Building a Women’s Lingerie Brand for Mass India
Dixcy Textiles is one of India’s foremost lifestyle brands with a focus on men, women and children’s inner wear, casual wear and thermal wear being retailed under the brands Josh, Dixcy Scott, Slimz and Dixcy Scott Uno. The company was planning to align all feminine products under Dixcy Slimz brand, including women’s innerwear with bras, panties, camisoles and, shapewear.
Prior to launching the brand, the team was keen to gain insights into the mind of the consumer in order to effectively position and communicate the brand’s offering. We conducted a study in 8 cities with consumers, retailers and distributors. The aim was to identify white space in the woman's mind- which was either a pain point or an unidentified and unoccupied opportunity where Dixcy Slimz could position its product.
Consumer Insights
Indian women are traditional in their mindset but emerging in their environments. They are price sensitive and have been habituated to buying a brand because it has been a relatively low involvement product. However, they are vying for something exciting in their lives which can offer them a latent desire to ‘break out’ of their boundaries and express their inner selves. However, this self expression should never exceed the boundaries that they set for themselves. Give them the basic affordable styles but with that little ‘extra’ offering which makes them feel like they are special!