Women’s innerwear

–
Shapeware

Presented to: Prof. Radhakrishnan Swaminathan

Made for you…..
 Introduction:

• Growth of innerwear market:

•Innerwear appears to be a potential growth category across all
segments
•The innerwear market has traditionally been largely unorganised
•The market was highly fragmented and was dominated by local and
unorganized brands.
•Demand increased by brands entry
•Indian brands showcased new designs
•The focus was mainly on the width of the product range
 
Consumers:

Classified as 4 groups:
• Men and women employed in high-paying jobs
• Well-paying jobs.
• High aspirations and eager to have a metro-like lifestyle
• Men and women who have low disposable incomes

Women’s innerwear
market:
Women’s innerwear market:
•Value-added innerwear – 60%
•Increased demand for better fits
and quality
•Westernwear encompasses
specialised innerwear
Men’s innerwear market:
•Men’s innerwear market is pegged at 9
percent.
•Extended product portfolios to men’s
innerwear segment
•Men's innerwear market is also divided into 4
different segments:
• Super-premium
• Premium
• Medium
• Economy segments
BUYER ANALYSIS

• Who buys the product?

• Who influences?
• Demographic factors: Age , Occupation and Lifestyle
• Geographic factors: Urban and Metropolitan cities
• Psychographic factors: Perception, Beliefs, Attitude
• Behavioural factors: Friends, Roles and Statuse
• Is it high or low involvement process?
Product Review

• Brand Name: XXXX

• Logo:______________________________

• Tagline: ____________________________-
Product Woman Bodysuit
Attributes Comfortable,
flexible
Pros Light weighted
Can be used as an
outwear
Price Rs 799 and
onwards

The Product: We have various product

categories in the shapewear.
Product Thigh/Leg Shaper
Attributes Comfort

Pros Covers extra bulges

of the tummy,
waist, hips and
thighs
Price Rs 899 and
onwards
Product Camisole
Attributes Comfort, Flexible

Pros Used to flatten

tummy
Slim away extra fat
and look stunning
Price Rs 799 and
onwards
Products Price
Open-Bust Shaper Rs 499/- and onwards
Camisole Rs 799/- and onwards
Waist Rs 699/- and onwards
Cinchers/Corset
High Waist Brief Rs 599/- and onwards
Bodysuit Rs 799/- and onwards
Tummy Tucker Rs 599/- and onwards
Thigh/Leg Shaper Rs 899/- and onwards
 Company Overview:

• The company was established in 2012

• Deal exclusively in women wear
• The Comfortz offers a predominantly exclusive brands model across
women’s wear, footwear, lingerie, cosmetics, perfumes and handbags
and other women accessories with a variety of designs and styles
• The company identified that the standard of the living is improving
year after year and working women are more into parting and
concerned with their looks in professional field, so the company has
decided to launch their own line of shapeware’s looking at the
potential in the market.
Why only women as target segment?

• Improving in the standard of living of both men and women

• The rate of education for women was drastically improved
• Women are more into the shopping than man
• Rate of working women are also increased
• Purchasing power of women has also increased
• Standard of living is also increased
Value preposition
Functional Benefits
• Ease of use
• High quality fabric using natural microfiber and cotton.
• Light-weight because of cotton material.
• High durability
• Sweat absorber
Emotional Benefits:
Wear Comfortz to look toned, slimmer and be confident. Always dress like it’s the
best day of your life.
Self-expressive benefits:
• Customer feel confident to face the world
• Today's woman wear what depicts their personality. So, when they wear
Comfortz they would feel more confident and positive.
• Physique-Texture, Comfort, fashion and
long-lasting Design
• Relationship- Good quality and
affordable price.
• Reflection- Suitable for everyone and
can seek comfort
• Personality-Confident and Independent
• Culture- Being the Modern Indian
• Self-Image- stylish and elegant
PERCEPTUAL MAPPING
 Competitive analysis
Parameters Zivame Pretty secrets Clovia Jockey

Sales Rs.53 crores 5.2M $(Approx) 9.2M$(Approx) Rs.84 crores

Growth -15% 80% 29% 22%
Key Benefits Wide variety of products for every size Fashionable lingerie at affordable prices Crafted under fashion Comfort and quality

Advertising & promotions  Season sale  Season sale  Season sale  Tv Ads
 Google Ads  Google Ads  Google Ads  Newspaper ads
 Youtube and TV ads  Magazine ads  Magazines
 Youtube Ads
 Sales promotions  Billboards
 Magazine and newspaper ads  Sales promotion

Strengths  Wide range of products  Affordable products of good quality  Affordable products  Sufficient funds for advertisements
 Easily accessible since it is online  Tie up with Myntra  
 

Weakness  Less TV Ads  No ads  Reach to customers is poor  Expensive

 Sufficient funds are not available for ads
Modes of Promotions: Social Media
Print Media and Poster:
News Paper
Yearly Calendar
Magazine