Calvin Klein

Calvin Klein Underwear

Underwear

Buying & Merchandising

1
 Brand Background
• In the beginning, the Calvin Klein brand was just a coat shop in York
Hotel at 7th Avenue in New York City led by young, talented
designer, Calvin Klein.

• Klein established Calvin Klein, Ltd. in 1967

• The brand appeared on Vogue’s cover page in 1969

• The revolutionizing men’s briefs were launched in 1982

• Calvin Klein continued brand’s unstoppable success by promoting

new lines of products like sportswear, blazers and women lingerie
continuously winning awards for his designs.

• In 2003 it was sold to shirt making company Phillips Van Heusen Corp
which leads the brand of Calvin Klein until today.

2
 Portfolio

3
Calvin Klein underwear delivers a compelling market assortment, addressing product innovation while meeting
regional needs, all through aspirational design. Inspirational language and imagery helps define color and print
direction as well as delivery flow.
Calvin Klein was the first to design and launch woman’s underwear resembling men’s briefs and was called
“locker room lingerie”
 A Global Power Brand

• CK Underwear is known as World’s First Designer Underwear Label for men

& women.

• Once a utilitarian product, underwear suddenly became an object of

desire.

• Known for its iconic advertising campaigns featuring top models,

celebrities, and newly discovered talent which is the key of its great
success.

• Calvin Klein Underwear continues to evolve its reputation as the brand of

choice for consumers who want sexy, fashionable, and comfortable
underwear.

• New advertising campaigns communicate the message of the updated, sexy

designer sensibility that distinguish Calvin Klein Underwear from all others.

• Calvin Klein Underwear brand advertising spans 21 countries and reaches

an estimated 98 million people globally.
 Indian Innerwear Market
• largely unorganized.
• In the past few years, the organized innerwear segment has shown promising growth in both men’s
and women’s categories.

• The Indian innerwear market is worth Rs17,750 crore (2013).

• Estimated to grow at 13 percent to reach Rs 59,540 crore by 2023.

• Until the pre-1970 era, innerwear was viewed as an essential ‘commodity’ with no focus from any
retailer.

• Between 2000 and 2008 premium international brands started foraying into the Indian market.
• Men’s and women’s innerwear began to be sold through a variety of retail formats such as EBOs,
departmental stores, and large format stores.
• Since 2008, there has been greater focus within EBOs on assisting customers with selecting the
right styles and sizes through employing trained staff.

• Online retailing is also gaining momentum, with premium brands pioneering.

• There is now greater emphasis on customer service and experience; however, product depth is
still an issue.
• The women’s innerwear market, which is driven by value-added innerwear products, contributes
around 60 percent to the market.

Reference: http://www.indiaretailing.com/Fashion/7/1/83/10401/Innerwear-Market-in-India 6
 Market Share
Indian women's innerwear market is ruling by unorganized retailers.

Unorganized

Unorganized

7
Reference: http://www.marketpulseindia.com/newsletter/businessiq/201207/retail-speak.html
 Calvin Klein

CK Jeans CK Underwear

Men’s wear Women’s wear Women Men

Accessories

Bottom Wear Top Wear

Lingerie Sleep Wear

Belts Wallets Bags
CKU-Men

9
 Range

Core Collection Fashion Collection

10
 Market Research

Primary Research Objective:

• To understand the attitude and preferences of customers purchasing
underwear
Secondary Research Objective:
• To study the consumer perception toward Calvin Klein Underwear
• To determine which factor plays an important role in shaping buying
behavior.

