Graduation Research Project Brand Study and Market Research for Indian Lingerie Submitted by SHREEJA SINGH IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER OF FASHION MANAGEMENT (MFM)" Submitted to Department of Fashion Management Studies (FMS) National Institute of Fashion Technology (NIFT) Plot no. 15, Sector 4, Kharghar, Navi Mumbai Maharashtra, PIN - 410210 Web: www.nift.ac.in
Graduation Research Project Brand Study and Market Research for Indian Lingerie Submitted by SHREEJA SINGH Under the Supervision of Mr. YashwantMisale Assistant Professor IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER OF FASHION MANAGEMENT (MFM)" Submitted to Department of Fashion Management Studies (FMS) National Institute of Fashion Technology (NIFT) Plot no. 15, Sector 4, Kharghar, Navi Mumbai Maharashtra, PIN - 410210 Web: www.nift.ac.in CERTIFICATE
CERTIFICATE This is to certify that Ms. Shreeja Singh of National Institute of Fashion Technology (NIFT), Mumbai has successfully completed her GRP work titled Brand Study and Market Research for Indian Lingerie. in partial fulfillment of requirement for the completion of 2 Years Post Graduate Programme "Master of Fashion Management (MFM)" as prescribed by the Department of Fashion Management Studies (FMS), National Institute of Fashion Technology. This 'Graduation Research Project' report is the record of authentic work carried out by her during the period from 2nd January to 8th April under my mentorship. Mr.YashwantMisale Assistant Professor NIFT Mumbai
ACKNOWLEDGMENT This internship was a great learning opportunity and I would like to express my deepest gratitude to all of the people involved directly or otherwise, in making it possible for me to complete it successfully. Firstly, I would like to thank Ms. Farheen Khan, Sourcing & Merchandising Head at Inticede BSD Pvt. Ltd as my Industry mentor who patiently guided me sharing her valuable experience and made the entire experience enriching for me. I would like to express sincere thanks to Mr. YashwantMisale, Professor NIFT and my Faculty mentor for all the help and support in completion of the project. I am also grateful to all the faculty members at NIFT Mumbai for their constant support and guidance for the duration of the project.
CONTENT TABLE OF CONTENTS CHAPTER NO. TITLE PAGE NO. 1. Introduction 1 2. Literature Review 5 3. Research Methodology 6 3.1 Objective 6 3.2 Scope of Study 6 3.3 Method of Research 6 4. Company Profile 7 4.1 Mission 7 4.2 Vision 7 4.3 Company Objective 8 5.1 Brand Study 10 5.2 Market Research 40 6. Key Findings 48 6.1 Recommendation and Suggestions 52 7. Learning Outcome 54 8. Bibliography 55
JURY RECOMMENDATION FOR AWARD OF MFM DEGREE NIFT: MUMBAI Proceedings of the MFM GRP External Jury Examination of Ms. Shreeja Singhheld at am/pm on May 2017 in NIFT, Mumbai. The GRP Internal Jury Examination of Ms. Shreeja Singhon his / her MFM GRP report entitled Brand Study and Market Research for Indian Lingerie. was conducted in the at am/pm on May 2017 in NIFT, Mumbai.. The following members of the External Jury were present: 1. 2. 3. 4. 5. RECOMMENDATION
The Research scholar Ms.Shreeja Singh presented the salient features of his/her GRP work. This was followed by questions from the External Jury members. The questions raised by the Jury Examiners were also put to the scholar. The scholar answered the questions to the full satisfaction of the jury members. Based on the scholar s research work, his/her presentation and also the clarifications and answers by the scholar to the questions, the board recommends that Ms. Shreeja Singh, be awarded the Master Degree in "Master of Fashion Management (MFM)" 1. 2. 3. 4. 5. DECLARATION
I Ms. Shreeja Singh, hereby declare that the Graduation Research Project (GRP) entitled Brand Study and Market Research for Indian Lingerie is the result of my own research work carried out by me during the period from 2 nd January to 8 th April except as cited in the references. This report has not been submitted to any other University or Institution for award of any degree/diploma etc. Signature Name of the Student: Shreeja Singh Date:
1. INTRODUCTION Intimate apparel is considered as the second skin of consumers, as it is the second layer of all other clothes. The success of the global intimate apparel market lies in understanding the right trend, deciding the appropriate time of launch, and selecting the right distribution store. Specialist lingerie retailers should keep in mind the price band and the average sales cycle of intimate apparel before deciding the restock rate of any intimate apparel. By selecting the appropriate restock rate, the specialist lingerie retailers can manage their supply chain logistics in a better manner. Worldwide Market Growth Forecast of Lingerie- Today, the main concern about marketing the lingerie products is the fight for share between global brands and retailers' local labels worldwide. It is also about consumers' choice and acceptance of brand. With its matchless combination of fashion and function, lingerie is a product category that crosses the fine line between necessity and luxury. Besides these features, it has increased into about a US$30 billion-a-year industry and placed itself for further growth over the next five years. To know the global lingerie market, it is essential to check out not only the competition between brands, but also the separate bra-wars taking place between brands and local retail labels. The leading player among lingerie brands worldwide is United States-based manufacturer Sara Lee, which has a major market share in its home country as well as the European market. After Sara Lee there exist companies like Warnaco, Fruit of the Loom, VF and Maiden form, in Europe Triumph also possess a major market share. The more comfy La Perla, meanwhile, is atop the high end of the world lingerie market. Global Intimate Wear Market is expected to garner $250 billion by 2022, registering a CAGR of 7.2% during the forecast period 2016-2022. Intimate wear refer to the undergarments for men and women. Generally, visually appealing undergarments for women are termed as Lingerie. Change in women s perspective of intimate wear from a basic need to aspiration has changed the outlook of this market. Moreover, the category is barometer of consumer buying pattern during recession because it is a commodity business of necessities like legwear, socks, and most recently dual-purpose active wear. In response to increasing demand of intimate wear, market players are taking efforts to design intimate wear that satisfy quality, performance and comfort needs of consumer. When it is about the men s lingerie, it has been overlooked. However, now efforts are being taken to design a variety of lingerie that embraces masculinity. Changing lifestyle and demographic dividend, rising awareness on hygiene, and customization of product portfolios have boosted the intimate wear market. However, prevalence of health conditions in shape wear users may limit the market growth. Up gradation in fabric used to manufacture intimate wear offers promising opportunities for market players. 1
