Powered by TCPDF (www.tcpdf.

org)
1. A. INTRODUCTION

Intimate apparel is considered as the second skin of consumers, as it is the second

layer of all other clothes. The success of the global intimate apparel market lies in
understanding the right trend, deciding the appropriate time of launch, and selecting
the right distribution store. Specialist lingerie retailers should keep in mind the price
band and the average sales cycle of intimate apparel before deciding the restock
rate of any intimate apparel. By selecting the appropriate restock rate, the specialist
lingerie retailers can manage their supply chain logistics in a better manner.

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' choice and acceptance of brand. With its matchless combination of
fashion and function, lingerie is a product category that crosses the fine line between
necessity and luxury. Besides these features, it has increased into about a US$30
billion-a-year industry and placed itself for further growth over the next five years.

To know the global lingerie market, it is essential to check out not only the
competition between brands, but also the separate bra-wars taking place between
brands and local retail labels. The leading player among lingerie brands worldwide is
United States-based manufacturer 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 Maiden form, 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. Global Intimate Wear Market is expected to
garner $250 billion by 2022, registering a CAGR of 7.2% during the forecast period
2016 - 2022. Intimate wear refer to the undergarments for men and women.
Generally, visually appealing undergarments for women are termed as Lingerie.
Change in women’s perspective of intimate wear from a basic need to aspiration has
changed the outlook of this market.

1
Moreover, the category is barometer of consumer buying pattern during recession
because it is a commodity business of necessities like legwear, socks, and most
recently dual-purpose active wear. In response to increasing demand of intimate
wear, market players are taking efforts to design intimate wear that satisfy quality,
performance and comfort needs of consumer. When it is about the men’s lingerie, it
has been overlooked. However, now efforts are being taken to design a variety of
lingerie that embraces masculinity.

Changing lifestyle and demographic dividend, rising awareness on hygiene, and

customization of product portfolios have boosted the intimate wear market. However,
prevalence of health conditions in shape wear users may limit the market growth. Up
gradation in fabric used to manufacture intimate wear offers promising opportunities
for market players.

Market segmentation

Figure 1.A.1: Market Segmentation Chart

2
Background of study

The Innerwear Category is one of the high growth categories in the apparel market
and promises growth and innovation. The higher income, along with higher
discretionary spending, growing fashion orientation of consumers and product
innovations by the innerwear market have turned innerwear from a traditionally
utilitarian item to an essential fashion requirement.

The current size of the Indian innerwear market is Rs. 15,870 crores ($2.9 billion).
The category is also growing at an impressive CAGR of 12 per cent and is expected
to reach Rs. 27,900 crores ($5.1 billion) by 2017. The womens innerwear market,
which is driven by value-added innerwear products, contributes around 60 per cent
to the market.

The growth of the innerwear category is primarily centered in urban India. The trend
towards Western outfits, combined with the demand for occasion and outfit-based
innerwear, is acting as a boost for the market. Demand for innerwear with higher
functionality and greater comfort is rising fast. The market for innerwear product
variations like seamless intimates, plus size inner wear, body shape enhancers, etc.,
is burgeoning both in the metros and mini-metros.

For the Indian women, times have changed like never before in terms of style, and
increasing income level is fuelling this change. An array of alluring intimate wear has
entered the Indian market. Product category has a wide product base of offer, while
creativeness of the designers and innovative developments serve as its backbone.
Bloomers, basque, bustier, camisole, corset, bodice, and many more...

Indian women have a huge assortment of clothing to select from. On the backdrop of
big brands entering the market, womens lingerie holds a strong 52% share, while
mens segment constitutes 48%. Though innerwear includes clothing for men,
women, and kids, it is the womens segment that draws the maximum attention.

Market Segregation:
Indian lingerie market is classified into super premium, premium, mid-market, and
economy segments. 75% of the market is held by the mid-market and economy
3
 segment. Premium and super premium segments comprise a smaller 25% share, but
is promising, fast growing, and is expected to grow by 28% by 2014. Almost two
thirds of the market is controlled by unorganized regional players. Entry of global
brands has brought realignment into the fragmented market structure. Bold
advertisements, and fashion shows are adopted for promotion.

Figure 1.A.2: Role of Lingerie in Indian Women’s Wardrobe

Opportunities:

 Perception regarding lingerie has evolved from a marginal garment into an essential
wardrobe item.
 Good growth rate of 10% p.a.
 Market is transforming from unorganized to organized sector.
 More awareness being created by media favors the growth of this segment.
 Though this segment is a bit conservative and price sensitive, consumers currently
are getting attracted towards other factors such as quality, brand, comfort and style.

4
 1. B. LITERATURE REVIEW

The Indian intimate apparel industry is in the process of achieving new dimensions.
Under the 'Make in India' programme, the country is said to present endless
opportunities to become the next big manufacturer of lingerie in the world. India
presents a growing fashion-conscious consumer market that demands top quality
products from well-established global brands. India has an abundance of raw
material as well as a large, inexpensive workforce to provide cost effective
Challenging the traditional beiges, blacks and whites, neons have barged into the
lingerie closets of Indian women. So has Superman print. The trend shows how the
Indian woman is getting down to experiment with her intimate wear, encouraging
homegrown brands such as Soie, Clovia, Calibra, Pretty Secrets and Sonari to
launch products with vivid styles and patterns, and creating their own niche in the Rs
11,000 crore market.

“Out of every 10 lingerie units sold online, about four would be home-grown brands
that have found a foothold in the mid-premium segment with their spunky colours,
designs and cuts," said Arun Sirdeshmukh, co-founder and chief executive of
online fashion retailer Fashionara. com.

They are buying more, too. An Indian woman now keeps about eight brassiere
compared with 5-6 pieces in the past, a report by consultancy firm Wazir Advisors
said. The number of panties in her wardrobe has almost .

“Most Indian brands are largely in the mid to economy segment, catering to masses.
There are just one or two brands in the premium segment. Looking at the
opportunity, now Sonari is launching its premium range, Dazzle, and going forward
we will see many more domestic brands following the route," said Wazir Advisors
management consultant Prashant Agarwal.

Apart from international brands like Hanes, Garfield, Voluptina and Scandale,
Amazon.in has Indian brands such as Enamor, Lovable, Libertina, PrettySecrets,
Floret, Heart2Heart and Soie on its platform. "Some of the more popular domestic
labels that are selling on Amazon are Selfcare, Love, Calibra, Trylo and Fascinating
Lingerie," said an Amazon India spokesperson, adding these brands are able to

5
recognize elementary specs that work best for the Indian consumers.

"

6
 2. RESEARCH METHODOLOGY

2.1 Objective

 To study the need of Indian lingerie market.

 To develop a trend forecast for lingerie market in India for SS18.
 To study the top potential brands for Inticede to work with in-depth and develop
a forecast for Inticede which will be an amalgamation of demand of the
consumers and need of the brands.

2.2 Scope of Study

The relevant project is based on practical understanding of “forecasting and trend

analysis of ss18“. The observation and finding are done by tracking the past forecast
trends followed by global brands, & are seen lacking in Indian lingerie brands. The
research takes its base from Market Research conducted by Inticede. Limitations
being that there are too many brands, hence top 10 brands are taken into
consideration.

2.3 Method of research:

Primary data:

Consumer Survey- A study to analyse the buying behaviour of consumers & their
knowledge about Forecast.

Secondary Data:

Analysis of Global & Indian Brand on the basis of SS17 Forecast, to find out the
lacking in Indian Market.

2.4 LIMITATIONS

7
Since Forecasting is Predicting of Future, there can be some limitations to your
predictions. Many times, it difficult to predict things, especially when it comes to
consumer mind-set and taste. Following are the limitations faced during this Project.

 Prediction of Consumer Taste- With such a vast population, it’s

difficult to conduct a survey with such a vast number. Hence pilot
survey of 100 people was conducted for this project. Though the result
was in favour of project it is difficult to say that these 100 people do
reflect entire consumer body.
 Lack of knowledge- When it comes to lingerie, people tends to get
Conservative about it, hence leading to knowledge. It’s difficult for
brands to come up with new products, because their customers lack
knowledge about its proper use.
 Generation Gap- Most of the brands are owned & headed by older
generation, who come from a conservative background. They believe
that lingerie is meant to be inside and doesn’t need much change.
They have sold the same lingerie’s for decades and believe its more
than enough.
 Willingness to Spend- Most Consumers are budget friendly, which
might lead to a problem if new trends turn out to be out of their budget,
As most of this trends would require special type of machines and are
outsourced it may turn to be a bit costlier than your regular bra.

8
 3. COMPANY PROFILE

Figure 3.1: Company Logo

The name INTICEDE is derived from the term ‘intercede’, which means to
represent or act on behalf of someone. Typically, that is what a buying and
sourcing house does. The first half of the name pays homage to the intimate apparel
industry, which INTICEDE aims to serve.

