Indian online fashion and lifestyle retailer Jabong has launched a new store that enables to shop their entire look depending their mood.

The ‘Jabong Mood Store’ helps customers understand the best choices for different situations such as hanging out with friends, out for a road trip, stay at home pampering, working at the office, and more. The store also enables users to select their look based on different price points.

“We understand both fashion and our consumers really well,” said Gunjan Soni, head of Jabong. “Jabong consumer is more affluent, well-travelled, fashion forward and likes to buy complete looks, not just apparel. Fashion shopping behaviour tells us that people buy for a specific mood or occasion, not by categories. This insight led to the mood store innovation where consumers can shop entire looks together for a specific mood. With the launch of mood store and several new brand launches we are well set for a growth momentum. Our strategy is to use ‘tailored to fashion’ innovations to attract and retain the experienced fashion shopper.”

As part of its Mood Store marketing campaign, Jabong will focus heavily digital promotions with social influencers showcasing their looks for different moods and different occasions. Furthermore, digital shoppable videos will be placed on YouTube and Facebook that will enable the customer to buy the fashion shown in the videos by clicking directly on a product card.