Apparel Online India Magazine May 1-15, 2019 | Page 34

FASHION BUSINESS
Curvy as a category for Zivame
sits at 20 per cent of the overall
business for the brand with
the consumer base for Curvy
consistently growing by 2x each
year. With over one lakh unique
customers and over three lakh
pieces sold in 2018, Zivame is
a market leader in the curvy
segment for lingerie. Its True Curv
collection offers sizes from 32 DD to
44 F, while offering 500 styles and
40+ sizes to suit multiple breast
profiles which are truly engineered
for Indian women’s body type.
Globally, high leg and hipster
briefs are some of the most popular
styles, with the most bought colours
being nudes and darker shades
like black.
A SHADE FOR
EVERY SKIN
Talking about colour, it is pertinent
to mention that all-inclusive fashion
also includes colour palettes – a
trend driven by beauty, a shade for
every skin tone being a factor to be
looked at.
Powerful body-diverse campaigns
are supportive of women
empowerment and with Feminism
on an all-time high, this is a
definite trend to cash in on.
According to Edited, there was a
52 per cent increase in ‘nude’ or
‘skin tone’ shades in stock in 2018
as compared to 2016.
SHAPEWEAR
While comfort reigns, there
is still a considerable chunk
of population that is all in for
shapewear.
A booming market for new
moms and women dealing
with unwanted flab or obesity,
shapewear products have received
thousands of orders since the
onset of 2018. Because of their
slimming properties, it is highly
lucrative for brands considering
to come up with a diverse styles in
order to cater to different needs of
the consumers.
Tummy tuckers, high waist pants,
control slips and body sculpting
34 Apparel Online India | MAY 1-15, 2019 | www.apparelresources.com
briefs in breathable materials
other than spandex are key market
drivers.
Based on consumer insight
collected over the years, Zivame
has categorised its shapewear
as per three key features which
are: Compression level which
is the impact one would want to
create visually. This includes
low, medium, high compression
and body sculpting shapewear;
Construction which defines the
number of hours the shapewear
can be worn for and the level of
compression; and the third type
which is based on the Outerwear
and the Target Areas such
as waist, thighs, body, tummy
and butt.
“Apart from shaping camisoles/
slips, waist cinchers, thigh shapers
and shaping briefs, Zivame has
also introduced saree shapewear
as a replacement to the traditional
bulky petticoats having a sleek
mermaid-fit shaping skirt with
targeted compression panels that
shape the tummy, thighs, hips and
rear areas,” briefed Amisha.
Comfort coupled with functionality
and sensitivity towards sizing,
skin tones and the planet is what
consumers are going to place their
buck on. That would leave you
with something to think about and
work on…