Lavie aims to be a one stop shop in the fashion accessory industry. The main aim is to successfully grow the handbag and footwear category, and simultaneously introduce accessories like sunglasses, jewellery, etc. The brand considers customers at the helm of the business.
Core Target Group
Lavie is for women who are distinctive, stylish and outgoing. Lavie customers are playful, strong, vibrant, spontaneous and impulsive women between 18- 30 years of age.
Core Product Categories
Although handbags is the core category with varied styles and colours, Lavie has a wide range of accessories and footwear as well. The diverse collection of handbags cater every style need of a woman, ranging from satchels, totes, shoulder bags, hobos to box bags, slings, clutches, leather bags, laptop bags and more. The footwear range consists of slip-ons, ballerinas, peep toes, kitten heels and much more. Lavie focuses on delivering up to 100 styles per season for its customers. Products recently added to the portfolio are backpacks, flip-flops and belts.
Nominated Occasion Wear Collection and it’s Theme
Lavie’s festive collection is named ‘Metallic Magic’. Silver, gold and copper have always been a highlight for every festive season and more so as they have been a hot runway trend for Autumn/ Winter 17. The core theme of the collection is the beautiful shades of metal in silver, copper, bronze and gold.
Design Aesthetic and Details
The brand has played with textures like milled, pebbled and grainy texture extensively in the collection. The brand’s staple quilting is also present as it adds a classic touch. The material used is art leather for the uppers with the dominating colours being silver, gold and copper. The collection has a mix of styles from stilettos to sandals and from wedges to casual shoes.
Reasons for Creating the Collection and Overall Expectations
The chief reason for creating this collection is to make available the right products at the right time to the customers. Gold and silver are considered auspicious in India and suits the taste and preference of customers who are looking for accessories to pair with their ethnic outfits. The brand’s expectation is quite high and it is confident about the demand that will be generated during this period.
The promotion plan for this collection is majorly happening on the brand’s social media channels, mainly Facebook and Instagram. The brand also has tied up with its e-commerce channel partners to promote the collection on their portals.
Latest Collections from Lavie
Lavie’s new footwear category that features uber cool sneakers, low heels, flatform sneakers and a whole range of peppy, vibrant and sporty shoes for women. The mules and slippers have become a constant for daily wear, and the brand has revamped them with embellishments. The highlights of the footwear collection this season are Espadrilles and casual shoes with white soles.