The existence of lingerie is as old as the existence of women who wear it. In the Middle Ages things were easier to live as women wore corsets various alternatives such as coats, the bliaunt and surcoat, which move more easily on their dresses and keep breasts firm. Wearing underwear / corset has been practiced since the ancient civilization of Egypt and Greece, where women wore corsets to support their breasts.Bras have been worn by all ages to support women's breasts and make them look fashionable.
18th century: it is believed that the history of underwear began in the 18th century. The padded silhouette with a flat stomach, slim waist and cone-shaped bust was a style. The corset, a vital element of any kind of women's clothing at the time, gave the body of a typical form, the crushing of internal organs and make them feel comfortable. Extreme use of satin, silk damask and adorned with embroidery,ribbons and lace gave the effect of art.
19th Century: The women wore corsets, crinolines and turns. The S-shaped silhouette trend began at that time. The women wore underwear like panties, corset, jacket and pants size.
20th century: Lingerie proved to be simpler and more convenient. Corsets have been replaced by a bra more flexible modern belt. The pastel colors for lingerie came into existence. In 1910, the figure became a youth trend. The bra first have a patent,which has been largely accepted, a bra was invented by a young New York socialite named Mary Phelps Jacob in 1910. Femininity in the 1930s became a fashion phenomenon. A woman has been covered by the parts known including bras, corsets and curves pointing bust and waist with suspenders. But a brace each have been widely accepted and panties have been reduced in size and finally obtained the shape of bikini briefs.
21st century, the era of intimacy-intimatewear: At this time the mode ispushing women to show the underwear as outerwear that relates to the sensory pleasure of a partner. Lingerie is considered the second skin of many women. In the current era, women have more choices than ever in terms of style, design, fabrics, etc. For many years of fashion at to lingerie styles was switching between the feminine and masculine , and painful practice. In recent times, lingerie is the most attractive, luxurious and feminine clothes that are wornintimately and respected for its convenience and comfort.
Forecast market growth in the world of Lingerie
Today, the main concern about the marketing of products of lingerie is the fight for share between global brands and local labels for retailers worldwide. It also focuses on consumer choice and acceptance of the brand. With its unmatched combination of fashion and function, lingerie is a product category that crosses the fine line between necessity and luxury. Besides these features, it has, An increase of $ 30 billion-a-year industry and has set for continued growth over the next five years.
For the lingerie market worldwide, it is necessary to verify not only the competition between brands, but also separate bra wars taking place between local brands and retail labels. The leading player among the lingerie brands in the world are the U.S. manufacturer Sara Lee, which has a large market share in its home country and the European market. AfterSara Lee, there are companies like Warnaco, Fruit of the Loom, VF and Maidenform, Triumph in Europe also have a significant market share. The most comfortable La Perla, meanwhile, is at the top of the high-end lingerie market worldwide.
In the retail sector, the American chain Victoria's Secret, Knickerbox the United Kingdom and northern European retailer Hunkemoller provide the specialized market, but the vast amount of lingerie is negotiated by clothing retailers such as Marks & Spencer and hypermarkets like Wal-Martand Carrefour. However, the tendency is to be robust on the statements that the bras, and repeatedly sell these items in multiple packages. While major retailers and brands to keep propelling the market, the singular nature of the claims that there is also a push to smaller, more labels in the marketplace that offers a little niche.
Of the total world market for lingerie, amounted to 29.5 billion dollars annually in 2003, bra calculated at 56 per cent of total sales, while memory and wear body / daywear / wear formcategory added 32 percent and 12 percent in that order. From about 6.4 billion bras and panties were purchased worldwide in 2003. The report shows that the average woman buys two bras and five pairs of pants per year. Sale lingerie in the developed world are to be seen how basic leads, with the average of six women with bras and eight pairs of briefs in his wardrobe – more than it usually requires.
The purchase of these products is usually determined by factors related to style, like whatstyles (g-string bra padded) look better in certain types of clothing, or what colors look best. In the past, this picture was not good for developing countries, where lingerie is bought more by necessity than desire. Although population growth, demographics unstable and the emergence of consumers more disposable income to change buying habits in these regions, and the lingerie market is expected to gain an advantage of this opportunity.
According to a research report,the lingerie market worldwide was estimated at 29.15 billion dollars (U.S.) in 2004 and should increase (at a rate of about 9 per cent) to $ 31.6 billion in 2012. And the product that will have the fastest growth is "underwear, daywear and shapewear.