Market segmentation Figure 1.A.1: Market Segmentation Chart Background of study The Innerwear Category is one of the high growth categories in the apparel market and promises growth and innovation. The higher income, along with higher discretionary spending, growing fashion orientation of consumers and product innovations by the innerwear market have turned innerwear from a traditionally utilitarian item to an essential fashion requirement. The current size of the Indian innerwear market is Rs. 15,870 crores ($2.9 billion). The category is also growing at an impressive CAGR of 12 per cent and is expected to reach Rs. 27,900 crores ($5.1 billion) by 2017. The womens innerwear market, which is driven by value-added innerwear products, contributes around 60 per cent to the market. The growth of the innerwear category is primarily centered in urban India. The trend towards Western outfits, combined with the demand for occasion and outfit-based innerwear, is acting as a boost for the market. Demand for innerwear with higher functionality and greater comfort is rising fast. The market for innerwear product variations like seamless intimates, plus size inner wear, body shape enhancers, etc., is burgeoning both in the metros and mini-metros. 2
For the Indian women, times have changed like never before in terms of style, and increasing income level is fuelling this change. An array of alluring intimate wear has entered the Indian market. Product category has a wide product base of offer, while creativeness of the designers and innovative developments serve as its backbone. Bloomers, basque, bustier, camisole, corset, bodice, and many more... Indian women have a huge assortment of clothing to select from. On the backdrop of big brands entering the market, womens lingerie holds a strong 52% share, while mens segment constitutes 48%. Though innerwear includes clothing for men, women, and kids, it is the womens segment that draws the maximum attention. Market Segregation: Indian lingerie market is classified into super premium, premium, mid-market, and economy segments. 75% of the market is held by the mid market and economy segment. Premium and super premium segments comprise a smaller 25% share, but is promising, fast growing, and is expected to grow by 28% by 2014. Almost two thirds of the market is controlled by unorganized regional players. Entry of global brands has brought realignment into the fragmented market structure. Bold advertisements, and fashion shows are adopted for promotion. Figure 1.A.2: Role of Lingerie in Indian Women s Wardrobe Opportunities: Perception regarding lingerie has evolved from a marginal garment into an essential wardrobe item. Good growth rate of 10% p.a. Market is transforming from unorganized to organized sector. More awareness being created by media favors the growth of this segment. Though this segment is a bit conservative and price sensitive, consumers currently are getting attracted towards other factors such as quality, brand, comfort and style. Indian Intimate Apparel Market & Forecast Western winds of fashion have started reaching metro cities like Mumbai and New Delhi virtually overnight. New categories like club wear, travel gear and loungewear are getting added to customer wardrobes. But on the contrary, where other apparel 3
segments have started to participate in the race of fast fashion and forecast world, Intimate Apparel Segment is still stubborn about its believes. Lot of brands are headed by Older Generation, who believe that what they have been selling is right and it doesn t need to change. But in the current scenario where Fashion is changing so much that inside is becoming out, the need for Intimate Wear to step up in the race has becoming a necessity. Following Trend forecast and making the dream of wearing a Victoria Secret Bra by common people has becoming necessary. Young Buyers along with Designers can make this dream of being a Fashionable India come true. 4
2. LITERATURE REVIEW The Indian intimate apparel industry is in the process of achieving new dimensions. Under the 'Make in India' programme, the country is said to present endless opportunities to become the next big manufacturer of lingerie in the world. India presents a growing fashion-conscious consumer market that demands top quality products from well-established global brands. India has an abundance of raw material as well as a large, inexpensive workforce to provide cost effective Challenging the traditional beiges, blacks and whites, neons have barged into the lingerie closets of Indian women. So has Superman print. The trend shows how the Indian woman is getting down to experiment with her intimate wear, encouraging homegrown brands such as Soie, Clovia, Calibra, Pretty Secrets and Sonari to launch products with vivid styles and patterns, and creating their own niche in the Rs 11,000 crore market. Out of every 10 lingerie units sold online, about four would be home-grown brands that have found a foothold in the mid-premium segment with their spunky colours, designs and cuts," said Arun Sirdeshmukh, co-founder and chief executive of online fashion retailer Fashionara. com. They are buying more, too. An Indian woman now keeps about eight brassiere compared with 5-6 pieces in the past, a report by consultancy firm Wazir Advisors said. The number of panties in her wardrobe has almost. Most Indian brands are largely in the mid to economy segment, catering to masses. There are just one or two brands in the premium segment. Looking at the opportunity, now Sonari is launching its premium range, Dazzle, and going forward we will see many more domestic brands following the route," said Wazir Advisors management consultant Prashant Agarwal. Apart from international brands like Hanes, Garfield, Voluptina and Scandale, Amazon.in has Indian brands such as Enamor, Lovable, Libertina, PrettySecrets, Floret, Heart2Heart and Soie on its platform. "Some of the more popular domestic labels that are selling on Amazon are Selfcare, Love, Calibra, Trylo and Fascinating Lingerie," said an Amazon India spokesperson, adding these brands are able to recognise elementary specs that work best for the Indian consumers. 5
