There has been a surge in demand for our Sleepwear and Loungewear collections which offer consumers comfortable fabrics, says Khatija Lokhandwala, Head Marketing, Zivame
Interview
Lingerie has always been the 'unmentionable' category, characterized by lack of conversations around it. Even the conversations that took place, were done in hushed tones with a sense of embarrassment but things have changed, there is a lot more dialogue today.
Women are no longer shy in expressing their opinions on a category that forms an essential part of their wardrobe and are seeking to discover, explore and experiment with their looks. They are seeking information on what is suitable and what is not and are willing to push the boundaries of their modesty while still retaining control over how the world looks at her.
The meaning of lingerie is changing from being an imposition to being a true enabler of personal style and body flair and Zivame has played a pivotal role of a catalyst in growing the category and shifting perceptions.
Zivame has consistently identified changing consumer trends and quickly adapted its business model to stay relevant in the category. We initially identified the consumer need for a shopping platform that allows privacy and ease of shopping in a sensitive category.
Zivame then identified that the problem did not lie just in the purchase channel but also in lack of availability of the right products for the Indian body profile. The company thus adapted and metamorphosed itself into a brand which took a cue from evolving consumer needs and developed products to deliver on the right fit and comfort for the Indian body profile.
Along with that Zivame built an ecosystem that not only engineered products that deliver on right fit, comfort and quality but also offered consumers a comfortable and enjoyable shopping experience through various channels.
The on-going pandemic has led to a drastic change in lifestyles from WFH, socializing limited to smaller groups or moving to the virtual space, to people spending a large amount of time indoors. On account of these lifestyle changes, the intimate wear needs of consumers have also evolved. Comfort is the most sought after benefit leading to increased demand for Lingerie styles that deliver high on comfort.
With the increased focus on health and wellness, consumers are also seeking the right Activewear gear that aids and supports one’s work-out activities.
We have also seen a surge in demand for our Sleepwear & Loungewear which offers consumers comfortable fabrics and fits coupled with stylish prints and colours so that one can go from video-meetings in the day to relaxing and unwinding in the evening.
Zivame’s brand ethos are to provide women with a personal and inclusive platform to shop for all their intimate wear needs, celebrate every woman and provide the right innerwear for every body type, build a secure, private community to encourage conversations and provide her with exciting and modern experiences.
Our latest campaign Dekho Maine Kya Kiya is aimed at encouraging women to embrace their true selves and confidently indulge in their every desire and dream. Today’s women have a desire to imagine themselves in new and exciting ways and are hoping to expand their boundaries, but for some, the question of “Can I pull it off?” holds them back. Whether it is wearing a different outfit or trying out a new activity or indulging in a new experience, a lack of confidence holds her back. But if she has the right intimate wear, specifically designed for her body type, she would be able to express herself confidently.
The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya!
Also given the pandemic times we live in, we have followed 3 E’s to drive engagement
- Zivame’s brand ethos are to provide women with a personal and inclusive platform to shop for all their intimate wear needs, celebrate every woman and provide the right innerwear for every body type, build a secure, private community to encourage conversations and provide her with exciting and modern experiences.
- Our latest campaign Dekho Maine Kya Kiya is aimed at encouraging women to embrace their true selves and confidently indulge in their every desire and dream. Today’s women have a desire to imagine themselves in new and exciting ways and are hoping to expand their boundaries, but for some, the question of “Can I pull it off?” holds them back. Whether it is wearing a different outfit or trying out a new activity or indulging in a new experience, a lack of confidence holds her back. But if she has the right intimate wear, specifically designed for her body type, she would be able to express herself confidently.
- The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya!
- Also given the pandemic times we live in, we have followed 3 E’s to drive engagement
