Leading lingerie brand PrettySecrets, looks at innerwear as the foundation of a person’s outwear. “Based on this philosophy, we provide products that are high on functionality and comfort while being trendy and not compromising on style, colors and prints. All of this is provided at affordable prices,” says Prakash Ramanna, Vice President (Trade & LFS). The brand is reintroducing its Miracle fit collection this season with exciting new technology. “The beauty of this collection lies is its smooth seamless construction which gives comfortable fit without digging into the skin. Its molded construction gives a natural lift and avoids side bulges,” explains Ramanna.
PrettySecrets is the first lingerie brand in India to launch a celebrity designed lingerie collection in collaboration with Anusha Dandekar. “She brings her body-positive ethos for young with fun, quirky designs, and fresh and vibrant colors even to everyday basics of Anusha For PrettySecrets, her first-ever lingerie collection,” notes Ramanna.
Innovative marketing to boost sales
Highlighting the importance of the right-fit innerwear, he says, “fit and comfort along with the feel of the fabric are of utmost importance. Hence, it’s imperative to have these right.” The brand has leveraged current growing field of influencer marketing, which has made quite a big difference to its targeted marketing leading to stronger ROI driven brand awareness campaigns and growing sales.
“Earlier, Indian women looked at lingerie as a luxury. However, this trend is slowly changing in a positive way. Our products and marketing initiatives urge women to redefine their everyday basic wear. We showcase lingerie and women in an extremely empowering light,” affirms Prasanna.
“Social media exposure has led to women voicing their choices on innerwear openly,” adds Prasanna. “Women no longer accept lingerie as casual innerwear, they make time to try, select and purchase. Innerwear and intimate wear are now seen as fashion accessories instead of a mere necessity.” Women make a calculated innerwear purchase for an event, activity or occasion.
Sector poised for robust growth
With a rise in the number of working women, higher disposable incomes, and a thriving youth population, the innerwear sector is poised for exponential growth. “Majority of industry is unorganised, with unbranded regional players capitalising on the mass and economy segments. But there are few key players which have made a significant difference to the intimate wear market in India. Brands such as Jockey, Enamor, Clovia and Amante could be considered competition keeping in mind their price points, product portfolio and range, utility and design,” he heads.
Aiming for the sky
Elaborating on the brand’s future plans, Prasanna notes, “We want to be the ultimate lingerie destination for Indian women. The goal is to have all women understand the need to #RedefineBasics and why it’s truly empowering to wear good quality, comfortable, yet pretty and stylish lingerie and nightwear on a daily basis. Our #RedefineBasics campaign aims at breaking barriers about how your everyday basic wear need not be boring for it to be functional and comfortable.” Stating his plans in pure business terms, Prasanna states, “We aim to scale our current year on year growth which has been consistently 100-110 per cent every year.”