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Scenario of Intimatewear Market

lingerie is the most attractive. But one-piece corsets were accepted largely and panties were reduced in size and finally gained the shape of bikini briefs.www. In the middle ages things were easygoing as women wore various corset-like alternatives like the cotte. is atop the high end of the world lingerie market. 21st century-the era of intimacy-intimatewear: In this era the fashion is pushing women to exhibit the underwear as outerwear which is worn for the sensitive pleasure of a partner. The leading player among lingerie brands worldwide is United States-based manufacturer Sara Lee. a vital part of any woman's clothing at that time. In the present era. th . The first brassiere to have a patent. luxurious and feminine clothing that is worn intimately and respected for its practicality and comfort. To know the global lingerie market. the main concern about marketing the lingerie products is the fight for share between global brands and retailers’ local labels worldwide. lingerie is a product category that crosses the fine line between necessity and luxury. camisole and waist slip. Women wore underwear like knickers. Corsets were replaced by a more flexible girdle modern bra. squeezing the internal organs and making them feel comfortable. slim waist and cone-shaped bust was a style. Fruit of the Loom.com Scenario of Intimatewear Market The journey of lingerie from ‘cotte’ to trendy intimatewear The existence of lingerie is as old as the existence of women who wear it. Extreme usage of satin. the bliaunt and the surcot. gave the body a typical shape. The S-shaped silhouette trend started at that time. painful and practical. meanwhile. it has increased into about a US$30 billion-a-year industry and placed itself for further growth over the next five years. With its matchless combination of fashion and function. VF and Maidenform.fibre2fashion. which was accepted largely. Lingerie is considered as the second skin by many women. Worldwide Market Growth Forecast of Lingerie Today. fabrics etc. The corset. which has a major market share in its home country as well as the European market. Pastel colours for lingerie came into existence. crinolines and bustles. Since many centuries fashion in connection to lingerie styles was toggling between the feminine and masculine. In 1910 boyish silhouette became a trend. but also the separate bra-wars taking place between brands and local retail labels. in Europe Triumph also possess a major market share. The padded silhouette with a flat stomach. The more comfy La Perla. silk and damask decorated with embroidery. Wearing underwear/corsets has been practiced since the ancient civilization of Egypt and Greece. 19th Century: Women wore corsets. It is also about consumers’ choice and acceptance of brand. it is essential to check out not only the competition between brands. 18 Century: It is believed that the history of underwear started in the 18th century. Bras have been worn in all ages to support women’s breasts and give them a fashionable look. Besides these features. corset. After Sara Lee there exist companies like Warnaco. which move on easily over their dresses and hold the breasts firmly. A woman was covered by the one-piece garments known as corsets including a curved and bust-emphasizing brassiere and girdle with garters. women have more choices than ever in terms of style. where women wore corsets to support their breasts. ribbons and laces gave the effect of artistry. In the 1930s femininity became a fashion trend. In the recent time. design. was a bra invented by a young New York socialite named Mary Phelps Jacob in 1910. 20th Century: Lingerie turned out to be simpler and more practical.

Of about 6. while. more up market labels that offer to a few niche. like as what styles (g-string.S. and repeatedly sell these items in multiple packs. US chain Victoria’s Secret.8 billion units. While this turns out to be a fairly steady 7 per cent raise in world volume to 6. padded bra) look best under certain types of clothing. It is understandable that high-volume growth for lingerie’s leasing players will come from emerging markets.6-billion in 2012. the UK’s Knickerbox and northern European retailer Hunkemoller provide to the specialist market. This will go together by a noteworthy push towards offshore manufacturing in countries like China and India. prices are not anticipated to have any noteworthy impact on lingerie market growth in the developed world till 2010.4 billion bras and briefs were procured worldwide in 2003. Lingerie sales in the developed world are observed to be basic fashion-driven. but the huge quantity of lingerie is traded by clothing retailers like Marks & Spencer and hypermarkets like Wal-Mart and Carrefour. while that of the rest of the world is projected to increase by almost 20 per cent.5 billion annually in 2003. Of the total world lingerie market.com In the retail sector. amounted to US$29. Along with it the low profile and hence low debt European companies like Triumph and Wolford will keep surviving. Fortunately for all matter. this picture has not been right for developing countries where lingerie is bought more out of need than desire. and the lingerie market is projected to gain advantage from this opportunity. And the product category that will have the quickest growth is "bodywear. Though. due to the extensive trading in the gray or black markets and. Prices to keep steady With downward price emphasis at a retail level compensating any attempts at increasing manufacturers’ costs.15-billion (U. beneficial business will also be held by niche marketers. while Southeast Asia. bras calculated to 56 per cent of total sales. According to a research report. lingerie is ." Despite this noteworthy growth. Given that price points in these sub-regions are somewhat low. daywear and shapewear. The buying of these products is normally determined by style factors. this expected growth shows an opportunity in huge quantity for lingerie companies. unstable demographics and the appearance of consumers with more disposable income is