MAS Holdings looks at ‘fast fashion with fit’ in intimate wear

Monday, 7 April 2014 00:00 -     - {{hitsCtrl.values.hits}}

NEW DELHI:  Buoyed by the success of its intimate apparels range, Sri Lanka-based MAS Holdings said it is looking to bring elements of fast fashion into the women’s innerwear segment in India. Fast fashion is referred to designs that move from catwalk to stores at the shortest time period. The company, which retails the Amanté brand, said lingerie buying is no longer a “secret buying” activity and consumers are seeking the latest trends in innerwear as well. “There is a huge shift in the way consumers buy intimate apparels. We see a lot of shift in the buying pattern as well as designs and colours in demand. We are starting to see a need for elements of fashion,” Vivek Mehta, CEO, MAS Holdings, said. Mehta said the company had measured over 2,000 women in India to devise a fit suited for Indian body structure. “Fashion along with fit will be our priority,” he said adding Amante was creating intimate apparels in various colours as it is happening denims. Amanté was launched in India six years ago and is available now at 650 multi-brand stores pan-India. The company is looking to start its mono-brand stores in Delhi and Mumbai soon. In India, Amanté competes with Triumph, Enamour and Bwitch brands in the premium category. The Indian lingerie market is estimated at ₹12,000 crore, largely dominated by local brands. The premium category is about ₹800 crore of which Amante has about 10-15% share. “All our competitors have their own stores. We did not operate one as we found that a standalone intimate apparel store may not be viable. However, we are seeing good growth and, hence, it is natural progression for us,” Mehta pointed. Amanté may also look at adding more categories such as lounge wear. Currently, it has swimwear, sleepwear, besides women’s intimate wear. Speaking on its growth strategy, Mehta said the company is looking at acquisitions and expansion into the Indian sub-continent and countries like Malaysia. It is also planning to bring the recently acquired UK brand Ultimo into India. MAS is considering launching an online platform as well.