Formed in 2016, INTICEDE BSD commands a rather nascent presence. That said, it
has already added a number of firsts to its credit. It is the first buying, sourcing and
design consultancy house for intimate apparel in India. It also is the country’s first
ever provider of turnkey solutions and end-to-end requirements, in the buying and
sourcing sphere. The cerebral strength behind the company surmised that there was
an imminent need to provide intimate apparel sourcing in India, apt raw material and
innovative design skills. This served as a precursor to consultation, discussions and
finally the decision to create INTICEDE BSD - buying and sourcing agents for
intimate apparels brands in India

MISSION

INTICEDE BSD’s mission is to provide the Intimate Apparel Industry with one stop
solution for buying, sourcing and designing of Intimate wear products and related
raw materials, while offering best market quality products and services at competitive
prices.

VISION

9
 INTICEDE BSD envisions to be the most sought after buying, sourcing and design
consultancy house by implementing processes that are uncompromisingly ethical,
sustainable and transparent. We believe in empowering, respecting and valuing our
customers, suppliers, employees and partners. What we gain from that is the
unshakable trust reposed in our organization that will help us excel in this endeavor

COMPANY OBJECTIVE

INTICEDE BSD’s objective includes the single-minded goal of emerging as the

leading buying, sourcing and design Consultancy Company across the intimate
clothing firmament. The company will provide key buying and sourcing solutions to
Indian and global companies for lingerie, underwear, swimwear, sleepwear,
loungewear, shapewear, active wear and other hosiery products.

INTICEDE BSD also possesses the objective to help intimate wear brands, retailers
and manufacturers in the sourcing and buying of fabrics, trims, elastics, accessories,
machineries, and more from across the globe.

Another key objective of INTICEDE BSD is to accelerate the export of intimate

apparels and related raw materials from the country, under the ‘Make in India’
initiative of the Indian government.

CORE VALUES

 Adhere to high ethical standards that exceed the expectations of our customers.
 Provide equal opportunities for all employees.
 Encourage innovation and be open to change.
 Ensure a safe and healthy working environment for everyone.
 Abide by all laws and regulations set by both our customers and the government.

THE INTICEDE BSD ADVANTAGE

 INTICEDE BSD possesses a well-equipped and qualified design and

research team that not only helps intimate wear brands in developing new
products and collections, but also gauge the rub of the green by keeping a
keen eye on domestic and international consumer trends.

10
  We are a one-stop-shop providing complete sourcing solutions globally,
managing each step in the global supply chain process for major intimate
wear retailers and brands and manufacturers
 As India’s leading Intimate apparel sourcing, buying and design solutions
provider, we possess the market intelligence, industry experience and
technical expertise to help domestic and global brands build and grow their
businesses while we address their key pain-points. We also understand
the vitality of cost-efficacy and thus specialize in delivering world class
solutions at competitive prices.

INTICEDE TEAM

Figure 3.2 Inticede Team

11
 4. FORECASTING

To cope with the ever-changing world, the marketing segmentation and targeting
techniques are rapidly evolving from traditional, static, demographic-based criteria
towards dynamic, mood, lifestyle and psycho graphic influences. Fashion forecasting
is the prediction of mood, behavior and buying habits of the consumer. It is no longer
a question of identifying your customers by age, geography or income, but looking
into how and why they buy, based on their mood, beliefs and the occasion.

Fashion is a style that is popular in the present or a set of trends that have been
accepted by a wide audience. But fashion itself is far from simple. Fashion is a
complex phenomenon from psychological, sociological, cultural or commercial point
of view. Fashion trends are the styling ideas that major collections have in common.
They indicate the direction in which the fashion is moving. Fashion forecasters look
for styles they think are prophetic, ideas that capture the mood of the times and
signal a new fashion trend.

The fashion system has spread across all other sectors, from cosmetics to cars via
politics and sports. All sectors observe fashion as an endless source of inspiration.
Gilles Lipovetsky points out that the more the fashion society develops, the less
importance will be given to the affordability of clothes! To hold on to its role as a
pioneer and enhance its brand image, fashion has to continue to innovate.

Forecasting the future demand for particular styles, fabrics and colors is an important
aspect of the fashion industry. Textile specialists work two years ahead to determine
the general guidelines for each fashion season. Fashion forecasting is an important
activity to ensure that the process of observation related to short and long term
planning can be based on sound and rational decision making and not hype.
Forecasting can bridge the gap between ambiguous, conflicting signs and the action
taken by the design team. "Fashion forecasting combines theories of fashion
changes with the process of organizing and analyzing the information and
synthesizing the data into actionable forecasts." (Brannon 2000) Forecasting is a
creative process that can be understood, practiced and applied. Forecasting

12
provides a way for executives to expand their thinking about changes, through
anticipating the future, and projecting the likely outcomes. (Lavenback and Cleary
1981)

Long term forecasting (over 2 years ahead) is used by executives for corporate
planning purposes. It is also used for marketing managers to position products in the
marketplace in relationship to competition.

Short term forecasting is used by product developers, merchandisers and production

managers to give style direction and shape collections. For short term forecasting
most apparel companies subscribe to one or more services, whose job is to scan the
market and report on the developments in color, textiles and style directions.

Forecasters reflect the earliest views on trends some eighteen months in advance of
the season. At this stage, color is a crucial consideration of yarn mills. It is also the
focus of discussion among others who are interested in very early trend decision-
making. Fashion forecasters combine the views emerging about color and fabric
from the early yarn and fabric trade shows with their socio-economic and cultural
analysis. Major trends in lifestyles, attitude and culture in particular music,sport,
cinema and television are used to predict changing consumer demands.

Fashion forecasting involves the following activities such as studying market

conditions, noting the life style of the people, researching sales statistics, evaluating
popular designer collections, surveying fashion publications, observing street
fashions etc.

Observation is not enough. If the trend watcher is to take advantage, he needs a

framework for explaining how the trend began and its likely path within a social
system. The directional theories of fashion change trickle down, trickle up and trickle
across to make prediction easier by pointing to the likely starting points for a fashion
trend, the expected direction that trend will take and how long the trend will last.

Some trend watchers visualize the dynamics of fashion as a pyramid of status level.
In some theories, fashion trickles down from a highly visible elite. In others, fashion
trickles up from street once it is discovered by the fashion elite and introduced to
13
mainstream audiences in an edited version. If a fashion look is promoted by the
media and manufactured rapidly enough, the look can trickle across all levels of the
market simultaneously for denim, introduction of an unusual color range, a
modification in a silhouette or detail, a different way to wear an accessory or a mood
expressed in a distinctive style. The pattern of acceptance (or rejection) can be
mapped in time.

Fashion responds to whatever is modern i.e., to the spirit of the times or the
Zeitgeist. People choose among competing styles, those that "click" or connect with
the spirit of the times. This collective selection forms a feedback loop between the
fashion industry and the consumer, a feedback loop moderated by aesthetic trends
and social-psychological processes.

The Look; Design Concept

As fashion insiders and forecasters have a mental map of the marketplace, the
locations where innovations are likely to be glimpsed early, the supply chain of the
textile/apparel industry and the retail conduct to consumers. Fashion insiders also
have another mental map - the map of seasons and shows. When consumers shop
for winter coats or summer swimsuits, fashion insiders are seasons ahead in their
thinking.

Forecasters use these mental maps to organize their observations of directional

information. Since innovations rarely apply to the entire marketplace, information
must be tagged for the appropriate price point, category and classification. In this
way, forecasters turn random bits of data into useful information for decision support,
points and style directions.

The drivers of fashion change

Social and cultural changes are major determinants of emerging fashions. However,
they are themselves affected by the other drivers of change that include globalization
of world markets and accessibility of more sophisticated communications
technologies. The latter has provided people with faster and wider access to more

14
ideas and influences from other cultures and societies, driving demand for wider
choice in fashion products.

4. A The Fashion Forecasting Process

a) Trend forecasting businesses

French companies based in Paris have traditionally dominated fashion forecasting.

Although a number of larger ones are still based in Paris, many with satellite offices
around the world, a number of new niche forecasters have emerged offering their
own specialties of product and services.
Some better-known trend forecasters include: SachaPacha Peclers Trend Union
Line Creative Partners Au Studio Promostyl , Promostyl

Forecasting is more than just attending runway shows and picking out potential
trends that can be knocked off at lower prices (although that is part of it). It is a
process that spans shifts in color and styles, changes in lifestyles and buying
patterns and different ways of doing business. What appears to be near random
activity is in fact a process of negotiation between the fashion industry and the
consumer, and between the various segments in the supply side chain.

b ) Consumer research

Manufacturers and retailers may ask consumers directly about their buying
preferences. Consumer reactions are compiled and tabulated to find preferences for
certain garments or accessories, colors or sizes and so on, or products to fit specific
consumer tastes.

c) Color Forecasting

Stimulating sales is the driving force behind color forecasting. Color grabs the
customers' attention, makes an emotional connection and leads them to the product.