11
 Research Methodology

This study is descriptive in nature to know the characteristics of Indian innerwear market . The purchasing
behaviour of the respondents for underwear has studied through analysing the responses via the survey
conducted
• Primary data collection - consumer survey
– Tool Used for gathering Primary Data – Questionnaire drafted on the basis of variables obtained
from the Secondary Research.
• Sample size: Random 100 respondent
• Method of collecting data: Partly Direct, Partly Online
• Target market Demographics:
– Age Group: 21-40
– Income Group: 40k-More than 1 lakh
– Occupation: Business & Working Professionals

• Location: Phoenix marketcity Bangalore, Garuda mall Bangalore,

Brigade road, commercial street & Indira Nagar Bangalore

12
Observations

13
 Market Interpretation
Once in 3 months-47%
Once in 6 months-17%
MAX: Once in three Months
MIN: Once in six Months

Once in a month-30%
Twice in a month-15%
Frequency of purchase:

Four-16%

Two-43%
More than four-6%
MAX: TWO
MIN: More than 4

One-32%

Number of underwear bought at one time:

14
 60%

36%

20%

18%

MAX: Department Stores

Prefer to buy underwear from: MIN: Online

(1000-1500) 25%

(1500-2000) 7%

(More than 2000) 4%

(Less than 1000)62%

MAX: Less than 1000
Ready to Spend at per piece of underwear : MIN: More than two thousand
15
Preferred Style/Design Elements

42% Narrow-34%

67%

24%

Wide-64%
Style preference
Preferred Waist band style
MAX: Hip Brief
MIN: Boxer

28%

49%
84%
44%
5%
42%
39%
52%

Preferred Design element Preferred Colors

MAX: Solid Colors MAX: Light/ Cool Colors
MIN: Texture MIN: White

16
 Consumer Perception toward Calvin Klein
Underwear
No-41% Used to-6%

Not Aware: 9% Don’t Know-9%

Used to Buy: 6%
Consumers: 42%
Don’t Buy: 41%

Reason behind not to purchase

Yes-42% Calvin Klein underwear:
Brand Awareness
• Higher price
• Less awareness
• Less accessibility
Poor-5% • Brand loyalty
Satisfactory-13% Very poor-0%

Don’t know-20%
MAX: Good
MIN: Poor
Exellent-2%

Good-34%
Very Good-22%

Rating in terms of value for money

17
 No: 62%
Factors that consumer wants to change:
• Fabric composition/quality
• More/better print options
• Comfort level in down strip
Yes: 13%

Consumer Satisfaction Toward their existing brand:

No: 62%

Yes: 13%

Perception toward purchasing underwear online

18
 Buying
Based on Value Mix Analysis of CK-Under Wear

19
 Category Contribution
MAX: Hip Brief
MIN: Boxer

BXR 8%

HBR 55%
TOP WEAR 11%
TRK 27%

Grand Total 100%

Category Code
BXR 16% Hip Brief HBR
HBR 60%
HBR 46% Boxer BXR

TRK 31% TRK 22% Trunk TRK

TOPWEAR 18% Crew Neck T-Shirt CNK

WMWR 7%
Tank (Vest) TNK
Grand Total 100% Grand Total 100%
Warmer Wear T-Shirt WMWR-Top
Warmer Wear Pant WMWR-Bottom
Fashion core

20
 Zone Wise

ZONE BXR HBR TRK TNK CNK

EAST 8.5% 56.6% 22.8% 11.2% 0.9%

NORTH 6.8% 49.3% 28.8% 14.2% 0.9%

PUNJAB 8.9% 43.9% 33.1% 13.3% 0.7%

SOUTH 8.6% 55.4% 26.8% 8.4% 0.8%

WEST 7.6% 58.7% 25.6% 7.4% 0.7%

Grand Total 7.7% 53.9% 27.0% 10.6% 0.8%

• Sales of Top wear (tank, crew neck T-shirt) is maximum in the North.
• Punjab is selling more Trunks and Boxers.
• Sales of Hip Brief is maximum in the West.

