We offer expert advice to help customers find their perfect fit
Wacoal, a globally renowned lingerie brand founded in 1946 in Japan, entered the Indian market in December 2015 with a commitment to providing high-quality, beautifully designed lingerie that offers superior comfort, support, and style. With a strong retail presence across EBOs, LFS, and MBOs in major cities and a robust online presence, Wacoal continues to expand, ensuring Indian women have access to premium lingerie that fits perfectly. In an interview with Fibre2Fashion, COO Pooja Merani explains how the brand continues to expand its footprint, delivering comfort and style to Indian women.
What are the most significant trends currently shaping the lingerie and intimate apparel industry, particularly in emerging markets like India?
In emerging markets like India, key trends include a growing focus on body positivity, inclusivity, and sustainability. Consumers are becoming more discerning about the quality of materials and the fit of their intimate wear. There is also a rising demand for lingerie that combines comfort and style for everyday wear. Additionally, the shift towards e-commerce and online shopping is gaining momentum, particularly among younger, tech-savvy consumers.
How is the industry addressing the increasing demand for size inclusivity, body positivity, and personalised fit in intimate wear?
The industry is evolving to meet these demands by expanding size ranges and creating designs that cater to a diverse range of body types. Brands are also offering personalised fitting services, both online and offline, to help women find lingerie that fits perfectly and boosts their confidence. The body positivity movement has further inspired brands to focus on empowering women of all sizes with products that make them feel confident and beautiful.
With the rise of e-commerce and direct-to-consumer brands, how do traditional retailers and established players stay competitive in this fast-evolving landscape?
As e-commerce and direct-to-consumer brands continue to disrupt the retail industry, it is important for all the traditional retailers and established players to adapt to the change in order to stay competitive in the market. It is crucial to embrace omnichannel retailing which is currently an established model for a majority of the retailers. Additionally, retailers can leverage data-driven insights and foster strong brand relationships through storytelling and community building to enhance operational efficiency and customer convenience.
How has the Indian lingerie market evolved over the past few years, and what unique challenges does Wacoal face in this market compared to other regions?
The intimate wear market in India is experiencing significant growth, driven by a combination of evolving consumer preferences, increasing disposable income, and a greater focus on self-care and body positivity. Key consumer trends shaping this segment include growing demand for premium and comfortable lingerie, with consumers prioritising fit and fabric quality over price alone. There is also a shift towards inclusivity, with more brands offering a wider range of sizes and styles to cater to diverse body types. The rise of body positivity movements is further fuelling this trend, as women are seeking lingerie that not only fits well but also empowers them to feel confident in their skin.
To stay ahead of the curve, we continually adapt to our customers’ changing needs. We have always embraced innovation, delivering high-quality products that meet their evolving demands. Our ongoing efforts focus on developing new product lines that cater to their growing needs while maintaining our commitment to exceptional quality.
Wacoal is known for its premium offerings globally. How do you balance this positioning with the price sensitivity of Indian consumers?
At Wacoal, comfort, elegance, and quality are the key principles behind our product design and customer experience. We meticulously craft each piece using premium materials to deliver unparalleled comfort and a soft, supportive feel that lasts all day.
Our customers know that when they purchase a Wacoal product, they are getting value for the money spent. They are getting the perfect fit and the right comfort, for which they are willing to spend.
Having said that, to further expand our product portfolio, we recently launched our BASICS collection which offers exceptional craftsmanship, comfort, and elegance at a more accessible price point. This launch has enabled us to cater to newer price-sensitive customers and broaden our target audience, making high-quality lingerie more inclusive and attainable.
What trends are you observing in terms of consumer preferences, especially concerning fabrics, designs, and functionality?
Indian consumers are placing more importance on comfort and fit than ever before. They are gravitating towards breathable, moisture-wicking, and sustainable fabrics, while also seeking designs that balance elegance with practicality. There is a growing demand for everyday essentials that cater to various body types, with a strong focus on lingerie that boosts confidence and provides the perfect fit.
How do you see the mix of online versus offline channels evolving for Wacoal in India, and how are you ensuring a seamless omnichannel experience?
The balance between online and offline channels is constantly evolving. For a category such as lingerie, offline retail remains essential for personalised fittings, consultations and first-hand shopping experience. Whereas the rapid growth of online platforms is due to their convenience, geographical reach and wide range of offers. At Wacoal, we are focused on creating a seamless omnichannel experience, integrating digital tools and offering personalised services across both platforms. Our stores provide expert in-person consultations, while our online presence allows customers to shop easily and receive tailored recommendations based on their preferences.
What role does innovation play in Wacoal India’s product development, and are there any India-specific designs or collections being introduced?
Wacoal’s focus on innovation runs deep. Since 1964, its Human Science Research Centre in Kyoto has studied women’s bodies, collecting data from thousands of women each year. This helps Wacoal understand how bodies change over time and design products that fit a wide range of body types.
Innovation is at the heart of Wacoal India’s product design. By combining expertise in human science with advanced fabric technology, Wacoal creates products made specifically for Indian women. A great example is the BASICS collection, designed to meet local preferences with high-quality, comfortable, and stylish essentials.
The new BASICS collection reflects our commitment and is created for the everyday needs of modern Indian women, offering Wacoal’s signature quality, comfort, and elegance at an affordable price. This makes Wacoal’s expert craftsmanship more accessible, helping women feel confident and beautiful every day.
What marketing strategies have been most effective in creating brand awareness and loyalty for Wacoal among Indian consumers?
Our marketing strategies focus on educating consumers about the importance of comfort, quality, and fit. We engage with our audience through influencer partnerships, social media campaigns, and memorable in-store experiences. Personalised customer service, both online and offline, plays a key role in building loyalty, as we offer expert advice to help customers find their perfect fit.
With the increasing competition in the premium lingerie segment in India, how does Wacoal differentiate itself from both domestic and international players?
Wacoal stands out through our unwavering focus on comfort, quality, and personalisation. By blending Japanese craftsmanship with a deep understanding of Indian consumers, we create products that cater to diverse body types and lifestyles. Our commitment to fit, body positivity, and sustainable practices ensures our lingerie remains a leader in the competitive premium segment.
Could you share your plans for Wacoal India’s growth in terms of geographic reach, retail presence, and market penetration?
Wacoal is excited to continue growing in India with plans to expand our retail presence even further. We are opening new stores in key cities across India and strengthening our presence in multi-brand outlets and e-commerce platforms.
We aim to increase our online-to-offline mix from 15 per cent to 30 per cent in the next financial year. This expansion will involve utilising omnichannel strategies to optimise inventory management across various channels. By increasing our presence through both online and physical retail outlets, we plan to reach a larger audience and cater to their lingerie needs effectively.
What are your key focus areas for the next five years, and how do you plan to scale Wacoal India’s business in line with the country’s growing aspirations and economy?
Over the next five years, we will focus on expanding our product offerings, particularly in inclusive sizing and sustainable fabrics. We will continue growing our retail and online presence while investing in consumer education to highlight the importance of quality, fit, and comfort. As India’s economy grows, we will scale by meeting the rising demand for premium, comfortable intimate wear and leveraging technology to elevate the customer experience.