3. RESEARCH METHODOLOGY 3.1 Objective To study the need of Indian lingerie market. To develop a demand and trend forecast for lingerie market in India for SS18. To study the top potential brands for Inticede to work with in-depth and develop a forecast for Inticede which will be an amalgamation of demand of the consumers and need of the brands. 3.2 Scope of Study The main motive in this research is to identify the need gap between the consumers and brands as well as form a base for Inticede to conduct a forecasting and trend analysis of SS18 In order to do that, an extensive consumer research is carried out to identify the needs of the consumers and in-depth brand study to know the what the brands are lacking and how Inticede can help to narrow the need gap. Limitations being that there are too many brands, hence top 10 brands are taken into consideration. 3.3 Method of research: Primary data: Primary data is collected using consumer survey. The questions are based upon the buying behaviour of the consumers. Sample size: A sample size of 50 is taken under the study. Sampling method: In this survey, non-probability sampling method will be used under which convenience sampling techniques will be used to get the required sample size. This technique is used to draw conclusions about the whole population by studying just a small group of individuals and convenience sampling will help 7 us gather responses from people as per our convenience saving time but being the representative of the whole population will give us correct results for the study. Secondary Data: Analysis of top brands in India on the basis of their current scenario and positioning in the market. 6
4. COMPANY PROFILE Figure 4.1: Company Logo The name INTICEDE is derived from the term intercede, which means to represent or act on behalf of someone. Typically, that is what a buying and sourcing house does. The first half of the name pays homage to the intimate apparel industry, which INTICEDE aims to serve. Formed in 2016, INTICEDE BSD commands a rather nascent presence. That said, it has already added a number of firsts to its credit. It is the first buying, sourcing and design consultancy house for intimate apparel in India. It also is the country s first ever provider of turnkey solutions and end-to-end requirements, in the buying and sourcing sphere. The cerebral strength behind the company surmised that there was an imminent need to provide intimate apparel sourcing in India, apt raw material and innovative design skills. This served as a precursor to consultation, discussions and finally the decision to create INTICEDE BSD - buying and sourcing agents for intimate apparels brands in India 4.1 MISSION Never give in to what overwhelms you. Never give up. INTICEDE BSD s mission is to provide the Intimate Apparel Industry with one stop solution for buying, sourcing and designing of Intimate wear products and related raw materials, while offering best market quality products and services at competitive prices. 4.2 VISION Perseverance is what separates success from the lack of it. INTICEDE BSD envisions to be the most sought after buying, sourcing and design consultancy house by implementing processes that are uncompromisingly ethical, sustainable and transparent. We believe in empowering, respecting and valuing our customers, suppliers, employees and partners. What we gain from that is the unshakable trust reposed in our organization that will help us excel in this endeavor 7
4.3 COMPANY OBJECTIVE It isn t only about ideas. It is about making ideas happen. INTICEDE BSD s objective includes the single-minded goal of emerging as the leading buying, sourcing and design Consultancy Company across the intimate clothing firmament. The company will provide key buying and sourcing solutions to Indian and global companies for lingerie, underwear, swimwear, sleepwear, loungewear, shapewear, activewear and other hosiery products. INTICEDE BSD also possesses the objective to help intimate wear brands, retailers and manufacturers in the sourcing and buying of fabrics, trims, elastics, accessories, machineries, and more from across the globe. Another key objective of INTICEDE BSD is to accelerate the export of intimate apparels and related raw materials from the country, under the Make in India initiative of the Indian government. CORE VALUES Being undeniably good with your work is the best substitute for marketing Adhere to high ethical standards that exceed the expectations of our customers. Provide equal opportunities for all employees. Encourage innovation and be open to change. Ensure a safe and healthy working environment for everyone. Abide by all laws and regulations set by both our customers and the government. THE INTICEDE BSD ADVANTAGE The best reason to start a business is to cause change. INTICEDE BSD possesses a well-equipped and qualified design and research team that not only helps intimate wear brands in developing new products and collections, but also gauge the rub of the green by keeping a keen eye on domestic and international consumer trends.. We are a one-stop-shop providing complete sourcing solutions globally, managing each step in the global supply chain process for major intimate wear retailers and brands and manufacturers As India s leading Intimate apparel sourcing, buying and design solutions provider, we possess the market intelligence, industry experience and technical expertise to help domestic and global brands build and grow their businesses while we address their key pain-points. We also understand the 8
vitality of cost-efficacy and thus specialize in delivering world class solutions at competitive prices. INTICEDE TEAM 9
5.1 BRAND STUDY The lingerie market in India was until a few years still in its infant stage and, until in recent times, the accessibility of high quality intimate apparel was limited to irregular or grey imports sold under the counter. Because of the limited products and lack of enough specialized and organized retail atmosphere, the fashion realization and quality awareness of the Indian consumer for intimate apparel was yet to be realized. India is also one of the most scattered retail markets in the world. The products, so far, have been mainly marketed as a commodity and are price and margin oriented. Times, however are changing. Today, most women are on the lookout for lingerie that will not only help them look and feel good, but also make them rather self-confident during their intimate times. It is for this reason that most of us are on the lookout for the best lingerie brands in India. Brands: Inticede s first and foremost aim is to help raw material deprived intimate apparel industry of India in finding right materials so as they can develop products which are at par with any international brands. For that purpose, we conduct a research on the top Indian brands prevalent in the market. This brand study will help Inticede to recognise its potential clients and their needs on the basis of which Inticede can develop a proposal to offer to the brands and generate business. From our secondary research, we choose the top ten brands in the Indian lingerie market and we do an in-depth research of the brands as follows: 10
