Traffic Comparison & More…
Indian market is slowly accepting lingerie as part of its lifestyle and Indians are gradually opening up to the under explored space of online lingerie portals. Over the past five years, online has given a new channel of sales to businesses and brands. While horizontal e-commerce players and multi-brand etailers sell goods of various manufacturers, some are launching pure-play online exclusive brands. With advancement of the growing online shopping business more and more lingerie brands are entering the online space. Observing immense growth potential in a solid business model, online retailers keep in mind the three key points-Variety, accessibility and prices, to keep growing lingerie sale online. Alexa is one of the leading internet statistics engines. It keeps a “top billion” chart, where every web page on the planet has its place. Beginning with Google and Facebook, it goes all the way down to the most unknown websites. It’s a chart that gives you insight on how your business is doing through calculating the popularity of your site. What makes Alexa especially useful is the geographic dimension. It registers your ranking not only on a global scale but also for every single country where your site has some trackable popularity. Therefore you can focus on analyzing your authority in the countries that actually matter to you.
L-N-L looked at Indian e-commerce sites based on the monthly and daily traffic they generate and used Alexia to find out the numbers and rank for comparison. Here is the estimated monthly traffic of each of the Top players.
BRANDS
Enamor is the most loved lingerie brand among women in India. Gokaldas Images in 2001 joined hands with Barbara of Paris to launch Enamor, exclusively for the urban Indian woman.
www.enamor.co.in not only ships their products all over India, but USA as well. They have over 9 lingerie themed collections being sold online. Enamor runs periodical offers too. Whenever there is an offer you can redeem the discount directly on their shopping page
29.70% of their customers come to the Enamor site through a search engine. Today, Enamor has expanded its distribution to over 2500 MBOs, 230 counters across chain stores in Shoppers’ Stop, Westside, Lifestyle, Pantaloon, Ebony and 12 of its own exclusive EBOs, with a network of 50 distributors.
Soie is a women’s wear fashion and Lingerie brand from the house of Ginza Industries. It has 6 EBO’s and is present across 2,000+ multi brand outlets. SOIE has 2 dedicated facilities and present across major e-commerce portals. Soie is very active via Facebook, Twitter and Instagram. Soie’s products are purchasable via soie.in their own online shopping portal besides Fashionara, Snapdeal, Flipkart, Zivame and FabsDeal. The brand has a blog as well called blog.soie.in. The Soie website is simple and elegant. The layout of the website is simple yet appealing. Apart from the typography, the layout of this web design also adds beauty to the overall concept with images of their products here and there, but overall the site sticks to the use of dark grey and white. Soie.in was launched in 2012. The core team regularly attends seminars/workshops on ever changing digital world which helps them to cope up. The brand is interactive and linked with almost 45 social media accounts and e-commerce portals. Soie is pretty active via their Facebook page and have 1-2 posts updated daily. Monthly Soie sells around 200 products online viz : Lingerie- Bra, panty, Shapers, nightwears. Accessories: Smart handbags, clutches. 8.30% percentage of visits to this site come from a search engine. They are planning to launch their own app accessible to android phones. Their prints ads have increased the visitors to their sites. Their product catalog contains 1000 sku’s.
Triumph Founded in 1886 with over 125 years in the business of tailoring female confidence, Triumph is recognized as the world-leading maker of lingerie and shape wear. www.Triumph.com
Triumph International has been incorporated in India in March 2002. Starting July 2002, Triumph initially commenced operations in the 6 metros and has now expanded its distribution across 52 cities in India. Triumph’s products are available online via e-commerce shopping portals such as Zivame, Paytm, Jabong, and Amazon.in It’s safe to say they’re doing extremely well via Facebook with 3-4 posts a day, where as their twitter page seems to be hitting a downfall. The brand is interactive and spread across 1,790 social media accounts and web portals. Triumph’s products are available at the National Chain Stores as well as leading retailers in these cities.
