Sports In­spired Innerwear Rul­ing The Roost

RUL­ING THE ROOST

Business of Fashion - - Contents -

IMAGES BoF talkes to Dhar­men­dra Nath­wani, Part­ner, La Lin­gerie, a multi brand innerwear store in Kolkata, to un­der­stand the evolv­ing trends in innerwear.

Based out of Kolkata, La Lin­gerie is a multi-brand innerwear store of­fer­ing all sorts of pre­mium na­tional and in­ter­na­tional brands. Images BoF talkes to Dhar­men­dra Nath­wani, Part­ner, La Lin­gerie to un­der­stand the evolv­ing trends in innerwear

Launched in 1997, La Lin­gerie is a pop­u­lar innerwear re­tail store with its head­of­fice in Kolkata, West Ben­gal. The multi-brand innerwear store is the brain child of Dhar­men­dra Nath­vani, who has over 20 years of rich ex­pe­ri­ence in innerwear and is sup­ported by his wife, Su­man Nath­wani who is a renowned in­ti­mate wear de­signer her­self. Stacked with the most pre­mium and best qual­ity innerwear, the store of­fers In­dian and in­ter­na­tional lin­gerie in­clud­ing, sleep­wear, loungewear, swim and beach­wear.

At present, La Lin­gerie stores are based in Kolkata (West Ben­gal), Ahmed­abad (Gu­jarat) and Noida (Delhi-NCR). The brand is spread­ing its wings to other cities in­clud­ing – Ben­galuru, Delhi and Mum­bai. Sim­i­larly, with the ad­vent of on­line shop­ping, the branded multi-re­tail store takes a spe­cial ini­tia­tive to be avail­able to the con­sumers through its own por­tal www.lalin­gerie.in.

IBoF: How has been the growth of men’s and women’s innerwear?

Dhar­men­dra Nath­wani (DN): The innerwear mar­ket is show­ing sub­stan­tial growth. To­day, the seg­ment is get­ting con­sid­er­able im­por­tance in every­one’s wardrobe.

IBoF: What are the emerg­ing cat­e­gories and top trends in innerwear?

DN: Sports-in­spired innerwear is the new emerg­ing range in innerwear.For men, colour­ful styles, boy shots, etc. are quite pop­u­lar trends. For women, it is the push-ups, big­ger cup sizes and bridal col­lec­tions that are in great de­mand.

IBoF: In terms of func­tion­al­ity and com­fort, which are the pre­ferred fab­rics for innerwear?

DN: Cot­ton is al­ways highly pre­ferred over any other fab­ric in this seg­ment due to its fea­tures and com­fort. With lat­est ad­vance­ments, there is a vast ar­ray of com­fort­able fab­rics avail­able and be­ing used in man­u­fac­tur­ing innerwear. Re­cently, the span­dex cot­ton blends and span­dex polymide fab­rics are be­ing greatly pre­ferred for innerwear for both men and women.

IBoF: What is the high­est sell­ing prod­uct cat­e­gory for men?

DN: The ba­sic V-cut briefs are the high­est sell­ing range among men’s innerwear.

IBoF: What is the high­est sell­ing prod­uct cat­e­gory for women?

DN: Since the In­dian fe­males have more volup­tuous fig­ures, the ba­sic big­ger cup size styles are the high­est sell­ing range.

IBoF: What are the pop­u­lar el­e­ments/em­bel­lish­ments in vogue to­day?

DN: Laces are the most pop­u­lar em­bel­lish­ment in women’s innerwear. A lacey innerwear range is usu­ally in great de­mand and bought by most of the women. On the con­trary, the men’s col­lec­tion is very ba­sic and it is more about fin­ishes than play­ing with em­bel­lish­ments.

IBoF: What are the top colours pre­dicted for the forth com­ing sea­son?

DN: Black, red, mus­tard, olive and grey are the colours that will reign this sea­son for both men’s and women’s innerwear.

IBoF: Pre­dict top trends that will emerge in the fu­ture in innerwear for men and women.

DN: For men, sports-in­spired innerwear, fash­ion­able and colour­ful innerwear, boy shorts and tongs will be pop­u­lar fu­ture trends. While for women, sports-in­spired, bridal col­lec­tions, col­or­ful innerwear, larger cup­size and un­der­wired range of col­lec­tions will be the pre­ferred fu­ture trends.

IBoF: What are the lat­est in­no­va­tions in innerwear de­vel­op­ment that you have seen in In­dia and abroad?

DN: We are al­most catch­ing up with the fash­ion and trends preva­lent in the out­side world. How­ever, In­dia still lags be­hind in cre­at­ing aware­ness about wear­ing the right sized innerwear and about know­ing one’s right band and cup­size. At La Lin­gerie, we have at­ten­dants in the stores to help our cus­tomers choose the right sized innerwear. Also, the avail­abil­ity of big­ger cup sized prod­ucts man­u­fac­tured by the com­pa­nies, is com­par­a­tively in­creas­ing. Aware­ness about breast can­cer is also gain­ing mo­men­tum amongst the con­sumers.

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