INTIMATE WEAR STORY

The brassiere segment will be the front-runner with the largest market share. On a regional basis, Europe is expected to have the largest market share because of higher presence of prominent players along with growing demand for premium and luxury brands in the region in post-Covid years.

Modern women’s brands understand that one size doesn’t fit all and they offer sizes that range from petite to plus-size ranging from 28 to 52 in band sizes. A to K in cup sizes and XS4XL in bottoms. With many full-busted women complaining about not finding the right size of bra - which translates to almost 90 per cent in India - some brands such as Parfait and Zivame have focused on filling this gap in the Indian markets.

Meanwhile, in the US, there has been a 6 per cent increase in plus-size underwear with many international brands like ASOS introducing sizes from US 40 DD to 44 L. Other silhouette styles such as sports bras, boy shorts, high waist briefs, sanitary panties, baby-doll bras and bustiers have entered the market. Braletts that double up as casual wear, as well as occasion wear is the cool new concept and many brands such as Zivame have introduced these. They can be worn in many ways with high-waisted skirts or pants, shorts or even as a blouse with a sari.

Materials such as recyclable polyester yarns have been actively introduced in activewear section, organic cotton, vegetable dyes and sustainably-sourced bamboo that are durable and natural have also been introduced.

Consumers are opting for breathable fabrics made out of natural materials and fibres for bras, boxers, briefs, bodysuits and many brands such as US-based Reformation is working with Lenzing’s Tencel, recycled lace and eco-mesh, while retailers such as Everlane are known as industry-wide leaders in transparent and ethical production practices.

Fabric and style versatility in men’s segment

Fabric is always the main feature that determines the end product and while cotton has always been the preferred fabric of choice, a lot of brands have now started offering more options of cotton such as Supima and spandex mixing it with other modal varieties such as Tencel, Lenzing MicroModal, creating the best of both worlds.

Many global and Indian brands dominate the men’s innerwear segment. Around six domestic brands take up almost 36 per cent of market share in India. These are: Jockey, Amul Macho, Rupa, Lux, Dollar and VIP. New Indian brands like XYXX Crew, produce a majority of their collection using Tencel such as Lenzing Micro Modal. Other premium global brands include UCB, Levi’s, M&S, FCUK, CK, Gant, Emporio Armani etc, and all of them have brand extensions to cater to different segments.

Consumers can be segregated into many categories depending on their purchasing behavior with many factors such as price, style, convenience and quality coming into play. While men in metros with high-paying jobs, high disposable incomes seek only premium brands; Tier II and III city consumers aim for aspirational brands. Those in lower-paid jobs with hardly any disposable incomes have cautious buying patterns treating innerwear as just a basic essential item in their wardrobe.

Indian innerwear market has undergone transformation with social media influenced sociocultural factors and sophisticated manufacturing technologies.

Valued at around $3 billion in 2017 it is expected to grow at a CAGR of around 14 per cent to reach $6.5 billion by 2023.

Around 10 per cent of middle-class Indian shoppers buy innerwear only once a year and prefer to buy multiple products at once, whereas the discerning customer may buy as regularly as he buys his shirts and trousers. Thus it is the Indian innerwear brands that has its finger on the pulse tighter than global brands in this segment.

As per US-based business consulting firm Grand View Research, global men’s underwear market was valued at $29.41 billion in 2018 and expected to register a CAGR of 5.3 per cent from 2019 to 2025. Growth is driven by factors like increasing awareness about health, best fit and personal hygiene coupled with growing millennial population.

E-commerce a market driver

Distribution channels plays an important role in the innerwear segment with many brands making their presence felt in the online space through retailers like Myntra, Amazon, Flipkart. At the same time, many have standalone websites as well. Most Indian and foreign brands are available through stores across metros and Tier II, III cities. Local players compete equally with global brands on store shelves.

With the discussion on lingerie no longer a taboo, the segment today is far more than just an innerwear to be worn in the confines of clothes and more a style statement. And with per capita spending power of Indian urban consumer having more than doubled over the last few years, spending on this segment is more a habit than a necessity.

The growing presence of innerwear brands across both online and offline platforms is an indication of how these brands are aware of their visibility. The current global fragmented and unorganized distribution structure has further increased the complexities and it is the need of the hour to re-strategize and chalk out marketing plans in line with evolving consumer needs. The direct customer selling approach is a factor that has helped India’s online lingerie market growth and brought brands closer to consumers and improved brand loyalty. Tapping the pulse of the internet savvy consumer that does away with treating lingerie as a bare necessity is leaving the doors wideopen for a profitable and sustainable future if marketed right.