Lingerie has always been talked about in hushed voices in our country. It is a pain for women to shop from neighborhood lingerie stores which generally leads to awkward and embarrassing situations.
It all started when we noticed how we never found bras of our size or fit at our local lingerie stores. What was a causal observation at first, slowly became a movement as more like-minded women endorsed the idea – yes, ladies inner wear in India left much to desire.
Undergarments largely are sold from small stores across India and mostly under a male gaze. Women could not ask what they wanted or worst still, most did not know their correct size. There was an absolutely lack of understanding of buying bra or undergarment fits as per your bust shape. Till recently, only vanilla options existed in the lingerie category and anything which offered even a little bit extra by way of solution, design or fashion was exorbitantly expensive. We felt that the evolution of the undergarment category had not kept pace with the fast-changing outerwear fashion and there existed a major gap in lingerie for women in India. Upon deeper research, we found that the existing distribution channels restricted the availability of the right sizes and the flow of customer feedback back to the lingerie brands, leading to a lack of innovation and variety.
We realized that online could be a great platform for women to pick the right size and fit of undergarments from the privacy of their homes with the right assistance.
It was also a great channel for us to understand the complex needs of the Indian women divided by seasons, fashion choices, size and undergarments requirements. With the expansion of internet penetration in the country, online shopping India becoming a way of line and the already existing gap in the lingerie business, the stage was set for us. We decided to take the plunge into the world of lingerie and Clovia happened! We started in 2013 and since then there has been no looking back.
MIND TO WARDROBE
Clovia is a full stack lingerie brand, which controls every part of its supply chain from what we call as mind-to- wardrobe. We design in-house, hand-pick our raw-materials and manufacture in controlled exclusive facilities, ensuring 4-levels of quality controls and we sell through a host of sale channels.
Every product we create is first made in small quantities, monitored via a state-of-the-art backend technology, which predicts future sales (based on sales patterns and customer feedback) and recommends what further styles and quantities should be produced.
This leads to a true fast fashion brand that is low on cost (as the middlemen are cut out), high on consumer appeal (thanks to our 100+yrs of combined design experience in-house), super-efficient on inventory and built completely on consumer feedbacks.
The cost that we save due to these efficient practices is transferred back to our customers in the form of a premium product that is affordable as well.
OUR SECRET SAUCE
Clovia has been built on 3 pillars that help us be different from other lingerie brands:
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