21
 Channel Wise
CHANNEL ZONE BXR HBR TRK TNK CNK
CKJ-FSS EAST 9.2% 54.1% 22.5% 12.9% 1.4%
NORTH 7.2% 47.9% 30.9% 13.1% 0.9%
PUNJAB 8.8% 39.8% 36.4% 14.5% 0.5%
SOUTH 7.3% 50.3% 32.7% 8.7% 1.1%
WEST 7.1% 56.6% 28.0% 7.7% 0.6%
CKJ-MBO/SIS EAST 10.3% 55.0% 22.8% 11.7% 0.2%
NORTH 7.9% 57.6% 17.6% 16.8% 0.0%
PUNJAB 6.9% 57.7% 21.5% 12.4% 1.6%
SOUTH 5.9% 64.2% 19.4% 10.4% 0.0%
WEST 7.7% 61.9% 18.9% 10.6% 0.9%
KA EAST 8.7% 56.1% 23.2% 11.0% 1.0%
NORTH 9.4% 52.7% 23.5% 13.0% 1.4%
PUNJAB 8.5% 43.7% 28.0% 19.0% 0.7%
SOUTH 10.4% 61.5% 19.4% 8.1% 0.7%
WEST 9.3% 61.2% 20.7% 7.7% 1.2%
CKU-ECOM PAN INDIA 5.0% 65.8% 23.6% 5.6% 0.0%
CKU-WSL EAST 4.6% 64.8% 21.9% 8.7% 0.0%
NORTH 1.8% 47.8% 31.7% 18.8% 0.0%
PUNJAB 14.7% 48.1% 34.7% 2.5% 0.0%
SOUTH 6.7% 54.0% 32.3% 6.9% 0.0%
WEST 5.8% 57.4% 32.2% 4.7% 0.1%
Grand Total 7.5% 54.5% 26.9% 10.3% 0.8%

22
Core/Fashion Contribution

23
 Channel Wise
Channel CORE FASHION
RETAIL 42.6% 57.4%
CKU-WSL 83.2% 16.8%
ECOM 64.7% 35.3%
Grand Total 49.1% 50.9%
• Sales of Core merchandise is higher in Whole
sale
• Retail Including FSs, LFs & MBO is contributing
more in the sales of fashion merchandise

24
 Channel & Zone Level
CHANNEL ZONE CORE FASHION
CKJ-FSS EAST 41.4% 58.6%
NORTH 38.1% 61.9%
PUNJAB 35.3% 64.7%
SOUTH 36.2% 63.8%
WEST 38.8% 61.2%
CKJ-MBO/SIS EAST 33.8% 66.2%
NORTH 52.0% 48.0%
PUNJAB 51.6% 48.4%
SOUTH 57.4% 42.6%
WEST 47.2% 52.8%
KA EAST 48.3% 51.7%
NORTH 47.8% 52.2%
PUNJAB 70.8% 29.2%
SOUTH 50.9% 49.1%
WEST 50.7% 49.3%
CKU-ECOM PAN INDIA 64.7% 35.3%
CKU-WSL EAST 86.3% 13.7%
NORTH 83.7% 16.3%
PUNJAB 96.2% 3.8%
SOUTH 70.7% 29.3%
WEST 83.1% 16.9%

25
Core Mix

26
 Zone Wise
ZONE HBR TRK TNK CNK

EAST 60.4% 18.3% 19.7% 1.6%

NORTH 51.6% 21.8% 25.0% 1.6%

PUNJAB 45.8% 27.9% 25.0% 1.3%

SOUTH 62.1% 20.2% 16.1% 1.6%

WEST 62.9% 23.3% 12.6% 1.2%

PAN INDIA 69.3% 23.0% 7.6% 0.0%

Grand Total 58.8% 22.0% 17.9% 1.3%

• PAN India has the highest sales of Hip Brief.

