Enamor, a women’s innerwear brand, is gearing up for a significant brand transformation to resonate more with Gen Z consumers and broaden its market reach in tier-2 and tier-3 cities. The brand, known for its ‘Fabulous As I Am’ positioning, is evolving to reflect the changing notions of femininity and innerwear preferences. Sandra Daniels, the CMO of Enamor, highlighted the need to connect better with the 18–25 age group, emphasizing the importance of understanding and adapting to their unique perspectives.
The repositioning strategy is backed by extensive research focusing on different consumer segments, particularly Gen Z. Rather than creating a separate brand for this demographic, Enamor plans to introduce tailored products and adopt a platform-centric communication approach, utilizing platforms like Snapchat, Instagram, and Spotify to engage effectively with younger audiences.
India’s women’s innerwear market has witnessed significant growth, with bras dominating the revenue share at 70%, followed by panties at 17% and loungewear at 13%. Recognizing the evolving needs of consumers, Enamor has introduced innovative solutions such as bamboo fabric and cooling bras to address common pain points associated with traditional innerwear.
Enamor’s marketing strategy has also evolved, with a notable shift towards digital channels, which now constitute 60% of the brand’s media mix. The brand has significantly increased its digital presence, focusing on platforms where its target audience actively engages. The current marketing budget allocates a substantial portion to digital advertising, reflecting the brand’s commitment to staying relevant in the ever-changing digital landscape.
Online platforms like Amazon and Myntra play a crucial role in driving Enamor’s sales, contributing to 30% of the brand’s overall revenue. The brand is also exploring the potential of quick commerce, a burgeoning trend among Gen Z consumers seeking convenient and swift shopping experiences for everyday essentials.
While Enamor’s revenue primarily stems from metropolitan areas, there is a growing demand for its products in tier-2 and tier-3 cities. The brand’s expansion into these markets underscores the shifting preferences and consumption patterns observed across different regions in India.
As Enamor prepares to unveil its new brand avatar in October 2025, the focus remains on aligning with the evolving expectations of Gen Z consumers while maintaining its appeal to existing customer segments. The brand’s strategic approach to product innovation, marketing, and market expansion reflects a forward-looking mindset aimed at staying ahead in the competitive innerwear industry.
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