46An inner look at lingerie retailing
Long gone are the days when buying lingerie meant going to a dusty space-challenged shop, asking the sales girls
behind counters for a specific product/brand in a specific colour, for a specific size, and then waiting for them to pick
out packs from shelves stacked with rows and rows of similar looking packages. You patiently repeated the rituals,
hoping that they would pull out the right one.
Today branded store chains have an entire section dedicated to lingerie from a range of brands – Indian and
international – all seductively displayed to entice you into buying. What’s more, the online buying platform even offers
you the privacy and luxury of lingerie shopping right from the comfort of your home. As lifestyles, shopper tastes
and buying patterns evolve, supported by dynamic technologies, brands are leaving no stone unturned in ensuring
they make lingerie buying a value added experience for the customer – whether it is exploring new retail formats,
going the omni-channel way or exploring interactive new technologies. Market studies project a CAGR of 10 % over
the next decade for the Indian lingerie market. VM&RD catches up with two new lingerie brands, Parfait and Clovia to
understand how they traverse the retail path to get closer to their customers and make a mark in the market.
Retail Talk
July 2019