FITTING IT RIGHT

Lingerie is an essential part of a woman’s wardrobe. If worn properly, not only it makes a woman look and feel good, but confident too. Perhaps one of the most understated fashion objects a few years back, has now become the biggest segment in the fashion industry. And gradually, lingerie has become not only comfortable and sensuous, but also a brand in itself.

Seeing the robust growth in this segment, a majority of global and local players are queuing up to cashing in on the opportunity.

Shaping Up

The growth rate of the Indian lingerie industry has increased dramatically in past few years. According to a research firm Koncept Analytics, the organized market, which was Rs 870 crore in 2003, has almost doubled to Rs 1,645 crore in recent years. Factors like growing numbers of working women, changing fashion trends, media exposure, and the foray of global brands into India have made the Indian women conscious about the brands for their wardrobes.

Shekhar Tewari, CEO, Enam­or, believes: “With greater con­sumer awareness, the movement from unbranded to branded and within that to quality brands has accelerated. The changing lifestyles, aspirations and con­fidence of women in general and the growth of organized retail have also helped in making this segment a high growth category.”

The revolution in the lingerie market has made ample space for both the local and global brands. With foreign brands like M&S, Enam­or, Triumph, Calvin Klein, Jockey, Hanes, etc. are filling the market to address the intimate needs of the modern women, Indian brands like Clovia, Neva, Groversons, Juliet, etc. have made their own place in the market.

The Online Curve

With increasing internet penetration, on­line lingerie brands are making a big way to growth. According to Clovia Founder Neha Kant, “Clovia is an online brand. We wants to redefine the Indian lingerie market and help customers choose beyond standard cuts, shapes, and colors. Lingerie is a critical part of one’s wardrobe and it doesn’t need to be drab and boring.”

The organized players are slowly but steadily taking on the innerwear sector. Not only for­eign brands but Indian brands too are expand­ing via franchising. Tewari of Enamor shares, “We have ambitious plans of expanding our retail footprint across India and believes that a strong franchisee partner brings the neces­sary operational expertise in terms of area specific relationships, retail/real estate and manpower. This eases up to focus on delivering the best-in-class product and consumer experience.”

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