SUPERBRANDS 2012

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LOVABLE

success spurred the company onward and in a period of five years it had acquired the Lovable brand on an exclusive basis for the territories of Nepal, Sikkim and Bhutan. As in the rest of the world, so also in India, Lovable almost single-handedly changed the face of the lingerie market, developing for the first time a premium segment that has grown leaps and bounds over the last decade.

Product

Lovable is one of India's premier lingerie brands. Launched in 1995 in a market that was dominated by unorganised players it carved out almost immediate success. Today, it is available in 105 cities through a network of 9500 retail outlets. The brand has developed products that suit the Indian climatic conditions and closely follow the dictates of its audience. Despite its accomplishments and a market that has crossed US$ 2 billion in sales, the opportunities are boundless. The brand is preparing to meet the challenges that lie ahead.
Market
Haunted by potential failure, the government for years dithered on the question of liberalising the Indian economy. But when liberalisation was finally introduced in 1991 it brought huge volumes of success whose benefits haven't ceased in more than twenty years. The economy has surged forward, incomes have risen sharply and everything that at least the middle income urban dweller dreamt of is slowly coming to fruition: international travel, foreign brands, foods, beverages, cars, clothing, footwear, cosmetics, accessories, kitchen gadgets, infrastructure development, spanking new hotels and airports, glass- and aluminium-clad buildings, even lingerie, have all become a reality. For the first time lingerie was a benefit that was going to accrue exclusively to the welldeserving Indian woman. Exposure to international magazines and television channels, increasing levels of education, a higher intensity of awareness, financial independence and fired aspirations had all colluded to give the Indian woman a new voice and a new found self-assurance. Today, she wants the fruits of success and she is willing to pay for it. The organised urban lingerie market in India was estimated in 2008 to be of the order of C1645 crore (US$ 299.10 million) up from C850 crore (US$ 154.60 million) in 2003 (Source: International Business Times, London). It was rushing forward at more than 17% annually. However, an Ernst & Young study of the Indian lingerie and nightwear market threw up a valuation of US$ 2 billion (C11,000 crore) in 2011 which according to the study was expected to grow at a cumulative annual growth rate (CAGR) of 15% up till at least 2015. In the last five years, the growth of the lingerie industry in India has been exponential. Some approximations suggest that the premium segment is growing at a CAGR of more than 35%. Limited has achieved an annual sales turnover of C133 crore (US$ 24.20 million) in the 2011/12 financial year notching up a growth of 28%. Three factors contribute to this sterling performance. The first is the brands insatiable appetite to understand the unique requirements of Indian women with respect to her physiology, her attire and, given the Indian climate, her preferences of fabric; the second is a dominating presence in the market. The brand is available in many cases exclusively in large format chain stores, departmental stores and stores that deal wholly in lingerie and innerwear. Each is serviced by Lovable's sales force comprising a network of five branch offices, 2500 direct dealers, 140 distributors and 9500 multi-brand outlets across 105 cities. It is unlikely that a lingerie retailer of significance isn't visited once every week by a Lovable sales person; and the third is a market-centric production infrastructure. This simply means that the company measures its success by measuring customer satisfaction. In turn it attempts to ensure customer satisfaction by closely monitoring the quality of its product and importing the finest lingerie materials from across the globe.

Women's needs vary. Some are dictated by the time of day, some by the garment they are wearing, some by a simple quirk of mood and some by a physiological need. But irrespective of what the demand, Lovable probably has a product to match. The brand has a range of eight distinct styles, each designed with comfort and a contemporary feel in mind. Cotton Essensuals is the everyday range of premium cotton lingerie that suits the Indian consumer's affinity for natural cotton. Essensuals are fashionable and provide a fit that is truly international. Encircle is a Lovable invention. It's a loaded with style and attitude and makes Lovable the first brand in India to launch this new-age bra. Already making waves internationally, Fiona is poised to become the next major segment in women's lingerie. The funky collection for Gen-Y is called Spice and reflects the bold, fun-loving taste of the fashion-conscious teenager and young women of today. In keeping with its customer centric philosophy, Lovable continues to launch distinct new brands. Its latest launches are Confidante, Ventil a bra that uses a high-tech spacer fabric that breathes and Prima Donna, a bra that caters to the full-figured Indian woman. Each Lovable brand has helped to strengthen the companys lead over its competitors, providing clear benefits to its customers and in turn securing their loyalty.

