Fashion, quality and comfort on

December 5, 2018 written by fashion quality and comfort

What if you could shop for stylish, fashion forward and reasonably priced lingerie at your finger tips? For, that’s what has to offer and then some more too.

So, shopping for lingerie, just like any other product, has become quite easy and smooth and none of us can ignore the power of the online space. Here’s a look at this online platform that is only a year old and is already creating waves in lingeriescape.

Established in the year 1992 by the name M/S Pawan hosiery manufacturing innerwear under the brand name ‘Bodycare’, this innerwear brand is a well-known name in innerwear all over India and overseas as well.

The name ‘Bodycare Creations Pvt. Ltd.’ was established in 2008. After this establishment, the brand has been constantly updating the designs and had already gained sustainability in the market in the mid-segment.

Bodycare Creations owned by Mr Sanjay Dawar, a man with high ambitions and strength, always designed products keeping comfort and quality in mind.

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The landing page of the website is pleasing to the eye and not too busy either. At the top, the categories of the brand are mentioned clearly, with one category named ‘sale’ as well. Clicking on a particular category further gives the user a choice to select from sub-categories such as ‘bra’, ‘shapewear’, etc., which are segregated further into ‘padded bra’, ‘sports bra’, and likewise. Besides, the various collections scroll through on the interface, allowing the user to view what’s new and click on one if they want to.

As one scrolls down the website, the categories are specified with enticing images; for e.g., ‘bridal wear’, ‘camisoles’, ‘vests’, ‘trunks’, etc., which take the user to the various options within that category. Clicking on any one category takes one to the styles therein and clicking on a particular style takes one to that where one can check the sizes, description, specification, care that’s need to be taken and of course, the price of the product, among other things. Besides, there’s also a size chart on the page to check if one so wishes.

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Still further down, there are some recommendations by the brand itself and scrolling further takes you to the trending products. Also, the user can view what others are adding to their cart and then there’s the instagram posts to look at as well, where one can see the Bodycare images that are there on this photo-sharing site. After choosing the product, you can add it to your shopping cart and pick a card option for payments. The customer can even track their order by clicking on the option given on the top left corner of the website.

There’s also an option of ‘connect with us’ via various social media platforms in case one wishes to. Also, there’s information about the company, the shipping and privacy policy, etc. A user can even contact the brand on the numbers mentioned or the email id given on the main interface.

LNL spoke to Mr Sanjay Dawar, Managing Director, Bodycare Creations, to shed more light on the brand’s online space.

When was launched? How did you come up with the idea for selling intimate wear online?

We launched our brand webstore in October 2017. We were very much present on the online space on other e-commerce portals since 2014. The whole idea of launching our own webstore was to offer the complete ensemble at one single place to our existing and new customers.

What inspiration was taken in designing the website? How do you infuse newness to your portal?

The website has been designed keeping our customer preferences in mind. A customer today, wants information, which is easy to understand, is more relevant and which makes it easy for them to make a selection.

To delight our customers with our newest designs and to keep our catalogue on website fresh, we keep adding new styles every 15-20 days. We have a dedicated discount sale page where you can get discounts on selected articles throughout the year.

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What is the demography of your buyers?

Our regional utilisation is close to 40 per cent of total orders received. We have been getting a good number of orders from Tier II and Tier III cities, especially the North-East.

How does your typical buyer land up on your site?

Our customers reach our website through multiple channels, i.e., social media, print media, sponsorships, among others. We are putting in all the efforts to bring our existing offline customers to our online store where they can checkout the complete range of not only Bodycare products but product range of our two other brands namely Bodyactive where we do Activewear for men and women and BodyX, which is all about men’s innerwear.

How would you describe your website in terms of its aesthetics and ease of navigation?

We have kept the layout of our website very simple. You will find all the information you need right in front of you. All the banners are category specific and take you to the desired product page directly instead of searching for the information on website. You will spend very less time in making a selection or finding the product, which you are looking for.

Any other features that you are looking at adding?

Yes, of course; we need to keep evolving to provide a better experience to our customers. We will soon be adding one click add to cart feature on our website besides launching our own mobile application for both Android and Apple IOS platforms.

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How is the mobile affecting e-commerce as an industry?

About 80 per cent of the total orders received are placed using mobile phones. Ease of placing an order is an important aspect of online ordering and a mobile device surely helps a customer do that.

How has the response been since the website’s inception? What challenges do you face while marketing products online?

Well, in the beginning we had very less number of orders but post that initial phase, we started picking up pace and are doing decent numbers month on month. The only challenge one would find in marketing products online is to find the relevant audience. We and our channel partners are doing their bit to reach out to these relevant buyers on all online social platforms through different means.

How do you address fit issues when it comes to online shopping?

We make sure that all the categories have the perfect size details mentioned in the descriptions to avoid wrong size selections resulting in returns.

How many orders do you ship in a day?

At present we are doing close to 900 orders per day across all channels online.

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Is there any future projects that you would like to share with our readers?

I can’t share much of the details but yes, as a brand we will keep evolving and delighting our customers.

Which marketplaces or online platforms do you sell on? Which do you prefer best and why?

At present we are live on all major fashion e-commerce portals including Myntra, Jabong, Flipkart, Nykaa, and Paytmmall besides our own estore

Your future plans…

The future is bright and beautiful; with this hope we will keep growing and keep moving ahead in a planned and sustainable manner.

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