changing purchasing habits in these regions. Though. population growth. it also amounts to massive growth in developing nations. the nature of uniqueness demands that there is also a push of smaller.fibre2fashion. as continuing enhancement in technology and communications make such alternatives far more cost effective than the domestic alternative. New and innovative fabrics like Lycra and microfibers will keep on featuring a lot in this segment. the global lingerie market was calculated to be $29. India and China are projected to increase their international market share by about US$100 million each. value growth in the developing world is more complicated to estimate. already a leading market for lingerie. Products which shape the body and offer smooth curves are observed as a key growth sector for baby boomer lingerie buyers. will increase by US$350 million in value. demand for lingerie in the developed world has been observed to be rising at about five per cent (based on low population growth. with the average woman having six bras and eight pairs of briefs in her wardrobe – more than she usually requires. Though. not at normal retail prices. Markets that are expected to develop in the future include the Indian sub-continent. the tendency is to be robust on briefs than bras.www. While the leading retailers and brands keep up to propel the market. Sara Lee is anticipated to keep on its dominance of the developed world market and formulate sizable inroads into other markets over the next five years – even in the challenge of financial problems faced by competitors such as Warnaco and Maidenform. ageing demographics and product saturation). In the past. or what colors appear best. in a sector where discrimination is important. China and Southeast Asia.) in 2004 and is projected to increase (at the rate of about 9 per cent) to $31. The report shows that the average woman buys two bras and five pairs of briefs per year. while briefs and the body wear/daywear/shape wear category add 32 per cent and 12 per cent in that order. Nonetheless. hence.

This facilitates suppliers to provide convenient shipping to foreign buyers and supports in continuation in transportation at cheaper rates. has more than 440 undergarment makers. Seamless bras and panties are trendy designs which are more preferable now a days. Annual sales reach $260 million. but high-end designs are also made by them. until in recent times. offering prompt service and efficient supply chain system. Ltd. When Gokaldas Intimatewear began developing Enamor. and garment sewing. The products. Gurao. Though. embroidery or prints. Because of the limited products and lack of enough specialized and organized retail atmosphere. The company makes 200.2 billion pieces of women's undergarments in 2004. the fashion realization and quality awareness of the Indian consumer for intimate apparel is yet to be realized. dyeing.500 employees. . a 30 percent raise from 2003. As a consequence.www. including 564 million brassieres and 180 million pairs of underpants. Suppliers in Shantou vary from small companies with 50 workers to big manufacturers with 1. a leading supplier of such products. China China exported 4. Shantou is renowned across China as a major producer of knitted underwear. In China. Chengtai Underwear Knitting Factory makes bra and panty sets with lace trimmings. Approximately 90 per cent of output is for OEM orders. though Enamor's research found that most Indian women required A or D cup sizes. Till today huge quantities of bras are sold to end users by male salespersons in mom-and-pop shops. Shantou possesses more than 1. Xiashan and Chendian each produce more than $100 million worth of women's undergarments per year.500 suppliers. Many companies are making efforts to decrease their lead and delivery times. fit and comfort. small and midsize suppliers constitute the major companies. India The lingerie market in India is still in its infant stage and. accounting to be the third of China's outbound shipments of the product. Shantou's associated towns of Gurao. India is also one of the most scattered retail markets in the world. making it as one of the more financially strong segment in the apparel market. intricate prints and embroidery. Xiashan. is also a leading producer with 1. about 150 of who export directly. Chendian and Liangying are the leading manufacturing areas. so far. Across India Enamor surveyed and measured 4. Hongjie Underwear Industrial Co. the biggest center.000 pieces per month. Many suppliers possess vertically integrated production with in-house fabric knitting. In India. two warp knitting systems and 350 sewing machines. Hanzina Underwear Co. The city's bra and panty suppliers target on midrange models. have been mainly marketed as a commodity and are price and margin oriented. The company provides fancy bras and panties in crocheted fabrics.com pushed by female consumers’ loyalty to brand. one of the 20 leading harbors in China. finishing and printing.500 workers and fully integrated production that covers fabric knitting and sewing. They noticed that 80 per cent of Indian women wore a uncomfortable fitting underwear. their first aim was good fit. The midsize company makes undergarments for Wal-Mart and donna l'oren. The company also produces items like push-up and convertible brassieres. bras were made only in B and C cup sizes. Majorities of the stores do not even provide a trial room. Shantou's port. the accessibility of high quality intimate apparel was limited to irregular or grey imports sold under the counter. transports cargo to many countries and regions. embroidery and packing capability.000 women.fibre2fashion. The use of lace and embroidered fabrics is also well-liked among Shantou suppliers. has invested a huge amount in 20 Santoni circular knitting machines from Italy. Shantou is one of the leading manufacturing hubs for women's undergarments with well-set up and good factory management systems. This harbor city in Guangdong province exported women's underwear worth $650 million in 2004. large consumer base are not sure of the functional features of a bra or even their own sizes.

