As the saying goes, ‘Old habits die hard.’ In the world of lingerie, where tradition often holds sway, Enamor, a fashion lingerie brand, aims to challenge the status quo and redefine what it means to wear a bra. The market size of women’s innerwear across India in the year 2020 was approximately Rs 32,164 crore and was estimated to reach Rs 62,135 crore by 2025, as per market research firm Statista. “We conducted research and found that women encounter numerous issues with their existing bras. For instance, some women said their bras feel too hot, others mentioned that their bras are too heavy, and some even reported allergies and rashes caused by their bras. There were also complaints about bras being inflexible. The regular bra wasn’t addressing these issues, such as the discomfort of feeling too hot, which is understandable since a bra adds an extra layer of fabric. So, the question became: how do we solve these problems?” Sandra Daniels, vice president- marketing (women’s category), Modenik Lifestyle Pvt. Ltd., told BrandWagon Online.
Enamor’s response to these challenges seems innovative. The brand claims to have embraced a ‘fabulously futuristic’ approach, integrating advanced technology to enhance comfort. “We introduced N9 technology, a finish applied to bras that reduces the temperature around the bust area by two degrees. This makes the garment cooler and more comfortable to wear. Technology is key to solving real problems and addressing pain points,” Daniels added. The company claims that is the reason behind talking ‘fabulously futuristic.’ As per the company, it plans to introduce technology into the conversation about bras. As per Daniels, traditionally, discussions about bras have been limited to whether they’re padded or wired, but we’re introducing technology to solve real issues for women. “We’ve always been a brand focused on solving problems for women, and we continue to innovate with that goal in mind,” she noted.
In a competitive landscape where Enamor is currently ranked number two (claims the brand) in overall brand equity among lingerie brands, it stands out in the fashion lingerie segment, surpassing competitors such as Triumph and Marks & Spencer, as per the company. However, the competition remains fierce with brands like Jockey, known for its comfort-focused products, and Victoria’s Secret, which continues to dominate with its high-profile marketing campaigns and wide range of lingerie options. Enamor’s extensive reach includes around 8,000 multi-branded stores and over 75 exclusive outlets, along with an online presence through its direct-to-consumer website and major e-commerce platforms including Amazon, Myntra, Nykaa, etc.
Daniels pointed out the importance of digital engagement for the brand. “Digital platforms like Instagram, Facebook, and YouTube allow for two-way communication with our community. It’s not just about building a brand conversation; it’s also an opportunity to educate our audience,” she said. Despite the emphasis on digital, Enamor also invests in high-impact outdoor advertising. “Outdoor campaigns in malls, on high streets, and during travel convey aspiration and fashion, resonating with women.”
Reportedly, Enamor’s market performance is strongest in Mumbai, Delhi, and Bengaluru, where their innovative approach meets evolving consumer needs. Daniels notes, “Nowadays, consumers are incredibly discerning and demanding. Women are seeking interesting silhouettes and styles, whether it’s strapless, multi-way, low-back, or wide-neck bras.” This shift reflects a broader trend towards premiumisation, with women moving beyond basic bras to more advanced products like bamboo or cloud-soft bras.
Enamor’s pricing strategy supports this trend, with bras ranging from Rs 399 to Rs 2,000, and advanced models priced between Rs 800 and Rs 1,500. Daniels emphasises the brand’s commitment to meet evolving preferences: “Our sales team actively upgrades customers, offering them a superior product that meets their evolving needs.”
By blending traditional lingerie with technology and a marketing strategy, Enamor is not only addressing existing issues but claims to have been also setting new standards in the industry. In a market where old habits are hard to break, a forward-thinking approach offers a fresh perspective, proving that innovation can redefine even the most established products.