FASHION BUSINESS

MARKET RESEARCH
Submitted in partial fulfilment of the degree of Masters of Fashion

Management from

National Institute of Fashion Technology

Submitted to -: Prof. Dr. Santosh Tarai

Department of Fashion and Management Studies

National Institute of Fashion Technology

(Ministry of Textiles, Government of India)

NIFT Campus, IDCO Plot no. 24,

Bhubaneswar, Odisha-751024

www.nift.ac.in

Submitted By -:
Mandira Saha

Medha Mathur

Muskan

Harsha S

1. SYNOPSIS
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TOPIC

“Lingerie with a purpose: Consumer perception on sustainability and recycling

of intimate apparel”

Abstract:
The environmental impact of the fashion industry, notably the intimate clothing sector, has
come under increased attention. This study investigates consumer perceptions of
sustainability in the context of intimate apparel, casting light on the changing behaviours of
lingerie purchasers.

Drawing from a comprehensive literature review, this research investigates the current
landscape of sustainable lingerie brands shedding light on the efforts of both businesses and
consumers to resolve these issues.

The primary research for this study is made up of surveys and interviews with lingerie buyers
in all over India who are between the ages of 21 to 40 and above. The goal is to learn more
about their attitudes, preferences, and buying habits when it comes to sustainable and
recycled lingerie. It looks into how eco-friendly products, recycling programs, and ethical
ways of making things affect the choices that people make.

Findings indicate that lingerie consumers are becoming increasingly aware of the
environmental impact of their purchases, with sustainability considerations increasingly
influencing their purchasing decisions. However, there are still barriers to adoption, such as
cost, limited product availability. These insights can assist lingerie manufacturers and
marketers in aligning their products with consumer preferences, thereby contributing to a
more sustainable future for intimate apparel.

Ultimately, this study underscores the importance of industry stakeholders prioritizing eco-
friendly practices and providing accessible options to meet the demands of increasingly
conscientious consumers.

Main Objectives:
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  To study the psychographic and demographic aspects of consumer for sustainable
lingerie
 To understand the level of awareness and knowledge among consumers regarding
sustainable lingerie
 To explore consumer attitude, preferences and motivations related to sustainable
lingerie
Specific Objectives:

 Determine the primary factors that motivate consumers to choose sustainable lingerie,
such as environmental concerns, material quality or ethical manufacturing.
 Investigate the perceived advantages consumers associate with sustainable lingerie
including durability, comfort or reduced environmental impact.
 Identify specific obstacles that prevent consumers from purchasing sustainable
lingerie, such as higher prices, limited availability or lack of information.

Questionnaire:

https://forms.gle/LbToQpbiq2L3SNiR6

Literature Review:
Source 1: “Wear Equal: Making a case for Sustainable Lingerie” by Brown Living (29
January,2020)229-January 20209-January 202029-January 2020
Nearly 70% of India is rural. They lack cleanliness and undergarments, which menstruating
women need. After numerous tries, several clever local brands are finding holistic solutions
to these gaps. Wear Equal revolutionized end-to-end sustainability and inclusion. To supply
rural India with high-quality, skin- and eco-friendly women's underwear, this indigenous
company was formed.

Source 2: “Indian lingerie market is rising up to accommodate its diverse consumers”

by Anjori Grover Vasesi(14 January,2021)
The Indian lingerie market has witnessed a stupendous growth and has undergone a
transformational change. Valued at around US $ 3 billion in 2017 and expected to grow at a
CAGR of around 14 per cent to reach US $ 6.5 billion by 2023. Indian lingerie brand Zivame

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is making items that can be reused and are good for the environment. They are looking into
natural and long-lasting materials like organic cotton, veggie dyes, and bamboo that are
grown in a way that doesn't harm the environment. Sustainable goods have always been tied
to price in some way. Patanjali Paridhan, an Indian store, is stepping up to the challenge by
offering sustainable options made from bamboo fibres at prices that fit the price-sensitive
Indian economy.

