Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India

Clovia to launch new lingerie range, expand retail footprint

Clovia to launch new lingerie range expand retail footprint 001The next few months are likely to be full of action for Clovia as several Bollywood stars and India’s top designers are likely to get involved in the brand’s activities. The brand recently launched its superhit range of lingerie including period panties, designer back bras and step out effortlessly loungewear.

Oomph factor with comfort

“Our bralettes are the perfect combination of sexy and comfort,” notes Neha Kant, Co-Founder and CRO, Clovia. “Adorned with dainty noodle straps, non-padded, wireless and poke-free cups, these bralettes are available in a diverse range including sexy neon bralettes, designer back bralettes, longline bralettes, strikingly sexy black bralettes. They enhance your oomph as a crop top or can be clubbed a sexy shrug and shorts,” she adds.

Clovia’s second innovative range, the period panties, has been designed with soft and breathable cottonClovia to launch new lingerie range expand retail footprint 002 fabric that incorporates an in-between layer of stain-resistant and leak-proof lining. “Its unique hipster fit gives high coverage and snug fit making sure the sanitary pad stays put. These panties are reusable and also machine washable. Combining style with function, these panties are available in a variety of rich, dark and vibrant colors. They are priced at Rs 399 and onwards,” Kant adds.

For the right fit

As Indian women are unaware about sizes and fits, Clovia has introduced a breakthrough technology besides creating a tool called the ‘Fit Test’. “This test interrogates women about their body type before recommending the right bra. This tool has been used/attempted over 150,000 times,“ informs Kant. Every bra at Clovia goes through a rigorous fit-test on different Indian body-types before being launched. Extensive trials and testing is done to get the right bra fit – adjustments are done for shape and stretchability of fabric, and cup shape. “We have introduced guidelines on breast shape and separation, to help customers make the right fit choice,” notes Kant. The company has a solution-based approach to designing lingerie. “Our team keeps in constant touch with customers and will continue to launch solutions for them,” she adds.

Indian market still at a nascent stage

Redefining the lingerie market by going beyond standard fits, colors and sizes, Clovia offers customers a wide variety of choices in ‘everyday essentials’, along with ‘fashion solutions’ to keep up with evolving wardrobes. “Lingerie for the longest time was a staple product with hardly any innovation,” Kant says. “Last few years have seen an unprecedented growth in awareness – both from sizing/hygiene as well as fashion perspective. India’s lingerie market is $3 billion (around Rs 18,000 crore) and will be $8.4 billion by 2020. The current market is still nascent, the top 10 brands put together are not even addressing 8 per cent of the overall market,” he explains.

Expanding retail footprint

Predominantly an online brand, Clovia will soon be present in all channels. “Last year, we launched our offline stores as a marketing activity and saw great traction from different age group and audience. We now have nine exclusive brand outlets in NCR, two in Gujarat and one in West Bengal, and over 50 + shop-in-shops in leading MBOs, multi-brand outlets in three states - including a chain. By March’19, we will have 24 EBOs and be present in 100+ MBOs,” Kant sums up.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Shaping socio-political growth through fashion

Shaping socio-political growth through fashion

"Fashion and politics have always complemented each other in paving the future growth of a nation. The term Fashion Activism, coined by famous designer Céline Semaan, Founder of Tech Lab... Read more

Brune to ramp up women’s collection

Brune to ramp up women’s collection

The latest Spring/Summer mule collection from Brune is designed especially for extra comfort in summers. “The assortment offers great variety of buckle mules from single to double monk in leather... Read more

Individuals, stakeholders find new ways to clean up Asian clothing industry

Individuals, stakeholders find new ways to clean up Asian clothing industry

As per United Nations Climate Change, the fashion industry, which accounts for 10 per cent of the world’s carbon footprint and 20 per cent of waste water, is likely to... Read more

Changing demand, technology driven solutions revolutionise India’s fashion indus…

Changing demand, technology driven solutions revolutionise India’s fashion industry

  The Indian fashion industry is shifting from western brands to Indian designer and indigenous brands and clothing. This transformation is happening largely due to the income shift and the penetration... Read more

Gartex, Messe Frankfurt India collaborate for unified platform

Gartex, Messe Frankfurt India collaborate for unified platform

  Mex Exhibitions and Messe Frankfurt India have entered into a strategic alliance to create a unified industry platform called ‘Gartex Texprocess India.’ The event will be a part of Messe... Read more

Phygital, social media some of many trends to shape Indian e-com in 2019

Phygital, social media some of many trends to shape Indian e-com in 2019

The Indian e-commerce industry is expected to reach $4.88 trillion by 2020. Experts outline some of the trends that will dominate the sector in 2019: Retailers go phygital Many retailers are going... Read more

Nature inspires Duke Fashions’ Spring/Summer ’19 collection

Nature inspires Duke Fashions’ Spring/Summer ’19 collection

Inspired by exotic warm beaches and glorious mountains of the South East Asian Island, the Spring/Summer collection of Duke Fashions comprises T-shirts, designer tops, shirts, denims, trousers, lowers, loungewear, capris,... Read more

Value fashion gains prominence in smaller cities

Value fashion gains prominence in smaller cities

Exposed to latest fashion trends on the internet, consumers from small cities are demanding latest cuts and designs from apparel makers. In order to cater to their tastes, value-fashion brands... Read more

India’s luxuries market to clock in 10 per cent growth till 2022

India’s luxuries market to clock in 10 per cent growth till 2022

The luxury market, comprising of products, services and assets is growing at around 5 per cent. The luxury products market forms around 30 per cent of this total market. Internationally,... Read more

Madame to rule the charts with robust growth plans

Madame to rule the charts with robust growth plans

Madame from the house of Jain Amar Clothing (JACPL) has been a strong player in the women’s wear segment. Madame, with time, has decoded its strategies to counter competition from... Read more

MOST POPULAR NEWS
Go to top