Ecommerce in India has seen tremendous amount of growth. While, ecommerce giants have made it clear that they are here to stay, various niche players have also joined the online bandwagon to leverage from this ever evolving market. Lingerie is such one category which has seen humongous amount of growth in the online channel. In fact, Investors had infused millions of dollars in online lingerie/intimate wear business by forecasting growth.
Changing consumer behavior is the biggest reason of online growth of this category. Traditionally, there has been a social stigma attached with offline purchasing of lingerie, making online even more viable. Online provides ease and comfort which remain devoid in the offline stores. Leading lingerie retailer Zivame has come up with report illustrating interesting insights and trends when it comes to online buying of lingerie. Following are the key trends…
The hottest trends of online lingerie
Finding the right size online
Online intimate wear market has been throwing up surprises with interesting trends. As per the Zivame reports 14 bras sold per minute on its online store, 50,000 women found their right fit using fit code. The most popular sports bra was the Zelocity High Impact Sports Bra.
Growing share of men shoppers
Among the total number of the consumers shopping, 76% were women and 24% were men. Of the colours shopped, 9.77% Indians loved black, 8.81% loved nude, 6.18% loved pink and 4.69% loved navy blue.
Other Interesting Trends
- Of the consumers who shopped, 12.5% shopped from Bangalore, 9.7% from Delhi, 7.9% from Mumbai, 6.0% from Hyderabad, 5.5% from Mumbai.
- Of the channels used by consumers for shopping, 58% used Android, 22% used desktop, 13% used IOS and 7% used mobile web