Retail Plus
Hyderabad
A comfort factor
Comfortable attire, especially the inner wear is essential to have a smooth day out.
THONGS and corsets are getting popular like never before. Lingerie is getting a make over what with newer cuts and attractive colours coming into play.
Obscure pieces of clothing used to cover a woman’s modesty have now fuelled an entire industry offering lingerie fashion lines. Women have an unending choice today when it comes to inner wear. It’s no longer just inner wear. It’s more about lingerie couture.
The available range in the market is amazing as there seems to be a product for every occasion. The daily wear bras include 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 happening girl.
And yes, there are more serious affairs too. Corsets, bustiers, thongs, G-strings and other fancy stuff is custom made for special occasions.
Though the newer versions are more popular, the older, time-tested models still have faithful takers. Says Ms. Laxmi of Prakash apparel “It’s a mixed market. While a large chunk of the customers from higher age groups stick to basic models, the youngsters go for the fancy stuff.
Of course there is a small percentage of people who go in for hi-end frill-laced products.” Presence of top brands such as Lovable, Jockey, Libertina, Enamor, Juliette and Daisy Dee ensures that the very best of designs and models are unveiled regularly. “Of course, when it comes to inner wear, the comfort factor ranks high on any customer’s list. The brand factor comes into play later” says Ms. Laxmi.
According to her, the brand factor is also a major element in the lingerie industry. Once a customer is convinced by the comfort factor, then it’s easy to retain her. That’s the law which dictates the functionality of this segment.
One has to work on capturing a customer initially and the same translates into repeat sales. Be it thongs or lacy corsets, it’s all about a combination of comfort, style and price in that order.
C P RAJ
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