Zivame and Clovia Comparison

1. E - Retailing
Assignment 3 -
Group 8
PRN No - 17050143053
17050143062
17050143079
17050143089
17050143067

2. Table of Contents -
1. About the two brands
2. Vision Statements
3. Product Assortment
4. Pricing Strategy
5. Distribution
6. Return Logistics
7. Loyalty Program
8. Visual Merchandising
9. Packaging
10. Magazines
11. Online Promotion
12. Segmentation, Targeting and Positioning
13. SWOT Analysis

3. About the two brands -
About Zivame: Zivame was founded in 2011 with the vision of
helping women uninhibitedly shop for intimate wear. On their way
they saw power in the idea and how it helped women break norms
They first started with online sales and have now moved to click
and mortar model of e-commerce. All their ideas and innovations
are driven by ideas that weren’t thought of before.
For the FY17, Zivame recorded net sales of Rs 52.9 crore.
About Clovia: Clovia was founded in February 2013.
Its founder and CEO is Neha Pant and Pankaj
Vermani.They deal with female lingerie, sleepwear
and swimwear. Clovia just has online sales and no
brick and mortar store as of now. They registered a
revenue of Rs 30 crore in the FY17.

4. Vision Statements -
Zivame - To Offer Every Woman the Confidence, Comfort & Choice She Deserves
Confidence is sexy and we want to help women find it, wear it and be it every day.
At Zivame, we reinvent lingerie, We reimagine outerwear, We rethink design innovation And spend
hours creating every single piece to make a woman feel beautiful in seconds.
Clovia - It’s the first to go on and the very last to come off. And in between, it slips into many
roles. From naughtily winking at strangers, to being your most loyal and ardent supporter.
Accompanying you on your most memorable adventures, and taking their most intimate secrets safely
back to the closet. Yes honey, it is your lingerie we’re talking about.

5. Product Assortment -
1. Lingerie
2. Nightwear
3. Activewear
4. Shapewear
5. Swimsuits
6. Beachwear
7. Apparels
Zivame, primarily a lingerie brand, has a
large variety of product categories catering
to all types of clothing needs ranging from
Activewear and swimwear to Apparels.They
have classified all their product categories
into approximately sub-categories like style,
preferences, collections and brands, for the
convenience of the user.

6. Product Assortment -
1. Lingerie
2. Nightwear
3. Bridal Collection
4. Apparels
Clovia, as compared to Zivame, has
slightly lesser number of options in
terms of product assortments.
However, the subcategories for
Clovia in each of the product
categories is more well defined like,
style, fabric, pattern, offers and
much more.

7. Pricing Strategy -
The Pricing Strategy for
Zivame, is extensive as they
have products ranging from
Rs. 200 to Rs. 2000+.
The pricing strategy is more on
a premium side.
However, they do have several
offers and discounts.

8. Pricing Strategy -
The pricing strategy for Clovia
on the other hand has a more
mass market appeal. While they
do have a wide range of
products from all price
categories, most of the products
fall between the range of Rs.
300 to Rs. 1000. However, the
vast range of offers and
discounts that they have to offer
seem to be the primary
proposition, especially because
filtering the search results
according to the price is not
even an option.

9. Distribution -
Zivame -
The brand promises to dispatch orders
within 24 hours of the order placements.
Orders above Rs. 995 are shipped for free,
and orders below that range are charged a
nominal delivery fee of Rs. 49.
The brand also promises to deliver the
orders within 2 to 3 working days to all
major cities and 12 to 15 days for other
locations.
Clovia -
The brand offers free shipping for orders
above the billing value of Rs. 749 and with a
nominal charge of Rs. 39 for orders below
Rs. 749.
The brand does not make any promises on
how soon the products can be delivered.
They do however assure that they will try to
dispatch the merchandise within 24hrs of
receiving the order.
Both the brands, promise to pack the products in a discreet manner with plain packaging so that the
contents of the package are not disclosed to anyone but the customer. In terms of the refund policy,
Clovia is more flexible as they allow refunds in various different formats, be it bank transfer, or
brand wallet. On the other hand Zivame credits the refunded amount in the form of Zcoins which can
only be used with Zivame. For Cash refunds, special requests have to be made separately which is a
much longer process.

10. Return Logistics -
Zivame has an elaborate guideline for returns,
available in two ways, pick up and self ship
(Customers are reimbursed with 100 points for
shipping).
The products needs to be returned within 15
days of delivery and should be above Rs. 200 of
value.
Also, exchange is possible only once and only
for sizing options.
Clovia allows returns with refunds, which
have to be initiated within 15 days of delivery.
The merchandise has to be unused with the
tags intact. The brand facilitates pick up
returns.
The brand has no specific minimum value
mentioned for facilitating returns of
exchanges.
Both the brands however, do not allow returns of exchanges of some products due to intimate
hygiene reasons. And both the brands have a disclaimer clause stating that the return exchange
procedure would be cancelled if the products are found to be used, washed, in damaged condition
or missing the tags.

