Delivering high-quality lingerie that fits just right
Wacoal was founded in 1946 in Japan. Embracing its philosophy to help women throughout the world to express their beauty, Wacoal began to launch its brand in Asian countries in the 1970s, in America in 1985, in Europe in 1990, and eventually opened doors of its first store in India (Grand Galleria, Palladium, Mumbai) in December 2015. In a conversation with Fibre2Fashion, Wacoal India COO Pooja Merani talks about the luxury lingerie market in India.
How would you describe the market for luxury lingerie in India? At what rate is it growing?
The global luxury market is more or less stagnant because lingerie markets outside India are more evolved. And so, they are growing at a steady growth of 4-5 per cent. However, in India, lingerie is still at its nascent stage, and luxury lingerie is extremely nascent in the overall lingerie market. Hence, it will take at least 5 to 10 years to get to that level.
How has the market evolved post pandemic?
Consumer awareness of sustainability in fashion is rapidly rising. There is a wider awareness of the importance of near-shoring, carbon footprints and more conscious manufacturing processes. And this is reflected in the customer demand for better-made products. Our customers are drawn to our strong sustainability credentials, but ultimately, the product has to perform and last.
What factors are driving the demand?
Body comfort. While the industry was slow to embrace diversity – not just in product ranges but also in marketing – it has started to pick up the pace on a much more needed approach for women. Furthermore, the COVID-19 pandemic has accelerated the need for a digital-first approach to the industry which has relied on physical fitting and try-on for a very long time.
Which are some of the best-performing product categories?
Our Lace range for bras and bralettes and autumn winter range are our best-performing products. We sell padded and non-padded styles equally, and our customers love our products.
What are some of the upcoming lingerie trends in terms of fabric, colour, fit, and trims?
Comfort lingerie is growing as people still want great, everyday comfortable products. The importance is in the details, and there is a trend for logos. We also see a lot of lace in the trend, with embroidery making a big comeback. Furthermore, colour tones are the new must-have with a lot of barbie pink, blue and lilac for the summer.
Do you plan to make the products in India too?
We have already started our production in India from the last quarter i.e., October 2022. Our Indian manufactured products are daily wear bra, panty, panty combo sets etc.
Published on: 26/12/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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