The journey of lingerie from 'cotte' to trendy intimatewear
The existence of lingerie is as old as the existence of women who wear it. In the middle ages things were easygoing as women wore discrete corset-like alternatives like the cotte, the bliaunt and the surcot, which move on authentically over their dresses and hold the breasts firmly. Wearing underwear/corsets has been practiced since the ancient civilization of Egypt and Greece, where women wore corsets to maintain their breasts. Bras have been worn in all ages to maintain women's breasts and give them a fashionable look.
18th Century: It is believed that the history of underwear started in the 18th century. The padded silhouette with a flat stomach, slim waist and cone-shaped bust was a style. The corset, a vital part of any woman's clothing at that time, gave the body a typical shape, squeezing the internal organs and manufacture them feel comfortable. Extreme usage of satin, silk and damask decorated with embroidery, ribbons and laces gave the follow of artistry.
19th Century: Women wore corsets, crinolines and bustles. The S-shaped silhouette trend started at that time. Women wore underwear like knickers, corset, camisole and waist slip.
20th Century: Lingerie turned out to be simpler and more practical. Corsets were replaced by a more flexible girdle contemporary bra. Pastel colours for lingerie came into existence. In 1910 boyish silhouette became a trend. The first brassiere to have a patent, which was suitable largely, was a bra invented by a young New York socialite named Mary Phelps Jacob in 1910. In the 1930s femininity became a fashion trend. A woman was covered by the one-piece garments known as corsets along with a curved and bust-emphasizing brassiere and girdle with garters. But one-piece corsets were suitable largely and panties were reduced in size and finally gained the shape of bikini briefs.
21st century-the era of intimacy-intimatewear: In this era the fashion is pushing women to exhibit the underwear as outerwear which is worn for the sensitive pleasure of a partner. Lingerie is carefully as the second skin by many women. In the present era, women have more choices than ever in terms of style, design, fabrics etc. Since many centuries fashion in relationship to lingerie styles was toggling between the feminine and masculine, painful and practical. In the modern time, lingerie is the most attractive, luxurious and feminine clothing that is worn closely and respected for its practicality and comfort.
Worldwide market growth Forecast of Lingerie
Today, the main concern about marketing the lingerie products is the fight for share between global brands and retailers' local labels worldwide. It is also about consumers' selection and acceptance of brand. With its matchless aggregate of fashion and function, lingerie is a stock class that crosses the fine line between necessity and luxury. Besides these features, it has increased into about a Us billion-a-year commerce and settled itself for additional growth over the next five years.
To know the global lingerie market, it is requisite to check out not only the competition between brands, but also the separate bra-wars taking place between brands and local sell labels. The important player among lingerie brands worldwide is United States-based maker Sara Lee, which has a major market share in its home country as well as the European market. After Sara Lee there exist companies like Warnaco, Fruit of the Loom, Vf and Maidenform, in Europe Triumph also possess a major market share. The more comfy La Perla, meanwhile, is atop the high end of the world lingerie market.
In the sell sector, Us chain Victoria's Secret, the Uk's Knickerbox and northern European retailer Hunkemoller contribute to the expert market, but the huge quantity of lingerie is traded by clothing retailers like Marks & Spencer and hypermarkets like Wal-Mart and Carrefour. Though, the tendency is to be robust on briefs than bras, and repeatedly sell these items in multiple packs. While the important retailers and brands keep up to weighty the market, the nature of uniqueness demands that there is also a push of smaller, more up market labels that offer to a few niche.
Of the total world lingerie market, amounted to Us.5 billion annually in 2003, bras calculated to 56 per cent of total sales, while briefs and the body wear/daywear/shape wear class add 32 per cent and 12 per cent in that order. Of about 6.4 billion bras and briefs were procured worldwide in 2003. The description shows that the median woman buys two bras and five pairs of briefs per year. Lingerie sales in the industrialized world are observed to be basic fashion-driven, with the median woman having six bras and eight pairs of briefs in her wardrobe - more than she ordinarily requires.
The buying of these products is ordinarily carefully by style factors, like as what styles (g-string, padded bra) look best under inevitable types of clothing, or what colors appear best. In the past, this photograph has not been right for developing countries where lingerie is bought more out of need than desire. Though, people growth, unstable demographics and the appearance of consumers with more disposable wage is changing purchasing habits in these regions, and the lingerie market is projected to gain benefit from this opportunity.