the world's biggest clothing importer. In bras using manmade material.8 and 18. Today 70 per cent of the lingerie market of India is unorganised. The joint market contribution of the leading five retailers in India totals less than two per cent. 2. Lingerie sales have increased by 12 per cent in the past five years because of a new awareness of intimatewear.www. Women's trousers and skirts category observed a highest growth during 2005. market share of womenswear is one percent greater than that of menswear but in value terms its share is five percent less than that of menswear due to branded segment in womenswear was practically non-existent till a few years back. But that can be replaced with the increase in the number of malls and quality-conscious consumers. Indonesia had 10. volumes growing nine percent and value appreciating more than 23 percent over 2004 levels. Womenswear: the most profitable segment The Rs. According to the US office of Textiles and Apparel. Though. VIP.426 dozen pieces of cotton underwear.Cr. A 20-25 Market Share % 55 30 15 Turkey and Bangladesh have already observed the potential and are aggressively promoting its innerwear industry. However. India's contribution in this was a paltry 2. SHARE OF MAJOR APPAREL SEGMENTS (in Value terms: Rs.Cr. In volume terms.375-crore womenswear apparel segment covers 32. Enamor. Even Bangladesh had 1 per cent. Lovable Lingerie.65 per cent.36 per cent.1 percent share of the Indian apparel market in value terms.) units) 1297220 1300610 434340 1180290 397210 4609670 26090 21730 5240 10810 5460 69330 2004 Volume Value ('000 (Rs.5 per cent. Juliet.800 dozen pieces. in 2002 the country imported 198. volumes increased by 5.Cr.) units) 1342140 1368310 452020 1222280 423020 4807770 29135 24680 5835 11745 6345 77740 2005 Volume Value ('000 (Rs. Amul etc are major players in lingerie market.Crore) 2002 MEN'S APPAREL WOMEN'S APPAREL KIDS' APPAREL 25864 20395 10372 2003 29234 23302 11334 2004 32636 26431 12329 2005 36558 30360 13747 INDIA'S APPAREL MARKET SIZE 2002 Volume Value ('000 (Rs.fibre2fashion. volume and value growth being 10 and 21 percent respectively in the Western wear and 6. Segment Below Rs 80 Rs 80 to Rs 150 Rs 150 and above Growth rate % 7-8 N. the US imported 37.) units) MENSWEAR WOMENSWEAR UNISEX APPAREL KIDSWEAR UNIFORMS TOTAL 1254370 1236880 417810 1139870 372960 4421890 23335 19130 4215 9950 4660 61290 2003 Volume Value ('000 (Rs. Lovable’s growth of 20 per cent last year was sustained by new retail space. India exported a meager 0.094. it is the most profitable segment for investment.) units) 1393639 1443113 470978 1268933 456862 5033524 32590 28375 6615 13085 7675 88340 . Though. there is a great potential to be taped if approached in an organized manner with a proper set up.com In India Triumph. Women’s innerwear industry in India is worth Rs.28.5 percent while value appreciation was as high as 15 percent. For example.Cr. At present.000 crore and is growing at an average rate of 12 per cent. During 2005.676. While China constituted 32 per cent of these.1 percent in lingerie. Many Asian countries are defeating India in the US. Western wear like suits and blazers and Lingerie are the two other categories where progress was excellent.

