Indian women view lingerie shopping as empowering

Wacoal India, the premium Japanese lingerie brand, has rapidly evolved in the Indian market since its entry in 2015 and expanded its presence with 19 Exclusive Brand Outlets (EBOs) and over 40 Large Format Stores (LFS) between 2019 and 2023. Its ambitious goals for 2024 include tripling revenue and surpassing Rs.100 crore. In an insightful conversation with Apparel Resources, Pooja Merani, Chief Operating Officer of Wacoal, shares her perspectives on the Indian lingerie market, the psychology of women customers, the integration of science and technology in achieving an ideal lingerie fit and various other aspects.

AR: How would you rate your brand’s performance in India in 2023 and what are the major goals for 2024?

PM: We take pride in our achievements in the Indian market over the past year, witnessing a notable increase in our customer base and double digit growth in sales compared to the figures from 2022.  We’re also dedicated to increasing the online-to-offline paradigm, leveraging omnichannel strategies for optimised inventory management.

AR: Tell us the story behind the brand name Wacoal

PM: Wacoal was founded by Koichi Tsukamoto in 1946 who believed not only in extraordinary craft, but in serving as a creator of culture. The name Wacoal derives from the original holding name of the company which was Wako-Shoji Co. Ltd. The flowing lines form a flower representing a ‘feminine, elegant and fashionable’ image. It also represents two strips of ribbon that suggest the soft and unconstrained texture of textiles and fabrics. The Wacoal Fashion Flower is a symbol of the company’s blooming future.

AR: Who is your target customer?

PM: Wacoal’s target customer is the modern, confident woman who values comfort, style and quality in her intimate apparel. We cater to diverse age groups and body types, embracing women seeking inclusive sizing and timeless designs.

AR: What kind of experience do you want to provide to Indian women through Wacoal?

PM: Wacoal aspires to offer Indian women a transformative lingerie experience, seamlessly blending comfort, elegance and inclusivity. Our commitment lies in crafting intimates that celebrate diverse body types and enhance self-confidence. Through personalised fits, trendsetting styles and an unwavering dedication to quality, we aim to empower women to embrace their unique beauty. Wacoal envisions being the go-to choice for those seeking a harmonious blend of fashion, function and a supportive embrace in their everyday lives.

Wacoal has meticulously tailored its lingerie designs, styles and sizes to cater to the distinct preferences and body types of the Indian market. Our commitment to inclusivity ensures a diverse range that considers cultural nuances, providing not just fashionable options but also a perfect fit for every woman. This adaptability reflects our dedication to meeting the unique needs of the Indian clientele, enhancing their comfort and confidence in every intimate moment.

AR: How does Wacoal stand out from other lingerie brands in India?  

PM: Wacoal is known for its superior fit, quality and exceptional craftsmanship. Since its establishment in 1964, Wacoal’s Human Science Research Centre in Japan has conducted a variety of research focused on women’s bodies. Every year, the brand measures the physiques of approximately 1,000 women and girls in the age group of 4-69. Wacoal has been measuring over 100 women continuously for more than 30 years now to provide them with the most suitable fit.

In terms of product innovation, it is all about science and technology for the most comfortable lingerie fit for women. For instance, we have Travel Bra, the Feel Free Bra and the Sleeping Bra which are great instances of product uniqueness.

AR: How do Indian women perceive shopping for lingerie and innerwear products and how does it impact your marketing strategy?

PM: Indian women view lingerie shopping as a personal and empowering experience, seeking comfort and style. At Wacoal, we acknowledge this by emphasising diverse sizes, flattering designs and prioritising comfort. Our marketing strategy focuses on promoting body positivity, inclusivity and offering a personalised shopping experience. By understanding and addressing the unique preferences of Indian women, we aim to create a brand that resonates with their individuality and fosters confidence.

AR: Where does Wacoal see itself in India in coming years?

PM: With its impressive growth, Wacoal plans to open more than 100 additional POS, bringing the total count to over 200. When opening a store, key factors that are considered by the brand include location, target audience, store layout, inventory management, competitive positioning and long-term brand strategy.

The brand’s retail strategy focuses on a balanced online-to-offline mix, with an emphasis on its own web store and various online marketplaces like Myntra, Nykaa, Nykaa Fashion, Ajio, Ajio Luxe, Amazon, Tata Cliq. With a customer loyalty rate of more than 70 percent, our online-to-offline mix is 10 per cent to 15 per cent which we are planning to take to 30 per cent in the next financial year wherein omnichannel would play a vital role in the optimum utilisation of inventory across channels.

AR: What is your take on AI and VR for online and in-store shopping? Any plans to introduce them to enhance the shopping experience?

PM: I believe that technology and AI have the potential to disrupt the current retail sector and enhance customer experience.

Incorporating technological advancements throughout the retail supply chain can bring about significant transformations. From product design to manufacturing and distribution, the integration of technologies like 3D printing, virtual reality (VR) and augmented reality (AR) can streamline processes, reduce costs and enhance efficiency. These innovations enable faster prototyping, customisation and faster time-to-market, ultimately meeting consumer demands more effectively.

Artificial intelligence (AI) has the potential to transform the way customers interact with retailers and make purchasing decisions. AI-powered sales tools can offer personalised recommendations based on customer preferences, purchase history and current trends. These tools can also assist customers in finding the right sizes by utilising AI-driven size measurement technologies. Virtual try-on mirrors leveraging AI and AR can enable customers to virtually ‘try on’ different clothing styles and visualise how they would look, improving the online shopping experience.

AR: What kinds of challenges your brand faces in India for marketing and distribution and what steps have been taken to overcome this?

PM: Since our entry into India in 2015, Wacoal as a brand has witnessed remarkable growth, achieving an impressive 3X year-on-year increase over the last eight years. The Indian lingerie market predominantly belongs to the unorganised sector, presenting various challenges, including customers’ limited awareness about proper sizing, cultural taboos, concerns about quality and durability, challenges with online shopping and price sensitivity. Overcoming traditional industry norms and promoting accurate sizing awareness remains a persistent hurdle for us. Additionally, addressing diverse body types while ensuring top-notch quality further adds to the complexity. Despite these challenges, our commitment to personalised fit and size solutions has driven us to redefine excellence in the lingerie segment.