In a country where until recently filmmakers felt the need to show couples dancing around trees rather than kissing, this data is a refreshing change.
This is the overall reach for Lingerie Apps over the last one year. Seems women are finally getting comfortable with shopping for their ‘delicates’ online. Remember, when we weren’t sure if this is a space we should invest in because of all the squeamishness around getting lingerie delivered to your home? How will women who live in a joint family feel about their mother in laws receiving parcels of lingerie for them? Will customers be OK collecting the package from a delivery boy?
Social norms are changing. Here’s another indicator.
I’m surprised customers choose to download an app for a product like this but perhaps it’s because apps afford users more privacy while shopping than on a laptop. It’s just easier to carry your phone around than cart your laptop from one room to another.
Zivame’s higher Average Order Value (AOV) is reflective of their more expensive product range, much of what you’ll see on Clovia hovers around the Rs. 350 mark while Zivame’s is @ Rs. 700 +. This makes sense, I’m not sure if online lingerie is for the bargain hunters. Presumably design and style are winning factors for women. They want to look & feel better and they’re willing to spend the money. More power to them.
Thanks for your time,
Ashish
- Team KG
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You can reach me on ashish@kalagato.com
