Enamor, a leading luxury lingerie brand owned by Modenik Lifestyle, plans to expand its offline presence and strengthen its e-commerce offering in 2022.
The brand launched his latest campaign #FabulousEveryday in 2021 with incredible growth across Amazon, Myntra and e-commerce platforms. Enamor advances that his Fabulous position as I campaign with the launch of a bold athleisure campaign announced next month.
Talking to afaqs! Modenik Lifestyle Chief His Shekhar Tewari, Category & Operations Officer, said: Our production volumes and sales were significantly impacted. After a small loss in the first half of 2020, the company grew 60-70% in the second half, recovering most of the losses in the first half. Despite being hit by his two waves of the pandemic, his Enamor business grew nearly 48-50% in fiscal 2022 and his 2021. We have opened warehouses in different parts of the country to offset the impact of the federal lockdown.
Going Online With the rise of digital, brands’ e-commerce sales have increased significantly over the past few years. “E-commerce has grown very well and now accounts for 20% of his business, but in all businesses such as distribution business, department stores, EBO (Exclusive Brand Outlets) business, e-commerce is still small. Its part business. The biggest part of the business is the distribution business,” says Tewari.
Tewari describes how Enamor embraced e-commerce: We understand the needs of e-commerce and strive to build the skills you need to succeed. Understand different growth avenues and map them to your business he adds: Surveys are always online, even when people shop offline. Understanding this is becoming more and more important.
Athleisure Trends
Enamor, like many other apparel manufacturers, is seeing a surge in demand for its athleisure range. Sandra Daniels, vice president of marketing at Enamor, said: I thought it would take a long time for athleisure to be accepted by consumers. But the pandemic changed everything. Athleisure today is more than just activewear. Athleisure is the next big trend in outerwear and every fashion brand, every designer range wants to have an athleisure range. According to research firm Wazir Advisors, womenswear accounts for about 37% of the total apparel market, and is expected to grow from $25 billion in 2020 to $39 billion by 2020.
Daniels says women around the world are looking for comfortable clothing that is not structured. at the same time seeking
Expansion Plans
Regarding expansion plans for the brand, Mr. Tewari said: We are the leader in bras and with our focus on casual wear, we will continue to be.
As for distribution, Enamor also has access to his Dixcy distribution network. “Department stores are important because they give us an image, but the challenge is that they are not currently expanding. We are optimistic about e-commerce. We are currently planning to open 10 to 15 stores every quarter,” says Tewari.
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