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DISSERTATION
On
To identify changes in consumer perception towards Indian Lingerie Market with
special focus on Zivame brand.
By

Itee Jain
A2324711009
MBA Class of 2016
Under the Supervision of
Dr. Supriti Agarwal
Assistant Professor
Department of Marketing
In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration
At
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

DECLARATION

The title of Dissertation Report: To identify changes in consumer perception towards Indian
Lingerie Market with special focus on Zivame brand.

I declare that

(a) The work presented for assessment in this Dissertation Report is my original work, that it
has not previously been presented for any other assessment and that my debts (for words,
data, arguments and ideas) have been appropriately acknowledged.

(b) Work conforms to the guidelines laid by the University.

(c) Plagiarism for this report has been checked using Turnitin software and is

%. The

summary of report is attached along with for reference.

Date:

Itee Jain
A2324711015
B.Tech + MBA
(Class of 2016)

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CERTIFICATE

This is to certify that Itee Jain student of B.Tech (CSE) + MBA (General) at Amity Business
School, Amity University Uttar Pradesh has completed the Dissertation Report on To
identify changes in consumer perception towards Indian Lingerie Market with special focus
on Zivame brand., in Partial Fulfillment of the Requirements for the Degree of Master of
Business Administration (General) under my guidance.
The report has been checked for the plagiarism and it is acceptable.

Dr. Supriti Agarwal


Assistant Professor
Department of Marketing

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ACKNOWLEDGEMENT

Apart from my efforts, the success of our project depends largely on the encouragement and
guidance of many others. I am highly indebted to AMITY UNIVERSITY, Noida for
providing me with an excellent and friendly environment to work. The departments guidance
and constant supervision played a key factor in completion of this project.
Also I would like to thank my Faculty Guide, Ms. Supriti for constantly helping me with the
project and guiding me through the various stages of the project. My sincere regards go to her
for their guidance throughout our entire project. Their willingness to motivate me contributed
tremendously to my project.

Finally, I would like convey my sincere thanks to my family

and friends for their understanding and constant support.

Itee Jain
B.Tech CSE + (MBA)
(2011-16)
A2324711009
Amity Business School
Amity University Uttar Pradesh, Noida

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Table of Contents
DECLARATION ............................................................................................................ i
CERTIFICATE .............................................................................................................. ii
ACKNOWLEDGEMENT ............................................................................................ iii
Table of Contents .......................................................................................................... iv
List of Tables ................................................................................................................ vi
List of Figures .............................................................................................................. vii
Abstract ....................................................................................................................... viii
Chapter 1: Introduction .................................................................................................. 1
1.1 Trends in the Industry .......................................................................................... 2
1.1 Factors Shaping the Lingerie Industry ................................................................. 3
1.2 Factors driving Indian Lingerie Market ............................................................... 4
1.3 Change in Consumer Perception .......................................................................... 5
1.4 Formats for Buying Lingerie ............................................................................... 5
1.5 Hitches in the Indian lingerie Market .................................................................. 6
1.6 Online Lingerie Market in India .......................................................................... 7
1.6.1 Pretty Secrets ................................................................................................ 7
1.6.2 Clovia ............................................................................................................ 8
1.6.3 Bwitch ........................................................................................................... 9
1.7 Zivame ............................................................................................................... 10
1.7.1 Brand Overview .......................................................................................... 10
Chapter 2: Literature Review ....................................................................................... 12
Chapter 3: Research Methodology........................................................................... 19
3.1 Problem Statement ............................................................................................. 19
3.2 Objectives of the Study ...................................................................................... 19
3.3 Research Methodology ...................................................................................... 20
3.3.1 Method of Research .................................................................................... 20

3.3.2 Sampling ..................................................................................................... 20


3.3.3 Methods of Sampling .................................................................................. 20
3.3.4 Research Instrument.................................................................................... 20
3.3.5 Collection of Data ....................................................................................... 21
3.3.6 Research Design.............................................................................................. 21
3.3.7 Data Analysis Method..................................................................................... 22
3.3.8 Limitation of the Study ................................................................................... 22
Chapter 4: Data Analysis ............................................................................................. 23
4.1 Descriptive Questionnaire Analysis ................................................................... 23
4.1.1 SECTION 1 ................................................................................................. 23
4.1.2 SECTION 2 ................................................................................................. 36
4.1.3 SECTION 3 ................................................................................................. 36
4.1.4 SECTION 4 ................................................................................................. 37
4.2

SPSS Analysis ................................................................................................ 40

4.2.1 CROSS TABULATION .......................................................................... 40


4.2.2 CROSS TABULATION .......................................................................... 42
4.2.3 CROSS TABULATION .......................................................................... 44
4.2.4 CROSS TABULATION .......................................................................... 46
4.2.5 CROSS TABULATION .......................................................................... 48
4.2.6 FACTOR ANALYSIS ............................................................................. 50
4.2.7 FACTOR ANALYSIS ............................................................................. 54
Chapter 5: Findings & Conclusion .............................................................................. 58
References .................................................................................................................... 60
Appendix A: Questionnaire ......................................................................................... 62

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List of Tables
Table 1: Have you ever purchased your lingerie online? & Have you purchased anything from
Zivame?.................................................................................................................................... 40
Table 2: Relation between Do you try lingerie before buying? & Do you feel safe while trying
lingerie in the trial room? ......................................................................................................... 42
Table 3: Relation between Have you been measured recently, to find out your bra size? &
Does getting measured for a bra make you feel uncomfortable?............................................. 44
Table 4: Relation between Do you have a difficulty finding your bra size? & Have you ever
purchased your lingerie online? ............................................................................................... 46
Table 5: Relation between Have you been measured recently, to find out your bra size? & Are
you aware of the 'bra size calculator' feature of Zivame? ........................................................ 48
Table 6: Correlation between Website Design, Product Assortment, Payment Options and
Offers ....................................................................................................................................... 50
Table 7: Factor Analysis of Website Design, Product Assortment, Payment Options and
Offers ....................................................................................................................................... 51
Table 8: Correlation between Discounts offered, Availability of sizes, All brands at one place
and Latest Collection ............................................................................................................... 54
Table 9: Factor Analysis of Discounts offered, Availability of sizes, All brands at one place
and Latest Collection. .............................................................................................................. 55

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List of Figures
Figure 1: Zivame brand logo.................................................................................................... 10
Figure 2: Pie chart showing age group of respondents. ........................................................... 23
Figure 3: Bar chart for Lingerie is a fashion statement. ....................................................... 24
Figure 4: Bar chart for Having an assortment of sexy lingerie at home is important to me. 25
Figure 5: Bar chart showing Lingerie is only worn for hygienic purposes. ......................... 26
Figure 6: Responses for places from where women buy their lingerie.................................... 27
Figure 7: Do you try lingerie before buying? .......................................................................... 27
Figure 8: Do you feel safe while trying lingerie in the trial room? ......................................... 28
Figure 9: Bar chart showing whether women feel comfortable asking questions to sales
people about lingerie. ............................................................................................................... 29
Figure 10: Bar chart for I like to have a wide selection of color choices when purchasing
lingerie.................................................................................................................................... 30
Figure 11: Bar graph for I normally prefer to stick to the same style of lingerie. ................ 31
Figure 12: Bar chart for How often do you experiment with colors, patterns and prints in
your lingerie? ......................................................................................................................... 32
Figure 13: Have you been measured recently, to find out your bra size? ................................ 33
Figure 14: Does getting measured for a bra make you feel uncomfortable? ........................... 33
Figure 15: Do you have a difficulty finding your bra size? ..................................................... 34
Figure 16: Have you ever purchased your lingerie online? ..................................................... 35
Figure 17: Are you aware of Zivame.com? ............................................................................. 35
Figure 18: Have you purchased anything from Zivame?......................................................... 36
Figure 19: Cumulative bar graph for various factors influencing satisfaction level of
customers of Zivame.com ........................................................................................................ 37
Figure 20: Stacked bar graph for various reasons why women like shopping from Zivame. . 38
Figure 21: Are you aware of the bra size calculator feature of Zivame? .............................. 39

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Abstract
Lingerie is an under-served category in India. Also, buying lingerie is an ordeal for most
women in India due to the discomfort involved in the entire process. However, times have
changed for the better for the Indian women like never before in terms of fashion style and
statement coupled with growing wealth. Also, lingerie market in India has experienced a
makeover as consumers experiment with colors, designs and cuts. Indias lingerie market is
valued at Rs. 11,000 crore with a growth rate of 16% p.a. whereas the growth of online
lingerie sector is estimated at 70% p.a.
Indias largest lingerie e-tailer, Zivame (valued at $100 million) has been trying to cash in on
Indian womens awkwardness in underwear shopping.
This study attempts to explore the changes in consumer perception for lingerie market in
India and identify the reasons for those changes by conducting a secondary research. Primary
research will be conducted through an online survey to analyses how Zivame is trying to
revolutionize the way Indian consumers buy their lingerie.

