13 December 2019
The Indian lingerie market is seeing an unparalleled growth and has undergone a transformational change in the past few years due to various factors. The segment stood at around US $ 3 billion in 2017 and is projected to grow at a CAGR of around 14% to reach US $ 6.5 billion by 2023 on the back of factors like women losing inhibitions and trying trendy lingerie products, growing demand, increasing number of independent women, technical advancements in lingerie manufacturing, manufacturers using luxurious and delicate fabrics with designs such as mesh and lace.
While the category is growing with each passing day, there is a new addition to the overall lingerie market, and that is, size inclusivity or plus-size innerwear. A major percentage of women in India today wear plus-size garments and the buying power of the plus-sized market is also growing at a faster pace than the rest of the apparel industry, which makes them the bigger group of spenders or contributors to the retail sector growth. Most of the full-busted women usually do not get the right sized bra and this number stands at a disappointing 90% in India. Taking strides to find a solution in this direction, Parfait, a US-based size-inclusive brand, has entered the Indian market right in time to fill the gap with its expansive range of sizes.
As Akhil Srivastava, Managing Director, Parfait India informs, “I can foresee Parfait making history in India’s lingerie market as an exclusive plus-size lingerie storefront retailer that caters to the underserved plus-size market with stylish and supportive pieces. We see a huge gap in this segment in terms of size and comfort and Parfait aims to bridge the gap with its unique offering. We hope to bring comfort, style and confidence to plus-sized women living throughout India. We will be the first exclusive premium plus-size lingerie brand that will bring Indian women fashionable plus-size lingerie with good quality, fit and comfort.” With a distinct focus on providing the much-needed benefits through a single product, be it in terms of quality, design, trends etc., Parfait ensures that it wins the goodwill of most of the women consumers in India and lead the lingerie market in the long run.
From petite to plus size, Parfait has offerings for all categories, being well cognisant of the fact that one size doesn’t fit all. The sizes offered by the brand range from 28 to 52 band sizes, A to K cup sizes, and XS-4XL bottoms, making it a natural fit for India’s growing plus-size market.
Akhil says, “We offer all sizes available in silhouettes from bras to sports bras, boyshorts to high waist briefs, babydolls to bustiers. It is a complete 360-degree change as women now can learn the right technique for choosing the right size (band and cup). There has been extreme ignorance among women when it comes to buying lingerie. Most women don’t know their correct sizes and usually land up buying uncomfortable and unappealing innerwear.”
Besides, having an online presence for a brand like Parfait helps the consumers shop freely and without inhibitions. This has enabled the consumption in this category to grow multi-fold with privacy being assured with the use of technology. The brand caters to top actresses and performers around the world including Sofia Vergara, Sharon Stone, Nicki Minaj, Nicole Scherzinger, Gabrielle Union and Alicia Silverstone. The brand is present on Myntra, Nykaa, Lifestyle, Last Inch, Xmex Clothing among other retail formats.
With presence in 20+ countries around the globe through 700 stores and online presence worldwide, Parfait is planning to open shop-in-shop models in association with leading retailers across the country along with partnerships with popular online websites and the company website. Besides, Parfait has plans to launch 50 collections this year which would be in line with the Indian weather conditions for plus-size women. For the current financial year, it is planning to have 150 shop-in-shops across Tier-1 and Tier-2 cities of India.
With an extraordinary attention towards maintaining brand authenticity, Parfait works its best to comply with the international standards, and all of its collections - whether manufactured in China or anywhere else - are in line with the brand aesthetics. This ensures assured success for the brand amidst frequently changing consumer tastes which are a real challenge for the retail industry of the day.