• Punjab region has the highest sales of trunk and tanks

27
 Channel Wise

CHANNEL HBR TRK TNK CNK

CKJ-FSS 54.7% 19.3% 24.1% 1.9%

CKJ-MBO/SIS 60.9% 17.9% 19.9% 1.3%

KA 62.4% 18.4% 17.2% 1.9%

CKU-WSL 55.5% 32.3% 12.3% 0.0%

CKU-ECOM 67.0% 24.6% 8.3% 0.0%

Grand Total 58.4% 22.1% 18.1% 1.3%

Apart all three categories which has highest sales in FSS stores, key
accounts are selling more Hip Brief.

28
Contribution of Sizes
CATEGORIES S M L XL

HBR 14.1% 51.1% 28.8% 6.1%

TRK 14.6% 49.6% 31.0% 4.8%

TNK 26.9% 45.0% 24.2% 3.9%

CNK 30.4% 42.7% 27.0% 0.0%

Grand Total 16.7% 49.6% 28.4% 5.3%

CATEGORIES S M L XL
HBR 1 5 3 1
TRK 1 3 2 1
TNK 1 2 1 1
CNK 1 2 1 0

Size set for each category

29
 Contribution of Colors
Category BLACK GREY WHITE

HBR 53.2% 16.4% 30.3%

TNK 22.8% 0.0% 77.2%

TRK 56.3% 7.9% 35.4%

Grand Total 48.4% 11.5% 39.9%

Consumers are giving preference to white color in each category than white, but
the contribution of black color is highest in all.

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Fashion Mix

31
 Zone Wise
WMWR - WMWR -
ZONE BXR HBR TRK
CNK LGH
EAST 19.2% 50.3% 28.1% 1.7% 0.7%

NORTH 13.6% 39.9% 32.8% 8.6% 5.1%

PUNJAB 16.8% 36.9% 34.5% 8.0% 3.8%

SOUTH 17.4% 46.7% 33.2% 1.7% 1.1%

WEST 18.3% 51.9% 28.6% 0.6% 0.6%

PAN INDIA 17.2% 64.5% 18.3% 0.0% 0.0%

Grand Total 16.4% 46.5% 30.6% 4.1% 2.4%

Sales of boxer is highest in East

32
 Channel Wise
CHANNEL BXR HBR TRK

CKJ-FSS 13.5% 47.2% 39.3%

CKJ-MBO/SIS 19.5% 57.6% 22.9%

KA 22.4% 51.5% 26.0%

CKU-ECOM 15.3% 63.3% 21.4%

CKU-WSL 40.6% 38.5% 20.9%

Grand Total 17.5% 49.4% 33.1%

• Key accounts are selling more boxers after whole sale.

• MBO’s are selling more fashion hip brief after ECOM.
• In trunks FSS has the highest contribution

33
 Contribution of Sizes

CATEGORIES S M L XL
BXR 16.1% 46.9% 26.6% 10.4%
HBR 16.7% 54.9% 28.3% 0.1%
TRK 16.3% 54.5% 29.1% 0.1%
WMWR - CNK 27.4% 42.7% 30.0% 0.0%
WMWR - LGH 24.6% 39.4% 36.0% 0.0%
Grand Total 17.1% 52.6% 28.5% 1.8%

CATEGORIES S M L XL
BXR 2 5 3 1
HBR 1 3 2 0
TRK 1 3 2 0
WMWR - CNK 1 2 1 0
WMWR - LGH 1 2 1 0

Size set of each category of fashion

34
 Contribution of Colors
Bright Dark
Categories Black BT. Blue Grey LT. Blue Navy Red White
Shades Shades

BXR 17.5% 10.1% 0.0% 0.0% 7.2% 45.7% 11.5% 8.1% 0.0%

HBR 39.2% 0.5% 4.5% 0.5% 7.4% 17.8% 9.7% 14.0% 6.4%

TRK 52.4% 0.4% 0.0% 0.4% 9.2% 12.9% 12.7% 5.3% 6.7%

WMWR -
55.3% 0.0% 0.0% 43.2% 1.6% 0.0% 0.0% 0.0% 0.0%
CNK

WMWR -
52.7% 0.0% 0.0% 43.5% 3.8% 0.0% 0.0% 0.0% 0.0%
LGH

Grand Total 34.9% 5.3% 2.7% 4.6% 10.8% 18.7% 9.1% 8.7% 4.9%

People are giving preference to Light Blue color after black color.

