As with outerwear, today’s consumer also looks for comfort, function and style in underwear.
Three years ago, before the pandemic, lingerie in India was considered a necessity with an entire focus on how comfortable it was or how in sync with current fashion trends.
Now, the buyer is looking for a balance. As with outerwear, today’s consumer doesn’t want to compromise when it comes to undergarments. They want comfort, functionality and style all rolled into one, in what they wear, inside and out. The good news is that brands in the market are thinking outside the box and finding ways to meet changing consumer demands. Offerings are becoming more inclusive, modern and digitally driven. The focus is on providing a wide range of sizes, styles and designs.
Not surprisingly, then, the Indian lingerie market is expected to show a CAGR (compound annual growth rate) of 10.9% during 2023-2028, reaching $8.2bn over the next five years, according to an analysis Conducted by International Market Analysis Research and Consulting Group. Segment growth is driven by a mix of national brands, e-commerce platforms, personalized options, and a shift toward body positivity and self-expression.
Here are some of the reasons consumers are getting more experimental with underwear, perhaps even considering it as a way to make a fashion statement.
change in demand
Lingerie is increasingly becoming a means of self-expression, resulting in a more open conversation about investing in quality products. Influencer marketing is also playing a role in shaping consumer preferences and purchasing decisions in the lingerie segment. Brands collaborate with social media creators to showcase their products, provide style tips, and raise awareness for body positivity and self-confidence.
What’s more, the Indian lingerie buyer today has greater purchasing power. Women’s per capita spending has doubled in the past seven years.
Design
Indian consumers are increasingly looking for lingerie that not only provides comfort and support, but also reflects their personal style. To meet changing demands, the lingerie segment is evolving to offer a fusion of fashion and function, incorporating modern Y2K designs, intricate details, vibrant colors and prints.
Diversity
The lingerie segment is becoming more inclusive, recognizing and embracing diverse body types and sizes of Indian women. Brands are expanding their size ranges to serve a broader customer base, including plus and petite options. There is a greater emphasis on body positivity, challenging traditional beauty standards and celebrating individuality.
Shockingly, despite awareness and changing taste, only 20% of women in India wear the proper form-fitting bra. Most consumers still don’t know how to find their correct bra size. That’s why there’s an urgent need for more brand-led one-on-one fitting sessions to help women better understand their body and make the right buying decision.
Shweta Verma is Director (Product Development, Purchasing and Assortment), India and Sri Lanka, at Triumph International.
