The Impact of Social Media on the Innerwear Industry!

The visual appeal social media trends create today is unmatched! The market is currently abuzz with a plethora of unconventional innerwear trends that are taking social media by storm!

After the pandemic, almost 90% of innerwear businesses chose social media marketing for a reason. Today, these brands alone in India generate more leads and visitors online, than a regular brick-and-mortar business. 

Given its intimate nature and high-fashion appeal, innerwear finds a perfect platform for flaunting its style on Instagram, Twitter, and Pinterest!

How Are Indian Innerwear Brands Using Social Media to Convert Their Target Audience?

Indian brands need to realize that many unique innerwear styles first became popular because someone else was wearing them online!

When your target audience finds a fashion piece looking flawless on someone’s body, the desire to own it naturally becomes irresistible. And that’s what you as an innerwear brand need to be doing on social media. 

But before diving into your social media game, it's necessary to know what some of the top innerwear brands are doing online!

1. Zivame

Who hasn’t heard of Zivame? They use their socials strategically to connect with their audience. They recently utilized the wedding season to share styles and collections one can slay on all their wedding rituals!

According to their founder, Zivame puts out 10 to 15 videos monthly on their socials. 

2. Triumph 

Triumph skillfully uses its highlights tab to showcase its latest collection. All their collections are given unique names like Essentials, Restyled, and Flex Smart!

They have branded themselves as a serene, luxury brand that keeps audiences hooked to come back for more!

3. Kica 

A brand that even Shilpa Shetty loves is blowing the internet with its activewear collection! With influencer collaborations to fabulous deals, Kica uses its socials to educate and make workouts a comfort!

4. Clovia

Clovia uses a lot of humor to connect with its customers. They share relatable memes from boob sizes, and thongs, to underwired bras. They have a fun way of explaining concepts. This helps them stay close to their customers through humor. 

5. Jockey

Jockey’s social media presence is truly captivating! With monthly style guides under “What’s Hot” to fun branding, Jockey goes above and beyond to entice different audiences!

6. XYXX

This ultimate men’s apparel brand widely uses paid collaborations to get its brand name out. With reels, they share the inspiration behind every collection, helping their audience to relate with them!

7. Enamor

Enamor uses their socials to share about natural fabrics used for making their bras. They give glimpses of how their fully anti-microbial bras are made. They also run a ‘Fabulous Friday’ series where they talk about their product’s useability. 

8. Dandelion

A brand that’s redefining loungewear! They use their socials to educate about the versatility and fashion-forward nature of their collections. Their posts highlight a new approach to women’s sleepwear!

9. Nykd by Nykaa

Nykd by Nykaa uses their socials as a way to educate their audience. It’s filled with capsule bra guides perfect for busy female professionals. They have also invested in celebrity collaborations to reach a wider audience. 

10. Amante

Amante slayed the summer season content by giving mini-tours of thier collections. They also did paid collaborations to introduce their cotton collection this year.