15
Even when the basic product stays the same, changing the color gives a sense of
something new. Color consultants help companies decide on the right color story to
sell the product. Some consultants specialize in advising on color. Others develop
color forecasts as part of their overall product development function. Some large
companies have departments dedicated to setting color directions for multiple lines.
Professional color organizations bring together experts to collaborate on forecasts
for industries like women's wear, men's wear, children's wear and residential and
non-residential interiors.

d) Textile Development

Frequently, the development of a completely new product is the result of a particular

functional need, but often it is driven by the benefits offered by a new fabric.
Specialist forecasters make the point that the technology is changing the range of
product, as through the ranges of benefits that designers can build into garment
product through the textiles used in construction.

Fabrics range from slick surfaces like leather and futuristic plastic to softer surfaces
like cashmere, from flat weaves to heavy textures like boucle and from the solid
structure of flannel to the web-like open structure of crochet. Clothing has been
called "the second skin" in recognition of its intimate connection with a person's
physical and psychological comfort (Horn, 1975). So it is not surprising that news
about which fabrics are "in" or "out" plays such a prominent role in forecasting
fashion. Newness in fabrics comes from the introduction of new fibers, the
manipulation of yarn and fabric structures, variation in pattern and prints and
innovative finishing processes. These innovations are introduced in trade shows and
exhibitions held in the fashion capitals of the world.

e) The Range of shows

The fashion shows: The word here is its widest possible interpretation to refer to the
range of organized textile and fashion garment trade shows, operating over the 16

16
months preceding season. Trade shows, whether yarn, fabric or product have a
basic function, which is to sell products.

Visitors vary according to the nature of the show. A yarn show will attract a range of
people including fabric manufacturers, some retail buyers and designers. The fabric
show performs a more balanced role with great emphasis on then sales of the fabric,
but with more retail designers and buyers attending, as the product on the show has
a greater relevance to garment design. Garment design shows are much more
diverse, ranging from the products trade shows through to the high profile Ready -to-
wear Designer shows like London Fashion week and then the exclusive Couture
shows.

Continuing this sequence, specialist product trade shows are held after the fabric
shows. These shows are segmented according to broad sector like men's wear or
women's wear, and by specialist product categories, like sportswear or lingerie.
These shows are a good indicator of color, fabric, styling and new products.

f) Sales Forecasting

Forecasting is relatively easy, straightforward and accurate for products with long
lifetime and steady sales. However, the fashion apparel business is one of the most
volatile, because it creates products that are new, highly seasonal or have short
lifetimes. In such situations forecasts become increasingly inaccurate. Errors in sales
forecasting result in two kinds of losses.

Markdowns, when retailers have unwanted goods remaining at the end of a selling
period, such goods then must be sold, even at a loss.
. Lost sales on more popular items because of stock-outs (merchandise not available
in stock at the time when consumers request it).

Introducing Innovation

17
While attention is showered on the most exciting and extreme runway fashions, the
mechanisms of fashion change work in the background to create patterns familiar to
the most experienced fashion watchers. When an innovation arrives on the scene,
individuals consider it for adoption. The cumulative effect of those decisions can be
tracked in sales and visually on the street. In fashion terms, the innovation may be
the invention of a new fiber or a new finish.

g) Cultural Indicators

In the apparel field, companies need an early warning system so that specific
product categories can be fine-tuned to trends within a market segment. While timing
is important, an agile and responsive company will be able to capitalize on trends
whenever they are spotted; sometimes just as a glimmer far in the future and
sometimes as a phenomenon in the building stage. Waning trends are another
signal. When some avocation, interest or lifestyle loses cultural power, it is a good
time to survey the information landscape for the next big thing.

h)Final Stage of fore casting

The 'Fashion look' for the season is therefore the result of a process of development
that combines the evolved views of textiles and product trade show, forecasters,
designers buyers and ready to wear shows. Like collage, the final picture emerges
after various layers have come together. Even though these shows have an impact
on some last minute high street fashion buys, their major impact is mainly on
reflecting the final views on trends close to the season. Crucially, the media
coverage of the shows is another important dimension in the trend development
process, as it highlights fashion trends that fashion editors believe will be strong for
the forth coming season. Such 'authoritative' coverage of the media, focusing
attention on aspects of fashion, including the 'must-have' looks, colors and products
influences the consumers' acceptance of hot trends for a season.

18
Future of Forecasting
For apparel executives, hitting the target requires a balancing act between
anticipation of future developments, and improvisation in the face of change. The
market place locks into one pattern, holds it briefly and then cascades into new
configuration with the slightest jar to the equilibrium. In the marketplace, that shift
may correlate with:-

Changes in taste or lifestyles

Immigration

Technological developments

Changes in price of raw materials.

4. B Indian Intimate Apparel Market & Forecast

Western winds of fashion have started reaching metro cities like Mumbai and New
Delhi virtually overnight. New categories like club wear, travel gear and loungewear
are getting added to customer wardrobes. But on the contrary, where other apparel
segments have started to participate in the race of fast fashion and forecast world,
Intimate Apparel Segment is still stubborn about its believes. Lot of brands are
headed by Older Generation, who believe that what they have been selling is right
and it doesn’t need to change. But in the current scenario where Fashion is changing
so much that inside is becoming out, the need for Intimate Wear to step up in the
race has becoming a necessity. Following Trend forecast and making the dream of
wearing a Victoria Secret Bra by common people has becoming necessary. Young
Buyers along with Designers can make this dream of being a Fashionable India
come true.

19
 5. PAST TREND ANALYSIS

5. A Past Trend Scenarios around World & India

Spring/Summer 17 is just about packing its bags ready to leave & Autumn/Winter 17
is just around the corner. In these times where brands around the world have already
started clearing out their shelves for the upcoming guest, where is India standing.
Taking in to consideration trend forecast of SS17 and observing the Styles offered by
Global Brands and Indian Brands, it can be said that, India has housed some
Permanent Guests and is not yet ready to see them off, leaving no entry for new
guests.

Spring/Summer Trend Forecast

Figure 5.A.1: Sporty Trend

The everyday push-up bra takes influence from sports with a racer back, and subtle
panelling and contrast detail. Smooth moulded cups in stretch microfibers and soft

20
internal facings provide optimum comfort and support, while subtle shine adds a
touch of femininity.

Figure 5.A.2: Bandeau Bra

A minimalist bandeau is given light structure with an underwire and shoulder straps,
providing support while keeping a simple and contemporary aesthetic. Unlined cups
in sheer mesh or stretch lace bring sensuality to the no-frills silhouette.

Figure 5.A.3: Crossover Bra

21
Inspired by tailored bra tops and ballet wraps, this unlined triangle bra features
crossed under bands that create a longer length. This works well as a fashion styling
piece under sheer or loose summer layers.

Figure 5.A.4: Summer Bra

While strapping is nothing new, unlined bras with fine, crossover straps combined
with pretty, lightweight laces make interesting summer styling pieces. These work
especially well in white and bring a lightly erotic edge to bridal lingerie.

Figure 5.A.5: Cami

22
The long-line bra and cropped top merge into the hybrid half cami. This slim-fitting
shape finishes above the navel and makes a good layering piece that can also be
worn on its own. The high-apex silhouette creates a sexy plunge, supported by the
wide under band.

Figure 5.A.6: Cheekie

The cheekie silhouette remains important, updated with a higher waistline. This item
works well in stretch microfibers for everyday no-show styles, or in glamorous laces
– recalling the 1980s brief.

Figure 5.A.7: Boy Shorts

23
This hipster short has a boyish; sports look created through a jacquard elastic
waistband with contrast slogans or stripes, and a dolphin hemline. This item is made
from a comfortable fine cotton-blend jersey fabric for low-visibility under feminine
attire.

Figure 5.A.8: Layered Hipster

A feminine, everyday brief with a low-rise silhouette and overlapping detail at the
hips. Made from stretch lace or ultrafine microfiber, the shape has a 'barely there'
look and feel. Laser-cut or bonded edges provide an invisible effect under clothes.

Figure 5.A.9: Tanga

24
In an interesting return to string-side briefs, this skimpy, low coverage style is made
from solid jersey and has a bikini bottom look. Sheer fabrics and lace elevate the
style, with cutaway backs exaggerating the scanty look.

5. B BRAND STUDY GLOBAL

1.
Journelle is an emerging leader in the luxury lingerie business, bringing a fresh
approach to the category through fashion-forward merchandise selection,
sophisticated store design and exceptional customer care. The name, taken from
the archaic French word "journellement," meaning daily, is a nod to the belief that
wearing lovely lingerie is an everyday luxury. Founded in 2007 by Claire Chambers,
Journelle's mission is to help women feel wonderful from the inside out....starting at
the underpinnings. The company's mission is to help women feel beautiful and
confident, starting from the inside out. Journelle carries lingerie ranging from the
everyday to the special occasion. It is known to have “pretty, lacy, delicate
lingerie. The store also stocks loungewear, hosiery, shapewear and accessories.
Some of the brands and designers they carry include Chantelle, Hanky
Panky, Cosabella, Bordelle, Eberjey, Fleur of England, Wolford, Elle
Macpherson Intimates, Stella McCartney and La Perla.

