Triumph has been instrumental in introducing high fashion quotients in line with global trends Indian innerwear market. “When you create consumer experience, you need to ready yourself for rising demand. Thus, the brand has moved from product launches every 6-months, to quarterly launches and lately monthly launches,”says Jennifer Kapasi, Commercial Director Triumph International. She says fashion conscious Indian women have finally started experimenting with intimate wear in the form of luxury laces, different colours, vivid patterns, interesting cuts, etc. as lingerie has moved on from mere ‘underwear’ to being a part of a woman’s personality.
Lingerie, a fashion statement
She says, they are experience a strong shift from functional or occasion led buying to emotional buying in their segment. “Lingerie today is a fashion statement with a feel-good-factor.”
The brand offers a variety of cuts, fabrics and wearing options which complement their lifestyles. “In our current range, we have lingerie for every occasion, for different types of outfits and for every stage of a woman’s life from beginner bras which offer low to medium support for the years between a girl and a woman to T-shirt bras and comfortable cotton bras for everyday wear through to luxurious lace lingerie for weddings and special occasions.”
Talking about market trends Kapasi says in 2017, the biggest trend was the rise of athleisure (sportswear). Triumph too launched a new look for its sports brand Triaction which features a range of sports bras for the active woman. These are made from high-performance ‘sensitive fabric’ with innovative features such as UV blocking, high stretch, quick drying, etc. Another big trend this year is an update on romantic looks such as delicate laces, sheer overlays, soft watercolour hues, gray mid-tones, and feminine floral motifs. The colour palette for this season features soft feminine shades such as pink, purple, light blues and greys.
India’ lingerie market can be categorised into five broad segments: super premium (luxury), premium, mass-premium, economy and mass with majority of the share being in the economy and mass-premium segments. With the influx of international brands in premium and super premium segments is growing between 20 to 25 per cent — which is more than the entire lingerie sector growth of 15 per cent CGAR.
This year Triumph has expanded their Triaction sports bra range with the launch of a high-performance collection. A big category for the brand this year is their ‘Beauty-Full’ collection designed for curvy women and globally bestselling ‘Magic Boost’ collection, part of the innovative Magic WireTM series which features soft, flexible wires. Kapasi explains,“Earlier, selling lingerie for Rs 1,000 was a big task whereas now, consumers are ready to accept even a Rs 1,500 price point.”
Impulse shopping a big boost
Off late, the brand has also seen a lot of impulse shopping demand creation. This is largely due growing popularity of e-commerce websites in combination with multiple payment options. “‘Everyday wear’ such as comfortable cottons and T-shirt bras in traditional beige, blacks and whites will never go out of style, but increasingly we are seeing demand for fashionable styles. There is also scope to expand into Tier II and III cities where demand for high-quality lingerie is growing,” she opines.
The brand’s penetration into Indian market is strong with presence across all sales channels. Distribution spans over 75+ cities (direct supply) with more than 1,000 points of sale. “We have a significant online presence with all major e-commerce platforms. Triumph has been growing at a healthy 40 per cent year on year, which exceeds the industry average by almost double as the mass-premium and premium category grown by 25 per cent.”