Intimate wear For Bridal Ligerie

Lingerie is one of the most understated part of a woman’s attire. If chosen and worn properly,  lingerie can bring out a look in her that she deserves. The Indian woman of today is bolder when it comes to aspirations. She is now choosy and has started giving importance to lingerie. This has been fostered by their education, the changing social milieu. The Indian society is in the midst of a make over. The western influence is shaping today’s modern women. There is special lingerie for every occasion and for different types of outfit. However, amidst this growth in Indian lingerie industry, there is one section or segment that has been neglected. It is the section of bridal intimate lingerie.  The segment of  bridal lingerie in Indian retail lingerie is still small in size.

Bridal intimate lingerie is sensuous and is meant for special occasions like wedding nights or similarly seductive situation. It’s a new segment of lingerie for Indian women, who haven’t had enough options and access to sensuous as well as comfortable lingerie with Indian elements for their wedding night.

But the category is not limited to any occasions and can be used in daily life. Whatever be the reason, women of today are increasingly aware of the concept of bridal lingerie, which is very prevalent in the west, but have not been given the required avenues in the Indian retail space. The Indian lingerie market, though growing at a tremendous pace, has its gaps. It is at the brink of being the next big thing. There has been deduction in their price sensitivity. The women of today emphasize more on comfort and quality. Price has taken a back seat in the minds of women.

“Bridal lingerie is a crucial part of one’s ensemble and can make a real difference to the way one looks and feels throughout the day. We recommend shopping for lingerie well in advance, so it avoids last minute panic. Choosing the right material and fit is extremely important. For eg. If you are going to have a summer wedding, cotton would work best. Corsets or bustiers are currently very fashionable wedding undergarments as they can give more definition to your waist and bust. It is a must have item for your trousseau.” says, Mansi Mehta DGM, Marketing Bwitch

Women are more appreciative and responsive to branding. Lingerie has now become brand and has slipped into the luxury bracket. Women of today are more aware and are willing to experiment with new products in the market. There is no bridal lingerie segment existing in the Indian lingerie industry. The only thing close to bridal lingerie being sold is lacy lingerie which is essentially lacy work done on lingerie. The design process starts with the mood board which depicts the mood of Indian women and her emotions on the wedding day. The colour red is associated with love and passion.

“While we use the term bridal lingerie, one doesn’t necessarily have to only buy and wear it on one’s wedding. Well fitted luxury lingerie can be worn round the year, it makes one feel beautiful and confident. Make sure that you are comfortable in what you buy. Pick colours that suit your skin colour. Warm colours like reds and pinks are all time hits, but do not be afraid to experiment a little either. Matching coordinates is a must. If you’re not sure of your size, get fitted by a professional fitter.” says Antra Lodha, Creative Head.  Floret Lingerie

“The growth is good. Women are now more aware and are looking out for well fitted, good quality bridal lingerie. They want a variety of colours in a variety of styles and are willing to experiment. Not for their customer base yet. They don’t feel any competition from them as they do not fall under our price segment.” says Antra Lodha, Creative Head

In Indian culture, according to astrology, the planet in charge of marriage, Mars, is red in colour. So Brides are asked to wear red during the wedding proceedings since it stands for prosperity and fertility. Gold is the colour of prosperity, luxury and purity. According to Ms. Urja Padwal, the COO of Little Lacy “The colours trending this year are marsala, festival fuschia, royal blue. Fabrics include softer mesh, printed satins and lush feel polyamides”.

Bridal collections are the ultimate as far as lingerie is concerned. The leading brands regularly creating collections for the bridal lingerie are Enamor, Triumph, Bwitch, Lovable, Amante in the premium segment and brands like Sonari, Soie, Tipsy, Little Lacy, Floret, Mybra, Vstar, Alies, Alisha are regularly feeding their consumers with mid priced bridal collections. A bride should have 3 sets of lingerie, one for morning session, 2nd for evening party and the 3rd and the most attractive set for the first night” says, Mr. Mohan  Krishnan – the M.D of MyBra.