Promotion
Ever since launch, Lovable Lingerie Limited has pursued one single obsession: to build a national brand that would cut across every barrier. To meet this need the company has invested extensively in advertising, promotions and customer service. Its multi-media campaigns have focussed on the fit and feel and have attempted to build a promise in the brand offering. Today, its tag lines 'You are born to be Lovable!' and 'Love and be Lovable!' continue to strengthen the romance between the Indian woman and the brand. As a below-the-line effort, at almost every top-end outlet Lovable fit consultants help cement relationships by helping women choose the bra that suits them best.

History
Legend has it that over 80 years ago, when one of the pioneers of modern day lingerie, showed his design ideas to a group of young women in America, one of the girls joyfully screamed They are just so lovable! Little did she know that her expression of joy would inspire the designer to name his brand after that declaration Lovable and lead to the birth of one of the finest women's fashion brands across the globe. Today, Lovable continues to impress, designing lingerie that is in keeping with the dreams of contemporary young women across America, Europe, Asia, Africa and Australia. The brand attempts to make them feel special, uniquely beautiful and confident in the knowledge that they are buying a truly outstanding product. Even as their western counterparts were gushing forward, Indian women still had a long wait. In 1995 the Lovable World Trading Company of the United States licensed the manufacture of the brand in India. The initial

Achievements
Lovable is a product of a time when the bulk of the lingerie in India was produced by the unorganised manufacturer. Its introduction dented that chain and brought into the business new life, regimented practices, a sense of responsibility and a constancy that was lacking in the market. The company pioneered the
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establishment of a world-class infrastructure, spanning the entire package of designing, manufacturing, distributing and brand building. While updated market share figures are not available it would appear that Lovable, with a commanding presence in premium lingerie, is well ahead of other brands. It enjoys unparalleled awareness and in a private study carried out by the company almost a 100% recall amongst both current and potential customers. Thanks to sustained efforts, Lovable Lingerie

technological breakthrough that provides total support for women with medium to heavy busts and eliminates the discomfort associated with under-wires. This unique product category remains exclusive to Lovable. The non-padded T-shirt bra is a category ideally suited to the unique lingerie psyche of Indian women. Under the brand name Tease, this range of bras is intended to cater to the immense demand from young Indian women of today. The 'no-show' seamless bra has revolutionised the lingerie market for modern, young women. The perfect bra designed to provide maximum comfort through the day is the AllDay-Long range. This is possibly the highest selling brand in the Indian premium lingerie market, today. Pure Luxury is a collection of rich, lacy and romantic bras. Soft to the touch, Pure Luxury rests gently on the shoulders and fulfils the most extravagant desire of today's princesses. A specially designed bra for women is Activa. Styled to provide maximum support, comfort and ease of movement, Lovable Activa has in a very short time built a strong base of loyal customers. Fiona epitomises avant-garde fashion. For the contemporary with-it woman of today and made from ultra-modern, ultra-cool imported fabric and imported soft low density padded cups, Fiona is stitch-free and seamless with specially designed under-wire support. It is

Brand Values
Lovable Lingerie Limited has imbibed from its international parentage the single-minded objective of helping women accentuate their good looks. It has through decades of experience learnt that satisfaction comes from offering perfection. And perfection is attained through attention to the smallest detail. The company, therefore, focuses on constantly enhancing its capabilities in ideation, design, procurement, manufacturing and distribution. It is also from this endeavour that it derives its most important value customer satisfaction.

Recent Developments
It was no secret that the unorganised sector was still the dominating force in the lingerie business. It was also easy to ignore their doings and get on with the task of building the Lovable mother brand. But the company felt that taking on the unorganised sector would pay huge dividends. To start the battle, Lovable evaluated the market and came face-to-face with the salwarkameez a near national dress for young Indian women. The company went to work seeking from their highly experienced design team a bra that would most suit this garment. The answer was the Daisy Dee. Within months of its launch Daisy Dee had scored a perfect ten. It was affordable, was made to international standards and didn't deform with each successive wash. In keeping with the company's customercentric philosophy, Daisy Dee has now launched a new brand under its umbrella College Style that captures the needs and desires of India's millions of college going women, at price points they can afford.

Things you didnt know about

Lovable
Legend has it that over 80 years ago, when one of the pioneers of modern day lingerie, showed his design ideas to a group of young women in America, one of the girls joyfully screamed They are just so lovable! Lovable is amongst the top three most preferred brands in women's innerwear in India (Source: CARE Report) Lovable regularly organises bra fitting festivals at large format retail outlets in India Daisy Dee is a bra especially developed for the salwar-kameez

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