The Souled Store is a pop culture brand, boasting over 200 licenses, including giants like One Piece, Naruto, and Marvel. For the past 11 years, The Souled Store has been dedicated to celebrating fans and pop culture, consistently going above and beyond to engage their community.
In addition to its collection of fandom merchandise, The Souled Store also offers a variety of solid apparel such as cargos, linen shirts, sneakers and more. In addition to their extensive online presence, The Souled Store operates over 30 stores across India.
Medianews4u.com caught up with Aditya Sharma, co-founder The Souled Store
1. The idea of Souled Store came about as the prices of merchandise products from Star Wars was very high a decade ago. What strategy has The Souled Store followed to grow merchandise from iconic brands like Star Wars, Harry Potter, Marvel and from India Bollywood?
At The Souled Store, our strategy has centered around making quality merchandise accessible and affordable for fans of iconic brands like Star Wars, Harry Potter, and Marvel, as well as Bollywood. We focus on creating unique designs that resonate with fans, ensuring our products capture the essence of these beloved franchises.
Collaborating directly with licensors allows us to maintain authenticity while keeping affordable prices. Additionally, leveraging social media and influencer partnerships has helped us build a strong community of enthusiasts. By prioritizing customer engagement and continuously innovating, we’ve fostered a loyal fan base that celebrates their passions through our merchandise.
2. The focus has rested on making The Souled Store a one-stop solution for getting all fan merchandise. What has been the key challenge faced?
One of the key challenges we’ve faced at The Souled Store is managing the balance between diverse inventory and demand. As a one-stop solution for fan merchandise, we need to cater to a wide range of franchises while ensuring we maintain quality and authenticity.
Navigating licensing agreements can also be complex, requiring ongoing negotiations to expand our offerings. Additionally, staying ahead of trends and predicting which franchises will resonate with our audience demands constant market research. Adapting quickly to changing fan preferences while maintaining a strong brand identity has been crucial in overcoming these challenges.
3. What is the business model? Is there a revenue sharing arrangement or a license fee?
The Souled Store operates on a dual business model that encompasses both licensed clothing and our own line of casualwear. We partner with various brands and franchises, paying a license fee to rights holders that allows us to create and sell unique merchandise featuring their intellectual property.
This ensures we maintain compliance with brand guidelines while offering fresh designs. In some cases, revenue sharing is part of our agreements with licensors. Our focus is on providing high-quality, affordable products that resonate with fans, supported by effective marketing and community engagement, hence we’re more than just a merchandise brand.
4. What are the key categories for The Souled Store? Is media and entertainment the biggest category like Star Wars, Bollywood?
Yes, media and entertainment are indeed one of the key categories for The Souled Store. We focus heavily on franchises like Star Wars, Harry Potter, and creators that resonate deeply with fans. In addition to this category, we also offer apparels and accessories that tap into pop culture, subculture, and anime.
As the number one pop culture brand in India, we don’t just focus on T-shirts; we also provide a wide range of products, including jeans, sneakers, and more. This diverse range allows us to cater to various interests while positioning ourselves as a comprehensive destination for fan merchandise.
5. How big is the challenge of piracy?
The challenge of piracy is significant for The Souled Store and the broader merchandise industry.Counterfeit products present a challenge that highlights the importance of protecting our brand value and nurturing strong relationships with licensors. Piracy undermines our efforts to offer authentic merchandise, making it crucial to maintain strong brand integrity.
We combat this challenge through robust licensing agreements and by educating consumers about the value of genuine products. Additionally, we focus on building a loyal customer base that appreciates quality and authenticity, which helps us differentiate ourselves from counterfeit offerings. Addressing piracy remains an ongoing priority in our growth strategy.
6. How does The Souled Store come up with a theme for merchandise and is that very important? Has this helped your target audience’s perception evolve over time?
At The Souled Store, we develop merchandise themes by closely monitoring pop culture trends, fan feedback, and major events related to our franchises. Since our clothing is made by fans for fans, we have a deep understanding of what each license requires.
Collaborating with designers and leveraging social media insights allows us to create products that truly resonate with our audience’s passions. This thematic approach is crucial, as it not only enhances product appeal but also fosters a sense of community among fans.
We have a strong pipeline of upcoming collections, including our collaboration with Babil Khan for the “Bloom” collection, as well as merchandise celebrating the 25th anniversary of SpongeBob, X-Men ’97, Joker 2, Transformers, Venom 3, Umbrella Academy, Naruto Shippuden, and our Halloween collection.
Over time, this strategy has evolved our target audience’s perception, positioning us as a brand that truly understands and celebrates their interests. By continuously engaging with fans, we’ve built a loyal following that trusts our creativity and authenticity.
7. Is the core TG NCCS A, B Gen Z?
Our core target group (TG) primarily consists of Gen Z consumers from NCCS A and B categories. This demographic is highly engaged with pop culture, actively seeks out unique merchandise, and values authenticity. By tailoring our products and marketing strategies to resonate with their interests and lifestyle, we effectively connect with this audience. Our focus on trending franchises and collaborations also aligns well with their preferences, helping us build a strong brand presence among younger fans.
8. In its early years The Souled Store followed a D2C strategy. Is that still the case or is offline also important?
In its early years, The Souled Store primarily followed a Direct-To-Consumer (D2C) strategy, which allowed us to connect directly with our audience online. While D2C remains a cornerstone of our approach, we have recognized the importance of offline presence as well.
We are now at 30+ stores across India, expanding into physical retail through pop-up stores and collaborations with various partners. This has allowed us to reach a broader audience and enhance brand visibility.
Our omnichannel strategy combines the strengths of both online and offline engagement, ensuring we provide a comprehensive shopping experience for our customers.
9. Social media has been used by the company from the outset. Does the company’s strategy differ depending on the platform whether it is Meta or reels or YouTube?
The Souled Store tailors its social media strategy depending on the platform. On Meta, we focus on community engagement and sharing brand stories, while Instagram Reels allows us to showcase products in a fun, dynamic way that captures attention quickly.
For YouTube, we create longer-form content that dives deeper into our merchandise, collaborations, and pop culture themes. Each platform has its unique audience and engagement style, so we adapt our content to maximise impact and connect authentically with our followers. This multi-platform approach helps us build a strong, engaged community across various channels.
10. How do you select influencers for collaborations to effectively engage your audience?
When selecting influencers for collaborations at The Souled Store, we prioritize those who align with our brand values and resonate with our target audience. We look for influencers who are passionate about pop culture, fashion, and the franchises we represent.
Engagement metrics, audience demographics, and authenticity are crucial factors in our decision-making process. We also consider their creativity and ability to create compelling content that showcases our products effectively. By partnering with influencers who genuinely connect with their followers, we can amplify our reach and engage our audience more meaningfully.
11. Are there plans for international expansion? If so, what markets are you considering, and how do partnerships factor into your growth strategy?
The Souled Store is actively planning for international expansion, beginning with Dubai, where a vibrant pop culture scene and diverse consumer base create an ideal launchpad for our global presence.
We are already shipping to the USA and looking to expand offline in the UAE. Our vision is to establish ourselves as a globally viral brand emerging from India, rather than simply following the trend of international brands entering the Indian market.
Partnerships will be essential to our growth strategy as we enter new markets. Collaborating with local influencers, retailers, and tourism boards will help us navigate cultural nuances and tailor our offerings to local preferences. By leveraging these partnerships, we aim to build brand awareness and establish a strong foothold internationally.
