Retail May, 26 2010

Revealing The Inner Secrets Via Franchising

Lingerie is an essential part of a woman’s wardrobe. Over the past few years, the lingerie sector has shown tremendous growth with increased number of organised players entering the sector via franchise route. Read on to explore

By Abha Garyali
Sub Editor
Revealing The Inner Secrets Via Franchising

‘Lingerie wear’ an indispensable apparel of the fairer sex, has gained prominence recently with lot of international and national brands upgrading themselves by molding the sector to be a part of organised retail. Considering the growth of lingerie market internationally Indian lingerie brand owners realised how limited the lingerie industry is in India. Franchising concepts has played a significant role in this transformation as most of the international brands that have entered the segment have forayed through franchise route. Till a few years back the lingerie sector was not given the place that it called for but presently it has created a niche in the women apparel industry. With women becoming more conscious of their choice of lingerie and contemporary women, preferring to wear branded lingerie, this sector has gained lot of prominence in the Indian franchise business industry. This sector no longer fulfils the basic necessity of women rather it gives them lot of confidence and makes them feel comfortable with a huge variety. The sales in the lingerie sector boosts up especially during the wedding season when the would-be brides want the best collection of lingerie for their new wardrobe.

Factors for growth

Let us firstly understand the factors which have helped in the lingerie sector getting its present status.

Improved lifestyle and disposable income: Previously, there were limited players in this sector, as the lingerie sector was considered as a luxury item for the affluent. However, increase in disposable income and improved lifestyle among the middle class can be attributed as the main factor for the increasing number of organised players in the Indian lingerie industry.

Brand consciousness: Today’s women have become extremely brand conscious. Now, women are educated and better informed, thus prefer branded undergarments for their uncompromising quality, right fittings, and skin friendly characteristics. Apart from these, the branded lingerie has become a status symbol for the fairer sex as well.

Recessional effects on international brands: As an after effect of economic recession lot of international brands made in-roads to the Indian markets. This was the outcome of lot of untapped potential acknowledged by international lingerie players in India.

Franchising of lingerie brands

If you are an aspiring entrepreneur to take a franchise of a lingerie brand, then buying a franchise of a successful brand can be a lucrative business prospect. With the rapid metamorphosis in this intimate section it can be predicted that the present and future of this industry has a lot of scope for gaining benefits for the aspiring and existing franchisors and franchisees.

Clothing franchising in lingerie has seen tremendous growth during the past few years. This can be perceived by witnessing the increasing number of players in the section.  The various national and international brands which have made in-roads via the franchise way are Groversons, Neva, Maxwell Industries (Vanity Fair, Daisy Dee and other brands) Lovable, Triumph, Boudoir London, Change, Enamor, Etam, Jockey, Aubade and many more.
The business opportunity in lingerie is not just limited to men rather this opportunity is better a franchise opportunity for women.

Opportunity for women entrepreneurs

Apart from being an exclusive product for the ladies, this section can also be a great source to garner profits in the business world for women. The lingerie industry also offers women entrepreneurs to make a mark in the franchise arena. An outlet run by women can surely attract more number of female consumers as they would be more comfortable to buy the products. In this context, Dalbir Bains, Founder, Boudoir London, shared, “We encourage female entrepreneurs as we want all franchisees to be hands-on and the store is 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 caliber female store manager who can deliver the objectives.”

Support offered by franchisors

As it is well known that, franchising provides more guarantee and stability for any business with unlimited support given by the franchisor and his team. Similarly taking a lingerie franchise can also provide franchisees with support for running the outlet. The franchisees success largely depends upon the kind of support they are getting from the franchisors. Both the franchisors and franchisees need to work hand-in-hand for the success and development of the brand. The franchisors provide help in the layout of the outlet, customer service and in creating a customer friendly environment. As for the eligibility criteria is concerned for becoming a successful franchisee, the aspirant need to be financially sound, energetic and passionate about his business.

If you are interested in this particular women apparel segment and wish to garner profits via franchise route then lingerie franchise has a lot to offer you.

Related: Making money creatively

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