Source 3: “Bamboo knickers? Yep, lingerie is going ethical” by Ketaki Desai(2nd

January,2019)
Bamboo is a popular fabric choice for the brands looking to move beyond the cotton-Lycra
paradigm, like Tirupur based Lavos. Hari Bhaskar, who heads sales, says, “Bamboo is more
eco-friendly than cotton.” That’s why they also use it to make pregnancy panties. Underwear
brand Tailor and Circus imports fabric from Austrian company Lenzing, who use wood to
make fabrics. Beyond fabrics, it’s also important to make sure there is no labour exploitation
in your factory. We pay three times the minimum wage for this reason,” claims creative
director Abhishek Elango.

Source 4: “Build an Eco-Friendly Wardrobe Foundation with These 15 Sustainable

Lingerie Brands” BY MADELINE FASS(25 JANUARY ,2022)
International sustainable lingerie brands like Knickey, Kye Inmates, Summersalt, Base
Range, Everlane, Girlfriend Collective, Fruity Booty, Proclaim, Parade, NK Imode using
materials like upcycled cotton mixed with wood pulp, deadstock fabrics and renewable
materials, ECONYL® 100% regenerated nylon which is made of recycled plastic bottles,
Oeko-Tex certified recycled nylons, biodegradable silks, organic bamboo fabric, Tencel- and
Reprieve-recycled polyester for making comfortable yet stylish undergarments. Some of the
brands has a zero-single-use-plastic policy in its supply chain, recyclable and compostable
packaging made from 100% corn starch.

Research Methodology:

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 i. Research Method -

Survey research was appropriate for this study. This method was adopted for one obvious
reason as the main objective of the research is to study relationship of Consumers buying
behavior psychographic and demographic aspects for sustainable lingerie and recycling
options.

ii. Data Collection Method -

Secondary Data -: Secondary research is the pre-existing and pre-requisite for good
marketing research or study which has already been documented and can be used as a
reference for doing further research. It helps us gain an understanding of what has been
accomplished in this topic so far, what potential avenues for further research exist, where
there may be gaps in the process, and what actions should be avoided. For this research, we
have conducted an extensive review of literature from various databases like articles and
studies

Primary Data -: In this research, structured questionnaires is employed as instruments for

primary data collection. The objective of the questionnaire is to swiftly gather information,
facilitating the collection of data from a large audience. The interview method will be used to
obtain additional information that may not have been obtained through the questionnaire.

iii. Sample Size -

It is the total number of respondents targeted for collecting the data for the research.

The Sample size will be all over India for this research.

iv. Sampling Technique -

Random sampling technique in used in this research study

v. Data Analysis -
a. The “Regression Analysis” will be used -:
 To understand how various independent variables (e.g., price, brand, environmental
messaging) influence consumer perceptions of sustainability and recycling in intimate
apparel.

b. “Qualitative Analysis” will also be used -:

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  As the data will include narrative responses from open-ended survey questions,
qualitative analysis methods like thematic analysis or content analysis can be used to
gain deeper insights into consumer perceptions.

Hypothesis
Ho : There is no significant difference in the preference for organic cotton and recycled
material between individuals aged 21-25 and those aged 40 and above.

H1: There is significant difference in the preference for organic cotton and recycled material
between individuals aged 21-25 and those aged 40 and above.

Age group/ Recycled

Materials Organic Cotton material Grand Total
21 - 25 32 9 41
40 - Above 12 5 17
Grand Total 44 14 58
Table 1: Observed values

Age group/ Recycled

Materials Organic Cotton material
21 - 25 109.3333333 73.8
40 - Above 4.636363636 6.071428571
Table 2: Expected values

Age group/ Recycled

Materials Organic Cotton material
21 - 25 54.69918699 56.89756098
40 - Above 11.69518717 0.18907563
Table 3: ((O-E) ^2)/ E

Calculated Chi-
Square 123.4810108
Degree of freedom 1
Significance value 0.05
Critical Chi- Square 3.84
Table 4: Result

The calculated Chi- square value is 123.48 and the degree of freedom is 1. With a
significance level of 0.05, the critical Chi- square value is 3.85. Thus it can be concluded that
the null hypothesis is rejected and the alternate hypothesis accepted as the calculated Chi-
square value is more than the critical Chi- square value.