Bwitch From the house of Genesis Colors brings forth an ideal mix of the key elements – Fashion, Form, Function and Fit. Launched in 2007. They are also present in more than a 1,000 MBOs and LFS like Shoppers Stop, Central, Lifestyle, Pantaloon, Westside and other chains like Biglife Ritu Wears and various stores in the local markets Bwitch is the first Indian premium lingerie brand to get into a licensing agreement with MTV and launch a separate line for them. Bwitch likes to personalise their ads and target the correct audience. So they use Facebook and other advertising options to reach out to a select age group. Their Online sales have doubled for them month on month. They have over 500 products on their site. “Some of our regular customers shop with us every second month . This is the best compliment they can give us.” says, Mansi Mehta, DGM, Marketing.
The collections are also available online with all major e-commerce portals in India. 21.30% of their customers come to the Bwitch site through a search engine.
Valentine: Ashapura Intimates Fashion Ltd (AIFL), incorporated in 2006 is a fashion house that designs, brands, markets and retails intimate garments for men, women and children. They have their own portal called www.valentineclothes.com a part form that they deal with various marketing channels. There is a bifurcation into two. One is a drop ship model and SOR model. Dropship model is where they get daily orders and they fulfil it from their warehouse. and the SOR model is where they give stocks to the market places where they procure it, once the order is received they pick the order and deliver the product. Valentine is present in more than 15 online market places. The top market places being Flipkart, Jabong, Fashionara, E-Bay, Home Shop18, Amazon, Snapdeal, and with Valentine works with Myntra on a day- to day basis. According to Chirag Mehta, “Our YOY (year on year) growth is more than 1000%. We have a team in place who takes care of digital media, category and warehousing and we are giving more focus to our digital space. The ticket size is 700 but it varies. Winter collections are of huge ticket size. In the future there will be a separate inventory, warehouse and a exclusive collection which will only be available online. We are planning a campaign for Valentine Day a special limited collection of products will be available at our online stores and retail for sale.” Chirag Mehta Head Of E-commerce.
5.60% percentage of visits to this site come from a search engine. They have Launched five Exclusive Brand Outlets (EBO’s) in Mumbai. They have already launched a total fifteen EBO’s across India till date. They have plans to open 100+ EBO’s in the coming years.
Amante :‘Love yourself’ as its tagline says, its available online for purchase, the lingerie brand is owned by MAS Holding.
The lingerie brand was launched in 2007. Amante includes the use of excellent premier fabrics along with latest international trends. It is currently present in over 40 main cities in India. It also has over 40 factories across Sri Lanka with clients such as Victoria’s Secret, Marks & Spencer , Triumph, and Calvin Klein etc. 12.20% of their customers come to the Amante site through a search engine. They are looking at about 20 stores through the franchise model in the next two years. These will be largely set up in malls. The store size will be 800-1,000 sq feet.
Lovable India Launched in 1995 known to be one of India’s leading women’s innerwear manufacturers. The innerwear products manufactured under the brand “Lovable” cater to the premium segment market in India. headquartered in Mumbai, Maharashtra and has three manufacturing facilities of which two are situated at Kanakapura Road in Bengaluru and one is situated in Roorkee, Uttarakhand. The two manufacturing facilities situated in Bengaluru, commenced operations in the year 1995 and the year 2005. 35.60% of their customers come to their site through a search engine. Daisy Dee another of their lingerie brand is known for its comfort fabric and low price range. Daisy Dee brand has a good standing among the women buyers.
‘Lovable’s products are also available in the multi-brand outlets such as Lifestyle and Shoppers Stop. With changing views, the modern woman believes in treating themselves with power and comfort and so the stylish lingerie has become the essential part of their wardrobe and lifestyle.
Private Lives : Facebook marketing and advertisements on the platform. Private Lives is also advertising via other social media platforms websites like Instagram and Pinterest. The brand is also engaged in Google ads and news letters. Private Lives products are available online via leading shopping websites such as Flipkart, Amazon, Jabong, Snapdeal and Myntra about 1000 articles and 50,000 pieces inventory. “The growth has been phenomenal over the years, it has been a new business comparatively. We started about four years back and currently we have grown about 50- 55% per year. We get 7000 orders on a monthly basis. We have both regular and non regular customers. It’s the same as retail, the customers come back to you.” states Pulkit Kapoor COO and Director of Private Lives.