With all raw materials imported from Europe. Besides these two brands there are other labels produced by them. but was later discontinued. In the last three years there has been a great growth in the business but the retailing of lingerie and distribution channels are limited. anti-moisture and anti-odour . another foreign brand entered the Indian market through Gokaldas Exports and the very chic French brand Aubade started its only outlet in Mumbai. women’s and children's underwear put together makes it India’s biggest innerwear manufacturer and seller.www. VIP launched Petals.bacterial. One of the leading foreign players in the Indian lingerie market is Triumph. Wadhwani discontinued the overseas tie-up and changed the names to Libertina for lingerie and Liberty for men’s underwear in the late 70s. Jockey men’s underwear and Jantzen swimwear in 1962 in India. VIP’s domestic products and Daisy Dee another foreign brand. Hong Kong. With 80 per cent exports and 20 per cent local sales in India. Lately. and two franchisees in Mumbai and Kolkata. China and Vietnam. Triumph adds new products and concepts for 5-10 styles each year. Even today Libertina and Liberty are still one of the major players in the lingerie market. but two decades later it vanished from the market. Sonari. Dollar are some of the brands catering to a particular segment of the men’s underwear market. Triumph is the only internationally managed brand. In 1971. Amul. New underwear fabrics with ‘anti’ treatment like anti-stress. Triumph markets through retailers. VIP entered the men’s underwear market with a big-bang and became the most talked about brand due to its advertisement featuring model Dalip Tahil. producers of Liberty shirts. Since then VIP is a leading player in the men’s and women’s underwear market.fibre2fashion. and is now spread in 45 cities. Singapore. Body and beach fashion shows are showcased twice a year around the world showing the latest trends in innerwear fashion. The brand was popular amongst the Indian women. With the great triumph of Libertina and Liberty. Lovable was followed by Feelings. while the lingerie segment has its own local offerings like Neva. Then the very high fashion Gossard existed for a limited time.com In early days the Indian women mostly trusted foreign products or directed their friendly corner tailors to stitch form-fitting bodice. MBOs. introduced the world famous Maiden Form bras. Triumph is produced in Chennai and has gained a 50 per cent raise in sales since it came into the country. Lux Cozi. India is still in its initial stage. it also aims to satisfy Indian buyers and has the capability to source intelligent fabrics not offered in India. But due to the government’s restrictions for foreign brands. The first trendy movement for both men and women was seen when Associated Apparels Pvt Ltd. but it was made in India.000 outlets in three-five years. The brands got an achievement of optimum level with their styles and quality. Another leading brand in the lingerie market is Rupa & Co established in 1985. which was accepted well at that time. so the late Bhawandas Wadhwani approached the lingerie business with technical knowhow from the USA. Enamor. and further more they are going to increase in the near future. India’s growth in the former segment can be called just about negligible. They have a presence in 150 countries around the world and a turnover of US $2 billion with a production of over 200 million units annually. Triumph which begun production in India in 1998 has been exporting to the USA before it came into the local market. well-known international lingerie brands – Aubade – from the fashion capital of France has entered in Indian market. anti-static. From 80s to 90s the company focused on undergarments. In the 90s Jockey re-entered the Indian market followed by Calida and Liberti Blu. a Lycra moulded cup bra with motifs. Its variety of men’s. Lady Care. Triumph was the first to introduce moisturising fabrics with Aloe Vera and the one-piece bra which is produced by one piece of fabric. While the international lingerie outlook is as exciting and bright as the outerwear one. Red Rose. other Indian companies also shifted into the lingerie markets. It was a lanky period for Liberty shirts with complexity in imports and the export market initiation. anti-smog. Little Lacy. As far as lingerie is concerned. Bodycare. India has to wait to become a matured market as compared to the other Asian markets like Japan. which were worn under dresses. La Senza is the next foreign brand that is set to enter the market while Hanes has already set with a very unconventional ad campaign targeted to comfort for the Indian male. But introducing Loveable in 1996 was a huge success as they brought in a foreign brand. anti-allergic. Feather Line and many more. Though. From 300 outlets in India they target to cross 1. The sizes and styles are very particular to Indian consumers. The very ultra Vanity Fair was introduced in 2004 and lastly a Korean Brand Try for men and women in 2004. Triumph started its operation in India in six metros. In the 21st century. But now the scenario is different. Softy. producing 6000 new fashion styles per year designed by 200 designers in 11 countries. In the 70s Peter Pan from Dawn Mills entered in the market with lingerie styles of the West. anti. VIP’s fashionable new men’s innerwear called Frenchie X was targeted to meet the challenges thrown by the foreign brands.

