Beyouty, the lingerie brand launched in the first quarter of this year is getting a huge round of applause within a short span of its existence. The brand was launched by Brandis, which aims to offer consumers brands in various categories. And according
to Nischal Puri, Director, Brandis they have received requests for many product categories. Beyouty’s product offerings are bras and panties and its vision is to be the most preferred brand in India. “Beyouty is a global capability brand that celebrates every woman. The brand established instant connection with the consumer because there is ‘You’ in ‘Beyouty’. It offers consumers the best value for money.” He says Beyouty is consumer brand and the consumer will take the brand as they internalize the brand ethos. “We have received requests for many product categories. We are in the process of accessing the categories we would like to introduce. We will be launching ranges in the apparel segment under Beyouty brand name.” Within a short period it has spread pan-India and aims to expand further every week.
It targeted at the city women in the age group 20 to 34 years who are modern in their outlook and sensible with their pocket. “They don’t mind experimenting but are conscious of the value they derive from the brand. All our products are priced to give value to the consumer.” The collection is made of 100 per cent premium combed cotton for panties and cotton spandex for bras. Traditionally the lingerie segment has had a low brand loyalty. Puri believes the reason for the low levels of consumer loyalty has its genesis in the consumption patterns of women consumers. “Women as buyers have a low tolerance for repetitive styles or fashion. They are always on the lookout for something innovative and new.” It’s estimated that consumer loyalty for this segment hovers around just 25 per cent. Since 75 per cent of consumers are still not brand loyal, and are ready to encourage a newcomer who can meet their need for something fresh, this makes the category extremely attractive for a new brand like Beyouty, which has a varied and attractive product mix. “It also helps this category in expanding so new players can grow without disturbing the dynamics of the existing players,” adds Puri.
At the moment, Beyouty is being retailed through 1,200 stores nationally and new stores are being added every week. Puri says consumer’s wants and desires are changing every 12 months and with them evolving at such a fast pace, the entire market is available to be tapped. “Geographically north and south India has emerged as the strongest, and the west and east are catching up fast.”