Chapter 1: Introduction
The Indian lingerie industry, at the moment, is seeing a growth that is unparalleled. It has
undergone a transformational change in the past few years due to availability of brands,
changing technology, changing consumer behavior and increased awareness. The Indian
lingerie market is growing at a high rate of 24% and is sized at Rs. 56.28 bn. In fact, as will
be seen later, a few segments within the industry are growing at staggering rates of over 50%.
The lingerie retail market in India is estimated to be approximately Rs.15,000 cr. A CAGR
of 20-25% makes it one of the fastest growing with an estimated market size of Rs.30, 000cr
by 2018. Largely unorganized, the category is apt for online retail. Conservative estimates
suggest an online lingerie addressable market size of Rs. 1,200 cr 1,500 cr within the next
five years.
Lingerie is one of the most understated parts of a womans attire. If chosen and worn
properly, lingerie can bring out a look in her that she deserves. The Indian woman of today is
bolder when it comes to aspirations. She is now choosy and has started giving importance to
lingerie. This has been fostered by the changing social structure. The Indian society is in the
midst of a makeover. The western influence is shaping todays modern women. More and
more women are now working, which has increased their disposable income. Women are
now not hesitant to spend on lingerie that is comfortable and appealing. This change has also
been bolstered by the changing dress codes. The dress codes demand women to select lingerie
that shapes their look, which essentially then boosts their confidence.
Times have changed for the better for the Indian women like never before in terms of fashion
style and statement coupled with growing wealth that is helping the growth of the organized
lingerie industry. From being a market worth Rs. 780 crore (US$175.9 million) in 2003, the
organized lingerie market has almost doubled to Rs. 1645 crore (US$370.3 million) bustling
business in the last five years. Trade analysts and the industry insiders believe that this is
because the whole scale of the Indian market has improved beyond recognition during the last
five years following the advent of multinational brands in the market place and the growth of
organized retail. This, perhaps, is the reason why the premium and super-premium segment of
the lingerie industry, with brassieres priced above Rs. 200 (US$5) and mostly characterized
by the presence of international brands, are witnessing higher growth compared to midmarket

and low/economy segments. In view of the current situation, the premium and super-premium
segments of the industry are advancing following a consumer shift from economy and midmarket segments to the premium segment, while the low and economy segment is gaining
from the industry being more organized. Characterizing the premium segment is either
international brands or joint venture of Indian manufacturers with international companies.
Lovable, Enamor and Triumph have successfully established themselves as premium lingerie
brands and brands that are in expansion mode include Etam, Benetton, La Perla and About U.
The mid-market segment is characterized by the presence of national players like Maxwell
Industries (with Daisy Dee brand), Body Care, Grover sons, Red Rose, Juliet, Jockey, and
Libertina. Factors like growth in income level, preference for recognizable brands and rapid
growth of organized retail is anticipated to increase the current share of the organized lingerie
market of 28% in the next three years
Lingerie is an under-served category in India. Also, buying lingerie is an ordeal for most
women in India due to the discomfort involved in the entire process. However, times have
changed for the better for the Indian women like never before in terms of fashion style and
statement coupled with growing wealth. Also, lingerie market in India has experienced a
makeover as consumers experiment with colors, designs and cuts. Indias lingerie market is
valued at Rs. 11,000 crore with a growth rate of 16% p.a. whereas the growth of online
lingerie sector is estimated at 70% p.a.
Also, among women, extreme ignorance prevails when they make their lingerie decisions.
Being ignorant, most of the women dont know their correct sizes and buy lingerie that is
uncomfortable and unappealing. In fact the ignorance is widespread across the globe. As per a
research, 80% of the women in USA wear the wrong bra size while for India, the numbers
stand at a disappointing 90%. These are huge numbers and, as will be explained later, the
repercussions of this ignorance could be detrimental.

1.1 Trends in the Industry

Franchising

International Touch

Online Shopping

Rising premium segment

Specialized Offerings

Growing number of working women, changing fashion trends, the increased awareness about
better fits, quality, brands, colors, styling, increasing per capita disposable income, rising
level of information and media exposure, and entry of large number of foreign brands have
given the industry a new dimension. Indian women have become choosy and give importance
to lingerie, as discernable from the increased spend on it. This changed attitude is also
because of changing dress codes and the transformations in social mores. Indeed, the modern
woman is boldly going where no woman has gone before, and her lingerie naturally follows.
Lingerie is an essential part of a woman's attire. If worn appropriately, it makes her look good
and feel good. It is perhaps one of the most understated objects of fashion which can
completely change the appearance of a woman and bring out her true sensuousness. The
lingerie of yore was home or tailor made. It was uncomfortable and sometimes painful to
wear. But today things have changed and lingerie has become brand. Apart from being a bare
necessity, lingerie has quietly slipped into the luxury bracket. The lingerie market in India can
be classified in super-premium, premium, midmarket and economy & mass market segment.
The major share of lingerie market is held by the midmarket and economy segment, in both,
value and volume terms. The super-premium and premium segments are relatively smaller
but fast growing segments. In present situation, the premium and super premium segments of
the lingerie industry are advancing following a consumer shift from economy and midmarket
segment to the premium segment.

1.1 Factors Shaping the Lingerie Industry


The Indian lingerie market, though growing at a tremendous pace, has its gaps. It is at the
brink of being the next big thing.
According to Mr. Nischal Puri, a veteran in the lingerie industry and CEO of Brandis India,
the key factors that are going to shape the Indian lingerie industry are:

According to Crisil research, working women form 15% of the total urban population,
which is expected to rise to 20% by 2020. So, the retail spends are going to increase
because there is a lot of difference in the way a working woman shops and a non-working
woman shops. A working womans propensity to spend is 1.3 times greater than that of a
non-working woman.

Organized retail: Retail has become more organized and is covering up a major part of
the unorganized space year on year. The graph below shows the retail consumption

(organized and unorganized), which is expected to grow at a compounded rate of 15% the
next 5 years from Rs 23 trillion in 2011-12 to Rs 47 trillion in 2016-17.

Rising disposable income: The disposable income is rising day by day and more and
more women are now employed. Therefore, consumers have enough disposable money to
dictate their choices. The graph below shows that the share of households with low
income levels has fallen over the years, while the share of those falling in higher income
brackets is on the rise. Households with income between Rs 1 lakh and Rs 5 lakh have
grown at a CAGR of 9 per cent, while those with income in the range of Rs 5 lakh and Rs
10 lakh have grown at CAGR of 12 per cent between 2001-02 and 2010-11. Likewise
households with income over Rs 10 lakh have grown at a CAGR of 15 per cent during the
same period.

Consumer demographic change: The consumer demographic has changed greatly. The
consumer segment has become younger and this young segment is more aware and
informed. According to Crisil research, the age bracket of 18 to 45 years accounts for a
major part of retail spenders. The graph below shows the age wise split of population. A
great chunk of the population falls in the age bracket of 18 to 60 years.

