Demand from smaller cities pushes lingerie sales, Retail News, ET Retail

Davida Erdahl

Chennai: With muted offline gross sales because of to lockdowns, women’s innerwear gross sales are up four-5x, driven by increased on the net desire from tier 2 and three towns. Closed stores and operate from household culture have led to new shoppers on on the net platforms in more compact towns, say innerwear brands.

For Zivame its digital system now contributes ninety% of the business with sturdy desire — with about fifty% bigger desire YoY coming in from tier three and tier four. There is desire for comfortable bras and underwear and multi-intent sleepwear and loungewear, the enterprise stated.

According to a May perhaps, 2021 report of consulting agency RedSeer, Indian feminine innerwear marketplace stands at $six-$7 billion as of CY20 which is nine% of the general clothing marketplace.

About 30% of the marketplace is driven by the metro towns. It estimates the on the net feminine innerwear marketplace to

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