Ho: The age of individuals does not have a statistically significant impact on their willingness
to buy sustainable lingerie, if it is available in a variety of size and style.

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H2: The age of individuals have a statistically significant impact on their willingness to buy
sustainable lingerie, if it is available in a variety of size and style.

Age limit/ Willingness to buy a

sustainable lingerie if it is
available in variety of size &
style Yes No Grand total
21-25 41 10 51
26-30 3 4 7
31-35 2 2 4
36-40 6 4 10
40 and above 16 4 20
Grand Total 68 24 92
Table 5: Observed table

Age limit/ Willingness to buy a

sustainable lingerie if it is
available in variety of size &
style Yes No
21-25 30.75 21.25
0.30882352 1.16666666
26-30 9 7
0.11764705 0.33333333
31-35 9 3
0.88235294 1.66666666
36-40 1 7
4.70588235 3.33333333
40 and above 3 3
Table 6: Expected values

Age limit/ Willingness to buy a

sustainable lingerie if it is available
in variety of size & style Yes No
3.41666666 5.95588235
21-25 7 3
23.4516806 6.88095238
26-30 7 1
30.1176470 8.33333333
31-35 6 3
29.6823529 3.26666666
36-40 4 7
27.1058823 0.13333333
40 and above 5 3
Table 7: ((O-E) ^2)/ E

138.344397
Calculated Chi- Square 8
Degree of freedom 4
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 Significance level 0.05
Critical Chi- square 9.488
Table 8: Result

The calculated Chi- square value is 138.34 and the degree of freedom is 4. With a
significance level of 0.05, the critical Chi- square value is 9.488. Thus it can be concluded
that the null hypothesis is rejected and the alternate hypothesis accepted as the calculated
Chi- square value is more than the critical Chi- square value.

Age willingness
23 41
28 3
33 2
38 6
50 16
Table 9: Regression data

Y= dependent variable
a= intercept =31.088
X= independent variable
b= coefficient or slope =-0.51
Thus the age and willingness to buy sustainable lingerie has negative relationship with each
other.

Ho: There is no significant relationship between the importance attributed to comfort and fit
and the choice of the mode of store for purchasing lingerie.

H3: There is significant relationship between the importance attributed to comfort and fit and
the choice of the mode of store for purchasing lingerie.

Mode of store/ Factors influencing Grand

purchase Comfort Fit total
Physical store 42 26 68
Online store 14 4 18
Grand Total 56 30 86
Table 10: Observed values

Mode of store/ Factors influencing

purchase Comfort Fit
58.9333333
Physical store 51 3
Online store 4.5 2.4
Table 11: Expected values

Mode of store/ Factors influencing

purchase Comfort Fit
Physical store 1.58823529 18.4039215
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 4 7
1.06666666
Online store 20.05 7
Table 12: ((O-E) ^2)/ E

Calculated Chi-
square 41.10882353
Degree of freedom 1
Significance level 0.05
Critical Chi- square 3.841
Table 13: Result

The calculated Chi- square value is 41.11 and the degree of freedom is 1. With a significance
level of 0.05, the critical Chi- square value is 3.841. Thus it can be concluded that the null
hypothesis is rejected and the alternate hypothesis accepted as the calculated Chi- square
value is more than the critical Chi- square value.

Innersense : Sustainable Lingerie brand

About -
Neerja Lakhani & Abhishek Lodha launched Inner Sense. It is the flagship brand of Green
Ideology, an organic cotton and bamboo fibre lingerie manufacturing company. The brand
was first launched on Flipkart in February 2014 and they are now selling on 18 e-commerce
sites in India and in four portals abroad.

Range of Products available are Bras, Panties, Nursing Bras and Loungewear and the price
range starts from

Material Guide -
1. Bamboo Fiber
2. Organic Cotton
3. Elastane

Marketing Strategies of Innersense

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Innersense is promoting their products through influencer marketing on their Instagram page,
Facebook page and on their websites.
They also have their presence on Amazon,Myntra,Flipkart,Zivame,Nykaa and other various
platforms in India.

