Global lingerie brands bottomsize prices to tap market

Mona Mehta
Posted: 2008-06-11 00:09:58+05:30 IST
Updated: Jun 11, 2008 at 0009 hrs IST

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Mumbai, Jun 10 : Competition has started hotting up in the Rs 2,000-crore organised lingerie market in India with international branded companies planning to launch affordable lingeries this year. Riding on the popularity of Triumph lingerie brand in India, Triumph International India -- Indian subsidiary of Switzerland-based Triumph International -- is set to launch ‘Legacy’ branded lingerie in India with the price band of over Rs 300, soon. This is to meet the evolving needs of discerning Indian women for affordable international branded lingeries, Thorsten Allenstein, general manager and country head – India & Sri Lanka told FE.

As for the rationale behind the move, Allenstein explained, “The demand for international branded premium and luxury lingerie in India is not growing as per the expectations of the lingerie producing companies due to high price. Another reason is that within malls very little space (600 sq ft) is dedicated for multi-branded lingerie merchandise by retail mall developers. In comparison, within malls in Singapore, an entire floor space is dedicated for branded lingeries. In Malaysia, 1,200 styles of Triumph branded lingerie are available.

It is, therefore, to bring in similar culture in India in order to grow the lingerie market. Hence, mall developers in India will have to focus at providing more space for lingerie merchandise.”

Hence, Triumph International India is planning to set up around 100 franchisee-operated Triumph stores in India with an area size of 800-1,200 sq ft, Allenstein said. Competitor, Benetton is understood to be setting up 50 retail stores including Under Colour branded lingerie in India which will comprise innerwear, nightwear and swimwear for women. Later, Benetton is expanding the brand in menswear by introducing boxer shorts and swimwear. Currently, Enamor branded merchandise is already existing at Shoppers Stop, whereas, Etam branded lingerie merchandise is existing at Pantaloon Retail stores. The international branded lingeries faces tough competition with established national brands such as Juliet, VIP Frenchie, among others apart from the grey market.

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Global lingerie brands bottomsize prices to tap market

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