Figure 5.B.1: Journelle Website Image

25
Figure 5.B.2: Journelle Website Image

Figure 5.B.3: Journelle Website Image

26
Agent Provocateur was a British lingerie retailer founded in 1994 by Joseph
Corré and Serena Rees. The company had 100 stores in 13 countries. They are
know to sell colorful and fashionable lingerie’s with a Provocative Promotional
Videos. But this season, l’Agent by Agent Provocateur stops time. Right when buds
are blossoming, the fruit is ripening on the trees, the world is an open promise.
Drawing inspiration from late 80’s coming-of-age films such as Pretty in Pink, the
collection simmers with gossamer-fine whispery nudes, charming sprigs of flowers
and temptations of the flesh that beg for their time in the sun. SS17 shows a Sheer
lace, naked fishnet, tulle as nude as a nymph’s sigh; the lingerie is crafted to keep
them guessing.

Figure 5.B.4: L’Agent Website Image

Figure 5.B.5: L’Agent Website Image

27
Figure 5.B.6: L’Agent Website Image

Figure 5.B.7: L’Agent Website Image

28
.

Aerie a sub lingerie brand owned by American Eagle Outfitters, targeting youth
between 15-25 age. In addition to lingerie such as a wide variety of bras and
other undergarments, the aerie line also sells dorm-wear, active apparel,
loungewear, accessories and sleepwear. Aerie's main competition in the lingerie
market for the 15- to 22-year-old demographic includes Pink by Victoria's Secret and
GapBody. Aerie portrays true women in all her glory, by using dark skin models to
tattoo marked skin. The Aerie REAL campaign features models of various sizes,
shapes and skin colors, along with showing their beauty marks and tattoos. Their
aim for these was to make women’s feel positive about them.

Figure 5.B.8: Aerie Website Image

29
Figure 5.B.9: Aerie Website Image

Figure 5.B.10: Aerie Website Image

30
.

Victoria's Secret an American designer, manufacturer, and marketer of women's

premium lingerie, a dream of every woman. They are known to come up with
fashionable and sensuous lingerie’s season after season. Special shows known as
The Victoria's Secret Fashion Show is organized annually which features Victoria's
Secret, a brand of lingerie and sleepwear. Victoria's Secret uses the show to
promote and market its goods in high-profile settings. VS is known to be a trend
setter in lingerie, who keeps up with the seasonal trends.

Figure 5.B.11: Victoria Secret Website Image

Figure 5.B.12: Victoria Secret Website Image

31
Figure 5.B.13: Victoria Secret Website Image

Figure 5.B.14: Victoria Secret Website Image

Figure 5.B.15: Victoria Secret Website Image

32
5. C BRAND STUDY INDIAN

Zivame was started in 2011 with a Vision to Offer Every Woman the Confidence,
Comfort & Choice She Deserves. They reinvent style and make women’s feel
confident in their own body. Founded by a female Entrepreneur, who came from a
conservative background, is now one of the top lingerie brands of India. Zivame aim
to become million dollar company in near future.

Figure 5.C.1: Zivame Website Image

Figure 5.C.2: Zivame Website Image

33
Figure 5.C.3: Zivame Website Image

Figure 5.C.4: Zivame Website Image

Figure 5.C.5: Zivame Website Image

34
Clovia is inspired and motivated to bring to you beautiful lingerie that looks
sexy, and always feels comfortable. Highlighting curves you never knew you
had, in fabrics and cuts you never knew could so comfortably flatter you is
what Clovia tries to achieve with its each master piece.

Figure 5.C.6: Clovia Website Image

Figure 5.C.7: Clovia Website Image

35
Figure 5.C.8: Clovia Website Image

Figure 5.C.9: Clovia Website Image

Figure 5.C.10: Clovia Website Image

36
Enamors core consumer is a woman who’s independent, confident,
successful and is fabulous, the way she is. She pays great attention to the
way she dresses and is constantly seeking novelty- a mindset that paved way
to the early success of the brand. Enamor was launched in 2003 with the aim
to cater to a woman who’s independent, confident, successful and is fabulous,
the way she is. Someone who pays great attention to the way she dresses
and is constantly seeking novelty- a mindset that paved way to the early
success of the brand. The USP of Enamor lies in the variety of sizes it offers-
from 32 B to 42 DD. They have rightly positioned themselves as best-fitting
bra, Enamor is also said to be the first brand that made D cups easily
available in India.

Figure 5.C.11: Enamor Website Image

37
Figure 5.C.12: Enamor Website Image

Figure 5.C.13: Enamor Website Image

Figure 5.C.14: Enamor Website Image

38
Launched in India in the fall of 2007, as a part of MAS Brands which is a subsidiary
of MAS Holdings, South Asia’s largest supplier of niche market intimate wear.
Extensive research on the Asian market allowed amanté to identify India as the
launch location due to the sub-continent’s emerging upper middle-class in the
country, perceived maturity of the market as well as the presence and acceptance of
elite brands by the consumer. The brand was tailor-made to perfectly fit the unique
contour, style and taste of Asian women. Amanté believes that a fashionable and
confident woman deserves a product that is modelled to fit her silhouette and made
to suit her surroundings.

Figure 5.C.15: Amante Website Image Figure 5.C.16: Amante Website Image

39
Figure 5.C.17: Amante Website Image

Figure 5.C.18: Amante Website Image

40
 As there are different body types, breasts types are also different. At Buttercups
they believe every type needs its own special style. Designs are crafted from a
unique algorithm, which was derived from extensive research on Indian figures.
Every bra is designed to fit effortlessly to flatter Indian shapes and sizes.

Figure 5.C.19: Buttercups Website Image

Figure 5.C.20: Buttercups Website Image

41
5.D KEY ANALYSIS

As SS17 is packing its bags for departure, it time to review the time we enjoyed
creating memories. SS17 saw major trends like fancy strappy bras, mesh was a
major part of lot of styles, cross or overlapped backs, triangular bralette, skimpy
triangular thongs, high waist cheekies and layered hipsters made a major
appearance. As we can observe from the above comparative images, it can be seen
that brands around the globe have been seen keeping up with the trends and
modifying it to suit their brand image. On the contrary major Indian brands are still
seen sticking to their basic silhouette and prints. Major trends seen in India brands
are straps and prints. Top brands like Zivame, Enamor, Amante etc. are seen lacking
in style department. With ever changing times and fashion, it has become necessary
for Indian Intimate Sector to step up to the mark. Gone are the days where one
single bra could be worn in all the dresses. As dresses and casual clothes are
getting makeovers, Lingerie’s are needed to have a makeover too, to fit under your
outer clothing. You would want your pantie line showing just because you’re wearing
a body fitting jersey dress or a skirt. Also, with changing time were inside is coming
out, meaning celebrities are seen flashing their bras and camise on red carpet, or
necklines dropping to reveal your undergarments it of importance that you wear a
proper and stylish underwear.

Figure 5.D.1: Market Growth Chart

With a growth in Intimate Apparel Industry and entry of Intimate giants like Victoria
Secrets it’s important that Indian Brands gear up and step in the competition or it
won’t take long for these foreign brands to over throw them. With changing lifestyle
and disposable income at disposal people are becoming more and more fashion
savvy and it won’t be long that foreign brands will take resident in Indian Wardrobes.
42
 6. Spring/Summer 18- Trends, Colors & Fabrics

Themes for SS18

Figure 6.1 SS18 Theme

Youth Tonic embodies the exuberance of youth, and is characterised by a rule-

breaking approach to design, where ideas, aesthetics and details are taken from all
eras and genres, coming together in a bold, experimental way. Accepted norms are
being challenged, and a new wave of young designers is creating pieces that are
directional and non-conformist, as well as fun and fearless. The result is a clash of
pretty and tough looks, androgynous and pastel colours, and a confident use of
branding and messaging.

Colour Chart

Youth Tonic is all about mixing, matching and mismatching, with colours that range
from electric pastels such as Fizzy Green to urban greys such as Concrete Jungle.
This is a unique palette that can be skewed in different directions. For example,
feminine Electric Lilac becomes tougher when mixed with grey or blue, while Coral
Glow and Plum Shadow have a softening effect on pastels such as Blue Chambray
and Artificial Yellow. It’s a multiple-choice palette with versatility at its heart.

