Intimate Industry B2B Blog The Feminine Intimate Wear market lingers on in its formative years
The Domestic Feminine Intimate Wear has now come a long way, exceptionally-seen as a functional basic necessity in making the next big style statement. Intimate Wear is one of those unique products that fall in the category of both a necessity and a luxury.
Regardless of the advantages that India enjoys in apparel manufacturing, Intimate Wear manufacturing in India is so far so good in infancy
The market size of Women’s Inner Wear across the Country in the year 2020 was approximately 321.64 billion Indian rupees and was estimated to reach 621.35 billion rupees by 2025.
The female innerwear markets in India will nearly double to $11-12 billion by 2026 as incomes rise, more young women join the workforce and people become aware of better brands.
The category comprises lingerie, at leisure (loungewear and active wear) and ancillaries such as shape wear and swimwear. It is among the fastest growing category in apparel, according to the report called “Female innerwear’s USD $12 billion opportunity”.The online female innerwear market will be around $1-1.2 billion by 2026 a rise of nearly six times from 2020.
The domestic market now has four types of online players. There are offline-focused brands like Amante, Enamor and Triumph. E-commerce players like Flipkart and Amazon have many offerings but may not have a sharp, specific focus on female innerwear. Online fashion marketplaces like Myntra and Ajio, which have an array of fashion-related offerings with multiple categories and brands. Then there are digital-first omni-channel players focused on innerwear, such as Clovia and Zivame.“There have been clear shifts in consumer behaviour favoring the use of casual or leisure wear. This was further enhanced by the pandemic, as consumers spent time indoors; working from home they opted for more comfortable wear, spent more for better quality and explored online options.
Within branded segments, there are a few “breakout categories” that are likely to witness highest growth to become an over $2.5 billion opportunity by 2026. These are- branded mid-premium lingerie, branded athleisure (includes loungewear and active wear), and branded ancillaries (includes swimwear and shape wear).
Innerwear is evolving into ‘casuals at home’ or ‘at-home smart clothing’. Athleisure and active wear are benefiting from people becoming fitness conscious, joining gyms and taking up activities like cycling.
International brands like Reebok, Nike or Puma, which have in India for more than decades, have invested in awareness about the category. Their brands are widely distributed and alternatively used as casual wear.
The report said the female innerwear market will grow in smaller cities will grow 1.5 times than in metropolises. In these cities, the major growth factors will be digital penetration and brand awareness. It is gaining from social media influence and online shopping.