“ Ideally, 3 months prior to their wedding. Moreover, they should purchase their lingerie after having decided on the outerwear. We as a brand don’t recommend built-in bra dresses, blouses etc as the magic a right bra can give to your silhouette cannot be created by the former. Your lingerie would depend on your outerwear, so be very sure what you would like to wear on your D Day. Like suggested go for the right bra and style rather than built in bra dresses though it’s in vogue.” Jonali from Enamor.

Organized retail:

Retail has become more organized and is covering up a major part of the unorganized space year on year,  which is expected to grow at a compounded rate of 15% the next 5 years from Rs 2300 crores  in 2011-12 to Rs 4700 crores in 2016-17.

Organized retail sector in bridal lingerie is expected to grow at an annual average rate of 23% to Rs 470 crores in 2016-17 from Rs 170 crores in 2011-12. This has given consumers far better retail environment and brands can also showcase their products in a better way.

Enamor has around 12 EBOs, 355- LFS and MBOs-3000. Bwitch are supplying to Shopperstop, Lifestyles, Central, Westside  & Pantaloons – Pan India,

Bwitch has total 6 EBOS in cities like Delhi, Kolkata, Allahabad and Dehradun. Floret caters to more than 6000 MBOs currently. They also have an EBO in Rohini  where their entire range is easily available. She n She are supplying to almost 500 MBO’s in Delhi, U.P, Punjab, Chhattisgarh, Gujarat, Jharkhand, Kerala, Tamilnadu, A.P etc.  Private lives has 13 EBO’s, 200+ MBO’s all over India.

Tipsy has the largest product basket in bridal lingerie for bras and sets and now babydolls through Bold Desire. They have over 300 Skus in Babydolls in vibrant and bold colors catering to the bridal and honeymoon segment.  Their bridal lingerie are romantic, feminine and  beautifully crafted.

These baby dolls are available from a starting Price of Rs. 500 to Rs. 1000.

In all, a very conducive environment is being created in the retail space for lingerie which is going to make the consumer experience more enriching and friendly. The consumer demographics have changed greatly. The buying segment has become younger and this young segment is more aware and informed.

From this study  it can be concluded that although there is tremendous growth in Indian lingerie market, specially the super premium segment. There are many options available in market which are specifically for honeymoons but it does not fulfil the need of Indian women. In India new bride would prefer more modest lingerie, if it is for honeymoon.

The survey revealed that modern Indian women are willing to buy intimate lingerie. The Indian lingerie market, though growing at a tremendous pace, has its gaps. It is at the brink of being the next big thing. The Indian lingerie market is evolving and still hasn’t reached its maturity. The customers have not been provided a plethora of options when compared to the west. Earlier, customers did not give much importance to brands, but now customers are becoming brand conscious.

With the coming of  international brands. Modern Indian women are willing to indulge in intimate lingerie for their wedding night, which has to have  some Indian elements in it.

In India the girl is suppose to buy everything new to her new home.  Traditionally she should not take any old clothes along with her to her new house, so having a choice of lingerie for such special occasion is welcomed by Indian modern women.

BRAND WISE

ENAMOR

Your wedding day is the one day when all eyes are on you and you need to look and feel your fabulous best. This collection holds so many styles there is something here for every bride at every stage of her new life. It’s just that little bit of fabulous that every bride needs to look her most fabulous self.

First time in this category, Enamor  has launched the Fabulous Brides collections. This collection is a manifestation of a bride who is modern, independent, confident and yet traditional.

From exquisite lingerie in soft satin and rich jewel colours with gorgeous lace and shimmering thread work, to figure flattering baby dolls and chemises to cosy, comfortable  everyday essentials- there is something for every bride for every stage of her new life.

Their Fabulous Brides collection is a must have for a trousseau. It’s just that little bit of fabulous that every bride need to look her most fabulous self.

