In this issue

Remember the harrowing experience of
innerwear shopping in India till just a few
years ago? Especially for women folk. For
them, it shopping for intimate apparel was
an absolutely fl eet-footed aff air – they either
hustled through the few insipid options laid
out or had to be content with whatever the
salesperson compelled them to buy. Choices
were a distant second in a scenario when
even getting the size right whilst evading
ubiquitous stares was beyond the bounds of
possibility.
But, fortunately, times are changing and
how! All that remains of these past shopping
experiences are anachronistic anecdotes.
Time it did take but innerwear, fi nally, is out
of the closet and is taking giant strides to
becoming an exclusive fashion category in
India.
The evolution is apparent in both the market
and the consumer. While the consumer
righteously considers innerwear as a
fashion statement today, the market too has
emancipated itself from its unorganised retail
hegemony. The innerwear industry is now
amongst the most lucrative segments in apparel
fashion for brands, retailers and investors alike.
The market today is pegged at `32,000 crore,
growing at a CAGR of 11 percent and accounts
for ~9 percent of the total domestic fashion retail
market.
The rapid transformation of the category has
led it to branch out into several sub-categories,
with each of them setting standards on their
own now. Also, a slew of international, young
and dynamic national brands have impinged on
the arena, ushering in a phenomenal trend that
has compelled the entire industry to spruce up
off erings both in terms of products as well as
experiences.

Business Of Fashion Magazine Description:

IMAGES Business of Fashion is a monthly resource for fashion retailers, brand owners and industry leaders in India. It delivers fashion business intelligence on emerging retailers, disruptive technologies and domestic and global brands that are making their mark in the industry at a time of unprecedented change.

With a 24 year old loyal reader base of over 60,000 top decision makers, fashion retailers and fashion buyers, spread across all sectors of the business of fashion in India, IMAGES BoF has constantly proven itself as easily the most focused and best targeted fashion business media in India.

Launched in 1992, the monthly magazine is an informed, analytical publication on the fashion business in the country. It has played the role of a catalyst in the retail evolution in India focused on and driven by branding, marketing and retailing of fashion in the country. It enables continuous information exchanges through its activities - facilitating networking among investors, retailers and brand leaders. The publication is amongst the country’s top recall business magazines in India and its reach extends to 2,00,000 of India's top decision makers in retail and retail support business.