NATIONAL INSTITUTE OF FASHION TECHNOLOGY

INTERDISCIPLINARY MINOR
ASSIGNMENT II

HOLISTIC COMPARISON OF TWO E-COMMERCE WEBSITES:

ZIVAME VS CLOVIA IN THE LINGERIE PRODUCT CATEGORY

SUBMITTED TO:
MS. HARSHA RANI
ASST. PROF
DEPT. OF FASHION MANAGEMENT STUDIES

SUBMITTED BY:
VAISISTHA BAL
VI SEMESTER
DEPT. OF FASHION TECHNOLOGY

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INTRODUCTION TO THE BRANDS

ZIVAME: Zivame, India’s premier online lingerie store, featuring over 5000 lingerie
styles was founded by Richa Kar in August 2011. Zivame is derived from the Hebrew
word "ziva," which means "radiant" and the suffix “me” makes it “Radiant Me”.
Zivame.com started its operations after Richa Kar realized that the Indian innerwear
market is an underserved category because purchasing intimate wear in a physical
store is an awkward and hurried experience for most women in India because of the
embarrassment of having to interact with male salespersons to discuss sizes and
styles. Zivame has ensured that women in India now have a new place to shop for
bras online.
Zivame tapped into its target market, comprising women between the age of 20s to 30
plus through online networking to make lingerie shopping easy and more private
experience for Indian women.

Image of Zivame website home page

CLOVIA: Clovia is one of India’s fastest growing lingerie brand that manufactures and
sells premium lingerie, innerwear and shapewear under the brand name Clovia for
women. It was founded in the year 2012 under the Purple Panda fashions Pvt. Ltd by
Pankaj Vermani (CEO and Founder) and his wife Neha Kant. Clovia’s go-to-market
strategy is based on two primary keywords – feedback and engagement.
Clovia initially targeted working women in the age bracket of 25 to 32. Now, it also
focuses on a younger demographic, those between 18 and 24. The idea behind the
name was to have a fun
name of a girl, who was
fashion conscious, wanted
to pamper herself and was
extremely aware of her
wellbeing

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COMPARISON ON THE BASIS OF BUSINESS MODEL

ZIVAME CLOVIA
• Zivame manufactures and designs its • Manufactures its own designs.
own products: Zivame, Zelocity, Rosaline
and West Vogue

• It also has partner brands like: Jockey, • No partner brands till now. However,
Amante, Enamor, Floret, etc. Directly Clovia also sells on other platforms like
buys from brands with no third party Flipkart, Amazon, Jabong, Myntra, etc.

• Follows a Business to Customer model • Follows a business to customer

(B2C) model(B2C)

COMPARISON ON THE BASIS OF WEBSITE DESIGN, UI/UX

ZIVAME CLOVIA
COLOUR Zivame has a very subtle pink and white Basic black and white colour
colour palette for the brand logo, the palette with no specific colour
website, the fonts and banners palette.
• The logo and the colour palette adds • It varies with the mood and
a feminine touch, symbolising the theme of every
target market it caters to. product/category.

MENU BAR • Horizontal menu bar that displays
all the product categories
Ex: Bras, nightwear, active wear, etc
• However, no price categorisation
is done on the menu bar.
The positioning of the cards (Menu for the
product category) makes them unmissable
LAYOUT They have split the layout of the website
into three styles:
• Carousel: The most in-demand
product categories are displayed in
carousel.
• Split: good for multiple product
display.
• Single: for narrow range product
category.
• Similar horizontal menu bar
to display all the product
categories
• Price category is also
displayed on the menu bar
• No carousel style of layout
for the website.
• Mostly, split layout with too
many images at one space.
• Too many images give off a
cluttered feel.
• Clovia has more text on its
images.
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- Zivame website avoids too many
images to negatively impact the page
performance. Gives a clean,
minimalistic and less-crowded appeal
- Make product collage images with
minimum text possible.
- Just display the collection name,
description or shop more options.
- Product banners occupy 100% of the
screen space(height and width) and
have a dot-based navigation to give a
slideshow feel.
- Search tab on the top-middle of the
page.
- Contact us, Zivame Blog, Track
Order/Returns on the right-hand top
corner.
- Account, Notifications and cart options,
on the right-hand side. Easily
accessible
• It is distracting to focus on
one image or text at a single
time
• High in-demand categories
are placed way below in the
website. Takes a lot of time
to browsing.
• The page is over-loaded
with videos and contest
banners rather than the
primary product(lingerie)
• Too many advertisements.
• Chevron arrow head to
navigate through the website
• Search tab on the right hand
corner
• Clovia has a Private Mode
for desktop/PC
• Chat with us option the
homepage. Box option.
• Account, wishlist and cart
option on the menubar
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Zivame: Carousel layout for high demand products, on Clovia: Split screen layout. Top of the page.
top of the page Contest banners.