Fabulous brides is categorized in 3 parts: Bridal Collection,  Honeymoon Collection and Trousseau Must- Haves.

Bridal collection consists of  co-ordinated sets of glamorous bras, panties and nightwear. It has all the glamorous push-ups, elegant detachable bras, non padded lace, detailed bandeau style in bright colors like magenta, thai, poppy red, festive fuchsia, rosa purple etc

Honeymoon collection-  Beautiful vibrant and fabulous styled bras, baby dolls and  assortment  of pretty lacy panties. This tries to bring out the flirty, sensuous and romantic sides with floral print and vibrant colors.

Trousseau Must- Haves : t-shirts bras, strapless bras, push- up bras, low back bras, transparent straps, multi-way bras,  push- up to DD’s and assortment of panties, loungewear, shapewear etc. The price range for the bridal lingerie are Rs.500 – Rs. 1800.

TRIUMPH

Triumph are inspired by the woman herself – Sensual without being overtly sexy, feminine, informal and warm with inner drive and strength.

The bridal collection is available at their exclusive brand outlet and is also available in all large format stores and leading MBOs across the country. It is also available with select online retailers. The prices for the bras start at

Rs. 1299 and the briefs start at Rs. 399. It is available with leading online retailers.

“The premium lingerie market itself has been growing in leaps and bounds over the last few years. And as bridal lingerie is an integral part of it, it shows no signs of slowing down. Any bride-to-be Though the market for luxury designer lingerie is very niche, it is certainly on the rise. And this is supported by the entry of several premium international brands in this arena. Customers who were earlier unwilling to spend more than a certain amount on lingerie, are now seeing designer lingerie as a status symbol and are ready to accept the much higher price points that come with it. With more global brands entering, it will benefit the overall market. Most of the new entrants are in the luxury segment and we welcome this development.” says Kimaya Naik, Manger Brand Communications.

BWITCH

At Bwitch, they know every girl grows up dreaming about the day she gets married. Lingerie is as important as one’s wedding dress, so they have developed a range which promises to make her feel exquisite yet sexy and  most importantly comfortable . Their bridal collection strikes the ideal balance between sexy and comfort.

Having the perfect bridal lingerie that not only compliments but provides one with the confidence needed for the big day is one of the most important aspects.  After an extensive research, they believe in the four F’s – Fashion, form, function and fit. The essence of the brand lies on an understanding that lingerie is an extension of a woman’s persona.

They have a wide range of styles – balconette, plunge, full coverage, strapless, push ups, padded underwired, padded non-wired,  underwired,  soft cup non wired in our collection and have a strong online presence. They retail through their own site bwitch.in and from partner websites Zivame, Myntra, Jabong, Snapdeal & Amazon. In their Bridal Collection they have delicate lace and net trimmings in Black, Red and Marsala – the colour of the season. The new range of corsets in black, salmon-teal and baby pink – mauve are perfect for every bride-to-be’s trousseau. Price range of the collection starts from Rs 349/- to Rs 1999/- . The styles are available in different cup sizes. Some styles goes up to D or DD.

LITTLE LACY

Bridal lingerie meets its best at Little Lacy. “History stands testimony to the meteoric popularity Little Lacy lingerie has earned for itself” states Ms.Urja Padwal, the COO of Little Lacy. The brand holds a brilliant bridal lingerie collection, perhaps the first of its kind to cater to the mid-premium segment in India. “We were the first company to introduce coloured lingerie, lace and embroidered lingerie in India” she adds. The collection is brought together by impeccable and world class embroideries source from renowned factories that make the product stand apart from the regular laces that most of the brands are churning out.

Little Lacy’s new bridal collection for the years comprises of two toned embroideries, intricate laces and rose gold accents. Named the Elegance Range, it is inspired by women of substance who believe that elegance is the only beauty that will never fade. The styles come to substance some plunge cuts for the more risqué clientele apart from full cover fancy lingerie.

The brand feels that Indian brides from mass consumer base are yet to appreciate the haute couture lingerie. It is only the niche consumer segment is aware of it.

