New infusions and styles are launched every 2 months

Preeti Gupta, Chief Operating Officer, Enamor India, tells Retailer Media how they have repositioned the brand to resonate with the current consumers. Also, they keep adding new styles and infusions every 60 days to cater to customers who want to experiment more.  

How your brand resonates with the needs of modern consumer?

Consumers have changed significantly in the last 4-5 years. In accordance with the same, we have repositioned the brand to resonate with the current consumers. Women today see themselves as “special” and want to celebrate. Accordingly, we have repositioned our brand to “Fabulous, as I am” after the women of today.

On the product end, customers are always looking for something new. So we have started launching new infusions and styles every 60 days. Changing lifestyles of women have given us opportunity to launch our lounge wear collection called “Essentials”; a casual wear for workouts, indoors and outdoors.

How the consumer has changed towards your industry/ product in the last few years?

There has been a paradigm shift in customers who have now started experimenting and talking about lingerie openly. She is very demanding of her lingerie and understands her body better and is clear of what her needs are. Lingerie is looked at less as an inner wear and more as a fashion garment.

How is e-Commerce as a market for fashion products?

Just like any other online business, lingerie is also doing well specially due to the privacy it offers. Buying lingerie online affords them the privacy/luxury to virtually "try on" and experiment with any product without leaving the comfort of their home.

Trials have started with online customers primarily looking for basic products and good deals. Currently, online shoppers are less experimental, although it is mostly a short-lived trend.

How physical distribution/ stores will change in your sector in the coming times?

Physical stores need to be more experiential and engaging going forward to give customers a reason to shop from them. Customer service also has to work that much harder to deliver a stronger experience. Accordingly, we are grooming our consultants to grow from just selling lingerie to an advisory role, more in the stylist space that understands outerwear and recommends the right innerwear.