followed by Italy 2.074 4.068 1.980 4.104 42 19 15 8 17 101 Germany United Kingdom Italy France Spain The Netherlands Belgium Austria Portugal Sweden Greece Denmark Finland Ireland Luxembourg EU (15) Poland Czech Republic Hungary Slovakia Other (6) Accessing countries (10) 6. packaging and innovation.340 186 60 50 29 57 382 3. Gossard.www.3 per cent between 2000 and 2003.154 5.160 861 790 768 764 518 367 337 48 31. while consumption in the UK witnessed the largest growth of 4.345 .335 1. Thanks to the new outerwear performance made by designers around the world and India.375 503 179 128 72 173 1. Consumer expenditure on bodywear (in € million) by EU countries.204 1.085 1. promotion.105 830 670 675 610 462 315 265 45 29.153 1. EU Bodywear market In 2003. the difference against other leading countries. Sales and consumption in Germany are still decreasing which has had a disproportionate effect on these numbers.897 5.4 per cent.417 941 532 2.269 626 3.814 420 134 108 67 133 862 7. Even if Germany’s bodywear sales had remained same over the period.680 3. Indian brands have experienced that they have to be more quality conscious and work harder in branding. UK. the EU sector would have increased by 7. and Schiesser are some of the brands that set their inspiration to the ultimate test.798 4.157 4.055 6. Though.719 4.1 percent.2 per cent.631 1.971 5. Schneider. Germany is still a leading market for bodywear. Four countries (Germany.3 percent over the review period.603 598 203 158 92 196 1.377 628 371 755 278 164 774 270 116 488 285 88 541 170 79 473 221 74 464 184 116 366 115 37 257 84 26 200 104 33 36 10 2 20. Excellent. The Indian lingerie Industry is growing because of the increasing domestic demand coupled with huge export potential.197 1.com pamper the body.fibre2fashion. Only the mindset to make world class lingerie is lacking.080 4.792 3.247 5. It will soon receive an upfront position. Top European products like Bruno Banani. which shows an annual average increase of 2. Smaller countries like Sri Lanka.376 1. the consumption of total EU for bodywear amounted to € 31.670 4. Many of these brands have so far continued the advent of MNC labels for the last decade and should continue to do so.486 461 3.950 1. 2000-2003 2000 2001 2002 2003 Expenditure per product category in 2003 Under. La Perla.4 per cent. Indian companies have recognized the significance of innerwear for men and women and the competition is just boiling as new and more players arrive to offer Indians that much required fashionable lift.104 1.129 836 711 694 641 470 333 286 46 30.2 billion.144 850 749 732 693 486 349 309 47 30. Consumption of bodywear decreased in Germany and The Netherlands in 2003. Gianfranco Ferre. night Hosiery Swimwear and home wear 3. The others cater to markets in the vicinity of their production. Italy and France) calculated to two thirds of EU bodywear consumption.119 552 191 144 84 183 1. Calvin Klein. France 2 per cent and Spain 1.862 4. Consumption increased by 6.890 3.295 379 3. DKNY.214 1.258 648 213 173 104 207 1.768 3. lingerie is seemed with renewed fascination in India too. like the UK and Italy has become much smaller. Turkey and Bangladesh are major producers in this segment. Louis Feraud.966 4.305 4. From a cottage industry it can be transformed into a growing trade. It may be shocking that there are 1000 Indian brands in the market but only 200 are nationally active.

Conclusion Intimatewear is the hottest item in today’s apparel as we all know it includes lingerie.basically anything worn next to the skin.www.3 euros. spend about 19 euros on underwear. One bra out of every four. British women lead the European market in purchasing lingerie with an average of 103. the new larger European Union is now the third biggest world market behind China and India. underwear. the key producer for the EU in value and volume terms.com According to a research report.30 euros a year. The study revealed that 2003 had observed an expansion within the then 15-strong nation European market of imports from China.fibre2fashion. But the 55-64 years-olds have started buying more lingerie. nightwear. faintly ahead of the French. homewear. while the latter preferred more bras and panties. the 15-24 year-olds are the major buyers. fitness & dancewear and swimwear . Men. While French women purchase lingerie worth an average of 102. German women spend 80.5 euros (134. .5 euros on an average on lingerie.20 euros. meanwhile. As for age groups. and the Spanish follow with 71. This product category requires special attention and the decision to enter this market has to be driven not by the size of the market but the ability to do such a difficult and complex garment. and can do more than just look good. The British to some extent outrank the French due to buying a lot of nightwear and indoor clothes. An Italian woman spends about 77. followed by the 25-34 year-old age group. With its 197 million potential female customers. every three pairs of underpants out of 10 and two nightshirts out of five arrived from China. The European lingerie market was calculated to be about 15 billion euros in 2003. Garment manufacturers now need to find the answers quickly as consumers demand clothing that is more durable and practical.5 dollars) each year.

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