Along with this, the literacy rate amongst this age group is also increasing which
paves way for more disposable income in the future.

The factors clearly show that the industry is maturing and holds immense potential.

1.2 Factors driving Indian Lingerie Market


Key factors driving the Indian lingerie market:
a) Consumer shift in 3 predominant aspects:
1.

Reduced price sensitivity

2.

Greater appreciation and response towards branding

3.

Readiness to experiment with new innovative styles and designs

b) Organized retail:

With retail becoming more organized the consumer has far better retail environment
and brands also get to showcase their products un more consumer conducive
ambience

c) Disposable income and consumer demographic change

Consumer segment has become younger. With disposable income rising and more
youngsters joining the working class the consumer of today has more resource to
indulge.

1.3 Change in Consumer Perception


Consumers have shifted in 3 predominant ways:

There has been reduced price sensitivity. The women of today emphasize more on
comfort and quality. Price has taken a back seat in the minds of women.

Women are more appreciative and responsive to branding. Earlier, women were ignorant
to brands, but now due to the arrival of international brands and increased awareness,
brand names are now gaining importance. Possibly, the concept of brand equity is now
shaping the lingerie industry. Lingerie has now become brand and has slipped into the
luxury bracket.

Women are showing readiness to experiment with new innovative styles and designs.
They are more open to the new products that are on offer. So, if new innovative products
are made available, women would not hesitate to try it out.

1.4 Formats for Buying Lingerie

Department Store - Department stores work because they capitalize on the impulsive
buying behavior of consumers as they review and buy lingerie even if they are in the store
to buy something else like grocery or home utility objects. The lingerie section is situated
usually in the furthest most, secluded corner of the store. The staffs quiz the customer on
their cup size and offer them a fitting session for the same. There is no help forthcoming
to help the customers identify their right size or style. There are no separate trial rooms
for lingerie buyers which makes it a less private, intrusive affair.

Online Stores - The offline lingerie market is just above $2 billion and online is
insignificant. The value proposition for an online innerwear store is fourfold. First, the
choice online offers to buyers or, in trade parlance, the sheer number of stock keeping
units (SKUs) of lingerie is far higher than for any other category. Retail stores stock only
the fast-moving category and sizes and not all the 85 sizes and 35different styles of bras.
Second, online ensures privacy of purchase. Third, lingerie portals offer unlimited shelf
space and, finally, online rises above the problems of physical distribution. The top10
cities account for 70-75% of online sales. Hence privacy, convenience, more segments-

like shape wear and baby dolls - than a physical store and a wide array of styles and color
ways are the unique selling proposition of an online store. The hitch is that they lack the
touch and feel of a real store. And of course, there is no way to check the fit. Another
problem is that a large percentage of population is not computer savvy and is unaware of
online means and methods of online buying.

Standalone Stores - Standalone store format has emerged the real winner when it comes
to lingerie buying. The standalone store usually offers a more discreet and a personalized
brand experience to the customer as they deal with lingerie alone and not with any other
item of clothing. Hence the consumer gets a discreet and personalized buying experience
right from a dedicated lingerie trial room to a personal interaction with the sales woman
and the buying experience is more discreet as compared to a departmental store. This
format works the most because of comfort and ease of buying and over the counter
discounts which a standalone store offers. The hitch for standalone store format is that
they do not stock the Premium segment of lingerie.

Boutique - The boutiques stores stock the stylish collections, the entire product range of
even teddies &negligees stuff customers love to buy, but not regularly. The collection
stocked is high on young, in-trend style and not much of older styles are available. Even
they provide a discreet and personalized buying experience to the customers, and the
customers can experiment with more stylish innerwear than regular ones. Boutique stores
usually are brand showcases and work because of brand loyalty and brand building.

1.5 Hitches in the Indian lingerie Market


Lack of open advertising is one of them, as lingerie is still not advertised widely both in print
and media leading to consumers not having a clear perception about the best brands in the
market. Most store owners resort to in store branding and restrict outdoor branding to modest
sports bra instead of racy lingerie so as not to offend sensibilities. Indian women are largely
unaware of other categories of lingerie. They are still unaware of various kinds of innerwear,
styled and made differently to suit different body types and to be worn under different attires.
Different category of bras, like t-shirt bras, melded, strapless, push-ups or seamless or various
segments of lingerie like loungewear, sleepwear, comfort wear, maternity wear, shape wear
are relatively unknown to most consumers.

1.6 Online Lingerie Market in India


India's lingerie market is currently valued at $3 billion. A mere 1% of it is online. In the next
few years the market value is projected to jump to $5 billion. While physical stores obviously
ring in the bulk of the sales, the unavailability of sizes, lack of privacy and shortage of trained
personnel has paved the way for online lingerie portals.
The term lingerie is mainly used for fashionable and alluring undergarments. Novelty, an
evolving fashion industry, and growing need for comfort have resulted in increased demand
for lingerie across geographies. The concept of online lingerie stores has enhanced the growth
prospects of the lingerie market as it offers a wide range of international and private labels on
a single platform.
1.6.1 Pretty Secrets
Pretty Secrets started off as a nightwear boutique on Linking Road in Mumbai in 2005. The
label quickly made its way onto store shelves across the country and was available in most
large format department stores like Shoppers Stop, Globus, Central, etc. as well as over 200
unorganized lingerie retailers.
While the brand saw tremendous growth in its early years, by 2009, a harsh reality set in.
The market for high-end ladies sleepwear was very limited. While the demand for its
products was always high, Pretty Secrets faced challenges in building its retail base as the
number of retail points of sale for lingerie / nightwear in India was very limited. Even the
stores that retailed the brand were riddled with problems such as uneducated sales staff, lack
of trial rooms, limited floor space and poor ambiance. The intimate nature of the category
requires a specific sales environment and sadly the unorganized market could not provide the
right platform for the brand to grow.
Karan, the CEO of Pretty Secrets, also launched a chain of multi-brand lingerie stores
called Lace which aimed to solve this problem not only for him but also for other brands
as well. However, the reality was that as long as the lingerie market was controlled by
unorganized retail store front and middlemen the market would not evolve and
customers would continue to be underserved.

In 2011, the company launched Mylace.in, a multi brand lingerie ecommerce site, leveraging
its vast experience in product sourcing, retail and customer service. The response was
phenomenal and it dawned on Karan that e-commerce allowed the brand to reach its
customers directly without the burden of the offline distribution channels.
Simply put, while the brick and mortar retail required a complex system of middlemen and
distribution points, e-commerce removed all these bottlenecks and put the brand directly in
touch with the only people who really mattered the customers, points out Karan. Excited
by this prospect, a leap of faith was made and he pivoted the entire company online. He
withdrew the brand from 250 plus points of sale offline and closed the Lace stores, followed
by the launch of online exclusive lingerie brand PrettySecrets.com.
1.6.2 Clovia
Formerly known as Cloe, the startup was founded by husband-wife duo Neha Kant and
Pankaj Vermani along with friends Suman Choudhry and Aditya Chaturvedi in 2013. The
company was renamed in order to better align the name with its future strategy and product
roadmap.
In the online lingerie shopping space, Clovia competes with startups such as Cilory, HerStyle,
PrettySecrets and others. Its most prominent competitor is Zivame, which is backed by IDG
Ventures and Indo-US Venture Partners.
Clovia has been growing at almost 100 per cent every quarter over the last year. IvyCap
Ventures have found a perfect partner to sustain the hockey stick growth curve, stick to the
customer-first fundamentals and work faster towards becoming the number one lingerie and
sleepwear brand in India.
The firm sells its own Cloe brand lingerie and aims to go beyond the e-commerce platform by
targeting sales through offline stores as well.
We strongly believe several niche e-commerce verticals remain relatively untapped in India.
Players with high degree of control over the entire customer experience in this case, right
from sourcing of fabric, to manufacturing, to customization and recommendations based on
deep understanding of the customer, to own-portal sales will create the next wave of value
creation in e-commerce in the Indian context, said Gupta.

