The Indian Lingerie Industry Is Seeing An Unparalleled Growth: Akhil Srivastava
PARFAIT, a US-based size-inclusive lingerie brand. Distinctively designed to serve the full-busted woman with its expansive range of sizes, Parfait is dedicated to helping customers find the perfect fit. Parfait collections have been worn by top actresses & performers around the world including Sofia Vergara, Sharon Stone, Nicki Minaj, Nicole Scherzinger, Gabrielle Union, Alicia Silverstone.
In conversation with Franchise India, Akhil Srivastava, Managing Director, Parfait India, talks about the plus size lingerie market in India and how trends & technology is reforming the industry.
The Plus Size Lingerie market in India
The Indian lingerie industry is seeing a growth that is unparalleled. It has undergone a transformational change in the past few years due to the availability of brands, changing technology, changing consumer behaviour and increased awareness. The Indian lingerie market is growing at a high rate of 16% and is sized at $3Bn. Lingerie is one of the most understated parts of a woman’s attire. If chosen and worn properly, lingerie can bring out a look in her that she deserves.
However, the outlet for plus size intimate apparel purchases in India is much more limited than markets of other sizes.
There are mass merchandisers and discount stores that offer mass produced and lesser quality brands; stores that offer better brands, but in limited sizes and with varying degrees of customer service; also, among women, extreme ignorance prevails when they make their lingerie decisions. Most women don’t know their correct sizes and usually buy that is uncomfortable and unappealing. As per research, 80% of women in the USA wear the wrong bra size while for India, the numbers stand at a disappointing 90%.
Parfait aims to bridge this gap with its unique offering. We will be the first exclusive premium plus size lingerie brand that will bring Indian women fashionable plus size lingerie with good quality, fit and comfort.
Trends and innovation
The Indian woman of today is bolder when it comes to aspirations. She is now choosy and has started giving importance to lingerie. Style and gamut of colours will open more options for the customer.
Technology transforming the Lingerie Industry
It is a complete 360-degree change as women now can learn the right technique of size (band & cup). They also feel confident while shopping from these online sites because nobody is watching them shopping lingerie plus they feel more comfortable in writing down the size compared to telling the same to the salesperson. The consumption in the category has grown multi-fold with the privacy being offered with the use of technology.
Best Marketing Strategies
Over the last few years, the Indian lingerie market has undergone a huge change. Today’s woman has achieved a work-life balance by adopting an effortlessly chic style. She appreciates the “never out of fashion” basics and the fashion-forward edgier styles.
For Lingerie brand to be at the right platform on social media where people can see and learn about the products is the foremost strategy. Also brand should ensure that the right quantity across all sizes are available to cater to the needs while the correct mix of ATL &BTl activities combined with a good PR gives a brand good push in the market.