5.1.1. Zivame was founded in 2011 with the vision of helping women uninhibitedly shop for intimate wear. Along the way, they saw the power of this idea and how it helped women break norms. Product Mix: Lingerie Active wear Apparel Bra Sport bra Top and tees Panties Leggings pants Shape wear Tee and tops Dresses Baby doll Jacket Sleepwear Table 5.1.1-1 Product Category: Bra- T- shirt bra Nursing bra Cage and pretty back bra Strapless Bra No sag bra Push up bra Minimser Stick on Bralette Chart 5.1.1-1 11
Panty- Boyshort Thong Brief Panties Gstring Hipster Bikini Chart 5.1.1-2 Fabric: Cotton Nylon Cotton Spandex Nylon Spandex Polyamide Cotton Fabric Modal Cotton Spandex Polyester Spandex Viscose Polyamide Spandex Chart 5.1.1-3 12
Price range 1. Bra Product Price range Nursing bra 400-1500 Cage And pretty back Bra 700-1500 No sag bra 400-1000 Minimizer 400-1000 Bralette 350-1500 Stick on 350-1500 Push up 400-1500 Strapless 250-1000 T- shirt Table 5.1.1-2 250-1000 2. Panty Product Price Boy short 200-600 Hipster 200-600 Brief 250-800 Bikini 200-800 G- string 300-900 Thong Table 5.1.1-3 300-9000 Target market: Zivame s potential target audience have been women in the age group of 20 years to 35 plus years utilizing online networking. With the launch of Zivame studios across many cities in India, the target audience has grown wider. Key findings: Zivame has the largest variety in terms of styles, fabrics and sizes among the Indian brands. Styles- Has a wide range of styles to choose from. Sizes- A wide range of sizes from 28 to 40 and A to D cups. Colours- Mainly solids with a few assorted prints. Fabrics- Large variety of fabrics from cotton, viscose, polyester to spandex and their blends. Lacks- 1. New prints, fabrics, trims and styles like bonded bras, multipurpose bras. 2. Styles are outdated in comparison to international lingerie trends. 13
5.1.2 Clovia is an Indian brand founded in 2013. It was formerly known as Moodsof Cloe. Growing at almost 100% every quarter, the company is now counted among the top few lingerie players within a short span of its launch in 2013. Besides selling through it's owned store www.clovia.com, the products are also available at some of the top e- tailers in the country. Product Mix: Table 5.1.2-1 Lingerie Active wear Apparel Bra Sports bra Top and tees Panties Leggings Socks Shape wear Shape wear Leggings and stockings Baby doll Swim wear Sleepwear Product Category: Bra Winter wear Padded Bra Backless Bra Push Up Bra Underwire Bra T-shirt Bra Full Coverage Bra Halter Neck Bra Demi Cup Bra Cotton Bra Chart 5.1.2-1 14
Panty- Thong G-string Hipster Bikini Briefs Panty Garter Boy Shorts Low Waist Panty Chart 5.1.2-2 Fabric- Cotton Fabrics Polyamide Lace Chart 5.1.2-3 15
Price range : 1. Bra Table 5.1.2-2 Product Price range Padded Bra 500-1300 Halter Neck Bra 200-600 Cotton Bra 400-1000 Demi Cup Bra 800-1300 Full Coverage Bra 499-800 Underwire 900-1300 Backless Bra 350-400 Push Up Bra 800-1300 T-shirt Bra 800-1300 2. Panty Table 5.1.2-3 Target market: Product Price Thong 300-800 Hipster 300-800 Garter 300-700 Low Waist Panty 300-800 Boy Shorts 400-1000 Bikini Briefs 350-1300 Clovia targets women from the age of 25 to 45 years, mid premium segment. Their target base in mainly online, however they have recently started shop-in-shop outlets at 6 airports. Key findings: Clovia is the other brand which has the largest variety in terms of styles, fabrics and sizes among the Indian brands. Styles- Has a wide range of styles to choose from. Sizes- A wide range of sizes from 30 to 40 and A to D cups. Colours- Mainly solids. Fabrics- Fabrics limited to cotton, polyamide and lace. Lacks- 1. New prints, assorted colors, fabrics, trims and styles. 2. Styles are outdated in comparison to international lingerie trends. 16
5.1.3 The Sonari legacy started with a lingerie manufacturing unit in a 250 sq. ft. room in Dadar. From that point, the growth has been phenomenal, and the company now has a collective spread of 20,000 sq. ft. in various locations. Product Mix: Lingerie Apparel Active Wear Bra Nightwear Sports bra Panty Lounge wear T-shirts Sets Leggings Table 5.1.3-1 Product range: 1. Bra T-Shirts Underwire Sports Multi wear Bra Basic Backless Padded Strapless Nursing Chart 5.1.3-1 17
Panty- Regular Low Waist Panties Hipsters Tummy Tighter Bikinis Chart 5.1.3-2 Fabric- Hosiery Cotton Poly cotton Linen Polyester Satin Fabric Nylon Net Spandex Wool Elastane Jacquard Chart 5.1.3-3 18
Price range: 1. Bra Product Price range T-Shirts 250-510 Sports 200-500 Basic 200-450 Padded 250-600 Feeding 300-360 Strapless 175-380 Backless 350-400 Multi wear 250-600 Table 5.1.3-2 2. Panty Product Price Regular 200-500 Hipsters 250-600 Bikinis 300-700 Tummy Tighter 300-800 Low Waist 300-600 Table 5.1.3-3 Target market: Sonari s target age group is 25-45 and above age group women belonging to the mid and economy segment. Key findings: Sonari caters to the economy and mass segments thus, their focus is not on the trendy styles but on functionality. Styles- Has a limited of styles to choose from. Provides the option of sets. Sizes- A wide range of sizes from 30 to 40 and A to D cups. Colours- Mainly plains. Fabrics- Widest range of fabrics. Lacks- 1. New prints, assorted colors, fabrics, trims and styles. 2. Very limited styles compared to other brands. 19
5.1.4 Lovable Company, incorporated in the year 1987, is one of India s leading women s innerwear manufacturers. The innerwear products manufactured under the brand Lovable cater to the premium segment market in India. Product category: Lovable products include brassieres, panties, slips / camisoles, home wear, shapewear, foundation garments and sleepwear products Their best selling products are : Panties Bras Sports wear Product range: Bra- Nursing Full Coverag e Average Coverag e Sports Big Size Bra Bra Semi Coverag e Demi Cup Padded Wire Free Underwi red Strapless /Detacha ble Chart 5.1.4-1 20
Panty: Hipster Panty Bikini Brief Chart 5.1.4-2 Price range: 1. Bra Product Price range Full Coverage 200-1000 Average Coverage 300-500 Semi Coverage 300-500 Demi Cup 300-500 Wire Free 200-1000 Strapless/Detachable 300-1000 Underwired 300-900 Padded 300-1000 Big Size Bra 200-600 Sports 300-2000 Nursing 300-500 Table 5.1.4-1 2. Panty Product range Price range Hipster 200-500 Brief 250-400 Bikini 200-600 Table 5.1.4-2 21