Despite this significant growth, the demand for lingerie in the developed world has been observed to increase approximately five percent (based on a low population growth, aging and saturation of products), while that ofrest of the world should grow by nearly 20 percent.
Although this appears to be a fairly steady increase of 7 percent in worldwide volume of 6.8 billion units, it also amounts to a massive growth in developing countries. This will go together a remarkable surge to manufacture abroad in countries like China and India, the continuous improvement of technology and communications offer such alternatives more profitable than the national alternative. The markets are expectedto develop in the future include the Indian subcontinent, China and Southeast Asia. India and China should increase their international market share of approximately U.S. $ 100 million each, while South Asia, already a leading market for lingerie will increase from U.S. $ 350 million in value.
Given that price levels in these sub-regions are a little weak, which shows an expected growth in the quantity huge opportunity for companies to lingerie. The products that form the body and provide a smooth curveare seen as a key area of growth for buyers of baby boomers lingerie. New and innovative fabrics like Lycra and microfiber will continue, with many in this segment.
Price to maintain constant
With a tone of lower prices to a level of detail offsetting any attempt to increase manufacturers' costs, prices are not expected to have a significant impact on growth of lingerie market in the developed world until 2010. However, value growth in the developing world is more complicatedestimate, because of the vast trading on the gray or black markets and, therefore, not to normal retail prices.
Nevertheless, Sara Lee is expected to maintain its market dominance of developed countries and make significant inroads into other markets over the next five years – even in challenging financial problems faced by competitors such as Warnaco and Maidenform. With her low profile and hence companies with low debt as European Triumph Wolford and keep surviving. It isunderstandable that the strong volume growth of leasing for players of lingerie come from emerging markets, while in an area where discrimination is important, businesses will also benefit organized by marketers niche. Fortunately for all subjects, lingerie is driven by consumer loyalty to the brand, fit and comfort, making it one of the financially strongest segments of the apparel market.
China
China exported 4.2 billion pieces of underwear for women in 2004, 30 percentto increase from 2003. In China, Shantou is a hub for manufacture of underwear for women with well-developed systems and good management of the plant, providing a fast and efficient chain system of supply. This port city in Guangdong Province exported women's underwear worth $ 650 million in 2004, being the third of outbound shipments from China of the product. Shantou has more than 1,500 suppliers, about 150 of which export directly. Cities of Shantou associated Gurao,Xiaoshan, Chendian Liangying and are areas of advanced manufacturing. Gurao, the largest center, has more than 440 manufacturers of underwear. The annual sales reach 260 million, including $ 564 million bras and 180 million pairs of underpants. Shantou is famous throughout China as a major producer of knitted underwear. Xiaoshan and Chendian each produce more than 100 million worth of underwear women per year.
Suppliers in Shantou range from small businesses with 50 workers to large manufacturers with 1,500 employees. However, small and medium suppliers are large companies. Many suppliers have vertically integrated production of fabrics with internal knitting, dyeing, finishing and printing, tailoring and sewing, embroidery and packaging capacity. Bra City and suppliers panty
models target mid-range, but high end models are also made by them. About 90 percent of production is for OEM orders.
Bras and panties are seamless fashion modelswhich are better now days. Hanzina Underwear Co. Ltd, a leading supplier of these products, has invested huge sums in 20 Santoni circular knitting machines from Italy, two systems of warp knitting and 350 sewing machines. The company produces 200,000 units per month. The use of lace and embroidered fabrics is also well-liked among suppliers Shantou. Underwear Knitting Factory makes Chengtai sets bra and panties with lace trim, embroidery and prints.
The midsize company makesunderwear Wal-Mart and the Oren Donna. Hongjie Underwear Industrial Co. is also a leading producer with 1,500 employees and fully integrated production that covers the fabric knitting and sewing. The company provides bras and panties Invented in knitted fabrics, prints and embroideries complex. The company also produces items such as push-ups and convertible bras.
Many companies are making efforts to reduce their lead and delivery times. Port of Shantou, one of 20 leading ports inChina, transportation of cargo to many countries and regions. This helps suppliers to provide convenient delivery to foreign buyers and supports the continuation of transport fares cheaper.
India
The lingerie market in India is still in its infancy and, until recently, the accessibility of high quality apparel intimate was limited to irregular or gray imports sold under the counter. Because of limited products and lack of sufficient specialized and organized distributionatmosphere, the achievement of fashion and quality awareness of the Indian consumer for intimate apparel is yet to achieve.
