The innerwear category has broadened from being a basic requirement to designer wear with emphasis on styling and comfort. Lingerie in India is no longer a hush-hush segment but a more evolved one where a large number of women are openly demanding the most attractive and innovative pieces with confidence. This has also given brands an opportunity to play with designs, cuts, colors, styles, etc. Intimate wear is now available in various playful prints like; polka dots, geometric, animal, paisley, and multiple styles such as lacy, push-ups, padded even sports bras.
Plus size lingerie opens to new styles, colors
Much like the regular lingerie market, the plus size lingerie category is also expected to pick up pace and flourish in the near future. The market in India has immense growth potential as women currently have limited choices in plus size lingerie. This creates a lot of scope for brands involved in these products. Even the brands that cater to these demands offer basic styles and patterns in colors such as black, white and nude. However, the plus size market is opening up to fancy and designer merchandise in bright and vibrant colors with different prints and patterns.
Need to create awareness about new concepts
One of the biggest challenges that the plus size lingerie category faces in India is the lack of awareness amongst women consumers about their right body measurements. Plus size in lingerie is related to the cup size rather than the band size which makes it more limited to the other sizes. Women have become bolder and prefer lingerie that provides them with utmost comfort along with style and trend.
To cater to these demands, brands first need to understand what exactly their customers want. They need to create awareness amongst their consumers before introducing any new lingerie concept in the market. Currently, the demand for lingerie outpaces its supply, creating a huge potential for new players. To tap this huge potential brands need to provide customers with what they want.