Apparel Online India Magazine May 1-15, 2019 | Page 32

FASHION BUSINESS THE LATEST NEWS HAVE YOUR SAY For the latest news on apparel and textile, make sure that you visit https://apparelresources.com/top-news/ Write to Apparel Resources, B-32, South Extension-1, New Delhi (110049), India or email: [email protected] ‘INTIMATE’ NO MORE; LINGERIE IS AN OPEN BUSINESS A s comfort, inclusivity and diversity become mainstream, the lingerie and intimates industry is undergoing a radical shift in terms of its evolving consumer base. No longer perceived as an ‘intimate’ affair, lingerie is everyone’s business. Comfort is the new ‘Sexy’ Lingerie has long been associated with seduction, but in a race to keep up with the new-found awareness of consumers, many existing and upcoming brands are keeping diversity as their focus rather than style. Front runner Victoria’s Secret’s mantra to success does not seem to be working anymore as the mega-retailer witnessed a major decline in sales last year. This serves as a perfect example for how no particular strategy is definite, and in order to stay relevant, one must always be different. Consumers are opting for comfort-first clothing that fit well. Brands providing “An increasing number of people are opting for comfort over style, but at Zivame, we don’t believe in choosing one over the other as comfort is a necessity and all lingerie must be comfortable. We constantly engage with our consumers to understand their changing lifestyle and intimatewear needs. Innovation is at the core of everything we do and we are constantly working on areas of construction (uni- cup with flexible underwire, super- soft Marshmallow Cups) to make products that give a unique, stylish and comfortable consumer experience.” – Amisha Jain, CEO, Zivame diverse options in terms of sizing, colours and shapes are the ones that are thriving right now. This shift in consumer tastes signals a start that could affect the global market on a higher scale. Reports revealed by Edited for 2018 state a 14 per cent growth in sales for wireless and lightly lined bras in the US, as compared to a 10 per cent sellout growth in pushups. Not limited to the States, the growth in comfort is observed worldwide. According to data shared by CBNData and Tmall, 70 per cent growth has been recorded in China alone. Such sales are majorly driven by younger women – a consumer segment that brands and retailers should be looking at very carefully. Their growing awareness about international trends and brands (thanks to Instagram’s surpassing reach), coupled with their strong spending power, makes millennials and Gen Z hot on the radar right now. The Indian market is a fertile ground for the lingerie and intimates’ category. With numerous international brands making their way into the Indian market – the latest being Parfait and domestic front runners such as Zivame, Clovia and Pretty Secrets battling each other to 32 Apparel Online India | MAY 1-15, 2019 | www.apparelresources.com Reformation’s sustainable lingerie line with Lenzing Tencel maximise their market share, here are some key points that can make your assortment stand out and remain relevant. MAKING SUSTAINABLE, ATTAINABLE Sustainability is no new concept but its relevance in the lingerie market