The 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 cotton 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.