ASSQC PRESENTATION

ON
LINGERIE
UNDER THE GUIDANCE OF:
MS. PRIYADARSHINI

PRESENTED BY:
BEAUTY SINHA
CHANCHAL SADH
MANISHA SONAL
SHREYA AGARWAL
DFT iv

INTRODUCTION
The word derives from the
French word LINGE which
means, "washables.
Lingerie has always been an
intimate as well as an important
part of our daily attire.
Lingerie may include
undergarments incorporating
flexible, stretchy, sheer, or
decorative materials like lycra
nylon (nylon tricot), polyester,
satin, lace, silk and sheer fabric

The term in the French language applies to all

undergarments for either gender.
In English it is usually applied only to womens
undergarments, and may have the connotation of
items considered to be visually erotic.

History
The concept of lingerie as a visually
appealing undergarment was developed
during the late nineteenth century.

Lady Duff-Gordon of Lucile was a

pioneer in developing lingerie that freed
women from more restrictive corsets.

During the late 19th century, corsets

became smaller, less bulky and
constricting, and were gradually
supplanted by the brassiere, first
patented in the 20th century by Mary
Phelps Jacob.

 When the First World War

broke out, women found
themselves filling in men's
work roles, creating a
demand for more practical
undergarments.
Manufacturers began to
use lighter and more
breathable fabrics.
In the 1960s, lingerie manufacturers such as
Frederick's of Hollywood begin to glamorize lingerie.
The lingerie industry expanded in the 21st century
with designs that doubled as outerwear.
The French refer to this as 'dessous-dessus' which
basically means innerwear as outerwear

Types of lingerie

Bra
Babydoll- a short
nightgown

Demi or shelf bra

Bodystocki
ng.

Underwired bra

Pushup bra

Charmeuse

Bustier

Camiso
le

Cors
et

Chemise

pant
y

Garter beltused to
keep
stockings
up.

Tedd
y

Slip

Some other types of lingrie are:Basque, a tight, form-fitting bodice or coat

Bedjacket, worn over a nightgown or negligee for warmth
and modesty.
Bikini
Blanket sleeper
Bloomers, underpants with short legs.
Bodysuit, a leotard-like undergarment, usually skintight or
formfitting.
.Corsage by elastic, covering the body from the neck to the
waist, similar to a corset.
Drawers
Hosiery, close-fitting, elastic garments that cover the feet
and legs.
Jersey nightshirt,
Knickers
Pettipants
Robe
Slip (Full slip and half slip/underskirt)
Spanky-pants color-coordinated underpants worn by
cheerleaders.

Lingerie Size Chart

Lingerie Misses size
Size

Bust(inches)

Cup Size

Waist

Waist(inches)

Equivalent Dress
Size

Small

32 - 34

A- B

23 - 25

34 - 36

6-8

Medium

34 - 37

B-C

25,5 - 28

36 - 39

10 - 12

Large

37 - 40

28 - 31

39 - 41

14

X-Large

39 - 42

31 - 34

41 - 44

16 - 18

Queen Size

32 - 40

A- C

23 - 31

34 - 41

6 - 14

Lingerie Plus sizes

Size

Bust(inches)

Waist

Waist(inches)

Equivalent Dress Size

1X

39 - 42

31 - 34

41 - 44

16 - 18

2X

42 - 45

34 - 37

44 - 47

20 - 22

3X

45 - 48

37 - 40

47 - 50

22 - 24

4X

48 - 51

40 - 43

50 - 53

24 - 26

Queen

39 - 48

31 - 40

41 - 50

16 - 24

Different Size
Charts

Measurement specification in lingerie

Bra:
Cup size
Under-bust measurement
Over-bust measurement
Padding type
Underwire
Interlining
Panty:
Waist measurement
Over-hip measurement
Shapewear
waist
Hip

Some famous lingrie brands:Victorias secret

Enamor
Triumph
Bwitch
la perla
Myla
Carine Gilson
Jane Woolrich
Janet Reger
Jean Yu
Jesus Fernandez
Ayten Gasson
Bacirubati
Bien Fe Pour Toi

ORIGIN AND GROWTH

Started by Roy Raymond from Stanford graduate
school of business from 1977, California.
Was created to make a man comfortable while
purchasing women's lingerie.
Started a mail order catalogue.
After 5 years he sold it to THE LIMITED
From 6 stores, 42 page catalogue and 6million per
year Victorias secret now has 1040 company owned
stores and a gross revenue of $5,604million.

