Zivame unveils new brand identity to capitalise on booming lingerie market
Zivame, an online lingerie brand, unveiled its new brand identity with a tagline ‘Love Yourself Inside Out’. This aligns with the company’s vision of creating a modern and inclusive environment for women to discover and shop for their intimate wear needs. It is remodelling its logo to represent fluidity in terms of keeping up with varied consumer choices.
Amisha Jain, CEO of Zivame, said, “The past two years have been particularly good for us, as our revenues have grown 63% in FY18 to Rs. 86.6 Cr. FY19 has seen over 50% growth in revenues. Zivame brand’s gross sales crossed INR 220 Cr run rate at March’19 exit. Our transformation journey to become a destination of every woman’s intimate wear needs reflects in our sustained initiatives and our new brand identity with the tagline ‘Love yourself inside out’.”
The Indian lingerie market will grow at around 14% CAGR backed by growing demand for lingerie sets, rising middle-class population and increasing number of financially independent women. This has bestowed immense opportunities within the space.
Zivame’s recent raised INR 60 crore funding, which it will use to double the store count, strengthen offerings for lingerie, enter and build newer categories like Shapewear, Sleepwear, Athleisure, etc. It will also upgrade technology platforms to give seamless shopping experience over the next two years.
“Opportunities in this segment are immense and we are confident that with our planned initiatives and omni-channel approach we would be able to address the intimate wear needs of every Indian woman. Our R&D team is rigorously working towards studying Indian body type that will help us in bringing out products to address and suit Indian women’s needs. We have also recently raised INR 60 crore funding as part of a bridge round, which will be used for the ongoing and future retail expansion, augmentation of technology, product development and strengthening Zivame’s omnichannel strategy,” added Jain.