1.6.3 Bwitch
Genesis Colors, which operates Bwitch lingerie brand in India, has launched Bwitch.in as an
e-commerce platform to retail Bwitch lingerie online. Genesis has tied up with e-commerce
service provider Net Distribution for the venture. Net Distribution operates several online
stores for large and mid-sized companies in India. According to the company, Bwitch.in has
already received and serviced orders from within India like Jharsuguda, Dibiyapur, Bathinda,
Bilaspur, Moradabad and Vellore.
Genesis Colors was established in 2001 with a vision to create a global fashion conglomerate
on the lines of international fashion houses. While taking premium Indian fashion labels to
the world the company has also pioneered the concept of luxury retail in India.
Commenting on the launch, Jyoti Narula, MD, Genesis Colors says, "Online stores as a
channel of purchasing are fast catching on. For the category of products provided by Bwitch,
the online store is an added convenience for the consumer. It also provides male shoppers
with the option to use this method of shopping for them to be able to browse and purchase
lingerie for their partners."
Ajay Miglani, CEO, Net Distribution feels that lingerie and personal care category for women
needs focused and experiential format of sales, and web store as a channel can address this to
a great extent. Also, most of the traditional retailers will not stock all sizes, and thats where
online retailing of lingerie works well.

10

1.7 Zivame
Figure 1: Zivame brand logo

1.7.1 Brand Overview


Zivame is Indias largest lingerie e-tailer, valued at $100 million. The name Zivame finds its
origin in the Hebrew language and means "Radiant Me". The brand is inspired by the inner
radiance of women that really shines through when they are being themselves. The brand
strives to give a woman the best so that she is always in her comfort zone, forever exploring
and discovering new sides to her own intricate personality.
Every revolution has a cause. Zivame helps women step out of their drawers and reach out to
the lingerie they deserve. The brand believe that every woman has the right to find access to
high quality, refreshing design and a fit engineered perfectly for her body when it comes to
intimate wear. The brand believes that they are at the wake of a revolution and the cause is
simple.
Zivame started out as an aggregator of brands including Enamor, Amante, Jockey, among
others, but launched private labels two years ago in an attempt to boost margins. At present,
private labels such as Penny and CouCou account for about 60% of the sales for Zivame.
According to Ms. Richa Kar, Founder and CEO, Zivame, Women are not comfortable
talking about bras! For most girls, the first bra buying experience consists of going to a
lingerie store and having to deal with salesmen or women, who are rarely equipped with the
knowledge to consult on the right fit and style. He/ she suggest a size that he/she deems fit,
and in an uncomfortable environment where there is no scope to ask questions. Furthermore,
she is not even sensitized to the possible problems she can face with the wrong fit and
compromises lifelong.

11

Zivame.com has excelled as one of the online lingerie shopping sites as it has catered
correctly to the needs of the women. Lingerie destinations and especially small shops did not
have women employees and lingerie shopping had turned into a five minute uncomfortable
business for numerous ladies. The conceptualization and putting Zivame into work has really
been beneficial for women. You do not have to go to shops anymore, you can browse various
types, brands and sizes of lingerie and shop them and get them delivered at the door step
without any troubles.
Zivame aims to provide every woman the pleasure of the perfect fit and an open-minded
shopping experience. Since its very beginning, Zivame started doing great. One of the many
reasons of the customers faith is that the customer care services and the support customers
get.
Zivame has also announced the launch of its app, the first dedicated lingerie app for women
in India. The app has been built to facilitate quick product discovery. With about60% of
Zivames traffic coming from the mobile, the company is banking on the increasing
popularity of the smartphone and its expanding penetration to target more users.
With the entry of niche segment players, and changing economic scenario of Indian women,
who now invest a significant amount of time and money with the latest fashion trends,
lingerie shopping has become an easier, more intimate and pleasant experience. At a click of
a button, hundreds of affordable brands and styles are now available to the Indian women.
With its app, Zivame aims to make this experience even more personal. Richa says that the
nature of category is such that a mobile device makes the browsing experience a more
intimate and secures one as compared to desktop.
Going a step further, the brand also plans to open physical experience zones, after opening a
prototype in their office as a part of its strategy to increase consumer touch points. The first
one will be opened in Bangalore, followed by 10 other cities and thereafter to 100 cities.

12

Chapter 2: Literature Review


Market Publishers (2012) identified that the Indian lingerie market has been unleashed like
never before, it has undergone a transformational phase over the past few years. There has
been much innovation in the making of lingerie and technology has influenced this. Within
the USD 2.5 billion Innerwear Industry, womens innerwear is the fastest growing segment
significantly outstripping the growth in the mens and overall innerwear market. With
evolving perception, lingerie has managed to be an essential part of a womans wardrobe
from being just a bare necessity and this change has led to a growth wave in the industry.
Along with this, rising disposable income, growing organized retail, rising awareness among
the consumer segment and growing focus on product extension and quality will further
stimulate the gains for the industry. The industry, though faced with certain challenges will
continue to march ahead driven by Indian consumption boom and compelling demand
demographics in India.
Koncept Analytics (2008) proposed the study entitled Indian Lingerie Industry: Trends
and Opportunities that analyzes the overall Indian lingerie market in the context of growth
and developments in the niche segment of the apparel industry. This study is an attempt to
explore the lingerie industry through primary and secondary research and to bring out the
market potential and major industry trends. As classified on the basis of price, the three broad
segments of the Indian lingerie industry low and economy, mid-market and premium and
super-premium - have been analyzed in-depth to understand the growth pattern and
functioning of the leading players in the respective segments.
India holds immense growth potential for the lingerie industry, which is evident from the
entry of large international brands in the Indian market in the last few years. A key factor
characterizing the blooming Indian lingerie market is the increasing size of the organized
market and the declining share of the unorganized market resulting in growing independent
brands taking charge of the market. In addition, growing income levels of Indians and their
changing lifestyles has rechristened lingerie from just an undergarment to a fashion clothing
item, at least in the urban centers.
Ritu Sharma, Koncept Analytics (2007) says that When it comes to enquire about
innerwear or lingerie, the faces that use to give a shy and do not cross your limit looks have
turned less aggressive and more argumentative. Like all Indians who love to argue on any

13

issue, as Amartya Sen says in his book The Argumentative Indian, Indian women now
prefer to talk about their innerwear to people who can help offer them the products they are
looking for. However, the scene was extremely different few years back when women were in
the sole discretion of salesmen who used to decide about the piece of lingerie size, fit and
brand that are suitable for them. Indian women consumers are still very shy when it comes
to the purchase of lingerie. But slowly and steadily, they are getting bolder in terms of
selection of their lingerie and as a result they have started demanding lingerie of their choice,
which is in effect helping the growth of branded lingerie in India, according to Mr. Rajnish
Bansal who owns two exclusive lingerie shop in Ghaziabad and who has already found a
place of honor in the Indian Limca Book of World Records for a whopping collection of
22,300 undergarment items.
Neetu Singh (2014) revealed details about the lingerie buying habits of consumers in Pune. It
identified the factors which a lingerie buyer seeks before choosing one brand over another. It
also identified the formats of lingerie buying, the ones most preferred by the consumers and
why. India is largely a conservative market and talking about lingerie in public is still
considered a taboo. But with westernization looming large and advent of international players
in the market, stylish lingerie is now a must for every lady. However, the market is still facing
hitches, which prevent anyone player from being the market leader just yet. Indian women
shun bright colored bras under transparent blouses or let thongs ride up over low rise jeans.
Various cultural sensibilities even within the country prevent one brand from adopting a
common marketing strategy for the entire country. In North India, which accounts for 40
percent of Amante sales, fashion is loud and colorful, as people and personalities they are
also loud. Mumbai is the market most likely to accept Agent Provocateur type fashion; its
cosmopolitan, classy and understands fashion from an international sense. The South is just
the opposite dominated by black, white and skin color bras and briefs. Sizes are also smaller.
Eastern cities like Calcutta are also tight fisted and people look for value. Companies need to
be careful to not be hung up about Indian cultural stereotypes nor be too flaunty with its
designs.
Shramana Ganguly (2015) says that challenging the traditional beiges, blacks and whites,
neons have barged into the lingerie closets of Indian women, so has superman print. The
trend shows how Indian woman is getting down to experiment with her intimate wear,
encouraging homegrown brands such as Soie, Clovia, calibra, Pretty Secrets and Sonari to

