26 January, 2021

Nights In Black Satin

It’s easy, it’s anonymous, lingerie e-retail is on a roll

Nights In Black Satin
outlookindia.com
-0001-11-30T00:00:00+05:53

It was a difficult choice. Sexy nude or exotic purple? Not willing to settle for some ‘vanilla brand’, Ankit was drifting from one virtual store to the next to get a customised birthday gift for his girlfriend. Shireen, of course, was ecstatic when she received a surprise pack of ‘fantasywear’ in an innocuous dull blue box done up with tiny ribbon strips. “No awkward conversations, no leering, no wasting time. Shopping for lingerie online was the best, totally personal and totally anonymous,” says Ankit, a 25-year-old finance executive from Bangalore.  

Wider choices, privacy, pricing and discrete packaging are luring more and more ‘intimate wear’ shoppers online. And sensing the huge potential, lingerie stores like Kaamastra, Cloe, Zivame, Pretty Secrets and Straps And Strings, among others, have an array of new products for the discerning shopper. It helps that it’s also raining discounts on the net. “To find fas­h­ionwear that’s also comfortable is difficult in India. Online stores are...

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