5

Issue No.

May 2019 | Volume XX // No. 5 // Ӫ 100 www.imagesfashion.com

Innerwear Special

Cover BoF_May19.indd 1 5/16/2019 3:55:04 PM

FOREWARD www.imagesfashion.com

Dear all, Remember the harrowing experience of amongst the most lucrative segments in apparel innerwear shopping in India till just a few fashion for brands, retailers and investors alike. years ago? Especially for women folk. For The market today is pegged at `32,000 crore, them, it shopping for intimate apparel was growing at a CAGR of 11 percent and accounts an absolutely fl eet-footed aff air – they either for ~9 percent of the total domestic fashion retail hustled through the few insipid options laid market. out or had to be content with whatever the salesperson compelled them to buy. Choices The rapid transformation of the category has were a distant second in a scenario when led it to branch out into several sub-categories, even getting the size right whilst evading with each of them setting standards on their ubiquitous stares was beyond the bounds of own now. Also, a slew of international, young possibility. and dynamic national brands have impinged on the arena, ushering in a phenomenal trend that But, fortunately, times are changing and has compelled the entire industry to spruce up how! All that remains of these past shopping off erings both in terms of products as well as experiences are anachronistic anecdotes. experiences. Time it did take but innerwear, fi nally, is out of the closet and is taking giant strides to This had led to an increased popularity and becoming an exclusive fashion category in demand of innerwear as a whole and has result India. is an increase in the importance of the category amongst retailers of all sizes and kinds. The evolution is apparent in both the market and the consumer. While the consumer Like always, this innerwear special issue righteously considers innerwear as a features indepth insights into the market, trends, fashion statement today, the market too has innovations and technologies that this segment emancipated itself from its unorganised retail has spawned in the recent years. As always we hegemony. The innerwear industry is now hope you fi nd the issue informed and benefi cial. Happy Reading

Amitabh Taneja

All material printed in this publication is the sole property of Images Multimedia Pvt. Ltd. All printed matter contained in the magazine is based on the information provided by the writers/ authors. The views, ideas, comments and opinions expressed are solely of the writers/authors or those featured in the articles and the Editor and Printer & Publisher do not necessarily subscribe to the same. Printed & published by S P Taneja on behalf of Images Multimedia Pvt. Ltd. Printed at Samrat Off set (P) Ltd. B-88, Okhla Industrial Area, Phase-II, New -110020 and published by S P Taneja from S- 21 Okhla Industrial Area Phase – 2, New Delhi.110020 Editor : Amitabh Taneja In relation to any advertisements appearing in this publication, readers are recommended to make appropriate enquiries before entering into any commitments. Images Multimedia Pvt. Ltd. does not vouch for any claims made by the advertisers of products and services. The Printer, Publisher and Editor-in-Chief of the publication shall not be held for any consequences in the event of such claims not being honored by the advertisers. Copyright Images Multimedia Pvt. Ltd. All rights reserved. Reproduction in any manner is prohibited. All disputes are subject to the jurisdiction of competent courts and forums in Delhi/ New Delhi only. Images Business of Fashion does not accept responsibility for returning unsolicited manuscripts and photographs.

Editorial.indd 25 5/16/2019 3:58:44 PM rwr Contents 53-132 33-52 INNERWEAR STUDY

FASHION BUSINESS FASHION RETAIL

NEW STORES RESEARCH CaratLane / Pg No.34 Indian Innerwear Market Cover Story / Pg No.36 Among all the fashion categories, Toonz / Pg No.38 Innerwear has emerged as one of the fastest growing in the last few decades. LUXURY SEGMENT | IFF 2019 Once a day-to-day essential, it has Luxury Fashion In India: The transformed itself into trendy fashion Consumer’s Perspective with more emphasis on styling and According to a research conducted by comfort… Luxury Connect, the luxury consumer Pg No.54-59 in India can be categorised into 8 major types, each with their unique expectations and buying behaviours … COVER STORY CONSUMER BEHAVIOUR Pg No.40-42 Fashionable on the Inside! The Changing Dynamics of the Analysing the Indian Innerwear Men’s Innerwear Market in India MARKET OPPORTUNITY | Segment Brijesh Devareddy, Co-Founder, From being a bare essential to Buttalks highlights why the underwear IFF 2019 transforming into an indulgence, to the common man is not a top priority Intelligence & Insights From innerwear has traversed a long garment… Retailers Expanding To Tier II & III trajectory in India. A look at the Pg No.86-88 Cities changing trends in the women’s While an increasing number of both innerwear market in India... domestic and international retailers have Pg No.60-69 EMERGING CATEGORY been vigorously expanding into India’s Sports Innerwear: Next Gen vast hinterland over the last few years, Growth Engine for the Innerwear penetration into smaller cities needs Segment rehashed retail strategies as well as an in- BRAND PROFILE The retail sector is working hard to keep depth understanding of the consumer… Bodycare // Pg No.70 up with evolving trends and consumers Dollar // Pg No.71 Pg No.48-51 who are demanding base layers that no Euro // Pg No.72 longer look like functional underwear... Frontline // Pg No.73 Pg No.90-93 PRODUCT INNOVATION GenX Style Inners // Pg No.74 Myntra and Fossil Group partner to Lux Cozi // Pg No.78 launch watches powered by AI Lyra // Pg No.79 Tryst off ers consumers the most on-trend, stylish and contemporary watch designs, Macroman M-Series // Pg No.80 identifi ed by Vorta, Myntra’s AI platform Onn Premium Wear // Pg No.81 for predicting fashion Park Avenue // Pg No.82 Pg No.52 Sweet Dreams // Pg No.83 Tab 91 // Pg No.84 V-Star // Pg No.85