Zivame: Split screen layout for their primary products

displayed side by side

Zivame: Single screen layout for a narrow product category. Clovia: Too many ads cause distraction from the
Zivame Gifting is mainly targeted for men who want to gift website
lingerie to the women.

Zivame: Videos section with as less videos as possible and Clovia: Videos section is crowded as compared to
links to other videos Zivame.
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COMPARISON ON THE BASIS OF ORDER PROCESS
ZIVAME
DROP DOWN MENU • The drop down list looks
minimalist with a very
linear, side-by-side
structure
• Colour code is subtle and
the font is clean
• To navigate more option,
it has “See All” icon in the
pink which acts a link.
• User can select the
category of lingerie she
wants to buy from the list
• Drop down list doesn’t
cover the entire screen
space.
FILTERS • Filters, bestsellers and
sort appear on the top of
the products with quick
filter options
• Size guide available on
the same bar.
• Type of filters vary for
every lingerie type
PRODUCT VIEW • Add to cart and wishlist
PAGE option available
• Product features, reviews
displayed on the product
view page
• It also shows options that
the user might like to buy
in a layout that covers the
whole width of the screen
• Promises discreet
packaging, 24 hours
dispatch and 15 days
easy return
• Mini tab with product
feature keywords beside
the product image
• Advanced details, in a
drop down tab lower in
the screen
• Review, ratings, size and
Fit Code available
CLOVIA
• Also has a drop-down
list
• The colour is basic red
and black and the font is
bold and crowded.
• Offers, prices,
occasions, fit test, etc
are all put in the same
drop down list.
• Drop down list covers
the entire screen space
• Filters and sort appear
on the top.
• Similar filter options for
all the lingerie category
• Size guide not on the
bar
• Pop up Fit test appears
on the screen
• Size guide within the
product view
• Add to bag and wishlist
option available
• Details related to fabric,
size and review is
displayed on the product
view page
• Similar products are
displayed on a smaller
layout.
• No 24 hours dispatch
policy. Discreet
packaging assured.
• No advanced details tab.
Product description
beside the product
image.
• Ratings, reviews, size
and fit guide available
• Product sharing option
available
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Zivame: drop down list Clovia: drop down list

Zivame Filter Tab

Clovia Filter Tab

Zivame Filter Section: (Left) T-Shirt bras and (Right) Sports Bras. The filters are different for different categories
of the lingeries section. T-shirt bras have filters like padding, wiring, bra closure but sports bras have filters like
activity type, movement tech, etc. Filters are very product specific.

Clovia Filter section: (Left) T shirt bras and (Right) Sports bras. Both are same.
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COMPARISON ON THE BASIS OF PAYMENT OPTIONS

ZIVAME CLOVIA
• COD • COD
• Credit/Debit cards • Credit card and Debit card are
• Mobile Wallets two different options
• Net Banking: you can select bank • Uncategorically placed list of
of choice options for- Mobile wallets and
• UPI: add UPI of choice UPI
The layout is clean with the options that Ex: PayTM, GPay, PhonePe,
you want to select, categorically placed freecharge, Mobikwik
within each tab • Redirected to another website to
• The page also shows a side-by make payment
side view of what the user is • No side-by-side view of your
paying for. purchase.
• Redirected to another page for • Currently, displays COD option,
payment incase net banking,etc even though it assures
• Currently, doesn’t show cash on contactless delivery
delivery due to Corona Virus
pandemic

Zivame Payment page

Clovia Payment page

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COMPARISON ON THE BASIS OF LOYALTY PROGRAMS

ZIVAME
• The Zivame loyalty program is
called the “Circle of Radiance”
• Easily viewed and accessible on
the user profile icon
• 3 circles: Bronze, Silver and Gold
• All three circles have a base limit
to enter into the circle
• Zivame offers exclusive benefits
to users who are in the circle of
radiance:
- Birthday/Anniversary discount
coupons
- Exclusive sales
- Extra checkout discounts
- Free unlimited shipping
- Exclusive partner brand discounts
CLOVIA
• No specific loyalty program
- However, it avails special offers
through programs like “Refer a
Friend.”
• Benefits of “refer a friend”
- User gets Rs. 300 discount and so
does the friend she reffered to, on
the first purchase.
• This is not an exclusive program
• Doesn’t generate more user
engagement with the website
• Lacks in exclusivity appeal to the
users.
• Needs to work on customer
engagement and retention policies

