Inclusiveness and diversity become the future development focus of the underwear industry

- Apr 30, 2019-

    Say underwear is the 2nd skin of the woman, but for years, the delicate and colorful underwear in advertisement and large only belong to figure line perfect personage, and how to find the underwear that suits oneself measure, fabrics is comfortable and ideal design became the big problem that perplexes a lot of women.

    With the rise of women's disposable income, the underwear industry also ushered in a wave of spring.Looking back at the whole of 2018, the underwear industry as a whole is developing in a diversified way, with multiple brands focusing on more accessible and inclusive images.

Among those at the forefront of the industry is singing diva Rihana, whose Savage x Fenty personal lingerie line debuted during New York fashion week in September 2018.Models of different skin tones and body types, such as Joan Smalls, Duckie Thot, Molly Constable and even the pregnant Slick Woods, showed off different styles of underwear.

    Savage x Fenty officially launched in May 2018, with The first collection in four categories: "On The Reg," "U Cute," "Damn," and "Black Widow." The collection includes 90 items including t-shirts, bras, rompers, corsets, tulle jumpsuits, robes, and accessories.Bras range in size from 32AA to 44DD, and underpants from XS to 3X in black, beige, lilac, lime green and vermilion, and are priced from $14.5 to $99.These products can be purchased individually, with a $50 / year paid membership option that includes advanced purchase of new products, exclusive limited edition products, free shipping, and return/exchange benefits.

    TomboyX was co-founded by Naomi Gonzalez and Fran Dunaway in 2013.Before the launch, the two co-founders raised $76,000 (within 30 days) in Kickstarter, an American Internet crowd-funding platform.The brand initially focused on women's shirts and began to transform its underwear business in September 2014.At the end of 2015, TomboyX revamped its website, removing all non-lingerie content and focusing on lingerie, swimwear and home wear, where sales have grown 2,000 percent over the past three years.

    In China, NEIWAI, a new underwear brand, was founded in 2012. From the very beginning, it has been positioned as a underwear brand that helps women pursue inner freedom, takes comfort as the highest pursuit, and respects women's physical feelings.The brand takes it as the core of product development to truly solve users' pain points. From the unbuckled undergarments without steel loops on the back that are suitable for long-distance flight wear at the earliest, to the one-piece one-piece home wear that is closed before and     opened after the spring and summer series of 19 this year, the brand not only maintains a sense of fashion,      but also takes users' experience of going to the bathroom into consideration.

    The diversity of more inclusive underwear brands is squeezing the market of traditional underwear giants.In November this year, Victoria's secret annual big show keep to this year's cast mould has the dense at the beginning of the last generation of "angel" Adriana Lima, the supermodel Bella Hadid, Gigi Hadid and social media sensation Kendall Jenner, etc., but the ratings at a record low, from 5.37 million in 2017 fell to 3.27 million, its 2011 peak number is as high as 10.3 million, the year of data is less than a third of the peak.

Jan Singer, the company's chief executive, stepped down after the Victoria's secret show.Sales at Victoria's secret fell 2 percent year-on-year to $1.528 billion in the third quarter of fiscal 2018, according to data released by parent company L Brands.

    Struggling with sales growth, L Brands is also trying to regain its former glory by streamlining its brand portfolio.In December, the group announced the sale of its previously acquired Canadian lingerie brand, La Senza.

    The arisen of wind of motion and recreational, also let a kind of old established underwear tycoon, athletic tycoon nosed business opportunity.In September, Japanese underwear and textile giant Wacoal Holdings Corp announced a full business partnership with Japanese sportswear company Descente Ltd, which will consider creating new brands in sports and leisure that combine function and fashion, as well as jointly developing high-performance apparel.The two sides will also use their technological strengths to develop new products such as skintight sportswear and swimsuits.

The global underwear Market was worth $38.9 billion in 2017 and will reach $59.5 billion by 2024, according to data collected by Zion Market Research.This is undoubtedly a rapidly developing market with huge potential, and many emerging Internet brands are a group of new challengers emerging in this market once occupied by the old giants.

In August this year, the report pointed out that the continuous innovation of science and technology, the detailed underwear size division;More real, closer to life;The three main factors of positive interaction with consumers promote the development of the new underwear market, and it can be predicted that: the underwear industry will have more new players, and the bottleneck period of the pain of the traditional underwear giants will continue.