Smaller cities drive lingerie sales in India
As the demand for women’s innerwear increased due to lockdowns, the sales in this department went up by 4 to 5 times. This growth was seen more in tier 2 and tier 3 cities.
Chennai
As the demand for women’s innerwear
increased due to lockdowns, the sales in this segment went up by 4 to 5 times
driven mostly by tier 2 and tier 3 cities, according to a report in The
Times of India. As per the innerwear brands, the demand for these products
has increased more on online platforms as the shops are closed and due to the
work-from-home culture. The digital platform of Zivami contributed to 90% of
its sale, out of this 50% is generated from tier 3 and tier 4 areas. According
to the company, the demand for comfortable bras, underwear, lounge-wear, and
sleepwear has increased during the pandemic.
The Indian
female innerwear market stands at $6 billion, according to the report of the
consulting firm RedSeer. The online share of Enamor has also grown 4 to 5
times. As per Shekhar Tewari, CEO, Enamor, the customers are more from tier 1
cities but as many people have moved back to their hometowns during the
pandemic, the demand for home wear has increased in tier 2 and tier 3
cities. He added that the overall demand in the fashion industry is low as
there are no celebrations and nobody is going out for vacations. As per Pankaj
Verman, CEO, Clovia, in the last few months, the demand from non-metro cities
has grown exponentially.
Source – The Times Of India
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