14

launch products with vivid styles and patterns, and creating their own niche in the Rs. 11,000
crore market.
Jai Vardhan, Your Story (2014) proposed that over the past five years, online has given a
new channel of sales to businesses and brands. While horizontal e-commerce players and
multi-brand etailers sell goods by various manufacturers, some are launching pure-play online
exclusive brands like Zovi, Freecultr and Yepme. On the lines of the above players, Mumbaibased PrettySecrets launched an online exclusive lingerie brand in 2012. Founded by Karan
Behal, whose family has been in the apparel manufacturing and export business for over three
decades.
Ambika Behal (2015) Lingerie shopping in India has typically been something nobody talks
about. The one size, one style fits all necessary purchases were usually found at the local
market shop, and bundled into a discreet brown paper bag.
In our environment shopping for lingerie is taboo culturally you cant just dash in and out
of a shop to buy something that requires assisted sales, says Zivame Founder and CEO
Richa Kar, we needed a way to let women consult us and make shopping private, discrete,
and fun.
Sipra Tekriwal (2012) comments: India has always been a country where on-screen kissing
still manages Page1 space and actresses interview about wearing a swimsuit if the script
demands. Lingerie has always been a closed door subject in India. But the trend is slowly
changing. Lingerie market has grown tremendously over the years with a CAGR of roughly
14% (see the graph below). This increasing trend is also evident from the fact that many
international lingerie brands are entering the Indian market.
The possible factors responsible for the increase in growth are: Trending kicks sales into
shape - The changing trends is one of the most important factor responsible for increasing
trend of linger in India. Body aware but getting bigger - Rather than following current fashion
trends, demand for shape wear is primarily being driven by something more effective i.e. a
conflict between actual body shape and the current ideal (i.e. the shape you want to acquire).
Technology and celebrities help drive the trend - The lingerie market has also been giving a
helping hand by technological advances in the garment design and lightweight fabrics. On the
other hand, as media had been focusing on celebrity sizes and shapes, shape wear has become

15

an important factor guiding the increase in the trend. Potential to add touch of glamour
Glamour, following celebrities are most important factors guiding the apparel industry. So,
the different lingerie brands have come up with new trends, designs and colors to appeal to
the customers. Increase in per capita income increases the spending power which in turn
accelerates market growth. Growing urbanization and awareness about better fits and designs
have had a major contribution in the growth of the lingerie market.

Indian lingerie business gets lively with e-commerce (2013) Indian consumers are more
conservative than their western counter parts so there is an increase in footfalls for intimate
wear in the countrys e-commerce platform mainly due to the privacy provided by it.
According to industry representatives, the lingerie buyers of the country get more exposure to
the international brands and latest fashion trends through online portals. In a conversation
with fibre2fashion, Ms. Neha Shah, marketing and sales manager at ShopImagine.in, an
online boutique of luxury lingerie and stylish apparels in India, said, The online lingerie
shoppers in India are smart, well exposed to latest international fashion, price conscious and
at the same time, is very particular about quality and fit. In a similar vein, Mr. Nischal Puri,
managing director of Brandis, one of the leading suppliers of branded lingerie in India, says,
The lingerie market has evolved over the last decade and consumers are far more confident

16

in exploring the varieties of brands as well as styles available in the market. Explaining
further, the representative of Zivame.com says, Although we do see a change in consumer
buying behavior, 8 out of 10 women wear the wrong sized bra as they do not know their
correct size or they do not find their right size in a neighborhood store, hence they settle for
an alternate wrong size.
Nischal Puri (2012) says that the Indian lingerie market has undergone a transformational
phase and is growing at 24% and the unorganized is Rs20bn. Further, his study highlights that
the Indian lingerie market has been unleashed like never before, it has undergone a
transformational phase over the past few years, there has been much innovation in the making
of lingerie and technology has also influenced this. The market is growing at 24% and the
unorganized is Rs20bn. His study segments the Indian lingerie market as follows:
1. Economy (Rs35.06bn growing at 17%)
2. Middle (Rs12bn growing at 22%)
3. Premium (Rs8.32bn growing at 32%)
4. Super premium (Rs900mn growing at 56%)
Changing Consumer Trends in India (2013) says that the last twenty years has seen a

metamorphosis in terms of lifestyle preferences and buying trends among Indian


consumers. With the opening up of the Indian economy in 1991, urban India embraced
consumerism and a hunger for branded products emerged. A young working
population, that lives by the "work hard and live well" mantra, has powered the Indian
retail market through the first decade of the millennium resulting in strong year on
year growth over the last few years. The change in consumer preferences is most
apparent in fashion apparel. Men were the first early adapters of western-wear in
India, with many converting to readymade garments in the early 90's. Over the last
decade, we have also seen a significant change in the way women dress, moving from
traditional Indian wear to western or fusion wear a trend that is especially popular in
larger cities such as Delhi, Mumbai and Bangalore. The growing awareness of global
fashion trends has been fuelled by the internet and the fashion and lifestyle media. As
a result, the typical upper middle class consumer is conscious not only of the
international styles but also about the lifestyle attributes connected to the brand,

17

leading to the significant growth of organized retail in India. From a business


perspective, the dynamics of the Indian market offers us an exciting opportunity to
introduce collections that capture the latest global fashion trends, whilst also ensuring
they are suitable for Indian tastes. The popularity of international style and dressing
has also seen significant growth in the lingerie market in India worth Rs 17,470 crore
in 2012 the market is expected to grow by a staggering 54% by 2017. In the last six
months, we have seen our lingerie sales increase by a third as customers continue to
look for more choice, whether everyday underwear, clever lingerie solutions such as
innovative shape wear or glamorous silk and lace pieces. This growing demand is
exactly why India was our first choice international market to launch our brand new
Marks & Spencer Lingerie & Beauty department at our flagship store in Bandra,
Mumbai.
Bewitch: Enticing the New Gen Women (2011) as the modern Indian women are not
shying away from strutting their stuff and learning to do it the right way, many brands are
coming forward to help them in this cause. The latest to join the endeavor is Genesis Colors
with their brand Bewitch a lingerie line. Designed mainly for woman in the age group of 2535 years, Bwitch has been described as a brand for the New Generation Women who are
active, modern and independent by Juhi Chauhan, General Manager, Genesis Colors. She
says, Bwitch customer is a woman who manages to combine all the opposing facets of her
femininity, both gentle and self-determined, both refined and simple. Conceptualized for the
fashion forward woman who is confident at being ravishing as well as sexy, the name Bwitch
has a connotation of both being sexy and bold. And to reach out to its growing net savvy
consumers, Bwitch also has its online shopping portal. We have an online shopping website
and a lot of other online shopping portals are selling our products and the response is
massive, comments Chauhan on the companys online business function. Moreover, to cash
in on the sudden exposure in India, Bwitch is also planning its product expansion. Its
autumn/winter 2011 line will have Candy Crunch Cheerful Polka Dot Push up, Perfect
smart bra with tailored fit and lift for each cup size, Plain Cotton Full coverage everyday
bra among others.
Suchismita Ganguli, VP, Publicis India (2013) said that every lingerie brand talks about
comfort, fit, design and in the bargain completely neglects to talk to the woman. She feels

18

that winning Enamor and changing their brand speak was a huge opportunity for them to
change how innerwear brands in India showcase lingerie. The brand wanted to make it a
celebration of life, of being a woman. To tell her that she is 'Fabulous, as she is'. Later, she
mentioned that the client was completely in sync with us on this. So they went on with the
thought and made it happen, made lingerie look like an attitude, because that truly is how
women view it.