Problem Identification -
Being launched in the same year when enamor was launched i.e. 2014, this brand has not got
the same recognition as enamor has as consumers are not aware of the sustainable lingerie
brands and materials because of lack of promotional activities.
Our data shows that consumers mostly prefer physical stores for shopping, as Innersense does
not have its presence offline, so this is also a barrier for their recognition.

Marketing Strategy Suggestions -

 Presence of Physical Store
 Influencer Marketing & Celebrity Endorsements
 Ethical Manufacturing & Brand Transparency
 CSR Initiatives
 Sustainable Packaging
 Events & Pop-ups

Brand Suggestion -
 Innersense can use different kinds of sustainable & biodegradable materials -
upcycled materials, deadstock fabric, renewable materials, ECONYL® 100%
regenerated nylon fabrics, Oeko-Tex certified recycled nylons, biodegradable silks,
organic bamboo fabric, Tencel- and Reprieve-recycled polyester.
 Can Include more design variety, perfect fit & style.

Non -Indian Globally Recognised Sustainable Lingerie brands

US & UK based sustainable lingerie brands Kye Inmates and Fruity Booty respectively
have standed out for following the sustainable practices. Both brands have a small local
factory owned by female labourers. They practise an ethical manufacturing process and also
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have a transparent brand reputation. The materials used by them to minimize the impact on
the environment are deadstock or renewable materials, TENCEL, ECONYL, Biodegradable
silk, repurposed fabrics and etc. They have zero- single use-plastic policy in its supply
chain.
Fruity Booty is using quirky and bold designs for youthful consumers.
Kye Inmates donates lightly owned samples to “I support the girls”, an organisation who
collects and distributes bras and menstrual hygiene products to women experiencing
homelessness, victims of domestic violence and refugees affected by natural disasters, on the
other hand Fruity Booty works closely alongside greener to try to offset as much of their
carbon footprint as they can.Both the brands promote their own websites, Instagram handle,
influencer marketing, celebrity endorsements, discount coupons for their marketing strategy.

Conclusion
 Our data shows that customers are unaware of sustainable lingerie brands, which
emphasizes the necessity to promote & educate consumers about sustainable lingerie
and its material used.

 Consumers are highly concerned about recycling their old & used lingerie for which
brands should organise campaigns to increase awareness about the recycling programs
& its benefits.

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 References

Fass, M. (2022, January 25). 15 sustainable lingerie brands to help build an Eco-Friendly wardrobe

foundation. Vogue. https://www.vogue.com/article/sustainable-lingerie-brands.

DFU Publications. (2022, August 3). Lingerie Brands: Resale, recycle programs to curb waste.

https://www.dfupublications.com/news/apparel/lingerie-brands-resale-recycle-programs-to-curb-waste

Mondal, D. (2020, November 30). How do we recycle or reuse old lingerie? Inner Piece.

https://www.innerpiece.in/post/how-do-we-recycle-or-reuse-old-lingerie

by Apparel Resources News-Desk. (2018, December 22). Asos reveals new lingerie line made from recycled

plastic bottles -

Apparel Resources India. Apparel Resources India.

https://in.apparelresources.com/business-news/sustainability/asos-reveals-new-lingerie-line-made-recycled-

plastic-bottles/

Ahuja, C., & Ahuja, C. (2021, January 14). Mentioning the Unmentionables: Making a case for Sustainable

Lingerie. Brown Living.

https://brownliving.in/blogs/brown-journal/mentioning-the-unmentionables-making-a-case-for-sustainable-

lingerie

Vasesi, B. a. G. (2020, February 21). How the Indian lingerie market is rising up to accommodate its diverse

consumers | Apparel Resources. Apparel Resources.

https://apparelresources.com/fashion-news/features/how-the-indian-lingerie-market-is-rising-up-to-

accommodate-its-diverse-consumers/

Desai, K. (2019, June 1). Bamboo knickers? Yep, lingerie is going ethical. The Times of India.

https://timesofindia.indiatimes.com/home/sunday-times/bamboo-knickers-yep-lingerie-is-going-ethical/

articleshow/69613494.cms

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