• Only Gold members have the

access to all the benefits
• Basic limit to get into the circle is a
purchase of Rs.2000 to get into
Bronze circle. Highest is Rs.
10,000 for Gold circle
• Time limit of 12 months is valid
for the purchase to enter the circle
• Circle of Radiance increases
user engagement with the website
• Premium image and exclusive feel

Clovia “Refer a friend” program

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Zivame Loyalty Program: Circle of Radiance
COMPARISON THE BASIS OF E-MARKETING
ZIVAME
SOCIAL MEDIA • Predominantly digital
marketing: Facebook,
Instagram and twitter.
- Through campaigns like
#shetech, #painththetown
- They have linked the shop button
on Instagram to their official
website
• Customer retargeting mails:
- Viewed items mail
- Cart abandon mails
- Miss you mails
- Customised mails
However, Zivame follows limited no.
of mails strategy. Rarely, in a week.
• Influencer marketing:
- Engaged with 100+ social media
influencers,mostly related to body
profile and vernacular language
communication.
• Zivame women community:
customers talk about what they
like about the product and how
they are using it and their
experiences.
CLOVIA
• Campaign themes-
educational and quirky
posts/ videos
• Facebook:
- Superwoman comic strips
- Clovia’s Closet: A strictly
closed and invitation-only
platform, here fellow members
discuss lingerie and related
topics.
• Customers are the face of
the brand
- UGC – User Generated
Content – helps create
impactful connect within
communities.
• Instagram: BTS videos
- Ex: designers at work with the
designs of the latest collection
• Email Newsletters:
retargeting mails
• Also present across Twitter
and Youtube.
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- Zivame created a #Zivamewomen
campaign which women can use
to tag zivame
MAGAZINES/ • Categorically placed in the
BLOGS/VLOGS “Zivame blog” section. Each
segment is divided on the
basis of:
- Fashion
- Lifestyle
- Fitness
- All about fit
- Whats trending
• The zivame e-magazine is
called “follow my curves”
• Begins with a carousel
slideshow
• a small shop icon is placed on
the right side of the screen.
• Videos(Vlog) are kept separate
from the blog and placed on
the main website.
• Influencer based content
restricted to Instagram and
other social media platforms.
SEO/SEM • Ranks 1 on the organic search
results.
• Awards: “Garnering Top
Google Search Results for
Zivame with a Unique SEO
Strategy”
- Indian Digital Marketing
Awards 2019
Zivame SEO
• No single category header
on the magazine page
- However, the icon has
drop down menu, with
different categories
• Different segments are
placed together on the
same screen space
• Videos (Vlogs) and blogs
share the same Clovia
Magazine section.
• No carousel slideshow.
• Clovia displays Shopping
headers on the blog page
with the menu bar of the
same width as the screen
• Too many vidoes and blogs
together on the same
screen distract customer
focus.
• Influencer based content.
• Uses generic keywords
• Ranks below Zivame
Clovia SEO
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Clovia Instagram Page Zivame Instagram Page

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COMPARISON ON THE BASIS OF MERCHANDISE:

IN THE PRODUCT CATEGORY OF LINGERIE (BRAS)

ZIVAME CLOVIA
STYLE • T-shirt bras • Balconette
• Sports Bras • Teenager bra
• Minimiser bras • Cage bras
• Strapless bras • Front Open
• Backless bras • Full Figure bras
• Bralette • Halter neck bras
• Pretty Back Bras • Plunge neck bras
• Maternity bras • Bralette
• Super Support • Plus size
bras • Push up
• Racerback bras
• Sports bras
• T-shirt bras
• Tube bras
PREFERENCES • Padded COVERAGE:
• Front Open • Demi cup
• Non padded • Full cup
• Push Up PADDING:
• High Coverage • Lightly padded
• Medium • Non padded
Covergae • Padded
• Low coverage • Spacer cup
• Wired WIRE:
• Non-wired • Non-wire
• Underwire
COLLECTIONS • New arrival PRINT-WISE:
• Beginners • Animal, solids,
• Innovation florals, shimmer,etc
• At work OCCASION-WISE:
• Bridal
FABRIC-WISE:
• Cotton, Lace,
Polyamide

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Clovia Bralette Collection

Zivame Bralette Collection

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REFERENCES
• CLOVIA’S GROWTH JOURNEY – TechStory
• Clovia's Secret- Business News
• Zivame Marketing Strategy through Amisha Jain's lens - Social Samosa
• Zivame SEO | Zivame SEO Achievements | Infidigit - SEO Company in India
• How Zivame's UX Design Team Enabled Multiway Product Discovery | upGrad blog
• Zivame business model & Strategy
• https://www.scribd.com/document/389497091/Fbm-Zivame-Final-1

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