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Brand Zoiro brings the much needed designer element in men’s innerwear, which was completely missing in the India market. The new collection from Zoiro features exciting colors, Italian designs and patterns and international fabrics. Micro-fabric waistlines, combed cotton and spandex yarn are some of the special features offered by Zoiro.
Speaking at the store launch, NavinnSeksaria, Managing Director, Zoiro India said, “India as a country is not well exposed to men’s innerwear styling. Zoiro brings the much needed designer element in mens innerwear as all products are designed by a team of Italian designers. We are confident that our first store in Bangalore will be very well received by the men here and offer them much more choice, which will be a refreshing change in the otherwise boring category. We aim to expand to 500 distribution touch pointsand expect to capture 10% market share of the premium men's innerwear market which is pegged at 15 bn in India.”
Priced a little above competition, Zoiro has opted for a blue ocean strategy that opens up a new segment for consumers and offers something unique by creating demand in an uncontested market space. The brand has allocated Rs. 100-120 mn approx. as part of its marketing budget this year.
Also present at the launch were Claudia Piatti and Paola Piatti, the Italian designers behind the brand. Both the designers have worked with great international brands like Fila, Gas, Replay, Chicco, Cacharel, La Perla - GrigioPerla, Paul Frank, Rica Lewis etc. The designers’shared insights on the global fashion trends with a special focus on men’s innerwear.
Store details:
Zoiro, Store No F66A, First Floor, Phoenix Market City, Mahadevapura, Whitefield, Bangalore
