Fibre2Fashion Magazine June 2018 June 2018

A Trade Perspective The global market for intimatewear is ever-expanding, fuelled by growing global demand, changing dynamics of the end-consumer and innovative technologies. A range of attractive and practically useful innerwear has flooded the markets from many global brands vying for the top spots, especially in the lucrative women’s intimatewear category. Globally innerwear exports amounted to $45 billion in 2016. It is expected to reach $80 billion by 2025. China and Hong Kong are the major exporting nations of innerwear for men and women with a value of $21.3 billion which is a 47 per cent share in global exports. Following closely are Bangladesh, Turkey, India and Vietnam with 4.3 per cent, 4 per cent, 3.7 per cent and 3.4 per cent shares respectively. India held the fourth position with around 4 per cent share of global exports and approximately $1.7 billion exports value in 2016. Countries such as Bangladesh, Sri Lanka and Vietnam have marched ahead in the innerwear trade mainly due to large manufacturing set-ups, economies of scale, huge investments, market access arrangements and strong focus on design and research and development (R&D) which are some areas in which India is still lacking in. For example, Sri Lankan brand Amanté has been selling widely in India for over a decade through multi-brand retailers and e-commerce platforms. Witnessing their enviable success, owner company MAS Holdings has already sanctioned over 100 exclusive stores for their lingerie brand (Amanté) all over India. The strategy being employed here is the need for privacy by the customer while going on a lingering-shopping spree. Similar strategies are being followed by other global brands such as Marks & Spencer, which conducted a pilot run of six standalone beauty and lingerie stores. Five Year Trend of Global Intimatewear Trade (2012 to 2016) in $billion 45 42 2012 2016 Source: UN Comtrade and Wazir Analysis Top exporting countries for innerwear in 2016 RoW 23% France 2% China & HK 48% Netherlands 3% Italy 3% Sri Lanka 3% Germany 3% Vietnam 3% India 4% Turkey 4% Bangladesh 4% Source: UN Comtrade and Wazir Analysis JUNE 2018 FIBRE 2 FASHION | 59

Fibre2Fashion Magazine June 2018 June 2018 | Page 59