Shapewear finds its fit as India’s fashion brands chase steady support
As brands search for steadier demand drivers, shapewear is being positioned as a functional extension of innerwear rather than a fashion-led bet. But, players still face hurdles around fit, pricing, and consumer behaviour that could determine whether the category scales sustainably or remains niche.
As brands search for steadier demand drivers, shapewear is being positioned as a functional extension of innerwear rather than a fashion-led bet. But, players still face hurdles around fit, pricing, and consumer behaviour that could determine whether the category scales sustainably or remains niche.
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