18 February 2023, Mumbai
Clovia’s digital media marketing is centered around social media, content marketing and performance marketing.
Catering to its young target audience who are more active on social media platforms, Clovia targets them by building engaging and asking them questions. It has also been focusing on personalised content. Clovia uses memes, topical and relatable content around ill-fitted bras to connect with its audience on Instagram.
The brand has been collaborating with influencers for humorous reels which also revolve around issues that women face with lingerie and their relationship with traditional mothers.The brand’s media mix is centered on digital. Some 85 per cent of Clovia’s sales are currently online and here contextual advertising is at its center.
Clovia believes today’s consumers can be engaged only through high-quality contextual content. The brand has also looked at content marketing as a key component in its approach. Its blog answers all queries that women often face while shopping lingerie and innerwear. Its blog answers fashion and health questions about finding the perfect bra size, workouts for moms-to-be etc.Its overall marketing strategy has stayed away from following a functional approach and rather takes a fun approach, without coming across as sultry.
The brand currently has 52 exclusive brand outlets and aims at crossing 200 EBOs by the end of the next fiscal year.
