At Zivame, we offer the best shopping experience: Sirisha Tadepalli – Interview with marketing director, Zivame.com
Sirisha Tadepalli, marketing director, Zivame.com
Started in 2011 as a seller of lingerie online, Zivame.com has today evolved into a widely recognised brand. Its string of campaigns such as Inside Out, #SalesmanWaliBra, and the latest, #FitForAll, have been bold, quirky and convey their message in the most direct manner without mincing any word. As the online brand now goes the omni-channel route with its offline Fit Studios for a one-on-one fitting session to discover, experiment and experience new lingerie, Sirisha Tadepalli, marketing director, Zivame.com talks to Priyanka Golikeri about brand campaigns and strategies to further consolidate the Zivame image in consumer minds. Excerpts from the interview:
What has been the core basis of the recently launched #FitForAll campaign?
Indian women pan across all sizes from XS to XXXL or in lingerie terms: 28 A to 44 H. But most brands have only been catering to the so called "popular/profitable" part of the consumer segment, leaving the other ends of the spectrum with no choice. Zivame wanted to break this pattern. We responded to the voice of the consumer which was clearly asking for choices and sizes across the spectrum. Thus, was born #FitForAll, which is a true reflection of our product offerings. The objective of the campaign is to portray Zivame as a brand that is inclusive and celebrates every body type.
How have the campaigns helped in changing and shaping perceptions regarding lingerie?
Zivame was created to address one of the largest issues women face, "Lingerie Shopping". India as a market didn't realise the importance of lingerie for women – who couldn't shop without facing embarrassment. Zivame has given women a space to shop for lingerie in an uninhibited way. Being India's leading lingerie destination for women, we were the first to create communication around the awkwardness women face with the #SalesmanWaliBra ad campaign. Over the years, Zivame has evolved to understand the various needs of the different body types in India. We believe that when women come in all sizes, so should their lingerie. With an inclusive approach, our new campaigns aim to create a fresh perspective on women and lingerie in India.
How has lingerie branding and advertising evolved in India over the years?
Advertising as an industry has evolved in the last five years, and brands have chosen to go bold to communicate concepts by keeping things simple yet powerful to convey a larger message to its audience. India has seen a shift in the purchase pattern in the last decade and understanding the changing socio-economic sentiments, brands have evolved to create campaigns that are targeted and focused as opposed to generic advertising.
In 2017, what newer campaigns is Zivame looking forward to?
We are definitely looking at continuing with the #FitForAll campaign as we believe that every woman should find her perfect fit, and shouldn't have to 'fit into' anything, be it lingerie or life.
To overcome competition, what strategies is Zivame looking to unroll?
We believe that the most important factor based on which consumers determine where to shop from is the experience that a brand offers. At Zivame, we will continue to focus on offering women the best lingerie shopping experience, right from the breadth and depth of the collections that we offer to fit consultation and product delivery.
Is onmi-channel the only way ahead for a brand?
Brands that choose an omni-channel strategy facilitate a personal connection with their consumers and help build loyalty. Having an offline presence contributes to offering consumers a seamless and enhanced brand experience. Some consumers may prefer to buy only after touching or trying on a product, which may reduce the number of product returns. Also, even for the most evolved consumers, there are always categories and styles that they would like to try before making the final purchase. Approximately 80% of consumers who have visited our Fit Studios have continued their relationship with Zivame online and make repeat purchases. Finally, a brand is built in a consumer's heart and we feel the omni-channel route is a great way to create that trust.