To deal with inevitable competition, Little Lacy Lingerie rolls on constant innovation, quality products. On introspecting, Urja Padwal comments “One good thing about imported designer lingerie brands is that it has made us realise – the growing purchasing power and that consumers are willing to shell out that kind of money for quality products”.  The collection is available in sizes B, C& D and prices range from Rs.575/- to 895/-. Right now trending on Myntra, Jabong, Amazon, Snapdeal and Flipkart.

SHE N SHE

The feel of the fabric is the most important part of nightwear. We use the best of  satin, georgette, lycra to comfort our clientele. We try to use bright colours, beautiful laces, soft fabrics in the collection to give a comfortable feel to the newly wedded. We supply bridal wear throughout the year. The feel and fit of the bridal should be the priority on mind.”, says M.D of She n She Mr. Ashish Chabbra

She n She offers two pc bridal sets that include nighty and gowns, three pcs bridal set that include tops, pyjama and gowns, and five pcs bridal set that include tops, pyjama, shorts, nighty and gowns followed by  Lungi Set:  Tops and  lungi. These products are available in bright bridal colours  like Red, maroon, pink, purple, Turquoise, blue etc. Fabric- Satin, georgette, lycra, and viscose. Available at  range between Rs.1500 – Rs. 3000.

Mr. Ashish Chabbra  goes on to say, “Nightwear has become very important element of the Indian brides wardrobe. The consumers are very much willing to invest in haute couture nightwear even. The imported nightwear has grabbed a good market but we try to focus on  the likes and dislikes of Indian consumers in mind. Our 2 pcs bridal set have good demand  because of the fit, lace work and use of plain and printed fabric.”

PRIVATE LIVES

Private Lives is a designer nightwear brand that reflects the elegant and tasteful class. The company specializes in fashion nightwear, nightgown set, Bridal night wear and other accessories. Their bridal nightwear collection is a premium range that displays novelty factor in its silhouettes. “Our design team’s motive is to make the her feel special about possessing and wearing Private Lives products” says Pulkit Kapoor – the Director and COO of the company. He mentions the key to pick the perfect Bridal nightwear is to “Choose a colour that suits your complexion”.

The new bridal nightwear collection of Private Lives launched this November to serve the Indian wedding festival. The latest collection is fine mixture of beautiful prints. Amongst it, the digital printing in sleepwear has been highly appreciated since its launch. The collection employs a blend of chiffon and satin beautifully to create bridal sets. “We are planning to open more Private Lives boutiques. That’s the road to growth for us. We are a category leader brand in the Bridal sleepwear market in India. There is a long way to go!” says, Mr. Pulkit Kapoor.

Mr. Kapoor sees the market for Bridal Nightwear in India blooming.  Private Lives has seen considerable growth over years and is greeted by huge number of Indian customers who are opening up to haute couture in Bridal nightwear. They perceive La Senza brand as its parallel contemporary who imports designer nightwear. Private Lives cater to the Indian market and are priced between

Rs. 2500 – Rs.5000.

FLORAT

Floret bridal lingerie  launched the Passion Collection as a precursor to the bridal season. It is available in superior fabrics and new vibrant colours. Emerging market trends, there is a gap in the market for affordable bridal lingerie.

While black, red, wine, maroon, hot pink are all time hot selling lingerie colours, they now see women picking more experimental colours like Blues, Turquoises, Oranges and Yellows. They have all kinds of brassier styles ranging from full coverage to demi cups. From complete lace to just some fancy lacy elements, padded, soft cups, underwires etc.

They have a range starting at Rs. 249 to Rs. 499 for Bras and Lingerie sets range between Rs. 349 to Rs. 699. Cup sizes are available in some of the styles.

“The Passion Collection did exceptionally well. This is because the range was completely new for our customer base. It has some very nice lacy, padded and underwire bras. While we would not like to comment on the exact percentage, the growth was significantly good. With the bridal section growing day by day, our next collection would be focussing broadly on the same. The fabrics and laces of premium quality have been chosen especially for an overall luxurious product.” says, Puneet Grover, Brand Head at Floret Lingerie.

