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The India - online lingerie market size is estimated to grow at a CAGR of 10.37% between 2022 and 2027. The market size is forecast to increase by USD 463.35 billion. The growth of the market depends on several factors such as increased penetration of organized retail driving demand for lingerie, the growing consumer awareness regarding online lingerie shopping, and the demand from smaller cities pushing lingerie sales.
This online lingerie market report extensively covers market segmentation by product (bras, knickers and panties, and others), and type (natural and synthetic). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Demand from smaller cities pushing lingerie sales is the key factor driving the growth of the market. Sales of women's innerwear to grow 4-5 times in 2021, driven by growing online demand from tier 2 and tier 3 cities. The work-from-home culture has attracted new customers to online platforms in small towns and some up-country regions. For example, the Zivame digital platform accounts for 90% of the company's revenue, with demand for Tier 3 and 4 growing by more than 50% year on year.
Moreover, the rapid growth of the e-commerce sector during the COVID-19 pandemic has resulted in a major shift in consumer buying habits, with many new buyers and sellers in different locations of small towns selecting online channels. Hence, these factors will drive the growth of the Indian online lingerie market during the forecast period.
Men emerging as significant online buyers of lingerie is the primary trend in the market. Most men are hesitant to approach a lingerie store, but due to the anonymity of the Internet, men are gradually becoming big customers in the India - online lingerie market. On average, men make up about 25% of underwear purchases on online lingerie sites.
Moreover, this number increases to 40% during the wedding season and special occasions. The India - online lingerie market is fragmented but growing rapidly. This is one of the main reasons why big investors favor domestic online lingerie brands; e.g. Zivame raised USD 40 million in September 2021. These are the key factors expected to drive the growth of the market during the forecast period.
Increased use of DTC strategy by lingerie manufacturers is a challenge that affects the growth of the market. The direct-to-customer strategy has involved brands in closer contact with consumers and increased the loyalty of customers by understanding their needs. Furthermore, customer feedback and assistance from fashion brands in quickly adapting to their customers' needs have been enhanced by the use of internet platforms. Some of the world's most famous brands such as Nike and Puma, are moving to eliminate middlemen in order to be able to sell directly to consumers at a fraction of prices for established retailers.
However, some brands have continued focusing on their DTC activities through store enlargement initiatives and the strengthening of their online shopping platforms. These DTC-focused brands must continuously assess their inventory, logistics, and end-destination sales capabilities to ensure that they are constantly functioning. Thus, such factors will impede the growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
India Online Lingerie Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The bras segment is estimated to witness significant growth during the forecast period. Bras do not only offer an appropriate fit but also support and comfort for the woman who wears them as it helps increase her confidence. The emergence of a number of internet platforms, including Jockey India, Zivame, and Clovia which offer different types of bras to be worn by each woman's body shape and size is part of an evolving e-commerce retail sector in India.
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The bras segment was the largest segment and was valued at USD 229.51 billion in 2017. The segment of younger customers looking forward to the purchase of new breast products that match Western style and dress has been created by rapidly expanding urban areas. These younger customers are knowledgeable, well-traveled, brand-conscious, and stay connected with the latest fashion trends. They're more able to spend money, which is what makes them willing to experiment and explore. They're looking for high-quality products and service standards from consumer brands. Thus, such factors will drive the growth of the market during the forecast period.
The India online lingerie market report forecasts market growth by revenue and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
India Online Lingerie Market Scope |
|
Report Coverage |
Details |
Page number |
125 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 10.37% |
Market growth 2023-2027 |
USD 463.35 billion |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
9.75 |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Bodycare Creations Ltd., Da Intimo, Fast Retailing Co. Ltd., Genxlead Retail Pvt. Ltd., H and M Hennes and Mauritz GBC AB, Hunkemoller B.V., Jockey International Inc., Juliet India Pvt. Ltd., La Maison Lejaby SASU, Lovable Lingerie Ltd., Lovebird Lingerie, LUX Industries Ltd., Marks and Spencer Group plc, Modenik Lifestyle Pvt. Ltd., Reliance Industries Ltd., RUPA and Co. Ltd., Triumph Intertrade AG, V Star Creations Pvt. Ltd., Victorias Secret and Co., and Wacoal Holdings Corp. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Type
8 Customer Landscape
9 Drivers, Challenges, and Trends
10 Vendor Landscape
11 Vendor Analysis
12 Appendix
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