19

Chapter 3: Research Methodology


3.1 Problem Statement
Lingerie shopping in India has typically been something nobody talks about. The one size,
one style fits all necessary purchases were usually found at the local market shop, and
bundled into a discreet brown paper bag.
Before the onset of niche ecommerce players in the lingerie category like Zivame,
PrettySecrets and Clovia, lingerie buying for Indian women has been much of a hassle due
to poor inventory availability, lack of education about intimate and shaping wear, and the
embarrassment associated with lingerie buying experience as intimate wear was mostly sold
by men across the counters.
Though vendors like Enamor, Jockey, Lovable, Amante and Bwitch did their bit to popularize
the segment, the real push however came in with the ecommerce boom. Richa of Zivame says
the problems associated with stocking so many different sizes and shapes is what Zivame
aimed to address since beginning.
From the beginning we wanted to solve the inventory problem due to limited shelf space.
With Zivame, we could cater from curvy to petite women, educate them about a category
which male sales persons arent aware of. The aim was to make a women explore and enjoy
this category-something that she just buys for herself, elevate it from being a shush thing to
an expression of her empowerment.
In our environment shopping for lingerie is taboo culturally you cant just dash in and out
of a shop to buy something that requires assisted sales, says Zivame Founder and CEO
Richa Kar,

3.2 Objectives of the Study


This study attempts to explore the changes in consumer perception for lingerie market in
India and identify the reasons for those changes by conducting a secondary research. Primary
research will be conducted through an online survey to analyze how Zivame is trying to
revolutionize the way Indian consumers buy their lingerie.

20

3.3 Research Methodology


3.3.1 Method of Research

Survey

A Survey is a complete operation, which requires some technical knowledge Survey methods
are mostly personal in character. Surveys are best suited for getting primary data. The
research obtains information from the respondents by interviewing them. Surveys and
questionnaires are the most common marketing research methods. The objective of
conducting a survey in this case is to analyze how Zivame is trying to revolutionize the way
Indian consumers buy their lingerie.
3.3.2 Sampling
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group selected from a large lot. This
small group should be emanative cross section and really representative in character.
This selection process is called sampling.

Sample size

Samples are used for learning about large masses by observing a few individuals.
Here the selected sample is 176 women.
3.3.3 Methods of Sampling

Non Probability Sampling Method

Convenience sampling
Here I have used convenience sampling as it is probably the most common of all
sampling techniques. With convenience sampling, the samples are selected as per the
researchers convenience i.e. as they are accessible to the researcher. Subjects are chosen
simply because they are easy to recruit. This technique is considered easiest, cheapest and
least time consuming.
3.3.4 Research Instrument

Questionnaire

A questionnaire is a carefully complied logical sequence of questions directed to a define


Objective. It is the outline of what information is required and the framework on which the
data is built upon. Questionnaire is commonly used in securing marker information that its

21

preparation deserves utmost skill and care.


3.3.5 Collection of Data
One of the important tools for conduction market research is that availability of necessary
and useful data. Date collection is more of an art than a science. The methods of
marketing research are in a way the methods of data collection. The sources of
information fall under two categories
1. Primary Research
The data collected for a purpose in original and for the first time is known as primary
data. The researches collect this data to study a particular problem. Primary research was
conducted through an online survey to analyze how Zivame is trying to revolutionize the way
Indian women buy their lingerie.
The analysis of the survey will convey how Zivame has transformed the uncomfortable
lingerie shopping experience into a comfortable, informative, fun and enjoyable experience.
Here the primary data is the data collected through an online questionnaire prepared
on Google docs to get the opinions of women from different parts of the country.

2. Secondary Research
The data, which is collected from the published sources i.e., not originally collected of the
first time is called secondary data. The objective of the secondary research was to understand
the changes in consumer perception towards lingerie shopping in India.
Here, the secondary research comprised of reading articles, research papers, reports and
browsing the internet for understanding the Indian lingerie market.

3.3.6 Research Design


Descriptive Research Design
As the name implies, descriptive research methods are used when the researcher wants to
describe specific behavior as it occurs in the environment. There are a variety of
descriptive research methods available, and once again, the nature of the question that
needs to be answered drives which method is used. Traditionally, descriptive research

22

involves three main categories: observation, case studies, and surveys. Here, in my
research, I have used survey.

3.3.7 Data Analysis Method


I have used Microsoft Excel and SPSS as the tool for data analysis.
Graphical Method:
I have used the following variants of graphs in my study:

Column chart

Pie chart

3.3.8 Limitation of the Study

Not all women felt comfortable discussing about their lingerie shopping experience.

23

Chapter 4: Data Analysis


4.1 Descriptive Questionnaire Analysis
4.1.1 SECTION 1
Question 1: What age group do you fall into?
Figure 2: Pie chart showing age group of respondents.

Inference: As per the survey conducted by me, 82.4% of respondents are from the age group
20-25 years. 8.5% respondents are from age group 25-30 years. 6.3% are below 20 years of
age.

24

Question 2: Lingerie is a fashion statement.


Figure 3: Bar chart for Lingerie is a fashion statement.

Inference: 82 out of 176 respondents believe that Lingerie is a fashion statement and is not
just a utility requirement. Whereas, 30 respondents feel that lingerie is not a fashion
statement.
This observation proves that the perspective of Indian women is changing and they no more
feel that lingerie is just worn for hygienic purposes.

25

Question 3: Having an assortment of sexy lingerie at home is important to me.


Figure 4: Bar chart for Having an assortment of sexy lingerie at home is important to me.

Inference: 92 out of 176 women like to have a wide variety of lingerie in their wardrobe.
This shows that women in India now no more want to stick to the same style of lingerie for
every occasion. They are aware of the different kinds of lingerie available for different sorts
of outfits which will enhance their physique and their looks.

26

Question 4: Lingerie is only worn for hygienic purposes.


Figure 5: Bar chart showing Lingerie is only worn for hygienic purposes.

Inference: As seen in the above illustration, majority of women disagree that lingerie is only
worn for hygienic purposes.
That means they are aware of the fact that the kind of lingerie they wear can change the way
they look and carry themselves.
Question 5: Where do you buy your lingerie products?

27

Figure 6: Responses for places from where women buy their lingerie.

Inference: Most women buy their lingerie from shops situated in the Malls or exclusive
lingerie stores. The number of women who shop their lingerie online is still minimal.
Question 6: Do you try lingerie before buying?
Figure 7: Do you try lingerie before buying?

Inference: 55.7% women try their lingerie before buying whereas 44.3% do not want to try
lingerie in the trial rooms.

28

Question 7: Do you feel safe while trying lingerie in the trial room?
Figure 8: Do you feel safe while trying lingerie in the trial room?

Inference: The responses to this question shows that majority of women do not feel safe to
try their lingerie in the trial rooms.
This insecurity and privacy matter can be resolved by switching to online shopping.
Question 8: Sales Associates at lingerie stores make me feel comfortable enough to ask
personal questions if necessary (regarding under garments).

29

Figure 9: Bar chart showing whether women feel comfortable asking questions to sales people about
lingerie.

Inference: 101 out of 176 women do not feel comfortable enough to ask personal questions
regarding their lingerie requirement.
Question 9: I like to have a wide selection of color choices when purchasing lingerie.

30

Figure 10: Bar chart for I like to have a wide selection of color choices when purchasing lingerie.

Inference: 115 out of 176 women like to have a wide selection of color choices when
purchasing their lingerie.
This shows that women are no longer restricted to whites, blacks or nude colors. Consumer
preference towards lingerie has changed in the past decade. They like to pair their lingerie
with their outfits.
Question 10: I normally prefer to stick to the same style of lingerie.

31

Figure 11: Bar graph for I normally prefer to stick to the same style of lingerie.

