Lingerie was a closed door subject in India for long time because there was a social discomfort associated with it but the market is now catching up with the advent of e-retailers in the sector.
Although intimate wear is a fit oriented product, the online sales of it are on the rise in India mainly due to the comfort and convenience associated with lingerie shopping.
According to industry representatives, online portals eliminate the discomfort associated with lingerie shopping as well as offer new and exclusive range of lingerie to the consumers.
Speaking to fibre2fashion, Ms. Neha Shah, marketing and sales manager at ShopImagine.in, an online boutique of luxury lingerie and stylish apparels in India, said, “Online portals provide larger variety, more unique options and better deals than bricks and mortar stores.”
“E-commerce also eliminates the embarrassment involved in lingerie for women shopping for themselves as well for men shopping these as gifts for their partners,” she adds.
According to Zivame.com, premier online lingerie store in India, women buy lingerie only 2-3 times in a year in the offline stores whereas in online portals, women buy it 4-6 times in a year.
“Lingerie as a category is still a taboo and a lot of social discomfort is associated with it. In e-commerce, a consumer can explore newer options which she might otherwise feel embarrassed to buy in offline stores,” the representative says.
Adding on, Ms. Shah says, “Online lingerie portals provide Indian audiences access to exclusive lingerie designs from the US and France at affordable prices, which are not elsewhere available in India.”