Indian lingerie market seems to be a major drive in funding the digital revolution today. All thanks to stores like Clovia, Zivame, Amante, La Senza etc, who have been catering to women innerwear needs full fledgedly. Its obvious to open any site and come across pictures of bikini models wearing top lingerie and smiling elegantly at you.
It won’t be wrong to say that Indian women have had a very complicated relationship with brassiere. Some perpetual advertisement might state that we Indians have discovered the bra quite late, but we have contradicting historical evidences that state, during the reign of King Harshavardhan, women use to wear bras in the first century. Going by any of our statues and art work, you can trace women wearing bra like clothing.
But modern history states that a bra is not related to Indian costume. We adorned a fabric that was draped around our upper body and over one shoulder. This would later turn into a saree. Later we invented blouses which had triangular darts, that hold us in proper position. You can also show your gratitude to British, our own colonisers, for introducing the concept of brassier to us and imply their so called ‘modesty’ upon us in the most civilised manner. Taking in account all these things that is linked to our clothing and culture, the bra seems to be shining as the most the status of women in our country.
The Changed Women Of Today
Now-a-days Indian women are earning surplus amount of money, she is more outgoing today and even more socially emancipated than she was ages ago. Her social and financial freedom results in her confident endeavour and strong lingerie choices. This resulting in several creative bra ads that urges women to go bold and innovate themselves with pushups, crossbacks, lace, polka dots etc.
They are changing their habits very dramatically. Now-a-days women are not compromising with their look by wearing a low quality bra under a perfectly styled dress. They are not hesitating in spending huge cash on innerwear; it could be strapless push up for a more refined look or a seamless bra to be worn under t-shirts or an inexplicable pant that gets rid of all the bulges effortlessly.
Women want it all from style to proper function to fit important occasions. Some of the top demand category is shape wears. They are perfect 9 to 6 solution for working women, who try on western attires to their offices daily. But for women who love to go traditionally, there are gazillion options for them to get their hands on.
It seems that Indian women have cracked opened Victoria secret wide and have opened their minds, purses and wardrobe to unique lingerie that’s specifically designed for more than just a supporting agent. In fact bra with a safety hand is also there to hide away your valuable cash is a fantastic opportunity for women. They opt for lingerie that is not only sensual but also attractive, occasionally or regularly. There is a mark of clear change that is so apparent in what women of today want and also in how they buy. Women don’t mind in turning into a smuggler when it come to lingerie purchase
Online Lingerie Store Plays Pivotal Role
Basically, Indian Lingerie market is calculated between Rs 10,000 and Rs 15,000 crore. From their shopping purchase trend, you can see that she may spent an approx of Rs 600 on a top, but she won’t shy away from buying a lingerie of Rs 2000 or more. If believed the studies, a women biggest fashion purchase is a bra. This keeps online lingerie stores standing on their toes. Several online stores like Clovia help women openly state what they desire from their lingerie. In fact you can come across Adamante ads, that speak of bras as our ‘boyfriends’ with their campaign like ‘Break Up With The Wrong Bra’. They have also pointed out domestic violence and abuse with their advertising through catchy headlines like ‘It all begins with nicks and cuts’, ‘Suffocation is the worst kind of abuse’, ‘How much longer will you adjust’, ‘Every woman deserves to be held right’. These online stores offered statistics that 8 out of 10 women makes a wrong choice about their bra size.
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