35
Merchandising

36
 Store Grading
Standard for Store Grading
Based on Sell thru sell&value mix analysis.xlsx
Analysis

>70% St A+ >58% St A >55 % St A+

58-69% St A 50-54 % St A
45-57% St B 40-57% St B 40-49 % St B
<44 % St C <40 % St C <40% St C
FSS MBO/SIS KA
ZONE CHENNEL STORE GRADE
WEST FSS CKJ FSS MUMBAI PALLADIUM 1A+
NORTH FSS CKJ FSS AMBI VASANT KUNJ 1A
PUNJAB FSS CKJ FSS KOLKATA 1B
SOUTH FSS CKJ FSS FORUM MANGALORE 1C
WEST CKJ-MBO/SIS CKJ SS JUHU 2A
WEST CKJ-MBO/SIS CKJ BHOPAL DB CITY MALL 2B
WEST CKJ-MBO/SIS CKJ SIS U TURN INDORE 2C
EAST KA LS QUEST MALL KOLKATA 3A+
WEST KA SS VASHI 3A
NORTH KA SS NOIDA 3B
WEST KA LS KURLA 3C
37
 Fashion Grading
Standards for Fashion Grading

>65% Value mix 1A+ 50-60% Value mix A >55% Value mix 3A+
63-64% Value mix 1A 50-55% Value mix 3A
35-49% Value mix B
60-63% Value mix 1B 40-50% Value mix 3B
50-60% Value mix 1C <35% Value mix C <40% Value mix 3C
FSS MBO/SIS KA
ZONE CHENNEL STORE GRADE
NORTH FSS CKJ FSS AMBI 1A+
SOUTH FSS CKJ FSS MARKET CITY BANGALORE 1A
WEST FSS CKJ FSS AHMEDABAD 1B
EAST FSS CKJ FSS RAIPUR 1C
EAST CKJ-MBO/SIS CKJ SOHUM GUWAHATI 2A+
WEST CKJ-MBO/SIS CKJ SS JUHU 2A
PUNJAB CKJ-MBO/SIS CKJ KAPSONS JALANDHAR 2B
WEST CKJ-MBO/SIS CKJ-SIS ICONIC JODHPUR 2C
WEST KA SS VASHI 3A+
WEST KA LS QUEST MALL KOLKATA 3A
EAST KA SS VASANT KUNJ 3B
NORTH KA SS GURGAON SPAZE MALL 3C
38
FSS KA

Standards for Core & Fashion

FSS MBO/SIS KA
GRADE C F GRADE C F C F
GRADE
A+ 30% 70% A+ 40% 60%
A+ 40% 60%
A 40% 60% A 50% 50% A 50% 50%
B 50% 50% B 60% 40% B 60% 40%
C 60% 40% C 70% 30% C 70% 30%

WSL/ECOM
ECOM 70% 30%

WSL 80% 20%

Planogram
39
 Price Sensitivity Index
Store Grades
• A+ :Star
• A : Good
STORE P Q R PSI • B: Average
• C: Below Average
CKJ FSS DLF
5.7% 62.4% 32.0% A+
PROMENADE
MRP Ranges(FW14)
CKJ FSS AMBI 7.3% 62.9% 29.8% A+
• P: 1299-1699
LS CHENNAI • Q: 1799-2199
53.2% 46.8% 0.0% A
VADAPALANI • R: >2199
CKJ SIS OPTIONS
47.4% 52.6% 0.0% A
RAJKOT Reference Index
LS PHEONIX 30.8% 52.5% 16.7% B P Q R
C 2X 0.75X 0.25X
B 1.25X 1.25X 0.5X
PT SOUTHCITY 31.8% 45.2% 22.9% B A 0.9X 1.5X 0.6X
A+ 0.75X 1.25X 1X
SS GHATKOPAR 66.8% 33.2% 0.0% C