Target market : The innerwear products manufactured under the brand Lovable cater to the premium segment market in India. It is targeted towards women between 25 to 40 years. Key findings: Lovable aims to be a premium brand but their price points lean towards mideconomy sector. Styles- Very limited styles, does not have sets. Sizes- A wide range of sizes from 30 to 42 and A to D cups, includes plus size bras. Colours- Monochromes Fabrics- Limited fabrics. Lacks- 1. Prints, assorted colors, fabrics, trims and styles. 2. Very limited styles compared to other brands. 22
5.1.5 PrettySecrets is a lingerie brand for the new Indian woman who expects substance yet cares about style in India which was founded by Karan Behal in 2012. Product Mix: Lingerie Active wear Apparel Bra Sports bra Tanks and tees Panty Shorts Leggings Shapewear Sets Babydoll Swim wear Table 5.1.5-1 Product Line: Bra - T-Shirt Lingerie Set Push Up Lace Bra Sports Bra Seamless Strapless Wireless Chart 5.1.5-1 Panty 23
Bikini Lace Brief/Hipster Panties Seamless Thong/G- String Chart 5.1.5-2 Price range: 1. Bra Product Price range T-Shirt Bra 240-1000 Push Up 260-900 Sports Bra 239-799 Strapless 900-1000 Wireless 300-800 Seamless 300-800 Lace 300-1100 Lingerie Set 300-1400 Table 5.1.5-2 2. Panty Product Price range Bikini 240-1500 Brief/Hipster 240-1100 Thong/G-String 240-750 Seamless 240-600 Lace Table 5.1.5-3 240-1500 24
Target Market: PrettySecrets targets the age group of 20yrs-45 years mid-premium to premium segments. Key findings: Styles- Variety of styles Sizes- A wide range of sizes from 32 to 42 and A to D cups Colours- Monochromes, prints and florals. Fabrics- Limited variety of fabrics Lacks- 1. Latest Prints, assorted colors, fabrics, trims and styles. 2. Plus sizes 25
5.1.6 Knowing that the Bodycare products are being used by various class of customers but company mainly focuses on aspiration middle income group. Bodycare aspires to target upper and niche class of consumers. Product Mix: Lingerie Active wear Apparel Bra Enhancer Leggings Panties Camisole Table 5.1.6-1 Product Range: Bra Regular Strapfree Bra Nursing bra Sports bra Chart 5.1.6-1 26
Panty: Regular Sanitary Panty Seamless Bikini Chart 5.1..6-2 Price Range: 1. Bra Product Price Full coverage 220-900 Seamfree Table 5.1.6-2 480 Target Market: Bodycare targets the women of age group of 25-45 economy segment. Key findings: Styles- Very limited styles, focus is on the basics Sizes- A wide range of sizes from 32 to 40 and A to D cups Colours- Monochromes Fabrics- Cotton Lacks- 1. Prints, assorted colors, fabrics, trims and styles. 27
5.1.7 Gokaldas Intimatewear Private Limited was created as a joint venture between Gokaldas Images Private Limited and Barbara of Paris, France in 2001. GIPL launched the brand ENAMOR in 2003, to present a range of lingerie exclusively made for the Indian woman. Enamor s core consumer is a woman who s independent, confident, successful and is fabulous, the way she is. She pays great attention to the way she dresses and is constantly seeking novelty- a mindset that paved way to the early success of the brand. Product Mix: Lingerie Active wear Apparel Bra Sport bra Pyjamas Panties Leggings Shorts Shape wear Tee and tops Tops Baby doll Jacket Table 5.1.7-1 28
Product Range: Bra- Plunge Nonpadded T-shirt bra Padded Bra Push up bra Wirefree Balconnete Wired Multi strap Chart 5.1.7-1 Panty- Low waist Co ordinates Mid waist Panty Bikini Boy shorts Hipster Chart 5.1.7-2 29
Fabrics: Cotton Satin Lace Fabrics Polyester Mesh Polyamide Nylon Chart 5.1.7-3 Price range: 1. Bra Product Price Range T shirt bra 250-1099 Push up bra 947-1275 Balconette 360-2149 Plunge 375-999 Multi-strap Table 5.1.7-2 1299-2149 2. Panty Product Price Range Low waist 360-595 Mid waist 295-399 Boy shorts 290-800 Hipster 450-600 Bikini 320 Co ordinates Table 5.1.7-3 225-799 30
Key Findings: The USP of Enamor lies in the variety of sizes it offers-from 32 B to 42 DD. Rightly positioned as the best-fitting bra, Enamor was the first brand that made D cups easily available in India. Styles- Has a wide range of styles to choose from Sizes- A wide range of sizes from 32 to 42 and A to D cups. Colours- Variety of colours + prints Fabrics- Variety of fabrics Lacks- 1. New prints, assorted colors, fabrics, trims and styles. 2. Styles are outdated in comparison to international lingerie trends. 31
5.1.8 With a success history of over 40 years; Shalibhadra Creations Pvt Ltd has successfully launched its luxury women innerwear products in India. Product Mix: Lingerie Active wear Apparel Bra Sport bra Pyjamas Panties Leggings Shorts Shape wear Tee and tops Tops Baby doll Jacket Table 5.1.8-1 Product Range: Bra Push up Sports Racer Back Bra Full Coverage Chart 5.1.8 1 Panty 32
Brief Hipster Panty Hiwaist Low waist Mid waist Chart 5.1.8-2 Price Range: 1. Bra Product Price Range Full coverage 799-925 Push up 599-899 Sports Table 5.1.8-2 2. Panty Product Price Range Brief 399 High waist 525 Low waist 460 Mid waist 495 Hipster 525 Hi Leg Table 5.1.8-3 495 Key Findings: Dazzle aims at providing trendy styles to the economy segment in lower prices. The target marget belongs to the age group of 20-35. Styles- Very limited range of styles to choose from. Sizes- A wide range of sizes from 32 to 40 and A to C cups. Colours- Solids Fabrics- Limited fabrics Lacks- New prints, assorted colors, fabrics, trims and styles. 33
5.1.9. With a vision to be the leading premium lingerie brand in the Asian region, amanté promises to offer fashion, comfort and value in the right measure to the Asian woman. amanté believes that a fashionable and confident woman deserves a product that is modelled to fit her silhouette and made to suit her surroundings. Product Mix: Lingerie Active wear Apparel Bra Sport bra Top and tees Panties T-shirts wraps Shape wear Tee and tops Dresses Baby doll Capri Sleepwear Table 5.1.9-1 Product Range: Bra Balconette Sports bra Demi Sweetheart neckline Bra Full cover Strapless Plunge Push up Panty 34
Bikini High waist Hipster Panty Boy shorts Low rise brief Thong Chart 5.1.9-2 Price Range 1. Bra Product Price Range Balconette 1395-1995 Demi 645-1895 Full coverage 445-1895 Plunge 697-1895 Push-up 697-1895 Strapless 1295-1895 Sweetheart neckline 445-1098 Table 5.1.9 2 2. Bra Product Price Range Bikini 195-795 Hipster 312-595 Low rise brief 242-645 Thong 242-795 Boyshort 445-595 High waist Table 5.1.9 3 595-695 Key Findings: The USP of amante lies in its tailor made fit, which is achieved after extensive research done on Asian body type. 35
Styles- very basic styles Sizes- A wide range of sizes from 32 to 40 and A to D cups Colours- Monochromes with few printed options Fabrics- Cotton, Jersey Lacks- Styles- Styles are very basic and have a scope of experimenting Colours- Colours used are mostly on dark side and plain. Prints used are also basic. These two areas can be explored to bring in new looks. Fabrics- Fabrics like mesh, lace can be used to give new design element. Embroidery and Fancy trim can also be used. 36
