well with other brands like Gymshark, which have also prioritized long-term relationships over transactional ones. By leveraging authentic influencer relationships, Fable & Mane has created a strong foundation for brand storytelling, leading to consistent growth in awareness and sales.
Fable & Mane’s partnership with Sephora has played a critical role in the brand’s growth. Rather than seeing Sephora as just a distributor, Fable & Mane has leveraged Sephora's brand-building capabilities to grow in tandem with them. Sephora’s powerful platform and consumer reach allowed Fable & Mane to drive high-quality earned media value (EMV), which further amplified the brand’s presence.
The strategy of partnering with a retailer that acts as both a distributor and a brand builder has been instrumental for Fable & Mane. This partnership model contrasts with other retailers, where the focus might be more on simple distribution rather than enhancing the brand's equity. Brands looking to enter similar partnerships should understand the value of focusing on exclusive or high-impact retailers that not only distribute products but also elevate the brand narrative.
Fable & Mane expanded globally relatively quickly, securing retail partnerships across the US, Europe, and the Middle East. However, the brand soon realized the importance of ensuring market productivity before further expansion. By focusing on optimizing performance in existing markets and ensuring that each region’s needs are met—such as by leveraging local influencers and tailoring marketing messages—Fable & Mane has managed to avoid the pitfalls of overextension.
This balanced approach is reminiscent of strategies used by other successful brands, where careful consideration of market readiness and productivity is crucial to long-term success. Brands aiming for international growth should take a strategic approach—ensuring that expansion does not come at the cost of market-specific effectiveness.
Fable & Mane’s success lies in their focus on authentic influencer relationships, strategic partnerships with retailers like Sephora, and a careful balance between rapid global expansion and productivity. By leveraging these tactics, they have successfully positioned themselves as a premium, Ayurveda-inspired brand that resonates with a global audience.
If you’re ready to build a powerful influencer marketing strategy and leverage strategic retail partnerships, schedule a call with Team SEVA to see how you can craft campaigns that drive results and create lasting brand impact using SEVA.
SEVA helps your team focus on things that matter, automates the rest so they can get creative—not sedative.