MY BRA

MyBra is a renowned lingerie manufacturer in Southern India , especially in the Kerala market. They have created several styles in intimate wear for the bridal season, which are a perfect balance between style and function.  MyBra holds an exquisite bridal lingerie collection. The brand focuses on bridal lingerie regarding the event as divine.

His tip on bridal lingerie is “Go in for attractive, perfect, comfortable fitting. Lingerie which should act as your second skin”. The brand’s lingerie collection is essential and serves the mid-premium segment of India. They have five styles viz : Esther, Floret, Intemacy, Starlet and Sulekha in white, beige, light and dark pink, red and tomato red.

Mr. Mohan Krishnan sees the market for bridal lingerie growing at 20-25% every year as the trend is catching up quickly amongst Indian brides.

SHERRY

Bridal Lingerie should be chic and sexy but at the same time comfortable. The fabric we use for our bridal lingerie are trendy, soft and stretchable, fit is superb and gives inner confidence to the  brides. Our latest collection is available in the lace, net, fabric combined. Occasion demands that the bride should be in the best of lingerie, hence that should be paramount in decision brides are now experimenting with bright colours hence we have introduced colours like lime, mustard and shocking pink. There is a growing demand for padded sets hence we have introduced a couple styles.

Laces with floral print combinations and bras –panty sets without seams are in.” says Gautam  Makhija Managing Director.  After outer wear for the D Day is finalized, brides must purchase the innerwear because  it has to blend and as well as enhance the look of the outerwear. The price range is from Rs. 450 to Rs. 600. Mr. Gautam Makhija goes on to saying, “The bridal segment is growing.  The women of today is ready for any thing that is new, has an international look and enhances her sex appeal. This segment is patronised largely by the upper middle class and the neo rich where price is not important, but should be exclusive.”

SOIE

The Soie bridal range is made out of polyamide soft fabrics with lace. Their range includes styles like underwired bras, non wired bras, push up bras with décolleté neckline. These bras are also available with optional  fashion straps for the multi- way bras. The color scheme for bridal lingerie available  are pink, red, black, and  there are lot of fancy melange colours being used these days to give different look than basis solid colours. There will be lot of prints too that will be seen in near future.

Soie’s bridal lingerie bras are available in sizes 32B- 42 B, few styles in C and D and their products are available in the south and north of India. According to “In India cotton is demanded majorily and we don’t see it changing looking at Indian weather even if the trend changes. But fancy fabrics like laces, polyamides etc are preferred for fashion styles. In domestic market its non wired padded bra which are picking up more but there are set of clients who are buying push ups also. In international markets it more of wired padded bras with different fits like push ups, balconettes, decollate etc.”  Pooja Chitnin Associate VP Product Developmen, Soie.

VSTAR

Specially Crafted, for your big day Precious Purple, V Star’s Bridal range of innerwear features an impressive range of bras & panties, meticulously crafted to international standards using advanced technology. Designed in a feminine blend of lace and fabric, they gracefully flatter the female body while providing superior fit and comfort.

White Rose :  When it comes to wedding colors, white is a bridal classic. V Star’s White Rose keeps tradition alive with elegantly crafted white lingerie. Made with virgin white fabric, White Rose offers a pristine range of desirable whites to perfectly compliment your bridal wear.

Luv Secrets : A divine union of sensuous style and luxurious comfort, V Star Luv Secrets offers an attractive range of designer bridal lingerie. Fashioned out of imported lace, it is sure to set the mood for your special night.

Appeal Bra & Panty Set : With a fit that hugs your figure in a seductive embrace of lace, V Star’s Appeal presents a range of bridal intimates that are carefully crafted out of the finest fabrics. This delightfully indulgent lace bra is stretchable and intelligently designed to conceal the soft support elastic.