Zivame was founded in 2011 with the vision to facilitate women to shop uninhibitedly for intimate wear and make lingerie shopping personalized and convenient. The brand currently has 55+ retail stores and a presence in 1000+ partner stores across India.
The brand has recently launched stand-up comedy series campaigns featuring stand-up comediennes Aishwarya Mohanraj, Prashasti Singh, and Mallika Dua. The campaign was focused on bringing to the forefront issues faced by women, from the lack of inclusivity to the taboos associated with lingerie
In conversation with Medianews4u, Khatija Lokhandwala, Head- Marketing, Zivame spoke about the stand-up comedy campaign series objectives and initiatives planned to break the stereotypes attached to the lingerie brands, marketing plans, and more.
Excerpts:
Speaking on the recent stand-up comedy campaign series and the marketing objectives behind the campaign, Khatija said, “Intimate wear category has a lot of taboo surrounding it, and there has always been hesitation and a sense of embarrassment to discuss issues related to intimate wear. Zivame, as a brand, has always endeavored to break these societal taboos and encourage conversations in this category and make it more mainstream. The objective behind the Stand-up route was to highlight sensitive issues with quirk, fun, and humor so that the message is relatable, palatable, and comfortable for consumers to engage in.”
Commenting on the response received from the customers on the campaign, she said, “The response has been overwhelmingly positive. Consumers have been able to identify with the issues that we have highlighted and have appreciated the unique and differentiated approach that Zivame has taken. We have been able to strike the right chord and connect deeper with our audience.”
Talking about the initiatives planned by Zivame to break the stereotypes and taboos attached to the lingerie brands, Khatija said,
“Zivame’s campaigns have always been shaping category conversations right from the “Salesmen waali bra” campaign from a few years back that encouraged women to shop uninhibitedly in their private space to the #FitForAll campaign, which focused on body positivity for all with a simple yet powerful message of ‘whether you are petite or curvy, Zivame is #FitForAll’.”
“Our Pair It Right campaign was created on the premise that women should expand their bra wardrobes and enjoy wearing whatever they desire with the right innerwear and discover their body confidence. We will continue with our objective of encouraging conversations in this category by building content which is relevant and relatable,” she added.
Speaking on the role of technology in Zivame, she said, “Zivame is a digitally native brand, and we leverage technology to deliver a seamless experience to our consumers. Our proprietary tool, Fitcode, enables one to find the right fit for their body profile, our platform is geared to recommend styles suitable for her, and we have unique features like One-step check-out, One-click repeat, and convenient payment and delivery options that enhance the consumer experience”.
According to her, the brand value proposition in the pandemic era has been highly relevant for consumers and ensured that it fulfilled their needs. Zivame’s benefit proposition paired with the right pricing has led to a significant uptick in some of their categories and enabled us to deliver robust performance across our entire portfolio.
Elaborating on the marketing plans for 2021, Khatija said, “Zivame’s brand ethos is to provide women with a unique and inclusive platform to shop for all their intimate wear needs, celebrate every woman and provide the right underwear for every body type, build a secure, private community on encouraging conversations and providing her with exciting and modern experiences that will enable her to discover her body confidence. We have seen robust demand in Tier 3 and Tier 4 cities with consumers becoming more comfortable shopping online in the pandemic era.”