CKJ KAPSONS P Q R
61.6% 38.4% 0.0% C
LUDHIANA C 66% 25% 8%
B 41% 41% 17%
A 30% 50% 20%
A+ 25% 41% 33%
Index 40
Contribution Of Star Stores into the Business

- Count of stores in each grade

- Grade wise contribution to business

41
Conclusion

42
Learning
Overall understanding of the Retail industry from a consumer point of view vis-à-vis
business objectives.

Buying
1) Indian Men prefer wearing Hip Briefs more than trunks. Sales mix reflects a 55%
contribution of Hip Briefs & survey shows 67%.
2) We see a contribution of 39% from prints/logos/colors. Consumers are moving to
fashionable preferences from the old solid colors. We also see this trend in the
suggestions asked.

43
Merchandising
3) Grade A+ stores have the least price sensitivity & also contribute to 31% of the
business. We can do more focus on these stores to generate more revenue.

HBR W S E N P
TRK P N S W E
BXR P S E W N

Planogram
5) Men usually prefer buying more than two under wears at a time. So it is advisable to
keep higher depths of core styles in a store. We also see this from the UPT, close to 2.
6) With the growing market awareness, we should start pushing high MRP fashion to FSS
& continue the lower MRP cores for wholesale & tier 2 key accounts.

44
CKU-Women

45
 Range

Core
Fashion
 Market Research

Primary Research Objective:

• To understand the attitude and preferences of customers purchasing lingerie.

Secondary Research Objective:

• To determine which factor plays an important role in shaping buying behavior.
• To study the existing Market demand and potential.
• To study the profiles of the Competing Brands.
• To study the consumer buying criteria for lingerie.

47
 Research Methodology

This study is descriptive in nature to know the characteristics of Indian innerwear market . The purchasing
behaviour of the respondents for lingerie has studied through analysing the responses via the survey
conducted
• Primary data collection - consumer survey
– Tool Used for gathering Primary Data – Questionnaire drafted on the basis of variables obtained
from the Secondary Research.
• Sample size: random 100 respondent
• Method of collecting data: partly Direct, Partly Online
• Target market Demographics:
– Age Group: 21-40
– Income Group: 40k-More than 1 lakh
– Occupation: Working Professionals & Home makers

• Location: phoenix marketcity Bangalore, Garuda mall Bangalore, Brigade road, commercial street &
Indira Nagar Bangalore

48
Observations

49
 Most frequent used sizes:
Frequency of purchasing 32B, 34B, 36C

Professionally measured Bra Size

Preferred Categories of Lingerie

28%

9%

40%

29%

20%

Bra

16%

14%

70%

54%

Panty
51
Prefer to purchase lingerie
from:

Preference toward buying lingerie set:

1500-2000
1000-1500 35%
35% more than 2000
9%

Less than 1000

40%

Ready to Spend on lingerie per piece:

52
 Buying Channels

52%

36%

60%

21%

Prefer to purchase Lingerie from:

Perception toward purchasing lingerie online:

53
• Competitors brand profile: Brand Loyalty in Lingerie
1. Enamor
2. M&S Lingerie
3. Amante
4. Triumph
5. La Senza
6. Jockey
7. Others

• Consumers want these services in lingerie department:

1. Gift Wrapping
2. Style advice
3. Ordering the size

• Consumer want to change in their existing lingerie brands:

1.More Size Option
2.More informative staff
3.More options in different styles: multi-ways, backless, shape wear etc.