EMERGING CATEGORY Innovation & Portfolio Extension to Boost Sleepwear Demand IMAGES Business of Fashion talks to renowned brands in the market to understand what is driving the market and future prospects... Pg No.94-98

Contents_May19.indd 28 5/16/2019 4:09:46 PM INNERWEAR STUDY rwr

DYNAMICS BRAND LAUNCH Changing Dynamics In Premium Size-inclusive lingerie brand from US, & Bridge-To-Luxury Innerwear Parfait, launched in India Segment In India Distinctively designed to serve the full- Yogesh Kabra, Founder, XYXX shares busted woman with its expansive range his opinion on how the view towards of sizes, Parfait is dedicated to helping innerwear has changed over the customers fi nd the perfect fi t... years, causing a befi tting change in Pg No.126-127 the dynamics of the intimate apparel ANALYSIS industry in India… Analysis: The Men’s Innerwear LINGERIE TREND TALK 2019 Pg No.100-104 Domestic Market The men’s innerwear market is Lingerie: Growing From Bare experiencing a paradigm shift as Essentials to Becoming Functional SHAPEWEAR MARKET customers move over to sustainable & Innovative C9 Airwear: The Quick Ticket to buying. Avinash Mane, Commercial Aniket Satam, Designer & Guest Faculty, Fitness Head - South Asia at Lenzing Group Istituto Marangoni on ruling innerwear C9 Airwear brings to the table a range of shares an expert view… trends, which is possibly the most neglected yet defi nitely the most crucial progressive seamless wear that promises Pg No.114-118 to maximise fl exibility, mobility and foundation, of our clothing culture... performance, while enhancing consumer Pg No.128-132 comfort and confi dence… RETAIL EXPANSION Pg No.106-107 Leggings Brand De Moza to Double Retail Network in FY19-20 De Moza plans to double its retail 133-140 KIDS SEGMENT network this fi nancial year from the Quality Products, Affordable Prices current 140 counters to 300+ which Make Zero a Hero in Kids Innerwear includes taking the EBOs to 20 along FASHION CREATION Segment with introducing the brand in other Pradeep Arora, Director, Zero, who has leading department stores... COLLECTION LAUNCH been in the business of kids innerwear Pg No.120-121 Duke Launches Innovative ‘Shirts, for close to three decades now, shares his Trousers & Denims’ Collection understanding and market insights with PRODUCT INNOVATION 2019 IMAGES Business of Fashion… With a collection of shirts, formal Supersox: Providing Innovative Pg No.108-109 trousers, casual pants, denims Styles & International Quality to and accessories, Duke combines a Indian Consumers nonchalant look that defi nes today’s In a freewheeling chat with IMAGES man… INNOVATION Business of Fashion, Harsh Saraf, Pg No.134 Wacoal to Introduce 3D High-Tech Business Head, Supersox explains how Machines in Select Stores his very young brand came to have a The lingerie brand, which is betting big vibrant personality of its own, bringing CAMPAIGN LAUNCH on India and plans to open 150 stores in superb quality and an international style “Flexiwear” Says Sporto in New the country by 2021, is experimenting to Indian consumers… Campaign with this technology which will help Pg No.122-123 Fashion plus comfort is important women determine the correct size of the and the ease and acceptance to wear lingerie they need to buy … a product at any time is what the new INNOVATION Pg No.110-112 campaign speaks about... Mustang Socks & Accessories: Pg No.136 Finding Innovative Health Solutions Through Socks Launched in 1987, Mustang specialises COLLECTION LAUNCH in producing unique and colourful W Launches SS’19 With Livaeco socks with special focus on fashion Ushering in the seasonal fl avours, W wear. The brand likes to be trendy, fun introduces #YOLO Dress, a collection and relatable which is refl ected in the that embodies sustainability… products it creates… Pg No.139-140 Pg No.124-125

