Modern man opts for sexier gifts says Zivame's study

Men buying lingerie might have been a rare concept a few years ago; however, Zivame.com reveals that 30% of their sales are from men. Zivame.com has seena growing trend of men opting for lingerie as a more evolved form of gifting. The highest sales from male customers are recorded fromDelhi, Bangalore, Mumbai, Kolkata, Pune and Hyderabad. According to Richa Kar, CEO Zivame.com, the modern man is more open to explore sexier options and women also appreciate men taking the effort to buy lingerie.

Lingerie shopping by men is occasion lead – for example men buy lingerie for their partners on Valentine’s Day, anniversaries, birthdays etc.The age group oftheseshoppersranges from 25 to 35 years, showing a forward thinking generation which is following this style of evolved gifting wherein men no longer stick to gifting just chocolates and flowers. 70% of orders placed by men are gift wrapped.

However, not all men get it right. The mistakes men most commonly make whilebuying lingerie is the ‘size’. Size plays a crucial role as women sometimes react or think negatively if their partner gifts them lingerie a size too small or too big. 75% of men prefer to play it safe by buying lingerie which comes in one size.Kar says, “Men opt for a chemise or cami top if they don’t feel completely confident of choosing a bra. Many times women also help men choose products that they want as gifts through our ‘Send your lover a hint’ feature.”
80% of men, who bought lingerie as a gifting item, chose risqué styles from the brand’s babydolls and chemise collection. Black followed by red, are popular colors of lingerie that men purchase for gifting.

Average order value is 0.5 times higher when compared to average order value of women shoppers, however frequency of purchase is lower.On an average, men buy lingerie twice a year as compared to 5-6 times that a woman buys lingerie.70% of male customers use prepaid methods of payment when buying lingerie for their partner.
For men, who are keen to explore size based gifting option, Zivame.com has put together a gentlemen’s guide to buying lingerie which helps men to understand lingerie sizing better.