We have already established our unique identity through innovation
Sloggi, a hallmark of innovative comfort for over 40 years, crafts the world’s most wearable everyday bodywear through unique designs and environmentally friendly materials. Embracing diversity and a modern lifestyle, they empower individuals with unparalleled comfort and a conscious commitment to the planet. Sloggi India Marketing Head Bhavin Devpuria talks about the intimate apparel industry, digital marketing and more in an interview with Fibre2Fashion.
With the increasing demand for body-positive messaging, how is the intimate apparel industry adapting its marketing strategies to promote inclusivity and diversity?
Amidst the growing demand for body-positive narratives, the intimate apparel industry is reshaping its marketing approaches to embody inclusiveness and diversity. In fact, many view these terms not as marketing gimmicks but as a normal representation of all body shapes and sizes. After all, it is natural for everyone to have different shapes and sizes, and it is unrealistic to expect all to conform to a supermodel figure.
Brands like ours are embracing this reality and celebrating women of all sizes and shapes. We do not even view it as inclusivity; it is simply normal. Just like people have friends of all shapes and sizes, so do brands. The concept of inclusivity should not even exist as a separate term; it should be the standard.
The emphasis on body positivity stems from the understanding that individuals of all shapes and sizes require lingerie, and our brand ensures our fabric meets this need, especially with our zero-feel product line. For example, we have demonstrated the material’s stretch and resilience at conventions, showcasing how it can support a person’s weight without tearing.
This focus on super soft, breathable, and stretchable material is rooted in empathy for women’s everyday experiences. We understand the need for comfort in intimate wear, especially for those with heavier busts. That is why we strive for a zero-feel experience, allowing women to feel as if they are not even wearing a bra. Our long legacy and continuous innovation aim to provide personalised comfort to each individual.
Our approach is not limited to a specific brand like Sloggi but extends to Triumph, an international brand with a legacy of 137 years globally and 22 years in India. We take pride in our expertise in this category, delivering products that resonate with our belief and the belief of all women in the importance of comfort. Our goal is to invite women to embrace this comfort and feel liberated in their everyday lives.
In recent years, there has been a growing focus on comfort and functionality in intimate apparel. How are brands incorporating technological advancements and material innovations to meet these evolving consumer needs?
Yes, in recent years, the focus on comfort and functionality in intimate apparel has increased, and brands are actively responding by incorporating technological advancements and innovative materials. The current timeline we live in mirrors the rapid growth of technology, even evident in children aged 5-10 years who adapt and learn from this technological exposure. This constant advancement in technology drives us to seek convenience and adaptability. In the intimate apparel industry, this manifests in the selection of materials that offer stretch and a ‘zero feel’ sensation. As technology continues to evolve, we will remain committed to innovation, ensuring that we meet dynamic needs of our consumers with the most comfortable and functional products available.
What are the key marketing strategies Sloggi India has adopted to establish and grow its brand presence in the Indian market?
Before discussing the strategy, it is vital to recognise that our main focus is on Generation Y and Generation Z, who have greater spending power and make their own decisions. Our strategy is predominantly digital, as these generations consume significant digital content on the go and show a clear preference for virtual experiences over on-ground ones.
From day one, we have aimed to build a brand that fosters conversation, focusing on the comfort that both women and men desire. Innovation in fabric and a strong emphasis on comfort shape our approach. Recently, we launched our campaign ‘House Party’ to align with the trend of both going out and hosting house parties, both of which connote the need for absolute comfort. This reflects Sloggi’s tone of voice: real, joyful, bold, innovative, and filled with positivity and welcoming warmth. We are authentically focused on being both cool and joyful.
Could you elaborate on the target audience for Sloggi products in India?
Our target audience in India and globally falls within the 18 to 25 age group. These individuals, often referred to as ‘Gen Z’, are starting to live by their own rules, embodying boldness and independence. They align with our brand’s character, which is casual yet opinionated, mirroring the characteristics of today’s Generation Z. Our marketing and product strategies are designed to resonate with these traits, making Sloggi a relevant and appealing choice for this dynamic demographic.
With the rise of digital marketing, how has your company leveraged online platforms to reach and engage with its customers effectively?