43
 Figure 6.2 SS18 Colour

Figure 6.3 SS18 Sub Theme

Figure 6.4 SS18 Sub Theme

Figure 6.5 SS18 Sub Theme

44
Statement Style

As lingerie becomes an increasing part of outerwear looks through styling trends, it

also becomes bolder and more directional. Loud, non-conformist, gender blurs prints
& graphics, Sugary pastels laces with offbeat darks, or are accented with off-kilter
bright, and sparkling synthetic bondage-inspired detailing, mixing playful, girly looks
with a hard edge, style meshes with fishnets, mixing sexy lingerie with a sporty,
street-style aesthetic to get casual, edgy look, feminist themes with bold message
and celebrating diversity with mismatched nudes. “No rules, no divisions”-
Fashion becomes loud & bold.

Figure 6.6 SS18 Theme

Slow Futures looks to the past to shape the future. Traditional lingerie silhouettes are
revisited, pared down to their essential elements, and reworked with a creative and
innovative approach. Minimalist, uncomplicated shapes have a futuristic aesthetic,
and are designed for everyday wear. Lightness continues to be an essential quality,
but silhouettes are strong and have exciting visual impact, created with solid,
architectural structures and bindings around planes of barely-there sheers.
Importantly, this trend uses the body as a visual contrast, veiling and unveiling the
skin to create effects of negative space.

Colour Chart

Earthy and elemental tones of Endor Green, Gunmetal, Charcoal Brown and Bone
work as steady base colours, and adapt depending on their opacity, and how they

45
are paired. Mars Red and mineral metallic invigorate the palette and also bring
luxury. Delicate Salt Pink and Glacier are calming and fresh, balancing the darker
shades and offering a smooth transition from winter to spring

Figure 6.7 SS18 Colour

Figure 6.8 SS18 Sub Theme

Figure 6.8 SS18 Sub Theme

46
 Figure 6.9 SS18 Sub Theme

Style Statement

Traditional lingerie’s are given a modern twist by combining sheer lightweight

materials with bold architecture design. Soft and lightweight material with wider
straps and large hardware details, earth's terrain inspired mesh, space-age look
created with brushed or dulled-down effects, Simplified designs with smooth finish
got through technological advancement. Traditional forms are recast, and a natural,
uncontrived, futuristic aesthetic emerges.

Figure 6.10 SS18 Theme

Psychotropical offers a hyper-realistic vision of nature, with lush botanical themes

that have a heightened, almost synthetic feel. Colours are intense and contrasting,
and rich motifs are iridescent, with a hallucinogenic quality. The juxtaposition of the
natural and the man-made creates an unusual tension that feels new for luxury

47
lingerie. Transparences are also important, created with cut-outs and rich botanical
or tribal-inspired embroideries on sheers. Sexy, luxurious and highly visual, this trend
is ideal for Summer and High Summer retail drop.

Colour Charts

The Psychotropical palette is characterised by contrasts, with synthetic-looking bright

such as Lightning Bug and Kowhai Yellow appearing heightened next to lush
rainforest tones of Kombu Green, Deep Jungle and Midnight Teal. Solar Orange and
Charged Pink have a digital look, and their saturated quality can be used for
psychedelic effects, perfect for high-end collections. The metallic are essential for
elevating the palette and creating a luxurious mood.

Figure 6.11 SS18 Color

Figure 6.12 SS18 Sub Theme

48
 Figure 6.13 SS18 Sub Theme

Figure 6.14 SS18 Sub Theme

Style Statement

Perfect lavish, tropical-inspired camouflage looks are created by fabric manipulation,

no-show, smooth surfaces and lustrous fabrics, exotic flower & tribal tattoo design
inspired rich, colourful embroideries and appliqués, plunging necklines and cut-outs
with metallic finishes. Psychotropical reflects a desire for escapism, and its
exuberant prints, materials and sophisticated silhouettes are designed with
extravagant luxury holidays in mind.

49
 Figure 6.14 SS18 Theme

Kinship is inspired by themes of travel and adventure, driven by an increasingly

globalised world. Cross-cultural influences such as traditional crafts and patterns are
fused with technical looks and finishes, and the casual and opulent are combined
through a pick-and mix approach to design. Romantic and bohemian styles take on a
tougher edge, reinvigorated with vibrant colours and refined fabrics. Layering is
important, mixing complex patterns and textures with clean-cut essentials.

Colour Chart

This is an upbeat palette, notable for an absence of true darks, other than black.
Deep berry tones such as Red Violet and Betel Nut temper the summery brightness
of Baked Coral and Rose Madder. Dark Ginger and Baked Turmeric add warmth,
while Blue Sage, Washed Indigo and Horizon Blue offer a calming counterbalance to
the palette's more heightened tones.

Figure 6.15 SS18 Colour

50
 Figure 6.16 SS18 Sub Theme

Figure 6.17 SS18 Sub Theme

Figure 6.18 SS18 Sub Theme

Style Statement

Fusion of ideas that seems to have been collected and curated over a journey can
be seen through artistic textures, clean-cut geometric shapes, graphic prints, cut-
outs, loose ties, wispy frills, technical surfaces and laser-cut structures, delicate, all-
over prints, Gothic-style lace trims and embroideries.

SS18 Intimate Fabric Forecast

Interfilière S/S 18 showcased new technical innovations like wicking, antibacterial,
delicate yet strong materials.

51
 Figure 6.19 SS18 Fabrics

Colour Clash
While patterns retain a predominantly traditional look – delicate flora and fauna in
raised surfaces and pretty layered stitching creating a beautiful bold patterns and
ombré effects.

Figure 6.20 SS18 Fabrics

Flowers Defined

High-shine, heat-sealed techniques add a new dimension, creating a standout effect

via both colour and volume. Embroidered floral motifs atop sheer qualities, creating a
bold yet feminine statement.

Figure 6.21 SS18 Fabric

52
Technical Basics

Delicate jacquards and semi-sheer pointelle provide technical trademarks with a

comparatively softer sensibility. Basic qualities become increasingly powerful yet
lightweight, as Hatched marl sits alongside technical nano-weights.

Figure 6.22 SS18 Fabric

Luxury Lace

Soft, fine galloons employ intricate patterns and feature long eyelash detailing.
Vibrant colour washes create a contemporary juxtaposition of old and new, awarding
finished styles youthful appeal.

Figure 6.23 SS18 Fabric

Geometric Patterns

Intricate Middle Eastern-inspired motifs influence new graphic patterns creating

geometric patterns having hypnotic sense of symmetry.

Figure 6.24 SS18 Fabric

53
Folklore

Traditional handicraft inspires lace and embroidery, with guipure florals and leaf
embroidery noted in soft bohemian colour ways, perfect for summer festival worn-to-
be-seen bralettes and fashion-led lingerie sets.

Figure 6.25 SS18 Fabric

Warm Shine

Coated and metallic qualities – jacquards and textured fabrics – are warmed as
though basking in the hazy summer sun. The use of high-shine yarns creates a
slinky and fluid effect, great for enhancing the end look of basic lingerie items.

Figure 6.26 SS18 Fabric

Pretty Scribbles

Fine lines and scribbled motifs in black are shown on light and sheer mesh in
cosmetic colours, creating a striking contrast despite their simplicity.

Figure 6.27 SS18 Fabric

54
Ribbed Textures

Ribbed qualities in jersey offer a subtle nod to sportswear, as soft lingerie ribs
become a commercial option for lounge and sleepwear. Knitted stripes work well in
bright shades, while the addition of Lurex yarns gives fabrics a younger fashion
appeal.

Figure 6.28 SS18 Fabric

Eclectic Traveller

Varied cultural influences inspire lace and embroidery for the season, with spiced
colour ways and Islamic-inspired motifs giving a nod to the Middle East.

Figure 6.29 SS18 Fabric

Opulent Crustaceans

Occupying two distinct camps, designs are vibrant and tropical in rich coral and black
combinations, or capture the serenity of the ocean in blues and greens with
shimmering hints of Lurex. Pulling inspiration from the seabed, coral and anemone
motifs provide a seasonally appropriate alternative to floras.

55
Material and Detail Forecast SS18

1. Multi-Coloured Trims
As bold coloured reflects confidence, Colourful, bright straps and mismatched
bindings, panels and underbands are making appearance in SS18.

Figure 6.29 SS18 Materials

2. Natural Toned Lace

Vintage look is achieved by undyed, unrefined, Natural-toned laces in heavier
weights or with larger-scale patterns mimic crochet.

\
Figure 6.30 SS18 Materials

3. Casual Cotton Jersey

Fine ribs add flexibility, as well as an on trend texture. Soft stretch organic cottons
are use for wire-free styles with an elasticated underband to create a subtle lift.

56
 Figure 6.31 SS18 Materials

4. Beautiful Backs
Backs come into focus with lightweight lace panels and fine strapping to create an
overtly feminine look. Details include stretch tulle ruffled straps, tie backs, delicate
crochet, satin-covered buttons and lace detailing.

Figure 6.32 SS18 Materials

5. Printed Lightweight Trend

Colourful and contrasting looks emerge, with use of Smooth polyester and polyamide
jerseys and soft mesh fabrics are decorated with pretty florals.

