Indian women are waking up to the fact that buying lingerie is part of the essential shopping basket list and not a luxury item to be splurged on sometimes when purse strings are loose. Brands are now focusing on understanding their customer base and the varied similarities and differences across different geographies and psychographic backgrounds.
Good quality stylish lingerie does not have to be expensive or uncomfortable. Keeping this in mind, Pretty Secrets, with a portfolio of over 1,200 products including lingerie, nightwear, active wear and swimwear, has been focusing on introducing higher fashion quotients in line with global trends to at affordable and reasonable prices for the growing Indian middle class.
Seasonal launches, new technology keep brand loyalty going
Pretty Secrets has two seasonal launches: Spring/Summer and Autumn/Winter. These have 300 styles in each season spread across categories. With two launches and two injection rounds per season, the company focuses on innovative product development with its USP being pop colours and prints.
“We put in a lot of effort in developing multiple prototypes of our products for quality, colour, fit checks and we actually conduct trials on real women across every size for all our products across each of our categories,’’ says Karan Behal, Founder & CEO, Pretty Secrets. “We recently re-introduced our Miracle fit bra collection with exciting new technology. The smooth seamless construction of this product h gives a comfortable fit without digging into the skin. The molded construction gives a natural lift and avoids side bulges, which is a unique feature in our top selling product.’’ Shaping hipster is a new product that combines the function of a hipster and a shapewear is now a new focus. Shapewear as a category and a combination of shapewear and lingerie is an emerging innerwear category.
Market optimistic with changing Indian mindset
Experts say, the size of the intimate wear market including the nightwear segment, is Rs 20,000 crore and has been growing at 20 per cent CAGR over the past five years and will reach Rs 30,000 crore by 2020. Most brands are cashing in on the online category, which is expected to grow at a rapid 8-10 per cent by 2020.
However, the struggle to change the average middle class Indian woman’s mindset about buying or talking about innerwear not being a taboo subject continues. To add salt to the wound, in a traditional country like India, for a segment like innerwear which is totally women-centric, is an industry run by men with most retail outlets also staffed by males. PrettySecrets, thus ensures that all consumer communication showcases lingerie and women in an extremely empowering light. The rise in fast fashion in the past decade has urged women to learn more about their lingerie needs as per changing trends every season.
The lingerie industry in India is largely unorganized, with unbranded and unorganized regional players capitalizing the mass and economy segments. However, through a smart advertising and marketing strategy, other key players such as Jockey, Triumph, Enamor, Clovia and Amante among others have shaped up the intimate wear market keeping in mind their price points, product portfolio and range, utility and design.
Innerwear, once purely a functional product, is now a frequently bought feel-good product which makes a woman both look good and feel confident in their own skin. The lingerie brands segment has been rapidly growing in India, although this segment needs to do a long and tough marathon before it catches up with the western markets.