Imagine, you go out to buy something online and realize the product is out of stock! Heartbreaking right? Well, that’s what 5.7 crore teenage girls in India feel when they step out to buy their first beginner’s bra!
An average female’s breasts start developing around 8 to 13 years of age. And this happens while they are dealing with different bodily changes. This is when girls go for their very first beginner’s bra. However, finding the right one can be a real challenge, especially if you're a size 24, 26, or 28, in India!
This is where emerging lingerie brands can fill the size gap!
The Indian women’s innerwear segment accounts for 5% of the market. With the rise of social media and the youth population, there is an untapped teenage lingerie market hovering to explode.
As Neha Kant from Clovia says, “This is the best time to innovate our products as the customer is far more demanding and aware than they ever were”.
Today, the lingerie topic in India is no longer a hush-hush debate. The population has evolved bringing in teens who openly demand different styles.
As teenage girls are getting more aware of their bodies, the demand for beginner’s bras is rising! With social media and an improved mindset, today's teenage girls demand a dedicated lingerie line that aligns with their bodies.
But why is there a demand after all?
As teenagers develop breasts, they demand bras that fit their size. Wearing a size-up can feel uncomfortable in the long run. Thus, they need a perfect bra that understands their body.
With time teenagers are demanding intimate products that fit well. The 13-17 age group spent about $1.4 billion on intimate apparel in 2007. This number is increasing every year.
PINK, Victoria's Secret's only teen-dedicated brand reached $1 billion in sales. This clearly denotes the hidden opportunity for lingerie brands in India.
With the development of e-commerce and social media, everything has shifted online. According to Smita Murarka, “Social media has helped a lot in educating the consumer on the benefits of good lingerie.”
We know 80% of users on social media are teenagers. With this readily available information on different intimate products, the demand for teenage lingerie is skyrocketing!
Today influencers have become celebrities. Teens love to follow everything their favorite influencer does. With today’s influencers promoting body positivity and individuality, teens feel empowered to buy lingerie that falls along these lines!
With social media taking over everything, selling can become easy if branding is done right. If you create a brand story that connects with today’s teens you can easily make profits.
Statistically speaking, 81% of consumers buy from a brand only when they trust them.
Lingerie brands in India need to target ideas like breast development, comfort, and age-appropriate sizes to tap into the teen lingerie market.
To spread their word, lingerie brands can collaborate with schools, colleges, wellness programs, and social media influencers to talk about body positivity and breast education. Example- Curvy Kate’s collaboration with De Montfort University.
This can empower teenage girls to embrace discussions around their bodies and innerwear. Crafting your image with this branding approach can significantly captivate and hook your audience!