Figure 6.33 SS18 Materials

57
 6. Novelty Embroideries
Folk-style floral motifs work well, creating a hippy vibe and a festival look. Placed
embroideries on sheer bras continue to be a popular detail this season.

Figure 6.34 SS18 Materials

7. High Neck Details

Sports influences appear in the use of panels of sheer and opaque stretch, High
neck and choker details continue to be on trend, moving into more wearable and soft
bra shapes.

Figure 6.35 SS18 Materials

8. Underband Updates & Utility Details

The active-inspired elastic underband such as graphic stripes on elastic or new
textures such as velvet, grosgrain and metallic finishes remains an important detail
for unstructured bra styles. Lacing and hardware fastenings, along with basic chest
pockets and drawstring waistbands are key for the work wear look.

Figure 6.36 SS18 Materials

58
 7. DATA ANALYSIS

7.A ANALYSIS

Theme Youth Tonic

Rule Breaking, Experimental, androgynous, non-conformist

Attribute
Sub Theme 1 Sub Theme 2 Sub Theme 3 Sub Theme 4 Sub Theme 5

NON HARD CANDY GIRL GANG ADORNED What’s Your

CONFORMI NUDE
ST
 Graph  Sugary  Sporty  Femini  Mismatc
Story ic & Pastel  Street st hed,
Print  Bondage Style  Graphi  Skin
 Gend  Hard  Edgy c Tone
er Edge Messa  Contrast
Blur ge
 Active
Wear

Colour Lilac, Blue Blue. Coral, Red, Black, Blue. Coral, Nudes
,White, Black Lilac, Green White, Orange Lilac, Green,
White

Detailing Prints, Net, Lace, Net, Applique, Lace, Frills, Contrasting

Elastics Bondage Prints Embroidery Fabrics

Fabric Cotton, Mesh Lace, Mesh, Mesh, Fishnet Cotton Spandex,

Net, Cotton - Lycra
Style
/Texture/ Sports, Demi, Plunge/ Balconette, Bullet. BodyShaper
Print/ Triangle/ Gathers Plunge/
Surface Prints, Applique
Ornamentati Graphics
on

Accessories Elastics Lace, Straps, Patch Work, Lace, Hooks,

Garter Hooks, Underwire Applique, Underwire
Sliders Elastic Elastics

Table 7.A 1: Forecast Chart

59
 Theme Slow Future
Minimalist , Uncomplicated, futuristic aesthetic, architectural
Attribute
Sub Theme 1 Sub Theme 2 Sub Theme 3 Sub Theme 4 Sub Theme 5

NEGATIVE MINIMAL NATURE MUTED STRUCTURED

SPACE UTILITY INSPIRED METALIC LIGHTNESS
SURFACE
 Cut-  Simply  Mesh  Dulled-  Architectu
Story Outs constr  Graphi Down ral
 Negative ucted c  Space  Solid
Space  Light  Textur Age  Binding
 Strappy Weight e
 Wider
Straps

Colour Black, Brown, Black, Pink, Grey, Beige, Metallic- Red, Beige, Black
Gunmetal Beige, Brown Pink, Brown Brown, Green

Detailing Strappy Strap, Garter Lace, Contrast Strappy

Detailing Embroidery, Fabrics, Darts, Binds
Patterns Bows

Fabric Spandex, Cotton Net, Cotton- Lace, Mesh, Satin, Lycra, Tulle, Mesh,
Spandex, Spandex, Mesh Spandex
Mesh

Style /Texture/
Print/ Surface Plunge Neck/ Triangle, Demi, Plunge,
Strappy Back/ Plunge, Demi Underwire/Flor Bullet, Demi/ Bikini/ Binding
Ornamentation Gathers al Texture Bows/Darts

Accessories Straps, Hooks, Straps, Garter Lace, Underwire, Hooks, Underwire

Sliders, Hooks, Underwire, Elastic, Hooks Elastics
Underwire Sliders, Elastic, Hooks
Boning

Table 7.A 2: Forecast Chart

60
 Theme Psychotropical

Hyper-realistic, Lush Botanical, Hallucinogenic, Nature

Attribute
Sub Theme 1 Sub Theme 2 Sub Theme 3 Sub Theme 4 Sub Theme
5
LUXE CUT- DENSE HOT BODIES TRIBAL
OUTS EMBROIDER TATTOO MOODY
Y LUMINESC
ENCE
 Futuristi  Lumines  Sensuous  Tribal  Surr
Story c cent  Lightweig  Ritual eal
 Fabric  Exotic ht  Cool
Manipul  Dark-  Cut-outs  Meta
ation Tone llic
 Sensuo
us

Colour Green, Pink Teal, Green, Teal, Blue Blue, Black, Teal Blue, Teal,
,Teal Blue, Mauve Black

Detailing Cut-Outs, Embroidery, Lace, Cut-Outs Tribal Applique Strap, Lace

Straps Lace

Fabric Lace, Satin Net, Satin, Mesh Lace, Mesh Mesh, Net Lace, Mesh,
Satin

Style
/Texture/ Bullet Bullet, Plunge, Plunge Bullet, Bodysuit/ Plunge,
Demi/ Ruffles Applique Bralette
Print/
Surface
Ornament
ation

Accessori Straps, Hooks, Straps, Garter, Lace, Elastic, Elastic Hooks,

Sliders, Sliders, Boning Hooks Underwire
es
Underwire Elastics

Table 7.A 3: Forecast Chart

61
 Theme Kinship

Adventure, Travel, Cross- Culture, Globalization

Attribute
Sub Theme 1 Sub Theme 2 Sub Theme 3 Sub Theme 4 Sub Theme 5

ECLECTIC GEOMETRIC TATTERED MATHEMATI MAGIC

TRAVELLER SIHOUETTES ROMANCE CAL CARPET
OPULANCE
 Moroccan  Symmet  Vintage  Mathe  Delicate
Story  Handcraft ry  Rebellio matica  Persian
ed  Geomet us l  Geomet
 Artistry ric  Aestheti  Compl ric
 Clean c ex
Cut  Middle
- East

Colour Coral, Brown, Blue, Indigo, White, Beige, Blue, Black, Pink, Coral,
Violet White Coral, Off White Indigo Violet, Black

Detailing Beads, Applique Lace, Cut-Work Ties, Cut-Outs Laser Cut Strap, Lace

Fabric Lace, Mesh, Net, Mesh Lace, Cotton Mesh, Cotton Lace, Mesh
Cotton

Style
/Texture/ Bullet, Plunge, Demi, Plunge/ Plunge Bullet, Bullet, Strapless
Bralette/Beads, Applique, Cut- Bodysuit/
Print/
Mirror Work Laser-Cut
Surface
Ornamentati
on

Accessories Straps, Hooks, Straps, Sliders, Straps, Hooks Elastic, Hooks, Hooks,
Sliders, Underwire Underwire
Elastics

Table 7.A 4: Forecast Chart

62
7.B BRAND ANALYSIS

Brands
Journelle L’Agent Aerie Victoria Secret’s
Colour/P Monochromes- Monochromes- Monochromes- Monochromes-
rints/ Solids Solids Solids Solids
Neons Nude Tones Prints-
Pastels Prints- Prints- Geo-Floral,
Prints- N/A Floral, Lines, Melange, Retro
Floral, melange, Polka, Abstract Paisley, Summer
chekered, cheetah Ombre Effect Flora, Abstract
Wave
Fabric Lace Lace Cotton Cotton
Mesh Mesh Cotton blends Lace
Microfiber Polyamide Jersey Mesh
Silk Polyester Net Polyamide
Satin Lace Nylon
Polyamide Crochet-Lace
Nylon

Style Bra- Bra- Bra- Bra-

Cage & pretty back Balconette Bralettes Sports
Minimiser demi cup Unlined Bras Push-up
Bralette soft cup Lightly Lined Bras Perfect Coverage
padded Pushup Bras Demi
Demi
underwired Strapless Bras Lightly Lined
Plunge Sports Bras
Unlined
Panty-
Panty- Bralette- Triangle,
Tanga Panty-
Bikini Push-up, Long-
Thong Thongs
Thong Cheekies line, Racerback,
G-String
Bikinis Bandeau
Cheekies
Hi-Leg Bikinis
Boybriefs
Hi-Rise Boybriefs Panty-
Boyshorts V-String
Cheekster
Cheeks
Hiphugger
High-Waist
Shortie
Thongs
Accesso Bows Bows Bows Underwires
ries Underwires Lace Underwires Boning
Foam cups Trinkets Boning Foam cups
Garter Underwires Foam cups Straps
Boning Elastics
Foam cups