India is also one of the markets more dispersed retail worldwide. The products have so far been marketed primarily as a commodity and are price and margin driven. Till today huge quantities of bras are sold to end users by male sales in mom-and-pop shops. Most shops do not provide even a trial chamber.
Accordingly, major consumerbase are not sure of the functional characteristics of a bra or even their own sizes. When Gokaldas Intimatewear began developing enamor their first goal was good business. Enamor respondents across India and measured 4,000 women. They found that 80 percent of Indian women wore equipment underwear uncomfortable. In India, the bras were made only in cup sizes B and C, but enamor research has revealed that most Indian women needed cup sizes A or D.
In India, Triumph, Lovable Lingerie, enamor, Celebrities, JulietteAmul etc. are major players in the lingerie market. Today, 70 per cent of the lingerie market in India is unorganized. But this can not be replaced by the increasing number of malls and consumers concerned about the quality. For example, Lovable growth of 20 per cent last year has been sustained by new businesses and there has been a increased need for lingerie franchise enquiries across the country.
The contribution of combined market of the top five retailers in India are less than two percent. Although the lingerie sales rose 12 percent over the past five years due to anew awareness of intimatewear. Women's innerwear industry in India is worth Rs. 2000 crore and growing at an average rate of 12 per cent.
Turkey and Bangladesh have already seen the potential and aggressively promote its innerwear industry. Many Asian countries are India, defeating the United States, the world's largest importer of clothing. According to the U.S. Office of Textiles and Apparel, in 2002 the country imported 198,094,426 dozen pieces of underwear made of cotton. Contribution of India to this was a meager 2.36 per cent. In bras using material of human origin, the United States imported 37676800 dozen pieces. While China was 32 per cent of them, Indonesia had 10.5 percent. Even Bangladesh has 1 percent. However, India has exported a meager 0.65 percent. Although there is great potential to be recorded if approached in an organized manner with a good introduction.
Ready to wear women: the most profitable segment
The Rs.28 ,375-crore segment womenswear garment covers 32.1 per cent of sharesThe Indian apparel market in value terms. In terms of volume, market share of womenswear is one percent higher than men's fashion, but in terms of shareholder value is five percent lower than men's clothes because segment brand in ready to wear women was virtually nonexistent until a few years ago. Currently, the most profitable segment for investment. In 2005, volumes rose 5.5 percent while capital gains were as high as 15 percent.
Women's trousers and skirts categoryobserved a stronger growth in 2005, nine per cent of increasing volumes and value appreciating over 23 percent from 2004 levels. Western Wear, such as suits and jackets and lingerie are the two other categories where progress has been excellent, the volume and value growth is 10 percent and 21 respectively in the western wear and 6.8 and 18.1 per cent in lingerie.
At first Indian women to the most trusted foreign products or run their tailors corner embroidery friendly form fitting bodice,which were worn under dresses. But now the scenario is different. The movement first fashion for men and women was considered if associated Apparels Pvt Ltd, manufacturers of shirts Liberty, introduced the famous Maiden Form Bras, Jockey underwear and swimwear Jantzen in 1962 India.
It was a lean period for the shirts of Liberty with the complexity of imports and the opening of export markets, if the late Bhawandas Wadhwani approached the lingerie industry with technical expertise of theUnited States. The marks obtained a realization of their optimal level of style and quality. But because of restrictions imposed by the government for foreign brands, Wadhwani discontinued the overseas tie and changed the names to Libertina for lingerie and freedom for men's underwear in the late 70s. 80 to 90 company focused on the underwear. Even today Libertina and freedom are always one of the major players in the lingerie market.
With the triumph of Libertina and Liberty, other IndiansBusiness has also moved on the lingerie market. In the 70s Peter Pan of Dawn Mills entered the lingerie market with styles of the West. The brand was popular among Indian women, but two decades later, he disappeared from the market.
In 1971, VIP has entered the market for underwear for men with a big bang and became the most talked about brand because of its advertising featuring model Dalip Tahil. Since then, VIP is a leading player in the market men and women's underwear. VIP launched Petals, a molded bra with Lycra memorandum which was well accepted at this time, but was subsequently abandoned. But by introducing Loveable in 1996 was a huge success because they brought in a foreign brand, but it was made in India. Lovable was followed by feelings, and domestic VIP Daisy Dee another foreign brand. The very ultra Vanity Fair was introduced in 2004 and a mark Try to Korean men and women in 2004. VIP innerwear fashion new men called Frenchie X wastargeted to meet the challenges posed by foreign brands.
