The Epic Evolution Of Consumer Behaviour
Inner Secrets|July 2019

A lot has happened in the past twenty years! As the millennials took the reign in their hands, the world has experienced some seismic changes. It has boomed with a bang, internet became accessible, things got automatized, standards hiked, paradigms shifted, feminism sprouted, convenience became a way of life, time became priority and money easy. That’s not it! The more drastic and perhaps dramatic shifts are witnessed in the world of trade, specifically in the department of fashion and more atomically in the intimate wear industry. The retail stores were made to fit in the palms of consumers, information lingered in their fingertips, awareness erupted with the campaigns, posts and feeds and customers emerged as the undisputed king. The product that was once treated as the core of a company has now been replaced by the customers.

ROLLING BACK BY A DECADE

10 years ago, the humble consumer who walked the streets to visit the modest shop with a list in hand, hardly spent another penny in a thing not in their list. The consumer was least bothered by the look of the store or the appeal of a product; they just had a simple equation in mind encompassing two variables, price and quality. But today the same customer wont step into the shop until it lures them with alluring visuals and enthralling experience. The customers crave for value, seek experience, and want the joy of making the purchase. They don’t walk around with paper notes and lists but grabs the items that convince them the most. They are ready to splurge their pockets only for the experience and emotion that makes them feel worthy. Looking at the lingerie realm, buying an intimate for 500 bucks back in the 2000s would probably sound like some crazy fantasy or insane splurge. The category was set at a limit of 100s or 200s at max. But today the range of quality inner wears starts from Rs. 500. Infact, people have upped the bar till 2000 and 3000 to get the perfect piece of bra that cuddles the bosom with soft fabric, holds it high with great support, sink in perfectly with perfect fit and does much more than just concealing the nipples.

The price gets even higher for products curated to meet the needs of special occasions like bridal lingerie or honeymoon suits and people are literally getting their wallets flipped. There is a separate range for maternity needs and more options for plus size ladies and all these innovations are indeed driven by the changed attitude of the consumer.

THE EVOLVED WOMEN AND CHANGED MEN

The modern woman is empowered and enlightened. They have their own source of income, whether serving as domestic help or functioning as the CEO, they are leaving no position unfilled and no stone unturned to secure their own stream of finances. As such, both men and women have got some leverage in spending money the way they want! As women have turned to join the working force they are also increasingly stepping out of homes carving a career or partying away the stress, taking the long-deserved vacation or sneaking a quick weekend refresher. This diverse lifestyle calls for a diverse range of wardrobe solutions right from their outerwear to inner wears.

OWING TO THESE ENORMOUS

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