63
 Garter

Table 7B.1 Global Brands Analysis

Brands
Zivame Enamor Amante Clovia
Colour/P Monochromes- Monochromes- Monochromes- Monochromes-
rints/ Solids Solids Solids Solids
Neons Prints- Prints- Prints-
Pastels Floral, melange Floral, polka, Floral, Polka,
Prints- tribal Striped,
Floral, melange, chequered,
chekered, cheetah melange
Fabric Cotton Cotton Cotton Cotton
Cotton spandex Lace Cotton blends Lace
Nylon spandex Mesh Jersey Polyamide
Polyester spandex Nylon Net
Polyamide Polyamide Lace
spandex Polyester
Polyamide cotton Satin
Modal
Viscose
Nylon cotton
spandex
Lace
Style Bra- Bra- Bra- Bra-
Cage & pretty back T-shirt bra Balconette Cage
Minimiser Push up Demi Balconette
Front open
No sag bra Balconette Full-cover
Plunge
T-shirt bra Multi-strap Plunge Push up
Push up Plunge Push up Racerback
Strapless Strapless Sports
Nursing Panty- Sweetheart Nursing
Bralette Boyshorts neckline Transparent
Stick on Hipster Sports bra T-shirt
Tube
Bikini
Halter neck
Panty- Low waist Panty- Multiway
Boyshorts Mid waist Boyshorts
Hipster Hipster Panty-
Briefs Bikini Bikini
Bikini Low rise Boyshorts
G-string High waist Hipsters
Thong Thong Garters
Thongs
Seamless
Access Bows Bows Bows Underwires

64
ories Underwires Crystals Underwires Boning
Boning Lace Boning Foam cups
Foam cups Trinkets Foam cups
Underwires
Boning
Foam cups

Table 7.B 2 Indian Brands Analysis

Brands
Lovable Buttercups PrettySecrets
Colour/Prints Monochromes-Solids Monochromes- Monochromes-
Prints- Solids Solids
Floral Prints- Prints-
Floral, animal, polka,
Polka
geometric
Fabric Cotton Cotton Cotton
Cotton blend Nylon Spandex Lace
Polyster Polyester spandex Mesh
Lace Nylon
Polyamide
Polyester
Satin
Style Bra- Bra- Bra-
Full cover Full cover T-shirt
Average cover Demi Pushup
Semi cover Sports
Demi cup Strapless
Sports Panty- Wireless
Nursing Boyshorts Seamless
Hipster Lace
Panty- Bikini
Briefs High waist Panty-
High waist Bikini
Hipsters Briefs
Hipster
Thong
G-string
Seamless

Sets
Accessories Bows Bows Bows
Straps Underwire Trinkets
Underwire Boning Straps
Boning Underwire
Boning

Table 7 B.3 Indian Brands Analysis

Brands

65
 Sonari Bodycare Dazzle
Colour/Prints Solids Solids
Fabric Cotton Cotton Cotton blends
Polycotton Cotton blends
Polyester
Nylon
Spandex
Jacquard
Elastane
Wool
Net
Satin
Linen
Style Bra- Bra- Bra-
T-shirts Regular Full cover
Sports Sports Push up
Basic full cover Strapfree Sports
Nursing Nursing Racerback
Strapless
Multi wear Panty- Panty-
Backless Regular Brief
Seamless High waist
Panty- Bikini Mid waist
Regular Sanitary Low waist
Hipster Hipster
Low waist
Bikini
Tummy tighters
Accessories Underwires Underwires Underwires
Boning Boning Boning
Straps Straps
Bows

Table 7.B.4 Indian Brands Analysis

BRAND POSITIONING

After studying both Indian as well as Global Market, it easier to classify Indian
brands Positioning on basis of Style & Price. This will help Inticede to pin point
their target customers. Also using the above charts, we can find out what
Indian brands are lacking in terms of style and help fill those gaps.

66
After taking in to consideration above Positioning chart, Product chart & Brand
preference of Customer found out from survey, Enamor, Bodycare & Lovable we
said to be the top three brands. When compared with other Indian brands, it was
found out that these brands are positioned lower than other brands, on basis of style.

Enamor

Bra- Demi, Strapless, Sports

Panties- Hipster, Thongs, G-string

Bodycare

Bra- Demi, Plunge, Push-up, Balconette

Panties- Boyshorts, Hipster, G-string, Thongs

Lovable

Bra- T-shirt, Balconette, Strapless.

67
Above list of products are seen missing in these brands when compared with other
brands. Among the missing products, T-shirt bra, Balconette, Thongs, Hipsters are
the key trend items for SS18. Considering the Positioning and Brand Preference, we
can presume that these can be considered as target brands, as their need gap is
something Inticede can fill in. Following can be said to be brand scope pyramid for
Inticede.

Brand Scope

7. D ANALYSIS OF THE CONSUMER SURVEY:

When it comes to purchasing lingerie, the decision for each consumer is extremely
personal and unique. Due this reason, it is a challenging task for lingerie companies
to segregate their consumers into segments.
Through a combination of quantitative and qualitative research, this study proposes
to identify influencers that affect the purchasing decisions of consumers buying
lingerie.

Frequency of purchase of Lingerie:

68
46% of the respondents buy lingerie once in three months whereas 37% of them buy
once in six months. This gives us an idea of how frequently the consumers needs to
replenish their lingerie wardrobe. It is a good idea to think of introducing new styles
every three months by the brands in order to make the most of the demand.

Choice of fabric:

F AB RIC PREF ERRED B Y RESPONDENT

85.8
PERCENTAGE

18.9

12.3

11.3
10.4
9.4

5.7

1.9

COTTON SILK SATIN LACE NYLON S P A N D E XP O L Y E S T E R O T H E R

FABRIC

When asked about the choice of fabric-Cotton, Polyster, Lace, Chiffon and Nylon , it
was found that Cotton was the undisputedly the most preferred fabric among all,
followed by lace .

Cotton is especially desirable in the summer as it is a breathable, lightweight layer

under the clothing.

Other than cotton, lace seems to be a popular choice. Lace has a good reputation in
the world of bras because lace holds its shape better than most other fabrics. Lace

69
can be used as the main fabric, but it can also be used as a trim or an applique to
embellish your lingerie.

Therefore, cotton and a variety of cotton blends is the most in demand among the
Indian consumers.

To determine whether respondents prefer buying individual items or sets:

Panty Set(bra+pant
32% y)
22%
Bra
46%

Set(bra+panty ) Bra Panty

The above pie chart shows that buying individual items i.e. bra and panty is preferred
over sets.

Preferred style of bra:

In the light of exploratory research conducted for women’s preferences, it was found
that preferences for the same person changed depending on the utility to be fulfilled
by the purchase. Thus this was a multiple check box styled question that highlights
overall majority of preferences.

TYPE OF BRA PREFERRED BY THE

RESPONDENTS
32.1

28.3
25.5

21.7
14.2

14.2

11.3

8.5

7.5

2.8

70
Given the above choices in which multiple options could be chosen, majority of
women purchase padded bras followed by non-underwired basic styled bra
purchased for every day usage.

Preferred style of panty:

To understand women preferences in buying panties, the women were allowed to

choose more than one option depending on their utility aspect of the same.

Given the choices, majority of women preferred basic high leg and brief panties.

Brand awareness:

BRANDS KNOWN BY RESPONDENT

Other Dazzle
La Senza 7% 5%
6% Enamor
15%
Bodycare
13%

Lovable
Sonari 10%
4%
Buttercups Trylo
3% 2%
Pretty secret
6% Zivame
Amante Clovia 13%
8% 8%

71
From the above pie chart, we see that Enamor (15%) is the most known Indian
lingerie brand by the respondents. There are brands like Zivame (13%), Bodycare
(13%) which also have a good identity in respondents’ minds, while Buttercup(3%)
is the least known brand by the respondents.

Brand preference:

Chart Title
45
40
35
30
Percentage

25
20 39
15
24.8 23.8
10 18.1 16.2 17.1
5 7.6 9.5 8.6
3.8 5.7
0 1 1

Brands

From the above graph, we see that 39% out of the total respondents preferred
buying their lingerie from the Enamor and only 1% out of total respondent preferred
buying theirs from Dazzle and Buttercup.

Factors important in lingerie:

72
When asked about the level of importance of the following attributes- style, colour,
fabric, comfort, trendy and quality, it was found that comfort was the undisputedly the
most important factor among all, followed by quality of the product and fabric.

However, almost half the respondents think of style as also of utmost importance
and rest as important. Style and trend are deemed important by the Indian
consumers along with comfort. This shows that a consumer wants lingerie which will
be a perfect combination of comfort and style.

Satisfaction of consumer:

From the above pie chart, we see that 78.5% of the respondents are not satisfied
with the lingerie available in the market.

Areas in which Indian lingerie market lacks:

Style Quality Fabric Comfort Other

2%

30% 31%

16% 21%

73
From above it shows that 31% of the respondents say that Indian lingerie market is
lacking in the style and 30% in comfort. This shows that the lingerie market lacks not
only in style but also comfort and quality.

Awareness about the international lingerie trend forecast:

From the above pie chart, we see that majority of the respondents are not aware
about international lingerie trend forecast.

