Lavie, an internal brand created by the Periwinkle company, stands out thanks to its distinctive style and unconventional design. The sub-brand Lavie Sport entered the men's accessories market in 2018 with the same idea in mind. 

Lavie is now the most adored handbag brand among ladies and B-town celebs because of Bagzone Lifestyle's tremendous fervor, tenacity and laser-like focus.

Team BW Marketing World was in conversation with Ayush Tainwala, CEO of Bagzone Lifestyle, where he talks about the brand strategy, plans for 2023 and reviews of the gone year.

Excerpts from the Interview:

Q. How has been the year 2022 for LAVIE?

The year 2022 witnessed the evolution of the overall media and communications landscape with digital becoming ever more significant. Digital platforms have emerged into an engagement space, with brands leveraging AI and technology for activations and executions, creating newer ways to meet and converse with consumers. This enablement also saw brands show creative courage in terms of how they brought alive their proposition and promise for the consumer. The market in India has seen a tremendous change when it comes to Advertising & Marketing in 2022. The major trends were not just creative but were also game changers for the Indian marketing industry.

Q. What according to you is the USP of LAVIE SPORT?

Lavie has expanded its product portfolio by entering the men’s category with the launch of Lavie Sport. A decade of learning has been used in building Lavie Sport with a vision to deliver superior functional products which not only enable one to perform their best but also create a style statement. The essence of the brand is to design products that enable an active lifestyle.

Lavie specialises in High-quality handbags for women whereas Lavie Sport bags are supremely multifunctional and durable. Lavie Sport backpacks and duffle bags are very uniquely designed and super lightweight, built for high performance. They have amazing storage capacity and multiple compartments which makes them more convenient and secure than other backpacks.

Q. What is your marketing strategy for LAVIE and LAVIE SPORT?

Lavie currently enjoys the position of being India’s largest handbag brand in the organised sector and it is also one of the most followed Indian handbag brands on social media platforms with 482K followers on Instagram and 359K followers on Facebook. Lavie is present in online marketplaces like Amazon, Flipkart, Myntra, Ajio, Nykaa, Tata Cliq and has its own portal www.lavieworld.com as well.

Q. On What strategy does LAVIE focus on to advertise and maintain the brand identity?

We are present in all the online selling portals, to name a few, Amazon, Myntra, Flipkart. As mentioned, for 2023-2024 our focus will also be on Experiential marketing

Q. Throw light on your plans to foray into Metaverse.

The scope of Metaverse is expanding day by day as more industries are stepping into the sector. Lavie is in its exploring and research stage to achieve Metaverse to its full potential and bank on it for expressing the brand in innovative and creative ways in the future.

Q. What is your plan for 2023?

We have the vision to see Lavie as one of the global leaders in the fashion handbags industry and with Lavie Sport, we would like to create backpacks and duffle bags which suit everyday needs. We would also like to increase the blend of craftsmanship and electronic expertise for the manufacture of Lavie bags. In this regard, we foresee an increase in employment as one of our major aims. 

In the coming years, we plan to launch a huge number of products, starting in 2023 we plan to launch 200-plus products. We plan to open 500 EBOs this year. An investment of 100 crores is on our cards as we strive to double our manufacturing and warehouse capacity. We are expecting a 60 per cent revenue growth in the fiscal year 2023-2024. As already stated, we look forward to creating employment directly or indirectly for more than 2500 people.