The lingerie business in India is still a closed door subject and the retailers are seeking for more exposure in the segment. In order to expand it further, the retailers are trying out various innovative ways of marketing. Some of the industry representatives talk about their view to improve the lingerie market in India.
In a conversation with fibre2fashion, Mr. Nischal Puri, managing director of Brandis, one of the leading suppliers of branded lingerie in India, said, “The key challenge faced by lingerie brands in India is lack of sophisticated retail ambience.”
“The entire purchase experience of consumer is still very rudimentary and unless investment is attracted by the retailers, the industry will remain in the bottleneck for a longer period,” he adds.
Ms. Neha Shah, marketing and sales manager at ShopImagine.in, an online boutique of luxury lingerie and stylish apparels in India, says, “The greatest challenge for all Indian online lingerie retailers is to cater to all and still make money.”
“Online retailers need to figure out the best sourcing avenues locally and internationally in order to provide their customers the best mix of style, quality and price,” she mentions.
According to Zivame.com, premier online lingerie store in India, the biggest challenge faced by the lingerie industry would be the social discomfort associated with it. “Most women will make it into a 5 minute chore. So the retailers need to provide the best of content and consultation to the customers and help them in making their purchase decisions,” says the representative of Zivame.com.
“Hence education of the lingerie category becomes the single most important think that the industry is currently working towards and the rest, such as sale and loyalty, will automatically follow,” concludes the representative of Zivame.com.