In March this year, we launched our own B2C website, tapping into the substantial legacy of Triumph International, of which Sloggi is a part. The relationship between the two brands allows for a broad array of potential customers; for example, a customer who purchases Triumph might have a daughter who buys Sloggi.
Besides our website, we are present across various marketplaces like Amazon, Myntra, Zivame, Nayka, and in around 500-600 physical locations. We also run an always-on campaign on YouTube, and actively engage with influencers who resonate with the brand’s authenticity. The pandemic even helped normal, regular people become influential, so we sought collaboration with those who have organic followings rather than traditional celebrities.
In May, we ran an influencer campaign with Komal Pandey, who genuinely appreciated the comfort and style of our brand. This relationship led to additional organic deliverables beyond the expected collaboration. We are embracing new styles, like the concept of ‘bralettes’, which has become a significant trend in urban India.
While we strive to be bold in our approach, we are also cautious, recognising the conservative nature of the Indian market, particularly when it comes to lingerie. We always ensure that our promotions adhere to privacy policies and cultural sensitivities, allowing us to engage effectively with our target demographic without crossing any lines. This combination of digital engagement, collaboration, innovation, and cultural understanding forms the core of our online marketing strategy.
Are there any plans to raise the bar of the target audience?
We are committed to our core target audience of 18 to 25, but we recognise that age is becoming more fluid, with many saying “50s are the new 40s” and so on. While we will remain focused on our core demographic, we understand that some outside this age group may explore our brand. After all, our inclusivity means we want to be part of everyone’s lives, appealing to those who are young at heart.
What role does social media play in your marketing efforts, and how do you measure the impact of social media campaigns?
Social media is central to our marketing, particularly in our current house party campaign. We will collaborate with influencers on content like ‘Get Ready With Me’ to emphasise styling. While buying a bra is commonplace, we want to show how to style it distinctively. This approach will be key to our year-long strategy, helping us reach those who respond to the right style.
How has Sloggi worked to build brand awareness and engagement in India, and what success have you seen in these efforts?
Our main focus in India at this stage is building awareness, as we believe that awareness leads to sales. Though the brand has only been launched in India for just over two years (with half of that time affected by COVID-19), we have seen promising growth in engagement. For example, our social media following has more than doubled to 10,000+ in just a few months, with an impressive 20-25 per cent engagement rate. These numbers signify growing awareness and acceptance. Though it is a daily process, the organic and engaged growth shows that we are successfully building a strong foundation for future success.
What role does data analytics and market research play in shaping Sloggi India’s marketing decisions? How do you ensure that marketing strategies are data-driven and customer-centric?
Data analytics and market research are instrumental in our marketing decisions. By analysing the success of campaigns in different regions, we can identify cities that respond well to our brand. This data helps us focus our strategy on those areas. For example, beyond major cities like Mumbai, Delhi, and Bengaluru, we look into tier 2 markets that quickly catch fashion trends. We also tailor campaigns to specific markets. Insights from data, such as Kolkata being a top market for plus-size purchases, allow us to create targeted and effective strategies.
In a competitive market, what are some unique features or aspects of Sloggi that differentiate it from other lingerie and undergarment brands in India?
What sets us apart is our expertise in fabric, developed over a long period. While others may be trying to find ways to differentiate themselves, we have already established our unique identity through innovation. Our focus on stretch and fabric quality shows customers how these elements can be done effectively, rather than merely claiming to do so. We have created our distinction, and others are following it.
Customer feedback and reviews are essential for any business. How does Sloggi India utilise customer feedback to improve its products and tailor its marketing messages to better resonate with the target audience?
Customer feedback and reviews are vital to our process of continual improvement. We strive to create magic every day, and while some days we succeed, others are learning experiences. For instance, our Body Adapt line, launched with the house party campaign, achieved great visibility and sales, but most importantly, we received invaluable customer feedback about the fabric’s adaptability to size and shape. These reviews not only affirm our innovation but guide our future efforts to create products that resonate with our audience’s needs and preferences.
Is there anything Sloggi is planning to incorporate in the future?
We have some exciting plans including an upgraded version of our Body Adapt products. We are also exploring the possibility of introducing ‘zero feel’ lace, as bralettes are performing exceptionally well in the market. These initiatives reflect our commitment to staying ahead of trends and offering products that resonate with our customers’ preferences and needs.
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