According to a research report, the global lingerie market was calculated to be .15-billion (U.S.) in 2004 and is projected to growth (at the rate of about 9 per cent) to .6-billion in 2012. And the stock class that will have the quickest growth is "bodywear, daywear and shapewear."
Despite this considerable growth, query for lingerie in the industrialized world has been observed to be rising at about five per cent (based on low people growth, ageing demographics and stock saturation), while that of the rest of the world is projected to growth by practically 20 per cent.
While this turns out to be a fairly steady 7 per cent raise in world volume to 6.8 billion units, it also amounts to huge growth in developing nations. This will go together by a considerable push towards offshore manufacturing in countries like China and India, as lasting enhancement in technology and communications make such alternatives far more cost productive than the domestic alternative. Markets that are unbelievable to form in the future include the Indian sub-continent, China and Southeast Asia. India and China are projected to growth their international market share by about Us0 million each, while Southeast Asia, already a important market for lingerie, will growth by Us0 million in value.
Given that price points in these sub-regions are somewhat low; this unbelievable growth shows an opening in huge quantity for lingerie companies. Products which shape the body and offer level curves are observed as a key growth sector for baby boomer lingerie buyers. New and innovative fabrics like Lycra and microfibers will keep on featuring a lot in this segment.
Prices to keep steady
With downward price emphasis at a sell level compensating any attempts at expanding manufacturers' costs, prices are not unbelievable to have any considerable impact on lingerie market growth in the industrialized world till 2010. Though, value growth in the developing world is more complex to estimate, due to the whole trading in the gray or black markets and, hence, not at general sell prices.
Nonetheless, Sara Lee is unbelievable to keep on its dominance of the industrialized world market and formulate enormous inroads into other markets over the next five years - even in the challenge of financial problems faced by competitors such as Warnaco and Maidenform. Along with it the low profile and hence low debt European companies like Triumph and Wolford will keep surviving. It is understandable that high-volume growth for lingerie's leasing players will come from emerging markets, while, in a sector where discrimination is important, useful firm will also be held by niche marketers. Fortunately for all matter, lingerie is pushed by female consumers' loyalty to brand, fit and comfort, manufacture it as one of the more financially strong segment in the apparel market.
China
China exported 4.2 billion pieces of women's undergarments in 2004, a 30 percent raise from 2003. In China, Shantou is one of the important manufacturing hubs for women's undergarments with well-set up and good factory administration systems, gift prompt service and productive contribute chain system. This harbor city in Guangdong province exported women's underwear worth 0 million in 2004, accounting to be the third of China's outbound shipments of the product. Shantou possesses more than 1,500 suppliers, about 150 of who export directly. Shantou's related towns of Gurao, Xiashan, Chendian and Liangying are the important manufacturing areas. Gurao, the biggest center, has more than 440 undergarment makers. every year sales reach 0 million, along with 564 million brassieres and 180 million pairs of underpants. Shantou is paramount across China as a major producer of knitted underwear. Xiashan and Chendian each furnish more than 0 million worth of women's undergarments per year.
Suppliers in Shantou vary from small companies with 50 workers to big manufacturers with 1,500 employees. Though, small and midsize suppliers constitute the major companies. Many suppliers possess vertically integrated output with in-house fabric knitting, dyeing, finishing and printing, and garment sewing, embellishment and packing capability. The city's bra and panty suppliers target on midrange models, but high-end designs are also made by them. practically 90 per cent of output is for Oem orders.
Seamless bras and panties are trendy designs which are more preferable now a days. Hanzina Underwear Co. Ltd, a important supplier of such products, has invested a huge amount in 20 Santoni circular knitting machines from Italy, two warp knitting systems and 350 sewing machines. The firm makes 200,000 pieces per month. The use of lace and embroidered fabrics is also well-liked among Shantou suppliers. Chengtai Underwear Knitting factory makes bra and panty sets with lace trimmings, embellishment or prints.
The midsize firm makes undergarments for Wal-Mart and donna l'oren. Hongjie Underwear market Co. Is also a important producer with 1,500 workers and fully integrated output that covers fabric knitting and sewing. The firm provides fancy bras and panties in crocheted fabrics, intricate prints and embroidery. The firm also produces items like push-up and convertible brassieres.
Many companies are manufacture efforts to decrease their lead and delivery times. Shantou's port, one of the 20 important harbors in China, transports cargo to many countries and regions. This facilitates suppliers to contribute suitable shipping to foreign buyers and supports in continuation in communication at economy rates.