54
Competition Mapping

55
Competitive Brands

56
 Jockey

Zone Basic Fashion Others Padded Seamless Sports Strapless Underwire

EAST 15.98% 6.96% 18.44% 30.63% 3.51% 18.22% 3.91% 2.36%
NORTH 14.33% 9.59% 19.32% 38.55% 0.64% 16.57% 0.37% 0.64%
SOUTH 22.55% 11.43% 24.52% 25.58% 3.73% 9.99% 1.33% 0.87%
WEST 18.70% 8.73% 21.30% 32.43% 3.25% 13.78% 0.00% 1.81%
Grand Total 19.06% 10.07% 22.05% 31.14% 2.74% 13.06% 0.78% 1.10%

zone Brassier Nightwear Nightwear Panty Shape Slip

Knit Woven Wear

EAST 48.50% 3.13% 0.86% 34.30% 0.00% 13.21% Zone Bikini Hipster Shorts
EAST 24.66% 43.76% 31.58%
NORTH 41.94% 5.93% 1.94% 36.31% 2.90% 10.99% NORTH 23.13% 34.35% 42.51%
SOUTH 19.93% 46.60% 33.47%
SOUTH 42.57% 2.88% 1.73% 36.62% 1.41% 14.78%
WEST 26.16% 44.16% 29.68%
Grand Total 22.62% 42.47% 34.91%
WEST 47.50% 3.56% 1.37% 41.10% 0.03% 6.44%

Grand 43.77% 3.93% 1.68% 37.58% 1.46% 11.58%

Total

57
 Enamor
Sales Mix
Zone Brassier Nightwear Knit Nightwear Woven Panty Slip
EAST 81.21% 1.30% 1.02% 16.26% 0.20%
NORTH 80.05% 1.23% 0.50% 18.07% 0.16%
SOUTH 81.26% 1.19% 0.71% 16.70% 0.14%
WEST 80.52% 1.27% 1.02% 17.11% 0.09%
Grand Total 80.67% 1.23% 0.73% 17.23% 0.14%

Zone Basic Fashion Others Padded Sports Strapless Underwire

EAST 23.83% 23.68% 7.97% 29.74% 3.38% 0.08% 11.32%
NORTH 19.93% 22.68% 11.47% 33.29% 2.85% 0.38% 9.40%
SOUTH 27.29% 19.08% 9.98% 31.23% 3.42% 0.26% 8.72%
WEST 21.33% 20.34% 12.05% 35.26% 3.08% 0.40% 7.53%
Grand Total 23.22% 20.75% 10.93% 32.90% 3.15% 0.33% 8.73%

Zone Bikini Hipster Shorts

EAST 1.62% 0.85% 97.53%
NORTH 1.94% 0.61% 97.45%
SOUTH 2.25% 1.02% 96.73%
WEST 1.25% 0.94% 97.81%
Grand Total 1.86% 0.85% 97.29%

58
 Hanes
(Lingerie Size Mix)

Category L M S XL
CATEGOR
STYLE 32B 34B 34C 36B 36C 36D 38C 38D 40C
Y
Bikini 66.05% 22.02% 0.00% 11.94%
UNDER 21.45 26.80 19.81 16.32
BRA 4.67% 3.73% 7.22% 0.00% 0.00%
WIRE % % % %
Shorts 28.36% 23.21% 20.63% 27.80%
WIRE 19.00 15.04 18.73 19.53
FREE 7.92% % % % %
7.92% 3.96% 3.96% 3.96%
Hipster 19.45% 45.39% 0.00% 35.16%
15.11 23.14 17.57 17.45 11.63
BRA Total 5.69% 5.69% 1.86% 1.86%
% % % % %
Grand Total 32.87% 30.50% 9.51% 27.12%