Inference: Nothing specific is observed from the above illustrations. Approx. 50% women
use different styles of lingerie and 50% women stick to the same style of lingerie.
Question 11: How often do you experiment with colors, patterns and prints in your lingerie?

32

Figure 12: Bar chart for How often do you experiment with colors, patterns and prints in your lingerie?

Inference: 78% women usually experiments with their lingerie in terms of colors, prints or
patterns. This shows that women are no longer restricted to whites, blacks or nude colors.
Question 12: Have you been measured recently, to find out your bra size?

33

Figure 13: Have you been measured recently, to find out your bra size?

Inference: Only 29% women have been measured for their bra size. But 71% women havent
been measured to find out their correct bra size.
Question 13: Does getting measured for a bra make you feel uncomfortable?
Figure 14: Does getting measured for a bra make you feel uncomfortable?

34

Inference: According to the survey, 34% women have never been measured for their bra
size. 12.5% women never want to get measured because it makes them feel uncomfortable.
7.4% women have been measured but it makes them feel uncomfortable.
Question 14: Do you have a difficulty finding your bra size?
Figure 15: Do you have a difficulty finding your bra size?

Inference: A considerable percentage of women i.e. 35% women experience difficulty


finding their bra size sometimes whereas, 7% women usually face difficulty finding their
size.
Question 15: Have you ever purchased your lingerie online?

35

Figure 16: Have you ever purchased your lingerie online?

Inference: 38% women have bought their lingerie online at some point or the other.
Question 16: Are you aware of Zivame.com?
Figure 17: Are you aware of Zivame.com?

36

Inference: Only 21% women are unaware of Zivame.com


This question was asked because the upcoming questions are related to the shopping
experience at Zivame and it wouldnt have made sense for the respondents to answer those
questions if they are unaware of Zivame.com.
4.1.2 SECTION 2
Only 139 respondents out of 176 respondents have answered the questions Section 2 onwards
because the remaining
Question 18: Have you purchased anything from Zivame?
Figure 18: Have you purchased anything from Zivame?

Inference: Only 40 out of 139 respondents who have heard of Zivame have also shopped
from Zivame.
4.1.3 SECTION 3
Only 40 respondents out of 176 respondents reached Section 3.
Please rate the below mentioned features based on your satisfaction level.
1. Question 19: Website design
2. Question 20: Product Assortment
3. Question 21: Payment Options

37

4. Question 22: Offers and discounts


Figure 19: Cumulative bar graph for various factors influencing satisfaction level of customers of
Zivame.com

Inference: Customers of Zivame are mostly delighted because of the Product assortment and
payment options.
4.1.4 SECTION 4
Zivame is a better option than other lingerie shopping mediums because of:
1. Question 23: Discounts offered
2. Question 24: Availability of all the sizes
3. Question 25: All the brands at one place
4. Question 26: Latest collection

38

Figure 20: Stacked bar graph for various reasons why women like shopping from Zivame.

Inference: The major factor responsible for attracting customers to shop from Zivame is the
presence of all reputed brands at one single place i.e. customers feel that Zivame is a one-stop
shop for all their lingerie requirements.
Question 27: Are you aware of the 'bra size calculator' feature of Zivame?

39

Figure 21: Are you aware of the bra size calculator feature of Zivame?

Inference: 82.5% respondents are aware of the bra size calculator feature on the Zivame
website.
This feature helps women to find out their correct bra size without having a third person
measure them for the same.

40

4.2 SPSS Analysis


4.2.1 CROSS TABULATION
Table 1: Have you ever purchased your lingerie online? & Have you purchased anything from
Zivame?
Case Processing Summary
Cases

Valid

Missing

Percent

Total

Percent

Percent

Have you ever purchased


your lingerie online? * Have
you

purchased

140

anything

79.5%

36

20.5%

176

from Zivame?

Have you purchased anything from


Zivame?

Yes

Have you ever purchased Yes

No

Total

34

28

62

72

78

40

100

140

your lingerie online?


No

Total

100.0%

41

Inference: The cross tabulation analysis clearly displays that out of 62 women who have ever
bought their lingerie online, 34 have also shopped from Zivame.
Also, 6 out of 40 women who have shopped from Zivame have purchased something other
than lingerie (could be shape wear or night dresses or other items sold by the brand) from
Zivame.

42

4.2.2 CROSS TABULATION


Table 2: Relation between Do you try lingerie before buying? & Do you feel safe while trying lingerie in the
trial room?

Case Processing Summary

Cases

Valid

Missing

Percent

Total

Percent

Percent

Do you try lingerie before


buying? * Do you feel safe

176

while trying lingerie in the

100.0%

0.0%

176

trial room?

Do you feel safe while trying


lingerie in the trial room?

Yes

Do you try lingerie before Yes

No

Total

65

33

98

73

78

70

106

176

buying?
No

Total

100.0%

43

Inference: It can be noted from the above table that 176 women, 106 women do not feel safe
to try the lingerie in the trial rooms before buying. Out of these, 73 women never try their
lingerie before buying. Out of 98 women who try before buying, 33 women do not feel safe
while doing so.
This privacy and security issue is resolved by Zivame which offers 30 days no questions
asked replacement/refund so that women can order the lingerie, try them at home and in case
of wrong size or fitting issue, she can return or replace the product.

44

4.2.3 CROSS TABULATION


Table 3: Relation between Have you been measured recently, to find out your bra size? & Does getting
measured for a bra make you feel uncomfortable?

Case Processing Summary

Cases

Valid

Missing

Percent

Total

Percent

Percent

Have you been measured


recently, to find out your bra
size?

Does

getting

176

100.0%

0.0%

176

100.0%

measured for a bra make you


feel uncomfortable?

Does getting measured for a bra make you feel uncomfortable?

Yes

Have you been measured Yes

No

I have never

I'm not

been

interested in

measured for a

ever being

bra but I don't

measured for a

think I'd mind

bra.

Total

38

43

53

22

13

81

60

22

51

recently, to find out your


bra size?

Total

No

125

176

45

Inference: The above analysis shows that 125 out of 176 women have never been measured
for their bra size. 35 out of 176 women feel uncomfortable getting themselves measured
which is why Zivame has launched a bra size calculator which enables a woman to measure
herself according to the instructions provided and the calculator will tell the appropriate size.
In a survey, it was found that 8 out of 10 women don't know their correct size or are wearing
the wrong size lingerie! Many women have been wearing the same bra size for the past 7
years or more. The breasts change shape and size 6 times over our lifetime, so it is important
to get professionally fitted at least once a year. For the same purpose, Zivame has come up
with Fitting Salons.

46

4.2.4 CROSS TABULATION


Table 4: Relation between Do you have a difficulty finding your bra size? & Have you ever purchased your
lingerie online?

Cases

Valid

Missing

Percent

Total

Percent

Percent

Do you have a difficulty


finding your bra size? * Have

176

you ever purchased your

100.0%

0.0%

176

100.0%

lingerie online?

Have you ever purchased your


lingerie online?

Yes

Do you have a difficulty Yes

No

Total

10

Sometimes

24

37

61

No

33

67

100

66

110

176

finding your bra size?

No, because I buy online!

Total

47

Inference: Out of 176 women, 5 have never faced difficulty finding their lingerie size
because they shop online. Only 67 women who shop offline say that theyve never faced any
problem finding their size. 71 women have usually faced difficulty finding their lingerie size
but only 28 out of them have purchased online.

48

4.2.5 CROSS TABULATION


Table 5: Relation between Have you been measured recently, to find out your bra size? & Are you
aware of the 'bra size calculator' feature of Zivame?
Case Processing Summary

Cases

Valid

Missing

Percent

Total

Percent

Percent

Have you been measured


recently, to find out your bra
size? * Are you aware of the

40

22.7%

136

77.3%

176

'bra size calculator' feature


of Zivame?

Are you aware of the 'bra size


calculator' feature of Zivame?

Yes

Have you been measured Yes

No

Total

19

22

14

18

33

40

recently, to find out your bra


size?

