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Bof PDF May 2019.Indd 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 FASHION 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 Delhi-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.
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