11. Loyalty Programs -
Zivame:
The loyalty program is called “The Circle Of Radiance” .
In the Circle Of Radiance, they offer rewards based on the customers’ total Purchase Value. So, the
benefits keep getting better as they go higher up! *Purchase Value = Sum (all valid order totals) -
Shipping Fees & COD Charges whenever applicable.
There are 3 circles - Bronze, Silver & Gold. A customer is allocated to a specific circle based on their
purchases in the past 12 months as follows:
CIRCLE PURCHASE VALUE
BRONZE ₹ 2,000 - ₹ 4,999
SILVER ₹ 5,000 - ₹ 9,999
GOLD > ₹ 10,000

12. ZIVAME - Loyalty Program -
When Will a Customer Move Up A Circle?
● When they make a new purchase, and the updated
purchase value (after delivery) falls into a higher circle.
What Happens Once They Move Up A Circle?
● They are entitled to all the exclusive benefits of the
higher circle
● The start & expiry dates get reset
● New start date = date of upgrade
● New expiry date = one year from the start date
CLOVIA DOES NOT HAVE ANY LOYALTY PROGRAM

13. Visual Merchandising-
● Very premium colour scheme used.
● 2-click registration
● Can continue as a guest and add products to cart,
login later.
● Very well segmented in terms of items that they sell.
Separate horizontal panels for each category
showcasing their best products to create clicks.
● No special offer in case a person signs up for the first
time by clicking on the ‘Sign me up’ option.
● No ‘sign up’ pop-up when a person visits the site for
the first time.
● Major buttons are horizontally placed.
● Clean, organised product descriptions that allow
prospective buyers to zero-on the products that they
exactly need.

14. Visual Merchandising-
● Very cluttered first-screen.
● Instant gratification with an offer coupon when a
person lands on their website and signs up.
● The website is not very visually appealing with
horizontal panels being divided into two, having
different categories. Divides the attention.
● Best products not displayed on the front-page.
● Very well written descriptions and also an option to
request for a size if unavailable.
● Drop-down filters while browsing for faster search.
● A personal boutique made on the basis of site
activity.
● Customer testimonials added but it is upon
scrolling down a lot.

15. Packaging -
CLOVIA:
● Delightful Packaging: Clovia doesn't just ship out orders, it sends out gifts - wrapped to perfection
to do justice to the contents of package
● Discreet Packaging: Clovia knows how to keep your secrets. Our packages are protected and
concealed in bubble wrap, and the invoice does not list the contents of the box.
● Gifts: For lucky few every month, Clovia will send one of its collectibles - a gift, within a gift,
along with the order.
ZIVAME:
● You can feel safe having a Zivame shipment sent to your home or work address. All orders are
dispatched in discreet and office-friendly plain packaging.
● We ship your orders in plain brown boxes or generic white poly bags.
● Our shipping label does not mention the product names.Your purchase is safely packed inside the
box with original brand packaging.

16. Magazine and blogs on Zivame and Clovia -
Both Zivame an Clovia have their blogs and magazines on their website but the layout of both is different - For CLOVIA all
blogs are on one page and it becomes difficult to decide which to read as all the blogs are scattered all over the place and the
headings of the blogs are as follows:
● How to’s: Legit tips for making your swimsuits last longer
● Lingerie: Know the difference between matrenal bra nd normal bra
● Pink diary: The duchess of sussex and her lace bra
● Buying guide: One size doesn't fit all
● Different types of fabric for apparels
● Your go to guide for what to wear under white clothing
For ZIVAME(Follow my curves) the blogs are more sorted under broad categories which makes it easy to decide which forte
we want to read about. The broad categories are:
● Fashion
● Lifestyle
● Fitness
● All about fit
● What's trending

17. Online Promotions-

18. Strategy Adopted for Online promotion -
Zivame chose to tap their potential target audience i.e women
between the age group 20-35 plus years utilizing online networking.
They work towards making their presence felt on Facebook through
regular online posts so as to net different promotions over Facebook.
These online posts with photographs are developed based on the
interests and purchase behavior of women with relevant ads and
messages. The photograph promotions showed up as news feed upon
the desktop and at the right side section of the Facebook page.
These photograph promotions were truly alluring and it constrained
individuals to tap on them. Hence, with various promotional strategies
through sponsored Facebook ads and notices, the company has been
able to influence their target audience with enticing deals.

19. Implementation:
Images have more effect on individuals over just content. Zivame posted numerous
appealing photographs of their product line which constrained their target audience to
navigate. The Facebook page and ads have links to all the deals which direct the customers
directly to the website. The company doesn’t just focus on selling lingerie but also work
relentlessly towards educating them about the right fit. With offerings like ‘Try at Home’,
‘Fit consultant’, ‘Discrete Packing’, ‘ Fitting Lounge’ they have made the whole
experience of shopping for lingerie more comfortable for women in India.
Their website has proprietary content on the site that educates women on what a right fit
should look like. They also provide their customers with an experience to chat with product
experts. While buying a product one can also talk to a customer executive to clarify their
doubts who are all women, so it makes it easier for them to talk about the problem, or
dissatisfaction with their sizes.
Zivame has made a difference in understanding women’s needs. Sensing that women are
hesitant to elaborate on their problems in an over-the-counter transaction, Zivame provides
all possible support to help the woman discuss their problems.

