As apparel choices of modern Indian women widens with fashionable silhouettes entering the wardrobes, she needs lingerie to support her look. Styles like multiway, seamless bras are New Amust haves. “We also see a lot of solution products finding acceptance,” discloses Smita Murarka, Head, Marketing and E-commerce, “Vanish, seamless panties by Amanté is one such product which has become our top seller in underwear, as more women have started wearing dresses and finer fabrics, so this is a must have to support the look.”
Ingenious range of body sculpting bras
In its Spring/Summer range which had a trendy, wanderlust themed collection Wanderess, the brand featured a range of styles, including trendy designs such as front open and lace Racerback bra. The collection played with textures and prints. They also launched Bodycraft, an ingenious range of body sculpting bras including a minimiser for full figure women which guaranteed one inch reduction in cup size. Also in this range were bras that helped in body contouring and support with features such as seamless wings that smoothen bulges. As a part of their latest fashion silhouette the brand has introduced Bralettes which are easy slip on styles with the magic of lace. This season, the brand’s colour palette includes many shades of bright pastels such as coral, azure blue and virtual pink. The autumn collection would transition to sparkling shades of reds and blues with hints of grey.
Changing mindset and growing market
Bras and panties are the brand’s primary categories with 50 per cent share. The women’s innerwear market is estimated to be worth about Rs 2 billion with 35 per cent being brands share, however the market is highly fragmented with multiple players entering and exiting the category every year.
Murarka says, consumers are evolving in their tastes and preferences and a lot of this can be attributed to the digital revolution where social content and online shopping has fast-tracked the learning curve. But does online retailing have the potential to become the largest channel for sales? “As a brand all channels are important to us to fuel growth, besides it helps us reach a larger consumer base. Online and offline will coexist and build overall consumption for the category,” she observes.
“Everyday basics is the backbone of our business, as these are volume drivers. Fashion bras are differentiators for us as we are able to deliver latest trends to Indian consumers through our international design network. However, most of our everyday products have a fashion signature, as we believe looking good inside out every day adds to woman’s confidence. Our bestseller style since a decade has been ‘Floral Romance’ which is a T-shirt bra with 2 mm padding added along with a delicate magic of lace.”
Murarka opines growing number of working women, social media and online shopping have been key change drivers for the industry. Online shopping has helped consumers across geographies purchase their preferred brand in discreet environments with easy exchange and COD options.
Amanté is strengthening its exclusive store network. “Our stores offer a superior consumer shopping environment and provide a direct connect with consumers. It’s also a complete intimate wear destination offering all categories of lingerie, swim and activewear. We are looking at 25 stores within two years across all metros and major Tier II cities.” The brand is planning to strengthen distribution across channels and regions and be available where their consumers are.