5.1.10 Buttercups is a premiere lingerie brand that understands the importance of great fitting intimates. Our products are crafted to fit effortlessly and flatter Indian shapes and sizes. Product Mix: Lingerie Accessories Bra Panties Shape wear Stick ons Magic Tape Bra Extender Bra care Table 5.1.10-1 Product Range: Bra Full coverage Nonpadded Bra Demi Padded Chart 5.1.10-1 Panty 37
High waist Boyshorts Panty Hipster Bikini Chart 5.1.10-2 Price Range: 1. Bra Product Price Padded 799-1895 Non-padded 999-1895 Full coverage 999-1895 Demi 799-1895 Table 5.1.10-2 2. Panty Product Price High waist 495 Hipster 795 Bikini 495 Boyshorts Table 5.1.10-3 795 Key Findings: The USP of buttercup lies in its fitting room specialists which will get you your exact size with out compromise. Their target market is from 15-35 years. They have a special teen range Styles- very limited choice Sizes- A wide range of sizes from 28 to 44 and A to G cups Colours- Basic Monochromes Fabrics- Cotton, Elastane, Polymide, Lace Lacks- Styles- Styles are very limited and basic, needs to introduce variety of options. Colours- Colours used are mostly on dark side and plain. Lacks prints or any other design elements. Only basic laces are used. Design- Lacks design & Style options. 38
. Conclusion- From the above brand study, it can be seen that most brands in India lacks new styles. Most brands offer similar style with different colour or print. With so many changes happening in outer wear it has become necessary that inner ware changes accordingly. Also latest trend of inside out concept is swiping across the globe, where consumer are flaunting their pretty lingerie through sheer tops or plunge necklines. To fit in this ever changing time, where inside is not meant to hide but to show, out Indian conservative brands need to step up in the game and change their perspective. Secondly most of the brands have monochrome colour shade and are very basic and plain. Concepts like mismatch or contrast are in trend, hence brands need to work on broadening their colour pallet. With technological advancement lot of new fabrics are been invent like fine mesh, most brands in india use cotton, even though most prefer cotton, it more about lack of choice. Through survey it is observed that people are open to options if it is made available at right price. The other major flaw is sizes. Lot of women s find it difficult to find their sizes in something they like. With so many different body types, it important to find proper size and make it available in all the styles brand has. So comparing all the above options it can be said that India still has a long way to make in lingerie sector. 39
5.2 MARKET RESEARCH Analysis of the consumer survey: When it comes to purchasing lingerie, the decision for each consumer is extremely personal and unique. Due this reason, it is a challenging task for lingerie companies to segregate their consumers into segments. Through a combination of quantitative and qualitative research, this study proposes to identify influencers that affect the purchasing decisions of consumers buying lingerie. Frequency of purchase of Lingerie: Fig 5. 1 46% of the respondents buy lingerie once in three months whereas 37% of them buy once in six months. This gives us an idea of how frequently the consumers needs to replenish their lingerie wardrobe. It is a good idea to think of introducing new styles every three months by the brands in order to make the most of the demand. 40
1.9 5.7 9.4 10.4 12.3 11.3 18.9 PERCENTAGE 85.8 Choice of fabric: FABRIC PREFERRED BY RESPONDENT C O T T O N S I L K S A T I N L A C E N Y L O N S P A N D E X P O L Y E S T E R O T H E R FABRIC Fig 5. 2 When asked about the choice of fabric-cotton, Polyester, Lace, Chiffon and Nylon, it was found that Cotton was the undisputedly the most preferred fabric among all, followed by lace. Cotton is especially desirable in the summer as it is a breathable, lightweight layer under the clothing. Other than cotton, lace seems to be a popular choice. Lace has a good reputation in the world of bras because lace holds its shape better than most other fabrics. Lace can be used as the main fabric, but it can also be used as a trim or an applique to embellish your lingerie. Therefore, cotton and a variety of cotton blends is the most in demand among the Indian consumers. To determine whether respondents prefer buying individual items or sets: Panty 32% Set(bra+pant y ) 22% Bra 46% Set(bra+panty ) Bra Panty Fig 5. 3 The above pie chart shows that buying individual items i.e. bra and panty is preferred over sets. 41
2.8 8.5 7.5 14.2 14.2 11.3 21.7 25.5 28.3 32.1 Preferred style of bra: In the light of exploratory research conducted for women s preferences, it was found that preferences for the same person changed depending on the utility to be fulfilled by the purchase. Thus this was a multiple check box styled question that highlights overall majority of preferences. TYPE OF BRA PREFERRED BY THE RESPONDENTS Fig 5. 4 Given the above choices in which multiple options could be chosen, majority of women purchase padded bras followed by non-underwired basic styled bra purchased for every day usage. Preferred style of panty: To understand women preferences in buying panties, the women were allowed to choose more than one option depending on their utility aspect of the same. Fig 5. 5 42
Percentage Given the choices, majority of women preferred basic high leg and brief panties. Brand awareness: BRANDS KNOWN BY RESPONDENT Bodycare 13% La Senza 6% Other 7% Dazzle 5% Enamor 15% Sonari 4% Buttercups 3% Pretty secret 6% Amante 8% Clovia 8% Zivame 13% Lovable 10% Trylo 2% Fig 5. 6 From the above pie chart, we see that Enamor (15%) is the most known Indian lingerie brand by the respondents. There are brands like Zivame (13%), Bodycare (13%) which also have a good identity in respondents minds, while Buttercup(3%) is the least known brand by the respondents. Brand preference: 45 40 35 30 25 Chart Title 20 39 15 10 5 0 1 18.1 3.8 16.2 7.6 17.1 9.5 1 5.7 24.8 8.6 23.8 Brands Fig 5. 7 43
From the above graph, we see that 39% out of the total respondents preferred buying their lingerie from the Enamor and only 1% out of total respondent preferred buying theirs from Dazzle and Buttercup. Factors important in lingerie: Fig 5. 8 When asked about the level of importance of the following attributes- style, colour, fabric, comfort, trendy and quality, it was found that comfort was the undisputedly the most important factor among all, followed by quality of the product and fabric. However, almost half the respondents think of style as also of utmost importance and rest as important. Style and trend are deemed important by the Indian consumers along with comfort. This shows that a consumer wants lingerie which will be a perfect combination of comfort and style. 44