Total

No

100.0%

49

50

4.2.6 FACTOR ANALYSIS


Correlation between Website Design, Product Assortment, Payment Options and Offers
Table 6: Correlation between Website Design, Product Assortment, Payment Options and Offers

Website design

Website design

Pearson Correlation

Sig. (2-tailed)

Product Assortment

Pearson Correlation

Sig. (2-tailed)

Payment Options

Pearson Correlation

Sig. (2-tailed)

Offers and discounts

Pearson Correlation

Sig. (2-tailed)

Product

Payment

Assortment

Options

.688

**

Offers and
discounts

.770

**

.771

**

.000

.000

.000

40

40

40

40

**

.688

.000

40

.770

**

.709

**

.000

40

40

40

**

.864

.000

40

40

**

**

.000

.000

.771

.864

.709

**

.771

**

.000

40

40

**

.771

.000

.000

.000

40

40

40

40

51

Factor Analysis of Website Design, Product Assortment, Payment Options and Offers
Table 7: Factor Analysis of Website Design, Product Assortment, Payment Options and Offers

Descriptive Statistics

Mean

Std. Deviation

Analysis N

Website design

2.0500

.93233

40

Product Assortment

2.3500

1.05125

40

Payment Options

2.1750

1.05945

40

Offers and discounts

2.2500

.98058

40

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

Bartlett's Test of Sphericity

Approx. Chi-Square

df

Sig.

a. Based on correlations

.813

125.477

.000

52

Communalities

Raw

Initial

Website design

Rescaled

Extraction

Initial

Extraction

.869

.665

1.000

.765

Product Assortment

1.105

.919

1.000

.832

Payment Options

1.122

1.010

1.000

.900

.962

.758

1.000

.788

Offers and discounts

Extraction Method: Principal Component Analysis.

Total Variance Explained

Initial Eigenvalues

Extraction Sums of Squared Loadings

% of
Component

Raw

Total

Variance

% of
Cumulative %

3.352

82.590

82.590

.361

8.906

91.496

.210

5.175

96.671

.135

3.329

100.000

Total

3.352

Cumulative %

Variance

82.590

82.590

Extraction Method: Principal Component Analysis.

a. When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled solution.

53

Component Matrix

Raw

Rescaled

Component

Component

Website design

.815

.875

Product Assortment

.959

.912

1.005

.949

.871

.888

Payment Options

Offers and discounts

Extraction Method: Principal Component Analysis.

a. 1 component extracted.

Inference: Factor extracted: Product offering.


This factor includes Website Design, Product Assortment, Payment Options and
Offers. It shows a strong 82.59% of variance.
This proves that the factor which is responsible for the success of Zivame is its product
offering. They are offering very wide variety of lingerie and flexible payment options which
is catching consumers attention.

54

4.2.7 FACTOR ANALYSIS


Correlation between Discounts offered, Availability of sizes, All brands at one place and
Latest Collection.
Table 8: Correlation between Discounts offered, Availability of sizes, All brands at one place and Latest
Collection

Discounts offered

Pearson Correlation

Discounts

Availability of

All the brands

Latest

offered

all the sizes

at one place

collection

Sig. (2-tailed)

.490

**

.001

40

40

40

40

Pearson Correlation

.237

Sig. (2-tailed)

.141

Pearson Correlation

Sig. (2-tailed)

Latest collection

**

.001

All the brands at one place

.490

.141

Availability of all the sizes

.237

Pearson Correlation

Sig. (2-tailed)

40

.603

**

40

.528

**

.541

**

.541

**

.000

.000

40

40

.819

**

.819

**

.000

.000

.000

.000

40

40

40

40

**

40

40

.490

**

.541

.001

.000

40

40

55

Factor Analysis of Discounts offered, Availability of sizes, All brands at one place and
Latest Collection.
Table 9: Factor Analysis of Discounts offered, Availability of sizes, All brands at one place and Latest
Collection.

Descriptive Statistics

Mean

Std. Deviation

Analysis N

Discounts offered

2.3250

.82858

40

Availability of all the sizes

2.6000

.81019

40

All the brands at one place

2.2000

.79097

40

Latest collection

2.2750

.78406

40

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

Bartlett's Test of Sphericity

Approx. Chi-Square

df

Sig.

a. Based on correlations

.722

71.935

.000

56

Communalities

Raw

Initial

Rescaled

Extraction

Initial

Extraction

Discounts offered

.687

.356

1.000

.518

Availability of all the sizes

.656

.315

1.000

.480

All the brands at one place

.626

.534

1.000

.854

Latest collection

.615

.488

1.000

.795

Extraction Method: Principal Component Analysis.

Total Variance Explained

Initial Eigenvalues

Extraction Sums of Squared Loadings

% of
Component

Raw

Total

Variance

% of
Cumulative %

1.693

65.554

65.554

.516

19.981

85.534

.269

10.421

95.956

.104

4.044

100.000

Total

1.693

Cumulative %

Variance

65.554

65.554

Extraction Method: Principal Component Analysis.

a. When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled solution.

57

Component Matrix

Raw

Rescaled

Component

Component

Discounts offered

.596

.720

Availability of all the sizes

.561

.693

All the brands at one place

.731

.924

Latest collection

.699

.891

Extraction Method: Principal Component Analysis.

a. 1 component extracted.

Inference: Factor extracted: Product Differentiation


This factor includes Discounts offered, Availability of all sizes, All brands at one place
and Latest collection. It shows a strong 65.54% of variance.
This proves that the factor which is responsible for the success of Zivame is the availability of
all the brands at one single place. They are offering very wide spectrum of brands of lingerie
and their latest collection which is catching consumers attention.

58

Chapter 5: Findings & Conclusion


Lingerie as a topic is taboo in public for many in India. Zivame has realised that the customer
experience in the category is very poor in India - right from unavailability of size options to
presence of male sales executives, every single step of lingerie shopping posed a bottleneck
for a woman.
The main objective of starting Zivame was to solve the below mentioned issues:
1.

While there are many players, Zivame clearly owns the majority of the market in the
online space. The broken customer experience in the category ails the industry.
Lingerie as a category is under-served in India.

2.

Retailers stock only fast moving sizes, while tail ends of sizes remain under-served.
Sales personnel only push sales, rather than providing consultation on the right fit and
style.

3.

This being a long tail category, most shops do not keep a comprehensive mix of sizes
and variety that a woman requires; while smaller shops have male salesmen making it
really difficult for a woman to convey what she needs.

4.

For a woman it is quite embarrassing to step into a lingerie store, and have the
salesmen scan her and say, 'Madam, 34 B will fit you.'

5.

It is extremely tough for women to gain education and consultation on the category
anywhere.

6.

The pilot fitting lounge at Zivames office helped them realise that about 4 out of 5
women go wrong in finding their right fit.

How Zivame differentiates itself from the other lingerie retailers:


1.

Zivame understood that women are embarrassed to receive lingerie at a workplace or


even in a joint family. This made us come up with discreet packaging, so that no one
except the woman will know what she has received. If sold in any retail store, our
products are at par with international standards and quality, if not better.

2.

Fitting Salon: Zivame has opened Fitting Salons in Bangalore where they have trained
consultants who help women find their right fit. All one needs to do is to book an
appointment and walk into the office to discover perfect support and comfort in total

59

privacy. We plan to launch many more fitting lounges in the next three years across
the country.
While the intimate wear market in India is growing at the rate of 15 percent year on year,
Zivame has witnessed a 300 percent year-on-year growth. This is the result of women
increasingly shopping online for lingerie. The brand sells one bra per minute while
Shapewear as a category has seen a 336 percent increase in a span of one year. Around 60
percent of the company's revenues are from in-house brands. Around 30 percent of business
comes from tier 2 and tier 3 cities. In terms of the quantity of products shipped, Zivame has
seen an increase from approximately two lakhs in 2012 to 10 lakhs in 2015.

60

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62

Appendix A: Questionnaire

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