“There’s a reason innerwears are called as the ‘second skin’. They’re all about comfort,” says Grishma Patil, Director, Candour London. This season, we are offering comfortable fashion lingerie, which also focuses on fashion and youthfulness,” she adds. “We have introduced a whole new range of bras this season including, Push up bra, Padded wired bra, Non-padded u/w bra and T-shirt bra ”
Preference for bright colors
Elaborating on the color palette for this season, Patil says, “the lingerie industry in India does not focus on a particular color palette. It emphasises on trends in prints, silhouettes and colors.” “However, bright colors are preferred alongside the all time favorites such as black, white and skin,” she adds.
According to Patil, “the unorganised market in India has reduced since the past few years as the customers are buying branded merchandise rather than a one of shelf product.” “Candour London offers a range in bras, panties, nightwears and loungewear. Our focus as off now is more on increasing our existing basket with everyday wears,” she adds.
Adding to fun element to lingerie styles
Quite upbeat about the current lingerie market in India, Patil says, “Indians have become open to buying and spending on lingerie these days due to the increase in the variety available in the market. Brands like Candour London have brought in youth and playfulness in styles which adds a fun experience to these products,” she adds.
“Online retail has definitely changed the buying patterns of customers,” adds Patil. “It has become very easy to buy at a click of a button sitting at home. Candour London has already contributed in becoming one of the largest online buying channels,” She further states. According to her the most selling future product in lingerie will be Everyday bra with a hint of fashion.