Contents_May19.indd 30 5/16/2019 4:10:01 PM New Store_Cover Story.indd36 2019 / MAY ISSUE // NEW STORE 36 BUSINESS & INNOVATION C Nights and Greater Plains. Plains. Greater Nights and Miami Enchanted, Dreams, Urban Escape, Rivera, including collection SS19 latest the stock The new store will around. brands fashionable most the the mall amidst in location prominent ata area, sq.ft. 919 across spread The store is India. exclusive store in 28th its and Bengaluru store in second Cover Story’s mark will The launch services. hospitality signature and options F&B zone, entertainment havens, retail art state-of-the- its for Cover Story with location aperfect and destination shopping ultimate fashionista’s every is Whitefi City, Market new store at Phoenix IMAGES BusinessofFashion the mall amidst themostfashionablebrandsaround… spread acrossa919sq.ft.area,atprominentlocationin Bengaluru andits28thexclusive store inIndia.The store is The launchwillmarkCover Story’ssecondstore in STORE INBENGALURU LAUNCHES SECOND COVER IMAGES Business ofFashion eld Road, Bengaluru. The mall The mall Bengaluru. Road, eld Style Lab will be launching its be launching its will Lab Style for womenbyFuture brand fashion afast over Story, ¬ STORY shimmer and sequins. Slinky draped with trend party 80’s Nights introduces Miami blush. and mint, lemon, like colours pretty in prints vintage on into moves mesh embroidered and trims Lace/lace summers. for the perfect dresses with turn, feminine pretty a takes collection The Enchanted tones. pastel and fabrics sheer in workwear minimal showcase Dreams Urban more. and dresses shirt , boiler with khaki and rust like colours embraces collection trims. This pockets, contrast stitching, and natural oversized accessorized heavily features and workwear towards approach afeminine takes Escape schiffl fl form. The graphic bold and in stripes and prints traditional trends with nautical the by inspired comprises apparel Rivera i make them perfect for spring. for spring. perfect them i make owy crepes, cotton, and and cotton, crepes, owy ¬ Jabong, Amazon and Koovs. Amazon and Jabong, marketplaces including, Myntra, in leading presence astrong with along online store www.coverstory.co.in own its has brand the Additionally, Sohum. and Iconic Kapsons, at Central, doors 80 than more across present Vadodara. Overall, Cover Story is and Coimbatore, Chennai, Kochi, Indore Kolkata, Surat, , NCR, Delhi across outlets exclusive 27 present Cover Story has At shiffl and cotton fl meadow and gingham checks, soft with America of western plains the from look prairie a pretty recreates Plains Greater background. black and onsilver tones neon and jewel in prints highlighted with change afresh give silhouettes con body sexy focus, neck and shoulder with shapes i. orals in linen, linen, in orals 5/15/2019 2:59:01PM INTELLIGENCE & INSIGHTS he retail sector is experiencing exponential growth, FROM RETAILERS with development taking place not just in major Tcities and metros, but also in Tier II and III and smaller cities and towns. With rising incomes, lifestyle EXPANDING TO TIER changes and increased digital connectivity, these smaller towns are often touted to be the future epicenter of retail II & III CITIES growth in India.

While an increasing number of both domestic and WHILE AN INCREASING NUMBER OF BOTH DOMESTIC AND INTERNATIONAL RETAILERS HAVE BEEN VIGOROUSLY international retailers have been vigorously expanding EXPANDING INTO INDIA’S VAST HINTERLAND OVER THE LAST into India’s vast hinterland over the last few years, FEW YEARS, PENETRATION INTO SMALLER CITIES AS SUCH penetration into smaller cities as such needs rehashed NEEDS REHASHED RETAIL STRATEGIES AS WELL AS AN IN- retail strategies as well as an in-depth understanding of DEPTH UNDERSTANDING OF THE CONSUMER… the consumer. BY SHIVAM GAUTOM At the second inaugural panel of India Fashion Forum 2019, a session was held with retailers who have ventured into and tasted success in Tier II and III cities. The panel, which was moderated by Debashish Mukherjee, Partner & Head, Consumer & Retail Industries, India, A.T. Kearney, shared its valuable insights on translating the fashion business into these new retail destinations. It consisted of:

IFF_OPPORTUNITY TO EXPAND IN NEWER MARKETS.indd 48 5/15/2019 3:10:59 PM > Bodycare < Brand: Bodycare | Company: Bodycare Creations Ltd. | Year of Launch: 2008 | Headquarter: Noida (Uttar Pradesh)

STUDY 2019 Launched in 1992 by Pawan Hosiery, Bodycare is a prominent name in the innerwear industry in India and overseas. The brand Bodycare came into existence in 2008. Since then it has gained more stability in the market. The brand specialises in stylish and intimate innerwear and provides a complete lingerie solution by offering bras, panties, camisoles, bikinis, bridal wear lingerie and more. It also provides utility products like tummy control panties, feeding bras, maternity panties and Teflon coating sanitary panties. INNERWEAR INNERWEAR THE fi rsts in the innerwear segment. It was the fi rst brand to introduce stain free panty (Tefl on fi nish), Lycra stretch panties and procian printed panties in the country.

