Lingerie has transitioned from being merely ‘underwear’ to a part of woman’s personality and the way she expresses herself. “Indian women are experimenting with intimate wear by adding luxury laces, new colors, vivid patterns, interesting cuts, etc,” says Shweta Verma, Head-Marketing, Triumph. The brand is launching a new range of ‘Dynamic Lite’ series of bras. “This Control Lite sports bra will offer extreme support and 78 per cent bounce control through its 3D Powertech Innovation,” she adds.
The 2019 product line-up of Triumph also includes the global bestselling Amourette Spotlight and Sexy Angel Spotlight series featuring delicate floral embroidery, the adorable Lovely Micro Lace with gorgeous lace back and the delicate lace design of the Lace Spotlight series. “We also have new additions to the ‘Beauty-full’ range of bras for larger cups, like the Aqua Lily Spacer and the Beauty-full Essential series with smooth satin and feminine lace. We are launching the much loved Infinite Sensation series, with diamond mesh and bold-striped elastic trim for a contemporary twist,” states Verma.
Gobal brands changing industry dynamics
The lingerie market in India can be categorised into five segments: super-premium (luxury), premium, mass-premium, economy and mass with the majority share being in the economy and mass-premium segments. “Until a few years ago, the industry was dominated by unbranded and unorganised regional players with a few home grown and international players in the premium and super-premium categories. This is slowly changing with the influx of global brands in the premium and super-premium segments. Organised retail is slowly making in-roads into untapped geographical markets, with the trend likely to continue in future too,” adds Verma.
The entry of foreign players has also revamped the way the industry operates. Not as bold in terms of advertising or product display, the purchase of innerwear was limited to local stores. However, with increasing product awareness through advertisements, fashion shows, etc, brands are also changing their retail strategies by displaying them in exclusive brand outlets, malls, etc.
Building niche segments in future
While demand for premium quality lingerie is growing, Triumph plans to focus on building its luxury and niche segments. “Our penetration into the Indian market is extremely strong with presence across all sales channels. We distribute our products across 75 cities (direct supply) with more than 1,000 points of sale. We also have a significant online retail presence with all major e-commerce platforms,” adds Verma.
In future, the brand plans to expand into Tier II, III cities through the franchisee route. “We will also expand our e-commerce portfolio,” Verma sums up.