online shopping


Online shopping has revolutionized the fashion industry over the past few years. With regard to women’s lingerie, this revolution has been even more rapid and tangible.


In a conservative society like that of India, lingerie shopping can often seem a hassle to middle class consumers. Unless one shops at luxury brands such as LaSenza and Victoria’s Secret, lingerie shopping in real life has the potential to lead to feelings of discomfort and embarrassment, especially if one wants to experiment with their wardrobe. In this context, the introduction of lingerie brands that cater to women’s requirements is a welcome change in the online industry. It allows women to explore their options and find what fits them best.



  • Amazon and Flipkart – Platforms that cater to all varieties of items such as Amazon and Flipkart have a relatively inadequate range of innerwear. They are successful due to the ease and convenience that they provide customers, and benefit hugely from merely their brand name, but fail to offer a fulfilling experience when it comes to lingerie shopping. At best, they are quick fixes for women unwilling to spend more than a few minutes on shopping for intimatewear. The clean and crisp interface makes it a no-nonsense affair, with impersonal filters and preferences.
  • Jabong and Myntra – Fashion platforms definitely one-up mass retailers for the simple reason that they cater to the needs of the consumers more directly. Lingerie is easier to find, as well as easier to explore on fashion-only websites. Jabong and Myntra make it simpler to search for what one wants, especially as they offer a wide range of different brands and their products. This adds variety to the choices available to women, in terms of both style and price.
  • Zivame and Clovia – Entire platforms dedicated to lingerie are naturally the most preferred choice for women looking for something unique and specific. The number one selling point of these brands is that they offer a plethora of choices, from everyday essential bras to corsets and bridal lingerie. More importantly, they provide filters with precise categorization to cater to the needs of every woman. Due to the immense range of products, there is a higher chance of finding something that fits in the budget and size of every consumer. Most such websites provide a guide to the best fitting lingerie for every body type, including self-measure guides to help women determine their bra size. Some platforms such as Clovia also offer discreet packaging. The only drawback of these platforms is that they largely, if not entirely, offer only their own products and do not sell clothing from other brands.


The online lingerie industry has only recently taken off as a major subset of the fashion industry. If it continues to progress at the same rate, it is possible that it could become the number one choice for women to carry out their shopping.


Vineeta Rana
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