Designer Lingerie India

Etam :a gripping glamour
The leading French lingerie brand is bent on to accelerate its aura among ostentatious lingerie brands by expecting to attract large footfalls.

As the Indian market is on flourishing verge, well poised as a huge and growing consumption market, especially in premium apparel segment, many global lingerie brands too are on prowl for the potential consumers causing fierce retail competition. As most of the segment of this market in India is highly unorganized, so these brands are considering higher percentage of coup here.

The branded lingerie market is estimated at Rs 700 cr - Rs 800 crore in India. Therefore Etam, France's most sought after lingerie brand, is now in India. The Group has a major European presence and is one of the largest selling brands in Europe with a presence in 3000 stores across 40 countries in the women's fashion market (ready-to-wear, lingerie and accessories). For its presence in Asia in the flourishing segment, Etam has entered into a joint venture with Pantaloons Retail India Limited, a part of the Future Group.

As the lingerie market has a latent potential and in the radically transforming India, Indian women's rising charm for well turned-out honed bodies has triggered a demand for high quality innerwear among branded scenario. Says Jaydeep Shetty, CEO, Etam India, who is astutely making way for the brand in India, "We chose to launch in India, since we believe there was a clear gap in the market for upscale lingerie products and similarly retail destinations for lingerie. The idea was to create an alternate to the traditional lingerie stores, where women bought lingerie from places where men sold innerwear."

Rising feminine fervor: Mr. Shetty is ready to hit the nail on the head when he reveals that the Indian woman is more aware than ever before of what she wants, and is increasingly reaching right for it. According to Mr. CEO, on an average, Indian women are of slightly heavier built. Hence under wired bras, which offer added support, are popular in India. Due to the tropical climate in India, women prefer cotton innerwear. Satin & lacy innerwear and nightwear are popular for special occasom. rather than every daywear.

Emphasizing on creation
Etam has always stood for the finest lingerie, exquisitely crafted, keeping in mind the needs and moods of the contemporary woman. In India the brand has decided to design and distributes its products under two complementary brands, Etam and 1,2,3 which cater women of all ages at diverse price point.

Crafted from exquisite satin, silk, cotton and lace, Etam lingerie comprises delicate patterns, vibrant motifs and fine finishes while addressing every mood and occasion, be it relaxing at home or at work or a special evening out.

With plans to introduce over a 1000 new designs every season, Etam offers a wide range of choices. Extending this idiosyncrasy, Etam, has showcased its latest collection 'Seduction & Freshness Collection' in India. The inner wear and night wear in the collection have been specially put together so as to go well with traditional Indian clothes, such as saree blouses, ghagra cholis, salwar khameez, lehengas, etc.

A number of specially crafted bras also form a part of this collection, such as under-wired bras for better uplifting support and magic up bra (with gel pads) for superior contour and a push up effect. To cater to the price sensitive Indian market, Etam has decided to provide quality French dreams at reasonable prices. "While shopping for innerwear, Indian women appreciate comfort, design, quality and fit and are willing to pay for it. Given Etam's fashionable styles, exquisite designs, multiple patterns, unique colors and suitable prices, we are confident of being the preferred choice of the Indian woman," sanguinely says Mr. Shetty.

Unique shopping ambiance: Etam is not only an acclaimed brand in lingerie but also has new-Tangled strategy for customers shopping in its stores. To lure its targeted consumers, Etam's stores are designed around the idea of providing comfort and privacy to customers adding up a shimmer to create a luxurious and pleasant shopping experience. Mr. Shetty deems this as a vitality of the company. "We are focusing more on providing the right ambience and facilities at the store that result in successful purchase by clients." Ample trial rooms, assisted closely by the sales staff are the forte of Etam stores. The stores are brightly lit with linear displays of the season's collections and attractive windows, mannequins help customers make the right choices. Wood paneled walls in off white and prune coloured fixturing add feminity to the store. Trial Room areas are wallpapered to give it a home like atmosphere. A chart in the trial room also helps the customer measure and identifies her right size.

Escalating footprints : Reaching out to women everywhere with more than 500 boutiques spread across all the major fashion capitals and 40 countries, Etam is now available in 15 shop-in-shop outlets across Pantaloons, Central Malls & Lifestyle in Mumbai, Delhi/NCR, Hyderabad, Pune, Vadodra, Kolkata, Surat and Bangalore and in 14 exclusive brand outlets across Mumbai, Delhi / NCR, Bangalore, Surat, Ahmedabad, etc. To escalate the brand presence across India, the leading lingerie brand has announced aggressive expansion plans in the country and will open 40 outlets across 20 cities in India with an investment of Rs.90 crones. The company is expecting to sell out of at least 45 doors in India by December 2007.

Says Jaydeep Shetty, "Today, the Indian woman is more aware than ever before of what she wants, and is increasingly reaching right for it. When it comes to lingerie, Etam gives women unparalleled comfort and style. Exotic influences from nature give natural synergy to sensual lingerie while freshness is redefined with fresh colours and fresh prints, complementing the street chic look. We believe that we are here at the opportune moment, when the Indian woman, while shopping for innerwear, appreciates comfort, design, quality and fit and is willing to pay for it. Buoyant by this trait, we are focusing on increasing our foot print in India and are confident that we will successfully achieve our ambitious goals.”