Retail Feb, 05 2010

Lingerie industry blossoms with franchising

As branded products rule the market today, growing preference for branded lingerie has led to the growth of the lingerie industry in India. Franchising a well known lingerie brand can be a smart call for entrepreneurs today. Read on to know more

By Ramanjit Kaur
Feature Writer
Lingerie industry blossoms with franchising

The term ‘lingerie’ is synonymous with fashionable innerwear for women today. Since the past few years, the lingerie industry has created a niche for itself in the apparel manufacturing industry in India. The sector offers a wide array of products that cover various aspects from fashion and styling to fine fabrics with a superior finish. The credit goes to the changing lifestyles and improved purchasing power. With time, the Indian women are getting more aware in terms of selection of lingerie. The demands of the contemporary women for branded lingerie have helped the growth of lingerie industry in India. If you desire to start a business in the lingerie industry, then taking up a franchised outlet of a well established brand is the best way forward.

The lingerie industry offers great opportunity for women to garner a fair share in the men’s business world by taking up the franchise of a well known brand. However, the opportunity is not limited to women; men also can establish themselves in this sector by opting the franchise way. As per Dalbir Bains, Founder, Boudoir London, “We encourage female entrepreneurs as we want all franchisees to be hands-on and the store to be a women-only environment. Men can apply for the franchise but need to be aware that women run the store and they would need to employ a high calibre female store manager who can deliver the objectives.”

Growth of lingerie industry in India

The lingerie industry in India is going through a rapid metamorphosis as the size of the organised market is increasing with the rising number of renowned players entering the sector. The growing income coupled with the changing lifestyles has renamed the undergarments as ‘fashion clothing items’. The lingerie segment has created a place in the apparel manufacturing industry of India and is anticipated to increase the share of the organised lingerie market in the next five years. From being a market worth Rs 780 crore in 2003, the organised lingerie market has almost doubled to Rs 1645 crore by 2008.

Key players of the sector

The Indian lingerie industry has enormous growth potential, manifested with the entry of many international players such as Lovable, Triumph, Etam, Jockey, Aubade, Boudoir London and many more. These international brands are successfully expanding in India through franchising. Besides these, there are few well recognised Indian brands like Groversons, Maxwell Industries (Vanity Fair, Daisy Dee and other brands) are also increasing their horizons across the nation via the franchise route. However, most of these brands do not cater to a single brand rather they deal in a number of other brands also.

Eligibility criteria for taking up the franchise

To own a franchised outlet in the lingerie industry, a franchisee is expected to have at least some knowledge of the lingerie market and the international products in India. A retail or customer service background will be an added advantage as prior experience is definitely going to enhance the results of a franchisee. As Dalbir says, “An aspirant needs to be financially sound, energetic and keen to be a part of the great franchise legacy.” Importantly, a franchisee is expected to maintain the standard of the company’s proceedings and product quality.

Franchise offering

Being a franchisee, your franchisor will guide you all the way to establish the franchised brand and business at the local level. As per Dalbir, “We firmly believe that the franchisees’ success is our success, so we work hand-in-hand with all our franchisees.” The franchising company will help you in the layout of the outlet, customer service and creating a customer friendly environment. The franchisor will provide you a detailed description of the company, its business and operational strategies. The franchisee and his/her staff will be provided with a supportive training programme to ensure consistency amongst service levels in every store in the country. Every possible back-up support is offered to the franchisees with regional managers being assigned in each area. This way the parent company stays in touch with the franchisees and keeps a check on their performance to avoid franchise failures.

Now, if you think that this is the kind of prospect you have been looking for, then its time to take this opportunity and make it big for yourself by opting the franchise of a well reputed brand.

Related: Dressed up to franchise success

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