Satisfaction of consumer: Fig 5. 9 From the above pie chart, we see that 78.5% of the respondents are not satisfied with the lingerie available in the market. Areas in which Indian lingerie market lacks: Style Quality Fabric Comfort Other 2% 30% 31% 16% 21% Fig 5. 10 From above it shows that 31% of the respondents say that Indian lingerie market is lacking in the style and 30% in comfort. This shows that the lingerie market lacks not only in style but also comfort and quality. 45
Awareness about the international lingerie trend forecast: Fig 5. 11 From the above pie chart, we see that majority of the respondents are not aware about international lingerie trend forecast. Whether Indian brands should follow the International lingerie trend forecast: Fig 5. 12 It is seen that majority of the respondents are not aware about the international lingerie trend forecast, however, they are not against the Indian brands following the forecast. This shows us that, the Indian market is not aware about the trends and styles, however, if given the choice, they would prefer seeing the market follow the international styles and trends. 46
2 1 1 0 1 3 3 5 16 18 40 40 43 58 86 Spending capacity of the Indian consumer on fashionable lingerie: SPENDING CAPACITY ON TRENDY FASHIONABLE LINGERIE Bra Panties Set(bra+panties) Fig 5. 13 L E S S T H A N 1 0 0 0 R S. 1 0 0 0-2000 R S. 2 0 0 0-3500 R S. 3 5 0 0-5000 R S. 5 0 0 0 - A B O V E With the increase in disposable income for the younger and modern Indian consumer, the amount they spent on lingerie also increases. However, most respondents still limit themselves to under 1000 rupees for individual items whereas for sets, the respondents are willing to spend higher. 47
6. KEY FINDINGS 6.1 Categorization The brands are now categorised on the basis of their price points and target market. A comparison of the brands in each category is given in the following tables. 1. Zivame, Enamor, Amante and Clovia have a similar pricing and target audience, hence, they are clubbed together in order to do a comparative study. Factor Colour/ Prints/ Fabric Style Monochromes- Solids Neons Pastels Prints- Floral, melange, chekered, cheetah Cotton Cotton spandex Nylon spandex Polyester spandex Polyamide spandex Polyamide cotton Modal Viscose Nylon cotton spandex Lace Bra- Cage & pretty back Minimiser No sag bra T-shirt bra Push up Strapless Nursing Bralette Stick on Brands Zivame Enamor Amante Clovia Monochromes- Monochromes- Solids Solids Prints- Prints- Floral, melange Floral, polka, tribal Cotton Lace Mesh Nylon Polyamide Polyester Satin Bra- T-shirt bra Push up Balconette Multi-strap Plunge Panty- Boyshorts Hipster Bikini Low waist Cotton Cotton blends Jersey Net Lace Bra- Balconette Demi Full-cover Plunge Push up Strapless Sweetheart neckline Sports bra Panty- Monochromes- Solids Prints- Floral, Polka, Striped, chequered, melange Cotton Lace Polyamide Bra- Cage Balconette Front open Plunge Push up Racerback Sports Nursing Transparent T-shirt Tube Halter neck Multiway 48
Access ories Panty- Boyshorts Hipster Briefs Bikini G-string Thong Bows Underwires Boning Foam cups Mid waist Bows Crystals Lace Trinkets Underwires Boning Foam cups Boyshorts Hipster Bikini Low rise High waist Thong Bows Underwires Boning Foam cups Panty- Bikini Boyshorts Hipsters Garters Thongs Seamless Underwires Boning Foam cups 2. Lovable, Buttercups and PrettySecrets are paired together as they have the same target market. However, Buttercups has a higher price point than Lovable and PrettySecrets. Factor Brands Lovable Buttercups PrettySecrets Monochromes- Solids Prints- Polka Colour/Prints Monochromes-Solids Prints- Floral Fabric Style Cotton Cotton blend Polyster Bra- Full cover Average cover Semi cover Demi cup Sports Nursing Cotton Nylon Spandex Polyester spandex Lace Bra- Full cover Demi Panty- Boyshorts Hipster 49 Monochromes- Solids Prints- Floral, animal, polka, geometric Cotton Lace Mesh Nylon Polyamide Polyester Satin Bra- T-shirt Pushup Sports Strapless Wireless Seamless Lace
Panty- Briefs High waist Hipsters Bikini High waist Panty- Bikini Briefs Hipster Thong G-string Seamless Accessories Bows Straps Underwire Boning Bows Underwire Boning Sets Bows Trinkets Straps Underwire Boning 3. Sonari, Bodycare and Dazzale cater to the economy segments, thus, their comparison study is as shown in the following table: Factor Brands Sonari Bodycare Dazzle Colour/Prints Solids Solids Solids Fabric Style Cotton Polycotton Polyester Nylon Spandex Jacquard Elastane Wool Net Satin Linen Bra- T-shirts Sports Basic full cover Nursing Strapless Multi wear Backless Panty- Regular Hipster Low waist Cotton Cotton blends Bra- Regular Sports Strapfree Nursing Panty- Regular Seamless Bikini Sanitary Cotton blends Bra- Full cover Push up Sports Racerback Panty- Brief High waist Mid waist Low waist Hipster 50
Accessories Bikini Tummy tighters Underwires Boning Straps Bows Underwires Boning Straps Underwires Boning Need Gap between the consumer and the brands: After researching Indian brands and co-relating it with the analysis of the survey, we come to a few conclusions- 1. Top favourite brands: The top brands bought by the consumers are Enamor, Amante, Zivame and Bodycare. When these brands were studied it was concluded that though compared to other brands these brands do offer wide. Major plus point of these brands are the wide range of size they offer. Thus, we can say that Indian consumers are attracted towards brands with the most styles and therefore, it will work in the favour of these brands to introduce the latest styles available internationally. These top brands have the ability to set a revolution in Intimate sector. 2. International trends: From the secondary brand research we can conclude that the brands do not follow the international lingerie trend forecasts as opposed to the international brands present in the market. From the consumer survey, we deduce that the majority of the consumers do not mind and in fact welcome the brands to follow the forecasts. There is no outright demand for the styles because the consumers are not aware of the international trends and forecasts, but with awareness, the change is welcome. 3. Style & Trend Through a survey conducted for female about their lingerie s we found out that most woman s when asked what Indian Lingerie brands lack, 60% females out of 100% didn t hesitated in answering that style & comfort are the two things they think brands lack. After studying 10 major brands of India, and the products they offer, it was found that these brands lack in style and colour options. Major products offered by these brands are basics with limited colour or print option. With changing preference, consumers needs have gone beyond a plan pushup or strapless bra, creating a gap between brands and their customers. 4. Fabrics It showed in survey that most people prefer cotton and lace in summers, as climate in India is quite hot and humid during summer. When ask for the reason, they said in the available options cotton was the best followed by lace. Choice because of lack of option. With technological advancement, lot of new breathable fabrics are been manufactured all across the globe. It seems that India brands have limited themselves to cotton, while world is experimenting with unconventional techniques. 51
