India has the highest growth potential as a market
Launched in India in the Fall of 2007, Amanté is a part of MAS Brands which is a subsidiary of MAS Holdings, one of South Asia's largest suppliers of niche market intimate wear. Vivek Mehta, CEO, MAS Brands India & Amanté, talks about the booming innerwear markets in Southeast Asia.
What is the size of the global innerwear industry? What percentage of it does South Asia claim?
The global lingerie industry is projected to be US$ 30 billion. In India, it is estimated to be US$ 3 billion. The Indian market has the highest growth projection due to the large population, making it a lucrative proposition for entry of strong international brands, and frequent brand launches by local players.
What is the geographical spread of Amante's product lines?
Amanté offers intimatewear across lingerie, nightwear, swimwear, and activewear. Our exclusive lines are available at brand-owned platforms, our exclusive stores and at our website, amantelingeire.com.
How is India warming up to athleisure/activewear/sportswear?
The base for this category is growing fast and becoming more structured where the youth is opting for branded apparel. This is an opportunity and the right time to strengthen our presence for activewear. We also offer a wide range of products in this category including a variety of sports bras that are tailored for workouts, high waist capris and shorts with compression zones for a seamless look, and a host of T-shirts, tank tops, and more that help build an entire workout wardrobe.
What kind of impact will GST have on apparel retail in India?
Retail in general will benefit from GST. Single taxation policy will make it easy to do business nationwide. With this, the challenges and roadblocks to supply chain activities should reduce, making it easier for products to reach the consumer.
How different are the Amanté product lines for various geographies?
Amanté is sold in India , Pakistan and Sri Lanka. About 80 to 90 per cent of the entire product range is common across the three countries. However, we make unique lines for the Indian market as consumers are constantly looking for new products and trends and their unique preferences gives us an opportunity to create new ranges for them. Also, with the Indian market being so massive, it is essential to curate the products for launches as per their needs and trends.
Amanté offers sportswear, swimwear, and sleepwear. How are these product baskets faring online and offline?
The response across channels for these categories has been encouraging. With these new categories available in India now, we are able to provide a complete range of intimate wear to consumers who shop across channels. This gives us more share of their wardrobe and helps our brand strengthen further. Our swimwear is fashion blended with functionality, offering a wide range of silhouette options ranging from the modest one-piece dress, to tankinis, monokinis, bikinis and many more.
There is something for everyone. Activewear by Amanté has premium seamless silhouettes that are a perfect blend of comfort and support, making it ideal for workouts. The range includes reversible sports bra, high impact stretch capris and tanks for the gym wardrobe. The consumer did not have much choice in quality in these categories till now. We have managed to fill the opportunity gap through these offerings. We are redefining intimatewear with the addition of these categories that cater to a wide audience.
Which point-of-sales are working well for Amanté? Which regions in India are driving sales?
Our category is a basic need for all women and our market cuts across channels and cities. Most of our channels are giving us the desired growth making us a leading premium lingerie brand across multiple channels. Our strength lies in superior products with comfortable fits that incorporate the latest trends, as seen in our seasonal launches. We tend to win more where the consumer gets to try our product, and endorses its quality. We have a lot of repeat customers who are loyal to the brand and who value the quality and style offered.
The scope of internet shopping is vast. Online channels are evolving and the lingerie category has become a strong category. A couple of years ago, we had very few players in the market, but now there are several brands making the base extremely fragmented. This is a cluttered shopping place currently, but future players will have relevant assortment and strengthen brand's positions. Today, we win amongst consumers who are aware about the brand and trust the offering. The e-business space has also helped us reach out to more users and turn them into loyal customers.
Is your sizing the same for the various geographies? What is the matrix for sizing and fits?
For the current markets, we are operating in the fits created are as per international guidelines. When we decide to enter Southeast Asian markets, we will need to rework according to the unique build of the consumer base there. The matrix of sizing and fits will be tailor-made with respect to any new market we enter.
What is Amanté coming up with in 2017?
We will reveal our new lines closer to launch months. Expect the latest trends and innovations from the brand, as our design offices in New York, London and Hong Kong offer premium products set to the latest international trends and styling. Amanté has always stayed ahead and incorporated runway trends in our seasonal collections to ensure that our products are fashion forward.
What are the latest innovations trending within this industry?
Fabric innovation, comfort and fit enhancements, use of technology and product innovations are constantly being worked on by our innovation division to provide the consumer with superior products. You will see some of these innovations in our upcoming products.
Which is your biggest market?
India is our biggest market and will continue to be a strong player.
Any plans of adopting omni-channel retail?
Omni-channel is the future of leading brands in the country. Every brand will need to adopt it in some form. We have an aggressive expansion plan for exclusive stores and we would want to provide a seamless experience to offline and online consumers through an integrated loyalty programme. In addition, we are building our e-commerce capabilities to offer consumers a choice across the two platforms. For instance, if one does not find a product of the exact size or choice in the brand store, one may order it online from the store. We are going to marry the two needs of convenience and demand with the integration of online and offline and see it as a key strategy in offering an experience that helps us acquire more customers.
What are your expansion plans in Asia for the next two to three years?
India has the highest growth potential as a market for the future, and will continue to be an anchor market. We are already in Sri Lanka and Pakistan, and are actively looking at entry into South East Asia and the Gulf.
Which are your most profitable markets?
All markets are in different stages of profitability. All the countries we are present in, offer fairly big opportunities to grow rapidly and offer profitability in future.
Please give details of your last two fiscals and your expectations from the coming two.
We have more than doubled our business in the last two years, and we intend to keep the momentum. Amanté is a leading premium intimatewear brand in India and we want to strengthen our positioning and dominate the premium space in the country.
Where are your manufacturing units located?
MAS Holdings has over 40 manufacturing units located across Sri Lanka, India, Jordan, Indonesia, Bangladesh and many more places.
Where do you source accessories like lace, hooks, eyelets and padding?
The group has a large base of vertically integrated supply chains with manufacturing facilities that supply most of the raw materials.
