These days and nights consumers have began shopping for their innerwear online mentioned the reason why of reluctance of men in buying their innerwear and most buying in the last decade of male innerwear was done by the other users of family (Alam, S & Bakar, Z, 2008). This step was used accordance of growing level of sensitivity of Indian male consumers towards owning a top quality innerwear with a good online experience. In recent circumstance, advertising a innerwear to a consumer has become a uphill task for the marketers as while purchasing consumers take various accounts into consideration beyond brand, these factors are comfort, style and affordability.
Various factors can be related to the sudden move in the demand of consumers such as rising income levels, Urbanization, increasing consciousness and higher penetration of structured sector. Consumers have specific connection to the brand they wear as it signifies their personality, education level, way of thinking and relationship with brands. It is a positive signal for Indian textile industry as more of international giants are going into the marketplace and consumers are getting an usage of better products from about the world and consumers are provided with more alternatives in the fashion market. Top quality innerwear provides effective comfort and styling that has led to the growth of outfits market in India not only in context of outerwear but also innerwear that has led to the emergence of this market(Ismail, Z & Masood, S & Tawab, Z, 2012).
Brands indicate the personality characteristics of a person, if we think of any consumer who drives ford and wears brand like wrangler and on other hand if we think of a consumer who drives Mercedes and wears juicy couture then we can find out the difference between your two customers with previous building the image of any cowboy and rugged whereas the other one being professional and top notch. Brands build devotion between customers by brand, product packaging of product, decorativeness, price and durability of style that provides customers with a broader platform of evaluating a particular brand. Change in the customer perception towards male innerwear in addition has shifted because of the affect of role models on the consumers, these role models differ based on the attitude of consumers and can be anyone whom consumers admire or think of becoming like. Role models can be parents, superstars, friends and reference groups for consumers. Consumers to be remembered as like their role models start purchasing products that happen to be endorsed by stars and mass media. Parent works as primary way to obtain shaping understanding about the buying habits but as children increase their role models also changes and these youngsters start getting influenced by the superstars and media. Youth associate themselves with the role models and buy the products endorsed by these superstars in order to accommodate their personal life with features which they are lacking in genuine life. . Celebrities have a deeper impact compared to parents much like the level of financial development, reduced attention from parents plus more populace becoming urban and the increased usage of mass media has increased the role of celebrities in the daily lives of young ones. (Qadir, Z & Rafique, M, 2009)
Niche innerwear brands are changing the scenario of innerwear market in India. Not absolutely all male consumers want the same innerwear for all your activities, their usage differs in line with the activities, some consumers need the innerwear for gym usage, some need it for sports activities, some need trendier boxers for weekends. This need between customers forces the market leaders like Jockey and Calvin Klein to build up a extensive stock portfolio of underwear programs. Calvin Klein recently launched their X range of products recognized with the advertising campaigns of superstars to influence junior providing 15 websites for use whereas ranging from trendier wear to effective wear.
There is an enormous margin between the business of male and feminine innerwear, as it pertains to the quantity game feminine innerwear market exceeds male innerwear market by an enormous margin. . When it comes to money and revenue generated, it is not definitely with men, Victoria' s top secret sales only are greater than the sales of all companies making underwear's for men. Women's intimate clothes grossed 9. 6 billion dollars that was 3 x more than income received by male underwear industry. Out of this 9. 6 billion, 4. 2 billion dollars was accounted by Victoria's magic formula. This distance is expected to reduce given the growing awareness of male consumers and increase in the number of metro sexual in the urban market. Male consumers have started caring for themselves and this acts as foundation for marketers to grow and develop in the forex market. (Don, M, 2006)
If a company is aspiring to capture market share in Indian market disregarding the rural market is in rude impact. Majority of the population stays on in the rural areas so when it involves selling branded innerwear in Indian market, it can't be done ignoring the rural areas. Various marketers think that customers in rural market are less demanding and can be satisfied easily have wrong notion and belief about rural customers. Many companies who have centered on the rural areas with a distinct selection of products targeted for rural market have been successful, just like a Korean Company LG does by taking its Sampoorna Tv set for rural customers. Strategies used by the marketing expert must be differentiated in rural areas from rural market as the education level, considering level differs and marketers need to adjust accordingly. Rural customers will not actually want cheap product but would like quality products that are available at realistic prices. Customers in rural areas are price very sensitive so companies to be able to adjust to the change must revive their strategies and bring a product range which establishes the brand in the frame of mind of the rural customers. Various companies are introducing their range of innerwear products and diversifying from normal selection of products to innerwear brand relative to the growing demand for top quality innerwear. To maintain in market various companies are adopting different ways of create themselves in the minds of the clients. Some companies are concentrating on the single set of products whereas certain companies are diversifying their products platform and increasing the range of products according to the need of customers. Some brands are creating demand because of their product by capitalizing on the unexplored features. Latest company to type in the innerwear market is UV and W which is set to launch its range of organic innerwear for man. The idea is new and the merchandise will be produced with organic natural cotton. The product will be premium listed and brand has huge objectives from the product. Company is at market of knitted apparel with a variety of products from t-shirts, Bermudas and lowers. Company is professing its product to be organic and natural and is convinced that Indian customers need these kind of organic and natural products given the amount of air pollution and toxicants.
