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Ecommerce boosts lingerie buying among men

By Sujata Sachdeva

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With most online platforms offering a variety of lingerie brands and styles and some exclusively dedicated to the segment, the number of men shopping for women’s undergarments has seen a considerable rise. Factors like closed-door shopping, door-step delivery and advice on size and styles along with a large availability of popular global brands are leading to this growth. Men, who hesitated shopping for lingerie for their near and dear ones earlier, are now increasingly signing into lingerie portals around special occasions like Valentine's Day.

For instance, while lingerie ecommerce venture Clovia says almost 25 percent of its customers are men, the number goes up to 40 percent around the festive/wedding and Valentine’s Day season between November to February. No wonder, the company now also targets men through its advertising campaigns.

On online lingerie brand PrettySecrets’ platfrom 15 percent to 20 percent of the net sales are driven by male customers. And popular lingerie platform Zivame is seeing the number of male customers constantly rising, which considerably goes up again around the Valentine's Day.

The offline lingerie market is estimated to be about two billion dollars (over Rs 13,200 crores) and the online segment is just a fraction of that. However, experts say that this segment is growing at a fast pace attracting investors’ interest in the online lingerie portals.

Clovia
Zivame