PATENT AND REGISTERED

TRADEMARK

Dream angels
Very sexy
Miraculous
Body by Victoria
Secret
Bio Fit
Pink
The recent promotion strategy opted by Victorias
secret brand is known as PINK DOG

RANGE OFFERED BY THE

BRAND
Bra
Panties
Sleepwear

Bows

CHARACTERSTICS

Frills
lines and dots
Colors
Textures

TAILS DOWN BOWS

CLASSIC BOW

TAILS DOWN BOW

SHOE LACE BOW

FRILLS AT THE BACK-TO ENHANCE CURVE.

LINES AND DOTS

TEXTURES

COLOURS

Victorias secret use a wide variety of colour

range from pink, yellow, blue to all the tints
and tones.

ORIGIN & GROWTH

Started by two families Spiesshofer and Braun in
1886,Germany.
Triumph is registered as trademark in 1902.
They had start up funds of 2000 gold marks and
employed 6 staff.
Today it has annual sales above 2.2billion Swiss franks
and employees over 36500staff.
Triumph now operates in 120 countries.

Brands under TRIUMPH:

AMO
HOM
Sloggi
Triumph
valisere

REGISTERED TRADEMARKS OF
TRIUMPH
Cottylene is triumphs registered name for a
stretch fabric with cotton content.

CHARACTERSTICS
Contrasting colors
Bold colors
Lines
Textures
Shape sensation

COLOURS
SOLID
COLOURS

CONTRASTING COLOURS

LINES

TEXTURES

SHAPE
SENSATION

Triumph has a
unique line of
shape sensations
to enhance the
shape of a
womens body.

They have body

huggers, tummy
tuckers , bust
enhancer and a
variety of other
products that
accentuate a
females body.

ORIGIN & GROWTH

Gokuldas intimate pvt. Ltd is a joint venture with barbara of Paris to
introduce high quality ladies innerwear.
Enamor will initially be available across departmental stores,
multibrand outlets and smaller lingerie stores in Bangalore, followed
by other markets in the South.
80 years of extensive experience.
A turnover of 40 million euros.
Distributed in over 70 countries.
Over 7000 sales order.

CHARACTERSTICS
Lacy bra and panties
Textures laces
Smooth and soft feel
Soothing colors

Pleasant colors

Lacy bra/ textured

laces
Smooth and soft feel .

P
R
O
D
U
C
T

R
A
N
G
E

ABOUT
Bwitch offers products ranging from the basic
brassiere to nightwear to swimwear at affordable
prices.
Shapewear and the playful swimwear are recent
additions to the product line.
Bitch also launched bikinis, bandeaus, one piece,
frock style etc, to cater to every sensibility.

CHARACTERSTICS
Polka dots prints
Tailored fit bra
Satin and silk fabric used

Polka dot prints

Comparison between the four brands

VICTORIA
S
SECRETS

ENAMOR

BWITCH

TRIUMPH

COLOR
RANGE

All tints and

tones

Bold colors

Soothing and Solid colors

pleasing
colors

FABRIC TYPE
USED

SIMPLEX
:Same on
both sides
Reversible
warp knitted.

Modal
:cellulosic
fibre
jacquard

Mostly Satin
and silk
charmeuse

Tulle :-Open
weave
honeycomb

PRICE
RANGE

Starts from
$45
Not easy
affordable

Starts from
Rs.450
affordable

Starts from
Rs.500
affordable

Starts from
Rs.800

MARKET
VALUE

Yet to
expand
market in
india.

Known brand Gets a 50%

approx profit growth per
of 20% per
annum
yr

Known and
trusted
brand less
bought.

*contd
VICTORIA
S
SECRETS

ENAMOR

BWITCH

TRIUMPH

COMFORT
AND
DESIGN
FEATURE

Excessive
comfort
because of
fabric type

Good fitting
and lift ups

Trendy and
fashionable

Body
shaping
mechanism

VARIETY/
PRINTS

Plain and
solid

Shine and
lustre

Polka dots

Lace and
textures

LINES
Deep v
/
curves
SILHOUTTES

Deep v and
u curves

Deep u and
v curves

V and u
curves

SEAMS

Much
seams

Less seams

Few are
seam less
few have
seams
wherever
required

Majorly
seamless
bra and
panty yet
comfortable

PACKAGING AND FOLDING

By the end of the day its all about the flamboyance in packaging that
attracts and influence customers, thus packaging is the base for more
profit.
And all the brands we are comparing have almost same type of
packaging and folding way.
Lingeries are elegantely packed in clear cartons or sometimes in
designed printed cartons which attract customer at high rate.
An elegant clear carton could generate repeat and new business for
your shop and the products you are selling, it can also adds values to
the product in the box and the image of the brand you are building.
All the cartons are custom made, they could be made in different sizes
to be able to store or preserve your products.
Clear folding cartons are usually the most selected packaging way for
packing lingerie.