Selling innerwear was not a company to boast about in last decade but now it has proved a helpful and attractive business for the marketers which is bringing in a lot of new marketers to enter the business enterprise or diversify into this business. Various brands that have their establishment in Tirupur like dixcy Scott, Amul Macho, dollar and Rupa have a business of 4000 crores rupees and these brands aren't unwilling in spending an incredible number of rupees to obtain a brand ambassador of bollywood like Salman khan, Saif ali khan and Hrithik roshan.
So who have bought in the change in the mentality of consumers, is it the foreign players like calvin klien, Jockey or could it be the neighborhood brands like Amul Macho, Dixcy scott and VIP. You'll find so many known reasons for the change in the belief and attitude of the adamant Indian man one which is surely adverts by Bollywood and impact of western culture with various multinational giants coming and stepping into market. Home companies are joining hands with foreign giants, recently Maxwell industries signed up with hands with French company eminence and their product will be known as VIP eminence. Super star endorsements have had a huge impact on the sales of innerwear in the Indian market. They have completely modified the conception of Indian rigid and adamant customers who had been reluctant in discussing innerwear in interpersonal circle. It really is correct to state that celebrities impact purchase decision of customers but is it correct to market the merchandise which is of less need and prioritizing it of high need in front of the customers (Sutherland, M & Gallowway, J, 1998). Most of the marketers in today's world do forced advertising where they derive consumers to buy the product and impact them whether it's required by customers or not. This can be well applied to the attire industry in which the major buying is going on because of hostile selling and superstar affect. Indian market can sell 300rs underwear to a person who was simply not ready to pay even 50 Rs within the last ten years, this major change can be related to factors like growing understanding, increased purchasing power nevertheless they cannot influence the customers to spend 500% more of their intake on the innerwear. That is mainly due to aggressive selling of customers and superstar endorsements and customers to be remembered as like their role models buy whatever is endorsed to them by a common celebrities.
Marketers have recognized their marketplace as youth plus they know this marketplace is guiding the growing sensitivity of male consumers. Just lately Viacom 18 has launched innerwear concentrating on at youngsters naming their products as roadies which is a rage amongst young ones. They have got collaborated with genesis an innerwear maker for achieving customers effectively. This implies the buying tendencies differ relating to age groups, youth are usually more centered towards styling and packaging of products whereas there are certain segments in the market which give concern to comfort and prices over styling and product packaging of the merchandise. It really is still a matter of controversy that who bought in change, local brands or international brands. Indian market confronted a breakthrough when jockey came into Indian market and fascinated Indian customers to wear branded innerwear, this step was accompanied by local players like Rupa and VIP which offered consumers with the premium range which provided features beyond comfort. These features were style, status symbol and endurance of innerwear. International brands overpowers local brands in conditions of the overall quality and benefits provided to customers as a brand which will go global and is also internationally accepted is commonly perceived as saturated in quality standards. There are numerous factors which indicate inclination for international brands over local brands like status symbol of using an international brands, sources by the peer group and relatives. These reference categories have a significant effect on the buying decisions of customers of course, if the guide group possessed a bad experience with an area brand then it'll lead to a circulation of information to the clients about not purchasing the product.
There are numerous known reasons for the success of the innerwear market in India and it cannot be solely contributed to a single factor. Superstar endorsements possessed a impact on sales throughout the market sections of innerwear rather than on the number. Another reason could possibly be the openness of Indian men who were unwilling and careless in buying their personal innerwear time back, but now with increased urbanization and increase in volume of metro sexual who take care of themselves has altered the purchasing circumstance of innerwear. Customers in order to look like their favorite stars and attain the appearance alike features wrap up using products which can be endorsed by celebrities and this has resulted in change in the scenario of male innerwear.
Innerwear can be broadly classified into sub- market, economy, middle, top quality and super prime. 30 %30 % of the market rests with midsection segment that has shown growth over earlier couple of years.
There are numerous reason behind the sudden transfer in the buying action of consumers in case of branded male innerwear like increase in purchasing power, effect of celebrities, position symbol. No matter what the factors, this Move in buying habit has provided the marketers with sufficient opportunities to capitalize in the forex market.