The women's intimate wear brand Zivame is built on the understanding of Indian women in terms of their body profile and their requirements. Delving deep into understanding what today’s women want has helped the brand deliver the products that fit the Indian women perfectly.
 
“As a brand, we have always been very agile. As the pandemic hit, we changed our offerings as per the customers and standing offering products in categories like loungewear and home bras,” asserted Lavanya Pachisia, COO, Zivame.
 
“We are on the path to make Zivame an omnichannel brand and we have opened more than 100 stores and planning to open 100 more in the next few months,” she further added.
 
Tech Integrations
 
Zivame is a digital-first brand and the brand has been investing heavily in technology to give a consistent experience to consumers across all the platforms.
 
“With the help of technology, we have been successful in building a proprietary code called fit code that helps consumers measure their size by just answering a few questions. Apart from this, tech also helps us to determine consumer preferences and fulfill their needs,” she stated.
 
As the brand started as a D2C brand, so 75 percent of its revenue still comes from online channels. Currently, the brand is focusing on scaling the business through an offline channel. Along with Tier I and metro cities, we are also focusing on Tier-II cities and beyond,” she shared.
 
“We are penetrating deeper into Bharat as it will help consumers understand what the perfect fit means and this will further help us expand our offline as well as online retail channels,” she further added.
 
The brand is using the data to identify the locations, consumers, etc to open its new stores.
 
Location Strategy
  
The brand is concentrating on opening stores both in the malls as well as high streets. As the brand grows, it is planning to experiment with different store formats as well.
 
“At present, we think 500-800 sq. ft. store size is a sweet spot for us. So we will continue to expand with this store size currently in Tier III and IV cities. We will continue to grow in the markets where consumers are present,” she shared.
  
Marketing Strategies

As Zivame is a digital-driven brand, most of its marketing strategy revolves around digital.
 
“As we are growing the brand in the offline space, we are looking forward to doing a lot of brand investments along with doing marketing-related activities in Tier III and IV cities which will be more consumer-specific whether it is print, TV, or digital marketing,” she stated.
 
Future Plans
 
Zivame is also planning to expand its distribution strategy through modern trade. It is also looking to expand its presence in neighboring countries like the Middle East as it feels that the body profiles of women are more or less the same.
 
“Apart from this we will be expanding our shapewear category along with introducing more innovative products across different categories which will actually be the more specific basis as per the consumer needs,” she stated.
 
The brand is also planning to expand into adjacent categories like the personal care category.
 
The brand continued to grow more than 100 percent during the pandemic and going ahead it is looking forward to more than 100 percent growth across all channels.
 
“Keeping in mind our expansion strategy, we expect a three-fold increase in our revenue,” she concluded.