17.60% percentage of visits to this site come from a search engine.
Online Lingerie Brands and Market Places
Zivame.com
Zivame has a strong online presence. Zivame is India’s largest online lingerie store featuring over 5000 lingerie styles to choose from for women. Zivame chose to tap their potential target audience (women) between the age group 20-35 plus years utilizing online networking. The vast collection comprises of over 50 national and international brands like Enamor, Wonderbra, Triumph, Ultimo, Lovable, Plié, Jockey, Amanté, Bwitch, Curvy Kate, Hanes and many others with more than 100 sizes to choose from.300 percent year-on-year growth in thier revenues. This is the result of women increasingly shopping online for lingerie. Zivame sells one bra per minute while Shapwear as a category has seen a 336 percent increase in a span of one year. Around 60 percent of thier revenues are from in-house brands. Around 30 percent of business comes from tier 2 and tier 3 cities. In terms of the quantity of products shipped, they have seen an increase from approximately two lakhs in 2012 to 10 lakhs in 2015.
Clovia.com
Clovia was started by a team of 4. Pankaj Vermani, a IIT post-graduate and a serial entrepreneur; Neha Kant, CEO of Moodsofcloe (past brand name) an e-commerce expert; Suman Chowdhury, lingerie design veteran of 16 years and Aditya Chaturvedi, HBTI graduate anda start-up specialist. 11.40% percentage of visits to this site come from a search engine. They sell solution based premium lingerie at affordable prices from our own e-store called Clovia.com as well as from all other premium marketplaces such as Myntra, Flipkart, Amazon, Jabong etc. There are a few other direct sales channels also selling Clovia products. Clovia has witnessed over 150% growth quarter on quarter basis and now they are looking to double their production capacity in the next 3 months.
PRETTY SECRETS
Prettysecrets launched an online exclusive lingerie brand in 2012. Founded by Karan Behal. In 2011, the company launched Mylace.in, a multi brand lingerie ecommerce site, leveraging its vast experience in product sourcing, retail and customer service. The response was phenomenal and it dawned on Karan that e-commerce allowed the brand to reach its customers directly without the burden of the offline distribution channels. He withdrew the brand from 250 plus points of sale offline and closed the ‘Lace’ stores, followed by the launch of online exclusive lingerie brand — PrettySecrets.com. The company has since secured a series A funding from Orios Venture Partners and India Quotient, as well as received continued support from its Angel investors. A catalog size of over 900 products (more than the top 10 lingerie brands in India combined) and product ranges across category verticals, including bras, briefs, nightwear, swimwear, shapers and accessories has meant that the brand is a breath of fresh air for young women (and men) online. 12.20% of their customers come to the PrettySecrets site through a search engine. PrettySecrets has now built additional distribution channels by tying up with other retail sites such as Jabong, Amazon, Flipkart, Myntra and others.
21ROSES.COM
21roses is India’s first one stop online marketplace of lingerie for both men and women, featuring over 2000 lingerie styles to choose from: bridal lingerie, plus size lingerie, every day wear, shape wear, edible lingerie, nightwear and swimwear for women. Alongside they have various style for men which includes underwear, upper wear, lowerwear, sleepwear, shapewear and much more.
The collection is curated and hand-picked from the top national and international brands like Enamor, Wonderbra, Triumph, Ultimo, Lovable, Jockey, Private Lives, Tommy, Nike, Puma, Hanes and many others. Based out of New Delhi, 21Roses.com started operations keeping in mind that all the lingerie’s stores available in India have gone monotonous and do not provide enough variety, be it in colors or sizes or designs or material. 6.00% percentage of visits to this site come from a search engine. 60.00% Daily Pageviews per Visitor.
