Retail Plus
Chennai
The inside story!
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It’s all about feeling good inside and comfortable
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As thongs and corsets get popular, the concept of lingerie is getting revolutionised with newer cuts and attractive colours. Who would have ever thought that the "hush hush" garments used to cover a women’s modesty would get larger than life? Of late, the lingerie revolution has ushered a new era and has thrown endless choices to the modern woman. Newer cuts, funky shapes, freaky colours are now the order of the day.
The surprising fact is that there is one for every occasion. The daily wear bras come in myriad forms ranging from push up and under wired to demi cups and minimizer bras. Panties come in striking colours and some of the popular ones are boxer briefs, bikini types and flutter panties with frills for the girl in you. Certain types of lingerie are for more elaborate affairs. Corsets, bustiers, thongs and G-strings are for those special occasions where you need to look your best.
But do the newer ones strike the same chord as the basic, time tested ones? Says Ms. Chanda of Mermaids, a part of Naidu Hall, "Sixty percent of our customers prefer the basic styles, 40% go in for fashionable ones and only 10% of them like the higher end products." The brand game has not spared the lingerie section too. With top notch brands such as Lovable, Jockey, Libertina, Enamor, Juliette and Daisy Dee (to name a few) vying for attention, it is indeed a difficult choice. "It is not just the brand name but the comfort factor which plays a major role," says Mr. Kishore N. Rughwani of Passion - the lingerie boutique on Nungumbakkam High Road which stocks lingerie of all types from leading brands. Mr. Rughwani also feels that apart from a very small section which likes to experiment with brands, most people are very loyal to the brand which suits their needs. Lingerie is among the most important apparel for women. Whether it is thongs or lacy corsets, it’s all about feeling good inside and comfortable yet stylish lingerie does just that!
> TUBA RAQSHAN
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