20. The Zivame team proactively approaches customers who just browse through
their website and don’t make any purchase. They treat every abandoned cart
like a potential purchase, hence when a visitor abandons a cart at zivame.com,
they do not just get a general retargeting email. Every potential customer
receives a set of three personalized emails, that contain their personal cart
content plus a set of personalized product recommendations, which is based on
that visitor activity on the site.
Results: In India, lingerie shopping has always been confined to physical
retail stores where a·woman can try a product before making a purchase.
Zivame.com came as a breath of fresh air by providing an alternative by
offering a wide range of products to choose from, competitive prices, easy to
return policies and most importantly having the comfort of trying the products
with ease at home. The website is user friendly which increases customer
involvement. One can easily· browse by category, brand, color, size. They also
provide detailed illustrations, images and descriptions of the product, links are
furnished alongside the news feeds over subtle desktop and mobile devices·
which help individuals to tap on the links specifically for further information.
This serves to expand the activity to the site.

21. Online Promotions-

22. Influencer Collaborations -

23. Goal: Reaching women in mobile - Clovia wanted to help women feel comfortable
enough to buy lingerie (which is highly personal) on mobile. It wanted to find a digital
platform that could boost its EOSS by at least 10%. The company wanted to experiment by
using Instagram adverts for the first time, with the aim of reaching its core TG: 20 to 45 yr
old women in India.
Execution: Using Instagram’s visual aspects to showcase their products in an aesthetic and
appealing manner, accompanied by a short copy and a strong CTA urging consumers to
act, as the brand had a focus on conversions.Clovia segmented their audience based on age
and location in metropolitan cities, and clicking on the ‘Shop Now’ button directed users to
their website, helping Clovia track conversions.
Results: Clovia’s Instagram campaign ran for three months, from February to April 2016,
and helped the brand achieve their goal with a significantly lower CPA.
Strategy adopted for Online promotions: INSTAGRAM

24. Branded Content: Clovia & Ixigo video -
Clovia collaborated with Ixigo to stimulate the playful curiosity that
surrounds a honeymooning couple’s belongings with a quirky video
that shows us ‘must pack items for a honeymoon.’ Right from the
staple selfie stick and digicam, to sunglasses and whatnots, it moves
on to perhaps the most important part of honeymoon packing.
Lingerie!
The brand aims at igniting conversation that eventually leads from
Clovia stores, to the bedroom by revisiting the honeymoon ‘phase’
and the excitement that it brings with it. The campaign video with its
quirky take clicked with digital audiences as it quickly received more
than 200k views on Facebook, and 100 shares on Clovia’s official
page, and went on to receive 45k views and 100 shares on Ixigo’s
official Facebook page.

25. Lingerie Talk with Neeti Palta -
This digital campaign by Clovia makes fun of the women's innerwear scenario in India even as it promotes
it online, it features copywriter-turned-comedian Neeti Palta.
The campaign fuses humour with social commentary in an attempt to generate relatability with its TG of
women in the age group of 22-35 with an annual income of Rs 4 lakh. Palta, in a series of four videos,
touches upon topics such as buying bras from awkward male shop owners, highly priced inner wear, sizes
and the social stigma over women's inner wear. The campaign was promoted on various social media
platforms.

26. STP of Zivame -
Positioning
● Wide range of
product
● Something for
everyone
● One stop solution to
all your lingerie
problems
● Offers and gifts on
different occasion
Segmentation
Demographic factor - , age -
18 +, gender - Females,
Geographic factor-
Metropolitan cities,
behavioural factors(fitness &
shapewear), occasion(bridal
wear,swim and beachwear)
Targeting
● Female of age
group 18 - 45
● Upper class tier
2 and tier 3
cities

27. STP of Clovia -
Positioning
Low pricing, wide
range of product,
offers and gifts on
different occasion,
new customer
acquisition is very
high.
Segmentation
Demographic factor
- , age - 18 +,
gender - Females,
geographic factor-
metropolitan cities,
behavioural factors,
occasion
Targeting
Female of age
group 18 - 45,
middle and upper
class customer, tier
2 and tier 3 cities.

28. Swot of Clovia -
Threats04
● Cash Flow
● Deliveries
● Narrow product category
● Competitors
Opportunities03
● Retail stores
● International expansion
● New acquisition
● Tie - up with brands
Weakness02
● Less variety
● No other brands except for Clovia
● Delay in Delivery
● Low quality products
Strength01
● Offers
● Pricing
● Private mode
● Consulting service

29. Swot of Zivame -
Threats04
● Entry of new competitors as no barrier to entry
● High customer acquisition cost
● Narrow product category
Opportunities03
● International expansion
● Tie - up with industry leaders
● Introduce men’s wear and add more brands and
verticals in women wear
Weakness02
● Tiring return policy
● Supply chain management issues
● Less In - house products
Strength01
● Non - descriptive discreet packaging
● Online privacy
● Fit Consultants service
● Premium brands are also available like Enamor,
Amante

30. THANK YOU