CATEGORY BLACK BLUE GREY MAROON NUDE PINK PURPLE WHITE

3/4 TH
PANTS 20.20% 20.46% 6.95% 6.31% 0.00% 32.82% 13.26% 0.00%
BRA 27.35% 0.00% 0.00% 0.00% 33.55% 11.13% 22.39% 5.57%
CAMISOLE 31.25% 0.00% 0.00% 0.00% 50.00% 0.00% 0.00% 18.75%
LEGGINGS 65.80% 0.00% 8.69% 3.62% 9.78% 8.84% 0.00% 3.26%
TANK 44.52% 0.00% 33.55% 0.00% 0.00% 0.00% 0.00% 21.94%
T-Shirts 12.42% 37.25% 24.83% 0.00% 0.00% 0.00% 25.50% 0.00%
TRUOSERS 44.41% 17.78% 31.91% 2.37% 0.00% 2.35% 1.18% 0.00%

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 Amante lingerie
Bra size mix

SIZE 32B 34B 36B 38B 32C 34C 36C 38C 40C 32D 34D 36D 38D 40D
BRA 12.66% 13.43% 8.56% 3.53% 7.62% 10.22% 7.52% 26.43% 0.71% 1.49% 2.80% 2.48% 1.74% 0.80%

Panty size mix Sports Bra Size Mix

Categories(panty) L M S XL Sports Bra L M S XL

HIPSTER 30.70% 33.07% 16.12% 20.11% 20.31

BRA 37.70% 27.82% 14.18% %
BIKINI 33.65% 39.84% 18.84% 7.68%
Grand 37.70% 27.82% 14.18% 20.31
Grand Total 33.34% 39.11% 18.55% 9.01% Total %

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 Amante Lingerie
Color Mix
Color Mix
LT. bright Dark bright
CATEGORIES BLACK BLUE GREY PURPLE RED WHITE print
Colors color colors colors

BRA 20.53% 4.45% 1.20% 0.00% 13.13% 9.38% 22.34% 12.01% 15.91% 0.11% 0.95%

HIPSTER 0.00% 32.24% 0.00% 35.51% 32.24% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%

Grand Total 20.38% 4.65% 1.20% 0.26% 13.27% 9.31% 22.17% 11.92% 15.80% 0.10% 0.94%

Lingerie Sales Mix On ECOM

N-CATEGORY AMAZON FLIPKART JABONG MYNTRA ZIVAME

BRA 3.42% 14.70% 10.92% 22.08% 48.88%

HIPSTER 1.41% 13.37% 30.37% 25.02% 29.83%

Grand Total 3.39% 14.68% 11.25% 22.13% 48.55%

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Conclusion

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Market Interpretation:
• 58% of the respondent are not aware about their bra sizes.
• 32B, 34B, 36C in bras are the most frequent used sizes by the consumers
• According to the survey, 40% of the respondent prefer to Padded Underwire in Bras while Bikini is
the most preferred category in underwear(women’s bottom wear).
• 40% of the respondent would prefer to buy lingerie set if they get good options. So, we can offer
the lingerie set to increase the average UPT.

Buying Channel:
• As per the survey, 60% of the respondent are prefer to buy lingerie for exclusive underwear stores.
• 62% of the respondent are ready to purchase lingerie online, then we can increase business with E-
COM by sending more depth. of the merchandise.

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Competitive Edge:
• As per the survey conducted Enamor and Amante are the major competitors of CK in Indian lingerie
market but according to sales value, it is clear that they have less options in terms of size, style &
compatible set options than CKU at the same price point, here we can lead the women’s inner
wear market by providing the consumers more and better options in lingerie.

• Women’s inner wear market is largely unorganized, only near to 40% market is organized which is
leading by “Local market key players”. More than 33% of the respondent are not satisfied with
their existing lingerie brand and more than 40% are not satisfied with the Fits & Styling offered by
their existing brand. Premium lingerie brands share nearly 2-5% in the Indian market only, whereas
around 30% of the customers are keen to buy from premium brands if offered with wide range of
options. There is a gap in the women’s inner wear market which can be a great opportunity to
launch a new lingerie range for a well positioned brand like Calvin Klein.

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Thank You

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