Fibre2Fashion Magazine June 2018 June 2018 | Page 54

Being associated with distinguished brand names and that innate need for a sense of belonging to
the upper segments of the society is shaping the average consumer’s need for such apparel items.
The current state of
affairs is not a State
secret—the Indian
intimatewear market
has been growing
rapidly over the
last few years. The
current market size is
estimated to be $4.8
billion,which marks an
11 per cent increase
over 2014; and, the
share of intimatewear
is roughly 8 per cent
of the total domestic
apparel market. The
segment is expected
to grow at a healthy
pace in the coming
years—by 2025, the
market will be worth a
whopping $13 billion.
54  | FIBRE 2 FASHION JUNE 2018
This triggers growth elsewhere, and therefore the booming growth of the innerwear segment
is rooted in fast-changing consumer profiles. New-age consumers are well-educated, fashion
and quality conscious, and also well-dressed with that better spending capacity owing to higher
disposable incomes—combined with a sense of clarity over needs and wants. The most dynamic of
the demographic segments is the aspirational working class who today have the money that they
are willing to splurge on intimatewear. Being associated with distinguished brand names and that
innate need for a sense of belonging to the upper segments of the society is shaping the average
consumer’s need for such apparel items. Moreover, the average customer has also been equally
aware of the functional properties of good quality innerwear for support and protection of the body.
Karan Behal, founder and chief executive of top-selling brand PrettySecrets, points out, “Over the
past decade, the average woman in India has gained exposure from social media, the ways of the West
and similar sources. This has led innerwear and intimatewear to no longer remaining a hush-hush
discussion, but rather one wherein women openly have a say in their choices and preferences. Women
no longer accept lingerie as casual innerwear—they make time to try, select and make the purchase.
Innerwear and intimatewear are now seen as fashion accessories instead as necessities.
“For example, women make calculated purchases of innerwear with an event, activity or
occasion in mind. This has been driven by the media, product innovations within the industry and
an increased awareness of fashion orientation and health trends. The sector has also witnessed
a rise in the number of working women, a rise in disposable incomes, and a thriving youth
population. Bringing together these factors, the innerwear/intimatewear sector has experienced
drastic changes over the past decade and is poised to experience unprecedented growth.”
At the same time, the population of working women—especially in the urban agglomerations—
has grown tremendously in the last few years. The tastes and styles of working women are ever-
evolving, coupled with the freedom and luxury to spend more. The lingerie basket of women has
graduated from hopelessly -mismatched bras and panties to impeccably matching sets, bikinis,
swimwear, shapewear, sportswear, loungewear and nightwear. The lines between athleisure and
casual sportswear has been blurring with the growing popularity of sports bras, while crop tops
have been turning into forms of outerwear. In a similar fashion, the men’s innerwear hamper too
is expanding. Men are better-groomed than earlier and take special care in choosing the right
products for their needs.