5. Bra- the Bestie When asked which is the most brought or preferred item, almost half the respondent said that the most item they buy is bra, as with changing outerwear, wearing an appropriate bra has become important. After studying brands and their offered bras, it can be concluded that for the most favoured item by most women s, they lack variety. Most bras are push-up with monochrome colour and out-dated prints. In time were bras have made their way as outer fashion clothing, India still lacks to bring variety to its most preferred item. 6. Satisfaction Survey showed that 50% of them are not satisfied with what Indian market has to offer then, reason being the need gap. Things they prefer are either not available or not in their size. Majority of these people fall in age group of 20-25, mostly college going or working who need different style according to their outerwear. 7. Sizes From the consumer survey, we can see that most women think that the lingerie market lacks in comfort. The biggest reason for discomfort is because they aren t able to find the right fit. Lots of women find it difficult to find their sizes in something they like. With so many different body types, it important to find proper size and make it available in all the styles brand has. From the brand study we see that, a lot of brands 8. Forecast & Time Zone Through survey it was found out that majority of the population isn t aware about lingerie forecast; only a tiny percentage of people knew about it. When asked if they think Indian brands should follow forecast, 53%answer as maybe, being they aren t aware but if it s something new and good then they don t mind it. Whereas 30% gave their consent that yes they want Indian brands to follow forecast. To study the buying pattern when asked how often they buy lingerie, majority had answered once in three months. Recommendation & Suggestions Bridging the need gap Above data shows the need gap between brands and their consumer, which keeps on increase Season after Season, making India fall behind in the Trend race. With major threats like Victoria Secret s entering Indian market, it necessary that we find a way to bridge this gap. The great way to take all these problems is taking into consideration trend forecast for the particular season and on basis of it coming up with new products. As most brands outsource their products from countries like China, Vietnam etc. These countries have major manufacturing unit and are known to produce for major global brands, solving the problem of technologies. On the other hand getting to know proper trends, can be easily solved by buying houses. Buying house has a team of buyers and merchandisers who keep themselves up-to date with the global happenings in 52
fashion industry. As most brands use some fashion house or other to get their products manufactured, they can use its forecasting knowledge to go along and step up in the game. In time like these were customer preference are changing daily and threat of global giants like VS is on head, it type to go with the flow and change before it late. With youth being fashion savvy and their concept of living for now backed with disposable income, it won t be long for them to move to global market to satisfy their needs. For The brands: Brands like Zivame, Amante, Enamor and others which have the ability to compete with international brands could benefit with the introduction of the following products for SS18 according to the forecast. Colour/Prints - Lilac, coral, blue, nudes, beige, gunmetal, metallic reds, teal, mauve Texture - cutouts, embroidery, applique Detailing - Applique, bondage, frills, darts, strappy detailing, garters Fabric - Mesh, lace, fishnet, lycra, tulle, spandex, satin Style - Ruffles, bullet, strappy back, gathers, triangle, underwire, binding For Few of the Indian lingerie brands having a strong foothold in the market like Sonari and Bodycare, are firm in their beliefs and resist change. For such brands, Inticede can work with their existing styles and products, by providing them raw materials and finished goods with better quality but at competitive prices. 53
7. LEARNING OUTCOME After interacting with brands and understanding their perspective during these fourteen weeks, and studying them and Indian market through surveys following points can be concluded- 1. Experience Majority of the brands are headed by people who are in their late 30 or 40. It won t be wrong to say that when it comes to lingerie people get a bit conservative, most of these brand owners believe that lingerie are something to be worn inside and won t need to change. In their favour they say that this is what they have been selling through ages. But with changing times and demand, it necessary to go with the flow. 2. Communication In a sensitive sector like Lingerie it is necessary to have a proper flow of communication. Brands can bring lot of products but it is necessary that they are marketed properly and consumers are made aware of them. Lack of consumer knowledge about certain things creates gaps. 3. Timelines Fashion being a fast moving thing, it s necessary to keep up with it and maintain the timeline. A product can be a hit or a flop depending on its time of entry and exit in the market. 54
8. BIBLIOGRAPHY 1. https://www.zivame.com/ 2. https://www.enamor.co.in/ 3. https://www.clovia.com/ 4. https://in.amantelingerie.com/ 5. https://prettysecrets.com/ 6. http://sonari.in/ 7. http://www.dazzlelingerie.com/ 8. https://buttercups.in/ 9. http://lovableindia.in/ 10. http://www.bodycarecreations.com/ 11. https://www.franchiseindia.com/magazine/2016/june/trends-growth-in- Lingerie-market.1490 12. http://www.businessinsider.in/fitting-it-just-right-indias-online-lingeriemarket-inside-out/articleshow/49167076.cms 55
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