India
The lingerie market in India is still in its infant stage and, until in modern times, the accessibility of high potential intimate apparel was wee to irregular or grey imports sold under the counter. Because of the wee products and lack of adequate specialized and organized sell atmosphere, the fashion realization and potential awareness of the Indian buyer for intimate apparel is yet to be realized.
India is also one of the most scattered sell markets in the world. The products, so far, have been generally marketed as a commodity and are price and margin oriented. Till today huge quantities of bras are sold to end users by male salespersons in mom-and-pop shops. Majorities of the stores do not even contribute a trial room.
As a consequence, large buyer base are not sure of the functional features of a bra or even their own sizes. When Gokaldas Intimatewear began developing Enamor, their first aim was good fit. across India Enamor surveyed and measured 4,000 women. They noticed that 80 per cent of Indian women wore a uncomfortable fitting underwear. In India, bras were made only in B and C cup sizes, though Enamor's research found that most Indian women required A or D cup sizes.
In India Triumph, Lovable Lingerie, Enamor, Vip, Juliet, Amul etc are major players in lingerie market. Today 70 per cent of the lingerie market of India is unorganised. But that can be replaced with the growth in the amount of malls and quality-conscious consumers. For example, Lovable's growth of 20 per cent last year was sustained by new sell space.
The joint market gift of the important five retailers in India totals less than two per cent. Though, Lingerie sales have increased by 12 per cent in the past five years because of a new awareness of intimatewear. Women's innerwear commerce in India is worth Rs. 2,000 crore and is growing at an median rate of 12 per cent.
Turkey and Bangladesh have already observed the potential and are aggressively promoting its innerwear industry. Many Asian countries are defeating India in the Us, the world's biggest clothing importer. According to the Us office of Textiles and Apparel, in 2002 the country imported 198,094,426 dozen pieces of cotton underwear. India's gift in this was a paltry 2.36 per cent. In bras using manmade material, the Us imported 37,676,800 dozen pieces. While China constituted 32 per cent of these, Indonesia had 10.5 per cent. Even Bangladesh had 1 per cent. However, India exported a meager 0.65 per cent. Though, there is a great potential to be taped if approached in an organized manner with a proper set up.
Womenswear: the most profitable segment
The Rs.28,375-crore womenswear apparel segment covers 32.1 percent share of the Indian apparel market in value terms. In volume terms, market share of womenswear is one percent greater than that of menswear but in value terms its share is five percent less than that of menswear due to branded segment in womenswear was practically non-existent till a few years back. At present, it is the most profitable segment for investment. During 2005, volumes increased by 5.5 percent while value appreciation was as high as 15 percent.
Women's trousers and skirts class observed a highest growth During 2005, volumes growing nine percent and value appreciating more than 23 percent over 2004 levels. Western wear like suits and blazers and Lingerie are the two other categories where expand was excellent, volume and value growth being 10 and 21 percent respectively in the Western wear and 6.8 and 18.1 percent in lingerie.
In early days the Indian women mostly trusted foreign products or directed their amiable angle tailors to stitch form-fitting bodice, which were worn under dresses. But now the scenario is different. The first trendy movement for both men and women was seen when related Apparels Pvt Ltd, producers of liberty shirts, introduced the world paramount Maiden Form bras, Jockey men's underwear and Jantzen swimwear in 1962 in India.
It was a lanky duration for liberty shirts with complexity in imports and the export market initiation, so the late Bhawandas Wadhwani approached the lingerie firm with technical knowhow from the Usa. The brands got an achievement of optimum level with their styles and quality. But due to the government's restrictions for foreign brands, Wadhwani discontinued the overseas tie-up and changed the names to Libertina for lingerie and liberty for men's underwear in the late 70s. From 80s to 90s the firm focused on undergarments. Even today Libertina and liberty are still one of the major players in the lingerie market.
With the great triumph of Libertina and Liberty, other Indian companies also shifted into the lingerie markets. In the 70s Peter Pan from Dawn Mills entered in the market with lingerie styles of the West. The brand was beloved surrounded by the Indian women, but two decades later it vanished from the market.
