Market Gaps in Lingerie Brands

In order for us to provide our customers with the best product, we need to understand what the existing products are offering and where are the opprtunities for us to excel.These opportunities will be taken up and offered to our customers.
The market gaps that we have looked at are mentioned below:
In products,

• There are problems in underbust and bust size ratios. This causes misfits.
• variations in cuts, colours and sizes of a design are not available.
• New fabric developments for briefs, panties and nightwear.
• No professional guidance to the perfect size for a body type.
• Appropriate ratio of saleswomen and salesmen for comfort of the customer while shopping.

In display,

• As all designs, colours,sizes are displayed on the racks, the customer gets confused while looking at the product range and does not get an opportunity to look at all products.

In distribution,

• This product line is available only in major cities
• There needs to be a proper distribution channel to permeate the market segment that we are catering to.

In publicity,

• In case of lingerie, there are some cultural boundaries that does not permit straight forward public advertising. The major means of advertising for lingerie brands is magazines and catalogues.
• Among a majority of population, brand identity is not a consideration while buying lingerie.