Zivame aims for exponential growth, focuses on digital marketing

E-retail lingerie brand Zivame plans to invest heavily on digital to receive its targeted exponential growth in next few years, with major focus on content marketing and social media marketing strategies.

Amisha Jain

Amisha Jain, CEO, Zivame, said, “We will increase our presence on social media and content marketing. Our blogs and social media focus will be on developing informational and relatable content to simplify the consumer journey and help women navigate the lingerie category.”

According to Jain, 60% of Zivame’s revenue comes from tier-I cities. The brand plans to expand its reach in tier-II and III by building content that is vernacular and more relatable, both online and offline.

To boost sales offline and expand demographically, the brand targets to open 60 stores across India. “We have 37 stores in 10 cities and looking to expand to 60+ stores by the end of this financial year,” Jain said.

At present, online contributes 80% of the brand’s total business, of which Zivame’s own online website contributes 85%. “We will continue to lead with digital and shape the category,” says Jain.

Speaking on the brand’s marketing approach, Jain said, “We use the principle of accessibility and personalisation in our approach to marketing. We are media-agnostic and choose the right channel based on the objectives for every campaign.”

The brand’s omni-channel approach will give consumers a seamless shopping experience across platforms with fit sessions, personalised recommendations and uniform styles.

The brand’s work towards improvising its tech, data and innovation will also support the aimed exponential growth.

“Given our digital nature and our technology and data focus, we are highly connected to the consumers. We are constantly striving to launch innovative products that will meet all her different needs, moods and occasions. We leverage technology to deliver a seamless shopping experience to her on our platforms. Our proprietary tools like our Fitcode enables her to find the right fit for her body profile and our platform is geared to recommend styles suitable for her,” says Jain.

According to Jain, great consumer experience, continuous product innovation and ubiquitous brand presence are the pillars of the brand.

“Great consumer experience: Ensure women have a seamless and friction-less shopping experience on our platforms so that she could shop uninhibitedly for all her needs.

Continuous product innovation: Constantly strive to launch innovative products that will meet all her different needs, moods and occasions

Ubiquitous brand presence: Build an omni-channel offensive in a big way to cater to women across her channel of choice,” Jain said.

Zivame’s mission is to be the destination for every woman’s intimate wear needs. “

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