Apparel Online India Magazine May 1-15, 2019 | Page 33

FASHION BUSINESS
has never been more profound.
In a me-first mindset, consumers
are concerned about what comes
into their homes and onto their
bodies.
Ethical, responsible and eco-friendly
brands are having a moment.
Consumers are opting for
breathable fabrics made out of
natural materials and fibres, for
all their intimate needs – be it
bras, boxers, briefs or bodysuits.
US-based brand Reformation is
working with Lenzing Tencel,
recycled lace and eco-mesh,
whilst retailers such as Everlane
are known as industry-wide
leaders in transparent and ethical
production practices.
At Zivame, the journey to
sustainability has already begun
wherein they are trying to work
around the feasibility of the
concept for the Indian market.
“We are working on introducing
products which are recyclable and
eco-friendly. We are exploring
materials like recyclable
polyester yarns which have
already been introduced in our
activewear, organic cotton,
vegetable dyes, sustainably-
sourced bamboo that is
durable and natural,” informed
Amisha Jain, CEO, Zivame to
Apparel Online.
Price has always been
a factor associated with
sustainable products. Domestic
retailer Patanjali Paridhan
is tackling this issue by
providing sustainable intimates
made out of bamboo fibres at
competitive price points tailored
for the price-sensitive Indian
economy.
This area is still untapped and
holds great opportunity for
those looking to enter. Currently,
sustainable lingerie only
makes up 2.4 per cent of total
sustainable apparel.
SIZING FOR ALL
It is alarming to note that for
most part of history, the needs
of plus size women have been
overlooked by the fashion
industry.
“Apart from shaping
camisoles/slips,
waist cinchers, thigh
shapers and shaping
briefs, Zivame has
also introduced
saree shapewear
as a replacement
to the traditional
bulky petticoats
having a sleek
mermaid-fit shaping
skirt with targeted
compression panels
that shape the
tummy, thighs, hips &
rear areas.”
– Amisha Jain
With the advent of social media
and awareness around body
positive discussions, a huge
prospect has opened up for the
lingerie market. Given that lingerie
is an indispensable part of our
wardrobes and that it is worn
everyday – this is a real insight.
A 6 per cent increase in plus size
underwear was observed in the US
last year.
Brands such as ASOS have
introduced sizes from US 40 DD
to 44 L.
In the domestic market, Zivame
launched its True Curv collection
in 2014 with a range of 40+
sizes when no other brand in
India catered to that range. With
breakthrough engineering, support
and design, this collection saw
Zivame’s entry into the curvy
segment.
As confirmed by Amisha, “We
realised there was a huge gap
in the market for sizes in this
category as the largest size sold
was a 38 D and the consumers were
constantly struggling to find the
right fit and size. Zivame was the
first Indian online lingerie brand
to fill this gap with the True Curv
collection, specially designed for
curvy women.”
www.apparelresources.com | MAY 1-15, 2019 | Apparel Online India
33