Category Expansion The brand has been adding products to the existing product categories while creating new ones based on current trends and preference of its existing customers.

Primary Markets Bodycare Creations’ primary markets 70 comprises Tier II and III customers who follow fashion of the metro cities. It has plans to increasing its visibility in North East India, which looks very promising.

Exploring New Markets The brand is keen to expand its dealer network in North East India and is exploring options in the rest of the markets as well. Core Customers The brand’s focus customers have Progress Through Online always been the middle and upper- Retail middle income group. Its entire product Online retail has shown line is based on the preferences and promising growth for Bodycare aspirations of this segment. Creations with the brand having grown 400 percent in its online sales in Product Portfolio comparison to the last fi nancial year. Bodycare Creations has been a part of the women’s innerwear market for a Turnover & Projection long time. It also has men’s innerwear, The brand’s total turnover has crossed BodyX. Among its portfolio are `500 crore in the last fi nancial year. It range under ‘Bodyactive’ for is targeting 15 to 20 percent increase in men and women. the turnover in the next 2 to 3 years. It is // BRAND// PROFILE growing at 13 to 15 percent annually, it Most Innovative Product aims to increase to 20 percent YoY. ISSUE ISSUE Bodycare Creations has launched many MAY MAY

IMAGES Business of Fashion 2019 /

Profile_Innerwear.indd 70 5/16/2019 10:42:06 AM In a 2016 survey of 300 Indian men, 75 percent said their innerwear purchases were need based and not on what was trendy in the market. Why is this so? Underwear, to the common man, is not a top priority garment. The awareness regarding the product, usage, care and lifecycle is almost non- existent… Brijesh Devareddy, Co-Founder, Buttalks

THE CHANGING DYNAMICS OF THE

MEN’S INNERWEAR MARKEThis IN is what INDIAthe typical innerwear buying behavior of the average TIndian male is like – men will spend time to pick out a shirt or a trouser at a retail outlet. On the way to the billing counter, they will encounter the strategically placed underwear section. Here they will head straight for their usual brand, the one they have always been using, the same style. They would go on to pick up ‘a few’ underwear since they don’t really know how many they will need. He doesn’t even see what the other brands in the neighboring racks have to off er. It is an almost blind purchase. Also, most Indian men tend to purchase innerwear before travelling, as they realise they might not have access to laundry and would need fresh underwear to last the duration of the trip.

In a 2016 survey of 300 Indian men, 75 percent said their innerwear purchases were need based and not on what was trendy in the market. Why is this so? Underwear, to the common man, is not a top priority garment. The awareness regarding the product, usage, care and lifecycle is almost non-existent.

IMAGES Business of Fashion

Consumer Behaviour_Men's Innerwear Market in India.indd 86 5/15/2019 5:01:31 PM INNOVATION & PORTFOLIO EXTENSION TO BOOST SLEEPWEAR DEMAND According to a report by a leading global technology research and advisory company, the global sleepwear and loungewear market is all set to grow at a CAGR of nearly 9 percent during the forecast period 2019-2023. IMAGES Business of Fashion talks to renowned brands in the market to understand what is driving the market and the future prospects... Rosy N Sharma Sweet Dreams

IMAGES Business of Fashion

EMERGING CATEGORY_Sleepwear & Loungwear.indd 94 5/15/2019 5:27:49 PM Campaign Launch_Sporto.indd 136 2019 / MAY ISSUE // CAMPAIGN LAUNCH 136 FASHION CREATION S IMAGES Business ofFashion “FLEXIWEAR” SAYS IN NEW CAMPAIGN friend, who avoids it in a Matrix-style aMatrix-style it in whoavoids friend, best girlfriend’s his for sexting protagonist atthe thrown being is heel fl fi The new campaign speaks about. brand’s the what is atanytime product the towear acceptance and ease the and important is Fashion comfort plus atoffi at home, whether situation any in used be can products Sporto’s wearer. the from fl high demand atworkorhome that while moments sporty everyday celebrates brand fi of three a series Through SPORTO SPORTO ying towards the camera. That the the That camera. the towards ying rst fi TV campaign titled “Flexiwear”. anew launched has J GHosiery, from brand athleisure an porto, lm opens with a red heel heel ared with opens lm ce or during workout. workout. orduring ce exibility and agility agility and exibility lms, the

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Raj Kamble, Kamble, Raj commented, commented, lms that are Founder Founder ering ering 5/15/2019 6:29:40PM #leggings #jeggings #pants #palazzos

Bangalore | Chennai | | Mumbai | Muzaffarpur | Pune | Trivandrum

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