SHOULD LINGERIE BRANDS IN

INDIA SHOULD FOLLOW THE
INTERNATIONAL
Don't care
LINGERIE TREND
9% FORECAST?
Yes
30%

Maybe No
53% 8%

It is seen that majority of the respondents are not aware about the international
lingerie trend forecast, however, they are not against the Indian brands following the
forecast. This shows us that, the Indian market is not aware about the trends and
styles, however, if given the choice, they would prefer seeing the market follow the
international styles and trends.

74
Spending capacity of the Indian consumer on fashionable lingerie:

SPENDING CAPACITY ON TRENDY

FASHIONABLE LINGERIE
Bra Panties Set(bra+panties)
86
58

43
40

40

18
16

3
2

1
0
LESS THAN 1000 RS.1000-2000 RS.2000-3500 RS.3500-5000 RS.5000-ABOVE

With the increase in disposable income for the younger and modern Indian
consumer, the amount they spent on lingerie also increases. However, most
respondents still limit themselves to under 1000 rupees for individual items whereas
for sets, the respondents are willing to spend higher.

75
 8. KEY FINDINGS

8. A NEED GAP

Brand & Forecast Analysis

After researching Indian brands on the basis of their products and comparing them
with International brands on the term of forecasting following are the findings –

1. Style & Trend

Through a survey conducted for female about their lingerie’s we found out that
most woman’s when asked what Indian Lingerie brands lack, 60% females
out of 100% didn’t hesitated in answering that style & comfort are the two
things they think brands lack. After studying 10 major brands of India, and the
products they offer, it was found that these brands lack in style and colour
options. Major products offered by these brands are basics with limited colour
or print option. With changing preference, consumers needs have gone
beyond a plan push-up or strapless bra, creating a gap between brands and
their customers.

2. Fabrics
It showed in survey that most people prefer cotton and lace in summers, as
climate in India is quite hot and humid during summer. When ask for the
reason, they said in the available options cotton was the best followed by
lace. Choice because lack of option. With technological advancement, lot of
new breathable fabrics are been manufactured all across the globe. It seems
that India brands have limited themselves to cotton, while world is
experimenting with unconventional techniques.

3. Bra- the Bestie

When asked which is the most brought or preferred item, almost half the
respondent said that the most item they buy is bra, as with changing
outerwear, wearing an appropriate bra has become important. After studying
brands and their offered bras, it can be concluded that for the most favoured

76
 item by most women’s, they lack variety. Most bras are push-up with
monochrome colour and out-dated prints. In time were bras have made their
way as outer fashion clothing, India still lacks to bring variety to its most
preferred item.

4. Brands
From the survey it was found that Enamor, Bodycare followed by Lovable are
the top three favoured brands by Indian females. When these brands were
studied it was concluded that though compared to other brands these brands
do not offer wide. Major plus point of these brands are the wide range of size
they offer. These top brands have the ability to set a revolution in Intimate
sector, by expanding on their styles and making use of expansive customer
base they have.

5. Satisfaction
Survey showed that 50% of them are not satisfied with what Indian market
has to offer then, reason being the need gap. Things they prefer are either not
available or not in their size. Majority of these people fall in age group of 20-
25, mostly college going or working who need different style according to their
outerwear.

6. Forecast & Time Zone

Through survey it was found out that majority of the population isn’t aware
about lingerie forecast; only a tiny percentage of people knew about it. When
asked if they think Indian brands should follow forecast, 53%answer as
maybe, being they aren’t aware but if it’s something new and good then they
don’t mind it. Whereas 30% gave their consent that yes

77
8.B RECOMMENDATION & SUGGESTIONS

Bridging the need gap

Above data shows the need gap between brands and their consumer, which
keeps on increase Season after Season, making India fall behind in the Trend
race. With major threats like Victoria Secret’s entering Indian market, it
necessary that we find a way to bridge this gap. The great way to take all
these problems is taking into consideration trend forecast for the particular
season and on basis of it coming up with new products. As most brands
outsource their products from countries like China, Vietnam etc. These
countries have major manufacturing unit and are known to produce for major
global brands, solving the problem of technologies. On the other hand getting
to know proper trends, can be easily solved by buying houses. Buying house
has a team of buyers and merchandisers who keep themselves up-to date
with the global happenings in fashion industry. As most brands use some
fashion house or other to get their products manufactured, they can use its
forecasting knowledge to go along and.

Products like T-shirt bra, Balconette, Thongs, Hipsters which are seen
missing in top 3 favoured brands of India are actually key trend items of SS18.
So brands like Enamor, Bodycare and Lovable, who are already using

Inticede’s service can use this knowledge to fill in the necessary gaps and
make it a satisfying experience for their customers
In time like these were customer preference are changing daily and threat of
global giants like VS is on head, it’s time to go with the flow and change
before it late. With youth being fashion savvy and their concept of living for
now backed with disposable income, it won’t be long for them to move to
global market to satisfy their needs.
.

78
 8. C KEY THEME & DESIGN SUGGESTION

MOROCCAN MORE
Inspired from beautiful Moroccan Art, this summer lingerie takes a new turn.
Romantic looks are juxtaposed with more androgynous or erotic elements to create a
look that feels harder and newer. Laser cut, Embroidery, takes its designs from
Moroccan Mosaics and Lanterns. This summer, inside out trend blast with colour,
creating a mode of festival and vacation, a true description of summer.

Fabrics- Cotton & Net.

Humid & Hot climate of India makes Cotton the most preferred cloth during summer.
Using a clean cut technique to make the beautiful filigree work, is a key style of
SS18.

Colour- This summer, let’s celebrate those sunny days with a splash of bright cool
colours, ranging from yellows and end with blue, it a perfect summery combo.

79
Figure 8. C. 1: Theme & Story Board

80
 Figure 8. C. 2: Theme & Story Board

BOTANICAL GEOMETRY

Nature has answers to every question. This summer lets live a great combination
were Nature meets Man-Made. The juxtaposition of the natural and the man-made
creates an unusual tension that feels new for luxury lingerie.Botanical Geometry is a
perfect blend of nature’s love with man-made inventions. Inspired from flowers, this
season design takes new turn with laser cut geometric flowers. Transparences are
also important, created with cutouts and rich botanical embroideries on sheers.
Fabrics- Cotton & Net.

Humid & Hot climate of India makes Cotton the most preferred cloth during summer.
Cool Botanical inspired embroidery in shades of green and blue is probably the best
way to beat the heat this season.

Colour- Let your body cool down with these nature inspired colour pallet.

81
9. LEARNING OUTCOME

After interacting with brands and understanding their perspective during these
fourteen weeks, and studying them and Indian market through surveys
following points can be concluded-

1. Experience
Majority of the brands are headed by people who are in their late 30 or 40.
It won’t be wrong to say that when it comes to lingerie people get a bit
conservative, most of these brand owners believe that lingerie are
something to be worn inside and won’t need to change. In their favour they
say that this is what they have been selling through ages.
But with changing times and demand, it necessary to go with the flow.

2. Communication
In a sensitive sector like Lingerie it is necessary to have a proper flow of
communication. Brands can bring lot of products but it is necessary that
they are marketed properly and consumers are made aware of them. Lack
of consumer knowledge about certain things creates gaps.

3. Timelines
Fashion being a fast moving thing, it’s necessary to keep up with it and
maintain the timeline. A product can be a hit or a flop depending on its
time of entry and exit in the market.

82
10. BIBLOGRAPHY

Websites-

 https://www.victoriassecret.com/
 www.journelle.com/
 https://www.ae.com/aerie/aerie/s-cms/4840006
 www.lagentbyap.com/
 https://www.zivame.com/
 https://in.amantelingerie.com/
 https://www.enamor.co.in/\
 https://buttercups.in
 https://www.clovia.com/
 sonari.in/

Magazine-

Inner Secret

83
84
 EXECUTIVE SUMMARY

This report provides an analysis and evaluation of Current Lingerie Market of India,
Global & India Lingerie brands, SS17 intimate trends, SS18 intimate trend forecast.
Methods of analysis include Consumer survey, Brand Study, Forecast Study. All the
data can be found in appendices. Results of data analysed show that there is a
need gap in Indian Lingerie Market, and future scope for Inticede BSD Pvt. Ltd to
help close in those gaps.

The report finds the prospects of the market in its current position are not so
satisfying. The major gaps needs a proper wide out Consumer Survey, which can
help conclude the most positive way to solve and bridge those gaps.

Recommendations discussed include:

 Proper Trend Research

 Including the lacking products
 Using the Knowledge.

The report also investigates the fact that the analysis conducted has limitations.
Some of the limitations include:

Forecasting a future of basis of current data may not be a assured prediction as

future tends to change with situations.
Predicting consumer taste on basis of today’s source may turn in valid in future, with
chance in situations like drop in economy. Hence, it a very risky matter which needs
to be tackled with experience and research.