Enamor expands product range, establishes in India

Enamor the pioneer international branded premium lingerie has been active in India for 12 years. “From the beginning, we are committed to delivering the best bra fit designed for the Indian woman. The brand has evolved significantly in the last decade,” explains Preeti Gupta, COO, Enamor. Enamor recently launched two new collections: Super Soft and Essentials.

Evolving products for New Age women

The brand has invested a lot of time and effort in understanding the need of today’s woman. “How she feels about herself is remarkably different from earlier times and we needed to reach out to this new evolved woman. Thus, our new positioning was arrived at through ‘Fabulous as I am’ campaign, celebrating the essence of a woman and her fabulousness,” informs Gupta.

As per the needs of today’s woman, brand product portfolio has also been expanding. It was launched with bras and panties and today, its product portfolio offers a wide range of bras, panties, nightwear, shapewear and recently launched lounge wear.

Elaborating on the offerings, Gupta says, “In line with our positioning, the brand has become younger, vibrant and fashionable in its product portfolio. We have started doing collections like any other fashion brands in apparels. Collections are based on internationally trending themes and concepts. We are constantly working at updating our portfolio and recently launched a new category of bras called Super Soft. Incredibly light weight, super soft bras, which are also wire-free. Secondly, we have also launched a new category of products called Essentials – having yoga pants, track pants, capris, camisoles and racerbacks among others.”

Establishing brand image in India

Enamor is present in a few thousand stores all over the country and all leading department stores chains. It also has 11 EBOs and sells on all large online platforms.

Within India, Gupta says, fashion is on the rise. “Western wear is a much larger business today than it was five years back and it’s only growing at a faster pace. As girls become aware about fashion and their own bodies this will help the growth of innerwear segment, since the category will become a lot more ‘involved’ purchase category as against need based one,” she opines.

Last year, the brand witnessed a good growth in sales and consumer recognition. And this year, it bagged the ‘Superbrand Award’. “This award is given away in 86 countries across the globe. In India, this year, about 2,000 brands were shortlisted across all categories and over 17,000 consumers gave their opinion on which brands they feel are ‘the best in class’. About 70 brands across all categories were finally awarded the Superbrand status. Being crowned a Superbrand is the highest expression of a consumer’s confidence and trust in a brand,” exclaims Gupta.