Empowering Comfort: Crafting Nykd by Nykaa’s Digital and Brand Identity

Use Case

Sleepwear, Activewear

D2C Intimate wear

Scope

Brand development and communication

Website UI/UX

Industry

D2C Fashion retail (primarily intimate, sleep and active wear)

Tools Used

Shopify

Figma

Node.js

Challenge

Nykaa launched Nykaa Fashion in 2018. In the next couple years, they identified a critical gap in the market - quality lingerie at great prices to satisfy the demands of the Indian women, leading to to Nykd by Nykaa. Seventh Triangle managed the website building and brand communication.

Nykd was Nykaa’s first private fashion brand after success in BPC.
The website aligned with Nykaa’s brand and distinguished itself from competitors.
Nykd needed a strong brand to rival Amante and Zivame.
Many Indian lingerie buyers lack knowledge of proper bra fitting.

Key Findings

1

Requirement of a brand that simplifies lingerie

Indian lingerie market is unorganized, complex, and the customer lacks awareness.

2

Requirement of a brand that simplifies lingerie

80% Indian women wear an incorrectly fitted bra, and can benefit from a bra advisor and size calculator.

3

Alignment of brand with the Nykaa ecosystem

Customer should be able to find synchronized order history and information across all Nykaa-associated platforms.

4

Integrating third-party platform

Third-party platforms like those for supply chain and customer support had to be integrated.

Our Approach

1

BEGINNING

• Nykaa Fashion's private label requires a direct-to-consumer website.

• Emphasis on brand growth.

• Conducted an initial discovery session to determine scope.

2

STRATEGY

• Integrated brand design and ecosystem.

• Added bra advisor algorithm for size fitting.

3

ENHANCEMENT

• Optimize UI/UX for conversion, AOV, and bounce rate.

• Revamp UI for a premium experience.

• Ensure seamless integration with all Nykaa private labels.

4

CONCLUSION

• Started a D2C website powered by Shopify.

• Increased platform functionality.

• Added bra sizing education feature.

integrations

Built “Bra Advisor” & “Find Your Style” on Shopify Plus.

Curated Brand consistency with Figma.

Solution

Seventh Triangle built a D2C platform for Nykd through Shopify and integrated the various features and tools into the platform in a manner that fit perfectly into the Nykaa ecosystem and House of Brands.

Building unique features

Developed a logic-based bra sizing tool

'Find Your Style' section for personalized comfort and confidence.

Brand development and overall integration

Aligned Nykd with Nykaa’s brand for better innerwear shopping.

Revamped account and orders for seamless access.

Third Party Integration and design revamp

Integrated Verloop for support and Clickpost for supply chain.

Redesigned website for seamless transactions and improved functionality.

Outcome

Successfully launched and optimized Nykd’s Shopify-based D2C website, integrating key features and achieving 11,000+ monthly orders with an average order value over $15.

Launched and optimized Shopify-based D2C website for Nykd.

Integrated key features and aligned with Nykaa’s brand.

Achieved 11,000+ monthly orders with an average value over Rs. 1000.

Result

Seventh Triangle launched Nykaa’s Nykd D2C website.

3.5 ROAS, and 2.6% Conversion rate

11,000+

Monthly orders with an average value over Rs. 1000.

76%

Average first time customer sales per month.

Designed and integrated features to support Nykd’s mission and industry presence.

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Empowering Comfort: Crafting Nykd by Nykaa’s Digital and Brand Identity

Challenge

Solution

Building unique features

Brand development and overall integration

Third Party Integration and design revamp

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