Another leading brand in the lingerie market is Rupa & Co founded in 1985. The variety of men, women and underwear for children in place, it is the largest Indian innerwear manufacturer and seller. Besides these two brands are other labels produced by them. Amul, Lux Cozi, Dollar are certain brands catering to a particular segment of the lingerie market for men, while the lingerie segment has its own localofferings as Neva, body care, Softy, Lady Care, Little Lacy, Red Rose, Sonar, Feather Line and many others.
In restructuring Jockey-90s entered the Indian market followed by Calida and Blu Liberti. Then the very haute couture Gossard existed for a limited time. In the 21st century, enamor, another foreign brands entered the Indian market through exports Gokaldas and the chic French brand Aubade began its only outlet in Mumbai. La Senza is the foreign brand next is set to enter themarket while Hanes already has a very unconventional campaign with a targeted ad to the trust for the Indian male.
One of the main players on the Indian market is the Triumph lingerie. They have a presence in 150 countries worldwide and a turnover of 2 billion dollars with an output of over 200 million units per year, producing 6000 new styles fashion designed by year by 200 designers in 11 countries. Triumph started its operations in India in six metros, and is now distributed in the45 cities. Regarding the lingerie is concerned, India is still in its initial phase. India has to wait to become a mature market compared to other Asian markets like Japan, Hong Kong, Singapore, China and Vietnam. Over the last three years there has been strong growth in the company, but the retail lingerie and distribution channels are limited. Triumph markets through retailers, MBO, and two franchises in Mumbai and Kolkata, and even they will grow in the nearfuture. From 300 outlets in India, we target to cross 1,000 points of sale in three to five years. With all the raw materials imported from Europe, Triumph is produced in Chennai and has acquired a 50 percent sales increase since entering the country. Although Triumph is the only international brand managed, it also aims to meet the Indian buyers and the ability of the source of smart fabrics are not available in India. Triumph was the first to introduce the tissue hydration with Aloe Vera andOne piece bra, which is produced by a piece of cloth. Sizes and styles are very special for Indian consumers. Triumph, which began production in India in 1998 started exporting to the United States before its entry into the local market. With 80 percent of exports and 20 per cent of local sales in India, Triumph adds new products and concepts for the styles of 5-10 each year.
Recently, well-known brands International Lingerie – Aubade – the fashion capital of France held at Indianmarket.
Although the prospects for international lingerie franchise is just as exciting and bright as outerwear and one the India's growth in that sector may be called almost negligible. Body and fashion shows of beach are presented twice a year around the world showing the latest trends in fashion innerwear. Fabrics new underwear with an "anti" as anti-stress, anti-smog, anti-static, anti-allergic, anti-bacterial, anti-moisture and anti-odor pamper the body. Top European products such as BrunoBanani, Excellent, Schneider, Louis Feraud, Calvin Klein, Gianfranco Ferre, DKNY, La Perla, Gossard, and Schiesser are some brands that set their inspiration to the ultimate test. Thank you to implement new outerwear made by designers from around the world and India, lingerie is published with the renewed fascination in India too.
It may be shocking that there are 1000 brands in the Indian market, but only 200 are active nationwide. Others are aimed at markets in the vicinity of their production. Many of these brands have continued until the advent of MNC labels for the last decade and should continue to do so.
The lingerie industry is progressing in India because of domestic demand combined with higher export potential considerably. She will soon get a position early. On a cottage industry can be transformed into an increase in trade. Indian brands have experienced that they should be more quality conscious and work harder in branding, promotion, packaging and innovation. Only the state of mind to make the lingerie world class fails. Small countries like Sri Lanka, Turkey and Bangladesh are major producers in this segment. Indian companies have recognized the importance of innerwear for men and women and the competition is hot as new and more players are able to offer that many Indians called the lift mode.
Groversons the popular lingerie brand which holds 23 per cent market share in the organized bra segment is working on a blueprint to open company owned stores across India. The brand which has only two company-owned stores now plans to open 50 exclusive stores across India. “We are aiming for 300 per cent growth from exclusive brand outlets (EBOs). Initially, the plan is to open 10 stores and then scale it up to 50 EBOs,” says Rakesh Grover, MD, Groversons Group. Incidentally, they already have 12 EBOs, these are run by franchisee and go by the name Poem. They also have two company-owned stores for more than 20 years. “We are planning to invest about Rs 10 lakh per store for an area of about 250 to 500 sq. ft.” Groversons is best known among women for brands like Paris Beauty, Sparsh, Miss-T and Poems to name a few.