Many South Asian-Americans struggled to find formalwear in the U.S., and that's what led to the founding of Sani.
It has traditionally not been easy to shop in India, so the number of people who wait to go there to shop is over 80 percent.
Sani was the first South Asian brand to be carried by Rent the Runway, three years after they started the brand. It sold out in 48 hours and caused a surge of traffic to the Sani site. The epidemic hit two weeks later.
They thought it was a way to keep up brand awareness. After the first few attempts, they struck gold with their sixth video and gained three million views.
It was the beginning of the Pandemic, so people weren't buying formalwear, but they experienced the benefits of virality in other ways. New business opportunities started popping up after they reached out to people.
TikTok is the biggest sales driver for the business. They haven't done any paid campaigns yet. Their brand account has been driving organic traffic. If we hadn't made that choice to go on TikTok, I don't think Sani would exist.
Slow, deliberate effort has been crucial to Sani's success. The two people asked about their experience on TikTok and advice they have for other businesses.
It doesn't perform well and it's not what the app is meant for, so they don't try to make it that way.
Sani could be inspired by the For You page. She capitalized on the hype around the second season of Bridgerton by posting a TikTok about what Sani designs the characters to wear.
Make sure that there is content specific to our brand that we are putting out into the world. We try to make sure that there are different, value-adding video series that we have as a part of our brand.
At a TikTok event, a fellow panelist said that no one would do it like you.
This is where you start to create TikTok content. Get started with five different types of videos.
A series of videos about topics like what to wear to an Indian wedding or event and what to know when shopping in India were created by the two sisters.
The basis of brand recognition can be created by a regular series.
It can be hard to get started, but don't try to make it perfect. Just make something. It is the way that you are going to figure out what is popular with people.
The more ideas you try, the quicker you learn. It can be intimidating at the beginning, but it gets easier as you post more videos.
The comments from our followers have influenced every aspect of our business.
The model call was for South Asian-American women who were not professional models. That is just one example.
After listening to feedback, Sani's size chart was extended to create more plus-size options, as well as incorporating a variety of styles that people want to see, so people can see more of a 360 view.
The loungewear collection has been developed because of feedback.
TikTok has been important to understanding Sani's customers and making informed business decisions.
Sometimes, they spend hours filming and editing a video, only to find it doesn't perform well on TikTok. Try different things, post a lot of different things, because you never know what will work.
It is a common thread for their most successful videos to be the ones where they are having fun. We put it out without thinking.
That kind of authenticity is what TikTok gives itself to. It is about bringing good energy to the platform, not very uptight energy, or boxed-up energy, says Ritika. Some things we like to think about are what led to the videos going viral and what led to them being viewed millions of times.
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