Features -

Material: PP, PVC, PET, Kraft Paper, printing paper, art paper,
paper board, Corrugated and Cardboard Paper.
Decoration Finishes: Gloss Lamination, Varnish, Glitter, Matte,
Die cutting, Embossing, Creasing, Foil stamping, UV oil, Silk
Screen Print.
Printing Process: offset printing, CMYK and Panton.
Cartons can be made with your special needs such as logo,
magnet closure, ribbon and etc.
All cartons could be designed to be foldable so they are
affordable to ship and easy to assemble lingerie cartons

MARKET SURVEY ON
LINGERIE

The lingerie market at the turn

of 21st century was driven by
the advent of modern
technologies and fabrics that
help in designing innovative
products such as laser-cut
seamless bras and moulded Tshirt bras.
Designers are putting greater
emphasis on rich-looking
fabrics, laces, embroideries and

OUTLINE OF SURVEY:
For the purpose of market survey we
went to inorbit mall and gvk mall in
Hyderabad.
The survey was conducted in
specialised lingerie stores and retail
clothing stores like lifestyle, pantaloons,
and shoppers stop, etc.
During the survey, we talked to the
store managers, sales persons, fashion
consultants and customers present in
the stores.

OBJECTIVE OF SURVEY:
The focus of the survey was on most
popular brands
most sold sizes
target customers
factors influencing customer satisfaction
problems of lingerie
Points that should be kept in mind while
buying lingerie.

FINDINGS:
The most popular brand was Victorias secret.
Every women desires Victoria secret to
enhance the beauty of her body curves.
However, its high prices make it out of reach
for a very large section of the users. Hence, its
sales in India (Hyderabad) are less compared
to American and European countries.
The most sold brand in Indian market is
Enamor, its cheaper than Victoria secret and
the quality is also good.

TARGET CUSTOMERS:
The market for lingerie worldwide is divided into
three segments:
A)Women aged between 25-59 years of age. The
type of lingerie bought by them is for daily wear
based on type of dresses, etc which they use in
normal day to day life.
B)Women aged between 18-24 years. This age
group of customers comprises of young girls who
are in their early young days. The sizes and type
of lingerie used by them is different from the
other age groups depending on the type of their
dressing, body growth and day to day lifestyle.

Fig: Pie chart for market analysis on target

customers.

Customer satisfaction:
The customers satisfaction depends
largely on the comfort level of the
lingerie product.
Fittings and support provided by the
lingerie is also a very important factor
influencing the satisfaction.

PROBLEMS IN LINGERIE
MARKET:
Seams- the stitch line in lingerie shows over
the garment worn. To overcome this problem
there are some special types of stitches and
techniques used during sewing.
Support- some lingerie with improper fit lead to
sagging.
Plus sizes- the market for plus sizes is small
thus it is rarely available.
Deep necks- the bra shows through many

POINTS TO BE KEPT IN
MIND WHILE BUYING
LINGERIE:
It fits perfectly.
Seams dont show
It provides proper support
It enhances the body curves

CONCLUSION:
The global lingerie market in 2003 was
estimated at $29 billion.
Bras accounted for 56 per cent while briefs
represented 29 per cent of the lingerie market
in 2005.
The worlds largest lingerie retailer, Victoria's
Secret, operates almost exclusively in North
America.
The European market is quite fragmented,
with Triumph International and DB Apparel
leading the market.

Since the mid-1990s, women have had

more choice in bra sizes; the focus has
changed from choosing bras in an
average size to wearing bras that
actually fit perfectly.
In the UK, for instance, the media is
fuelling an awareness campaign about
the need for each woman to have a
proper bra fitting before every
purchase.

bibliography
www.google.com
www.wikipedia.com
www.victoriasecret.com
www.enamor.co.in
www.bwitch.com
www.triumph.com
Google images.
Inorbit mall
Gvk mall