In 1971, Vip entered the men's underwear market with a big-bang and became the most talked about brand due to its advertisement featuring model Dalip Tahil. Since then Vip is a important player in the men's and women's underwear market. Vip launched Petals, a Lycra moulded cup bra with motifs, which was suitable well at that time, but was later discontinued. But introducing Loveable in 1996 was a huge success as they brought in a foreign brand, but it was made in India. Lovable was followed by Feelings, Vip's domestic products and Daisy Dee an additional one foreign brand. The very ultra Vanity Fair was introduced in 2004 and lastly a Korean Brand Try for men and women in 2004. Vip's fashionable new men's innerwear called Frenchie X was targeted to meet the challenges thrown by the foreign brands.
Another important brand in the lingerie market is Rupa & Co established in 1985. Its collection of men's, women's and children's underwear put together makes it India's biggest innerwear maker and seller. Besides these two brands there are other labels produced by them. Amul, Lux Cozi, Dollar are some of the brands catering to a single segment of the men's underwear market, while the lingerie segment has its own local offerings like Neva, Bodycare, Softy, Lady Care, wee Lacy, Red Rose, Sonari, Feather Line and many more.
In the 90s Jockey re-entered the Indian market followed by Calida and Liberti Blu. Then the very high fashion Gossard existed for a wee time. In the 21st century, Enamor, an additional one foreign brand entered the Indian market through Gokaldas Exports and the very chic French brand Aubade started its only outlet in Mumbai. La Senza is the next foreign brand that is set to enter the market while Hanes has already set with a very unconventional ad campaign targeted to ease for the Indian male.
One of the important foreign players in the Indian lingerie market is Triumph. They have a proximity in 150 countries colse to the world and a turnover of Us billion with a output of over 200 million units annually, producing 6000 new fashion styles per year designed by 200 designers in 11 countries. Triumph started its operation in India in six metros, and is now spread in 45 cities. As far as lingerie is concerned, India is still in its first stage. India has to wait to come to be a matured market as compared to the other Asian markets like Japan, Hong Kong, Singapore, China and Vietnam. In the last three years there has been a great growth in the firm but the retailing of lingerie and distribution channels are limited. Triumph markets through retailers, Mbos, and two franchisees in Mumbai and Kolkata, and additional more they are going to growth in the near future. From 300 outlets in India they target to cross 1,000 outlets in three-five years. With all raw materials imported from Europe, Triumph is produced in Chennai and has gained a 50 per cent raise in sales since it came into the country. Though, Triumph is the only internationally managed brand, it also aims to satisfy Indian buyers and has the potential to source interesting fabrics not offered in India. Triumph was the first to introduce moisturising fabrics with Aloe Vera and the one-piece bra which is produced by one piece of fabric. The sizes and styles are very single to Indian consumers. Triumph which begun output in India in 1998 has been exporting to the Usa before it came into the local market. With 80 per cent exports and 20 per cent local sales in India, Triumph adds new products and concepts for 5-10 styles each year.
Lately, well-known international lingerie brands - Aubade - from the fashion capital of France has entered in Indian market.
While the international lingerie outlook is as interesting and interesting as the outerwear one, India's growth in the old segment can be called just about negligible. Body and beach fashion shows are showcased twice a year colse to the world showing the newest trends in innerwear fashion. New underwear fabrics with 'anti' medicine like anti-stress, anti-smog, anti-static, anti-allergic, anti- bacterial, anti-moisture and anti-odour pamper the body. Top European products like Bruno Banani, Excellent, Schneider, Louis Feraud, Calvin Klein, Gianfranco Ferre, Dkny, La Perla, Gossard, and Schiesser are some of the brands that set their inspiration to the Extreme test. Thanks to the new outerwear operation made by designers colse to the world and India, lingerie is seemed with renewed fascination in India too.
It may be shocking that there are 1000 Indian brands in the market but only 200 are nationally active. The others cater to markets in the vicinity of their production. Many of these brands have so far prolonged the coming of Mnc labels for the last decade and should continue to do so.
The Indian lingerie commerce is growing because of the expanding domestic query coupled with huge export potential. It will soon receive an upfront position. From a cottage commerce it can be transformed into a growing trade. Indian brands have experienced that they have to be more potential known and work harder in branding, promotion, packaging and innovation. Only the mindset to make world class lingerie is lacking. Smaller countries like Sri Lanka, Turkey and Bangladesh are major producers in this segment. Indian companies have recognized the importance of innerwear for men and women and the competition is just boiling as new and more players arrive to offer Indians that much required fashionable lift.
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