The intimate apparel industry is adapting to the increasing demand for body-positive narratives, reshaping its marketing strategies to reflect a more inclusive and diverse approach, noted Bhavin Devpuria, Sloggi India’s Marketing Head. In a recent, he also spoke about the significant role data analytics and market research play in shaping the company’s marketing decisions.
“The concept of inclusivity should not even exist as a separate term; it should be the standard. The emphasis on body positivity stems from the understanding that individuals of all shapes and sizes require lingerie, and our brand ensures our fabric meets this need, especially with our zero-feel product line. For example, we have demonstrated the material’s stretch and resilience at conventions, showcasing how it can support a person’s weight without tearing,” he told.
Devpuria explained that by analysing the success of different campaigns in various regions, one can identify cities that respond positively to their brand, allowing them to focus their marketing strategies on those areas.
“For example, beyond major cities like Mumbai, Delhi, and Bengaluru, we look into tier 2 markets that quickly catch fashion trends. We also tailor campaigns to specific markets. Insights from data, such as Kolkata being a top market for plus-size purchases, allow us to create targeted and effective strategies,” he added.
