Why Men Buy Lingerie – Strategy With RS

Sales data indicates that up to 25% of purchase of lingerie, over Internet, is done by men.

This number bumps up to almost 40% around Valentine’s Day & November – February period.

Valentines day is understandable … but why November – February?

In India, these months are peak marriage months, during which men order lingerie for their would-be brides; subsequently marriage anniversary falls between these months giving men yet another opportunity for gifting their lady love.

Why do men spend so liberally on lingerie?

Men are not buying lingerie to gift it to their lady love. Actually it is a gift they are buying for themselves! No wonder they are finding every opportunity to gift themselves!

By the way, majority of shoppers in brick & mortar ‘intimate apparel’ stores are women. If men do find the courage to enter the store, they are invariably accompanied by their wives or lady friends!





In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here