Park Avenue, now making a mark with innerwear

Park Avenue launched in 1986 with an idea to offer ‘Complete Wardrobe Dressing Solutions’, added innerwear to its range three years back. “We are known as an apparel line for well-dressed man. We saw good potential in innerwear and established a separate business. We are all about fashion forward style, and this segment echoes our ethos and the brand’s imagery,” says Srikanth Ram, Business Head (Innerwear and Accessories).

Innerwear, an addition to product basket Ram says the brand was the first to introduce N9 silver technology. “It is odorless and gives protection from sweat and has many other benefits. We have 6-7 verities in this segment. We offer vest, brief, loungewear and thermals, socks. Vest and brief form the largest segment,” explains Ram. Park Avenue’s products come with specialties like bio, ultra fresh and N9. “We emphasise on innovation and track the market to keep an eye on trends. While creating a product we keep in mind comfort, hygiene and performance,” he adds.

The brand is focusing on metros and Tier II, III cities for the innerwear line. “We also have gym wear, where we use performance fabrics for more comfort,” he avers. As far as competition from foreign brands goes, Ram says a large part of the Indian innerwear market is still dominated by low cost and mid-market players. The entry of foreign brands has changed the dynamics of the market. “Many international players such as, Lovable, Triumph, Etam, Jockey and others have entered. They are successfully expanding through the franchise route. The entry of foreign players has also revamped the way the industry operates,” he opines.

Earlier, the innerwear segment was not as bold in its advertising and product display. Purchases were limited to local stores. However, the entry of global brands has changed both these aspects of the industry. “Companies have now started spreading product awareness through advertisements, fashion shows, etc. They are reaching out to consumers and trying to understand their preferences. Also, with increased spread of modern retail, innerwear products are being retailed through exclusive brand outlets as well.” he sums up.