Zivame.
In a category that has traditionally been defined by fixed sizing and rigid notions of fit, Zivame is reframing the conversation around something far more real. With its "Makes Room for Change" campaign, the brand is challenging long-held assumptions in intimate wear and moving towards a more fluid, body-first approach.
In this conversation, Daman, Marketing Head at Zivame, shares the thinking behind this shift and how it is influencing everything from product innovation to brand positioning and consumer engagement.
Q. What insight led to the "Makes Room for Change" campaign?
A. As marketers working closely with women consumers, one of the clearest insights we've seen over time is that the way intimate wear has traditionally been discussed is too static.
The category has long been built around finding the "right fit for a body type," but in reality, women's bodies are constantly evolving. They shift through hormonal cycles, life stages, stress levels, activity, weather, and even within a single day. Things like bloating, periods, movement, or weight fluctuation all impact comfort in very real ways.
That understanding is what led us to "Makes Room for Change." It's a simple but important shift in thinking-from designing for a fixed body to designing for a dynamic one. The idea is to acknowledge change as normal and build products and experiences that move with it, not against it.
Q. How is this philosophy influencing product design and innovation?
A. This philosophy is now deeply embedded in how we approach product thinking at Zivame.
While size will always be a core construct in our category, comfort clearly cannot be limited to a single number or label anymore. The same product can feel very different depending on a woman's day, activity, or life stage.
So our innovation focus has moved toward building more adaptive and flexible solutions. We are prioritizing softer fabrics, stretch-led construction, seamless finishes, wire-free comfort, breathable materials, and silhouettes that move with the body. The idea is to reduce restriction and increase ease.
Products like Freeform and Unbound are good examples of this direction, designed for everyday fluidity and comfort. Going forward, our intent is to solve for lived consumer realities, not just category conventions.
Q. How has Zivame's brand positioning evolved over time?
A. Zivame has always stood for comfort and confidence in intimate wear. What has really evolved is the depth and breadth of that promise.
Earlier, the category conversation was largely about access, awareness, and finding the right fit. Today, consumers expect much more; they want to be seen in their diversity, their life stages, and their changing comfort needs.
For us, inclusivity goes far beyond communication. It has to reflect in product design, in-store experience, sizing guidance, education, and the overall shopping journey.
So the brand is steadily evolving from being a destination for intimate wear to becoming a more empathetic and thoughtful partner in a woman's everyday relationship with her body.
Q. How do you balance trust-building with pushing cultural boundaries in communication?
A. Intimate wear is inherently personal, so our communication needs to be handled with a lot of sensitivity. It cannot feel judgmental, overly clinical, or attention-seeking.
At the same time, avoiding real conversations does a disservice to the consumer. The balance we try to strike is speaking about real, lived experiences in a way that is respectful, simple, and relatable.
Our focus is on education without overcomplication, whether it is about fit, breast profiles, or everyday comfort needs. The idea is to normalize these conversations and make them easier to engage with.
For us, pushing boundaries is not about being provocative. It is about making previously uncomfortable topics feel natural and approachable.
Q. What shifts are you seeing in digital-first consumer behaviour?
A. From a marketing standpoint, the consumer journey today is far more fragmented and layered than before. Discovery can happen anywhere-a reel, influencer content, search, marketplace listing, or even word of mouth.
But decision-making is much more considered. Consumers actively look for reviews, product education, comfort benefits, sizing help, and consistency across platforms. In intimate wear especially, trust plays a critical role because the purchase is deeply personal.
Loyalty is also no longer automatic. It has to be earned continuously through relevance, problem-solving, and ease of experience.
So our role as marketers has expanded significantly. It's not just about visibility anymore; it's about reducing friction, building confidence, and staying relevant through every stage of the consumer journey.
At Zivame, the focus going forward remains clear: to design, communicate, and build experiences that recognize women not as static profiles, but as dynamic individuals whose needs evolve constantly.
"Makes Room for Change" is not just a campaign; it reflects a broader way of thinking about intimacy, comfort, and design in a changing world.
