Customers are purchasing innerwear based around comfort
Tailor & Circus is dedicated to crafting exceptionally comfortable underwear, prioritising softness and body-responsive fitting through the use of high-grade Modal Micro. With a commitment to sustainability, ethical manufacturing, and a gender-neutral approach to design, the brand represents a modern, conscious choice for intimate apparel. Founder & CEO Gaurav Durasamy speaks to Fibre2Fashion about current trends and challenges in the innerwear industry.
What are some of the current trends and challenges in the innerwear industry, and how do you see them shaping the future of the industry?
One of the biggest trends we are witnessing is that customers are purchasing innerwear and lingerie based around comfort, and this can be seen through their choice of different fabrics and silhouettes. There is also a growing demand for sustainable materials in clothing, including the innerwear category. E-commerce has evolved tremendously over the last few years, and customers are now researching several brands and products online before making their purchase. This makes it important for brands to stay competitive and offer quick delivery as well as necessary guidance and tools which can help customers identify the right sizes based on their requirement in an effective manner.
How has the rise of sustainable and ethical fashion impacted the industry, and what steps are being taken to address environmental and social concerns?
Sustainable and ethical fashion has increasingly become the key driving factor for brands to develop products and make decisions for the business. The fashion industry is the second biggest source of pollution after the oil industry, which makes it the prime responsibility for business owners to reduce their carbon footprint across manufacturing, supply chain and logistics. Brands should be willing to disclose the materials used, and the source of the material to customers so they can make responsible purchase decisions.
How do you see advancements in technology, such as artificial intelligence and virtual reality, impacting the innerwear industry in terms of design, production, and consumer experience?
Artificial intelligence (AI) and other technologies have enabled brands to better anticipate the demand for products, and basis this, plan their production cycles and product assortment. Designers can now visualise various elements with better clarity, including the fit of the garment.
Technology has helped improve recommendations provided to customers on the website, such as bestsellers, basis their needs. Brands are also able to offer a better user experience like a more accurate and interactive widget for the size guide with the help of AI and Machine Learning.
How does your company differentiate itself from other companies in the same industry?
We take pride in offering the best of the best for our customers, starting from the fabrics which are premium and sustainably sourced.
From a wide size range to unisex designs that we offer, we are a brand that allows individuals to embrace who they are. The ‘Circus’, a community of loyal customers that we have created, stands testimonial.
Can you elaborate on Tailor & Circus’ sustainability initiatives and their impact on the business?
Sustainability is at the core of our brand and we have inculcated it in every step of the way. The fabric we use for our products is Tencel Micro Modal sourced from beechwood trees in Austria. This fibre consumes 90 per cent less water and zero pesticides when compared to cotton, which is the most commonly used material for innerwear. Alternate fabrics like polyester and nylon are petroleum based and have a huge carbon footprint when compared to Tencel Modal.
For our packaging, we use recyclable cloth bags and avoid any plastics. We are also working towards eliminating production waste by converting them to other end use products.
Our initiatives have helped build a community of conscious consumers.
What is your approach to innovation and staying ahead in a rapidly evolving industry?
By embracing sustainable practices through eco-friendly materials, ethical manufacturing, and waste reduction we have been gaining the trust of customers. Enhanced customer retention is achieved through personalised experiences, loyalty programmes, and data-driven insights. Fostering innovation entails investing in R&D, collaborating with stakeholders, and staying updated on industry trends.
We have established a strong product differentiation in the market and do so with new product categories that we introduce as well. One of our USPs is inclusivity which has helped create a strong identity for ourselves and continues to set us apart.
Interviewer: Shilpi Panjabi
Published on: 17/08/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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