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, CEO, Zivame, said, âWe 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.â
According to Jain, 60% of Zivameâs 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. âWe have 37 stores in 10 cities and looking to expand to 60+ stores by the end of this financial year,â Jain said.
At present, online contributes 80% of the brandâs total business, of which Zivameâs own online website contributes 85%. âWe will continue to lead with digital and shape the category,â says Jain.
Speaking on the brandâs marketing approach, Jain said, âWe 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.â
The brandâs omni-channel approach will give consumers a seamless shopping experience across platforms with fit sessions, personalised recommendations and uniform styles.
The brandâs work towards improvising its tech, data and innovation will also support the aimed exponential growth.
âGiven 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,â says Jain.
According to Jain, great consumer experience, continuous product innovation and ubiquitous brand presence are the pillars of the brand.
âGreat 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,â Jain said.
Zivameâs mission is to be the destination for every womanâs intimate wear needs. â