Underwear industry ushered in a wave of spring breeze inclusive and diversified into the future development focus

- Jun 04, 2019-

    Say underwear is the 2nd skin of the woman, but come for many years, the person that the delicate and colorful underwear in advertisement and large piece belongs to figure line only is perfect, and how to find the underwear that suits his dimension, fabrics comfortable and ideal design became trouble a lot of women big problem.

    With the increase of women's disposable income, the underwear industry has also welcomed a wave of spring breeze.Looking back on 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 personal underwear line Savage x Fenty hosted its debut during New York fashion week in September 2018.Models of different skin and body types, such as Joan Smalls, Duckie Thot, Molly Constable and even the pregnant Slick Woods, showed off different styles of lingerie.

    Savage x Fenty was officially launched in May 2018, and its first collection is divided into four categories: "On The Reg," "U Cute," "Damn," and "Black Widow," covering 90 products including t-shirts, bras, tights, tulle jumpsuits, bathrobes, and accessories.Bra sizes range from 32AA to 44DD and underwear sizes from XS to 3X in black, beige, lilac, lime green and vermilion. The price range is $14.5 to $99.These products can be purchased individually, along with a $50 / year premium membership option that includes new purchases in advance, exclusive products, free shipping, and returns and exchanges.

    Aerie, a popular lingerie brand, launched its "Aerie Bras Make You Feel Real Good" campaign in the summer, featuring a variety of models from the Internet, including a woman in a wheelchair, a woman with a colostomy fistula bag and a woman with vitiligo.The Aerie campaign has been well received by consumers.

    In early 2014, Aerie brand launched a program called # AerieReal don't figure movement, all pictures are real underwear model have shown their original shape, don't do late dealing with figure, this break the conventional action let Aerie preempted the notion of a new generation of aesthetic fashion, on the social platform for brush a wave of goodwill.

    ThirdLove, an Internet lingerie brand, was among the ThirdLove group who posted their favorite messages on social media platforms.In November, the brand used a full-page section of the New York times to attack Ed Razek, the former chief marketing officer of Victoria's Secret, the us lingerie giant, for controversial comments in an open letter.The marketing strategy that emphasizes Victoria's secret is to impose men's ideal body image on women.The stereotype of femininity and gender responsibility is long gone, and diversity and tolerance are now the norm.

    Founded in 2013, ThirdLove focuses on diversity and inclusiveness and aims to help women find the right bra at different stages of life.The brand offers a wide selection of sizes and colors.

In addition, brands like Curvy Kate and TomboyX have also been noticed for promoting lingerie choices suitable for various body types, among which TomboyX has been noticed especially for its "unisex underwear".

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

    In China, NEIWAI, a cutting-edge underwear brand founded in 2012, starts from a female perspective and aims to help women pursue inner freedom, take comfort as the highest pursuit and respect women's body feelings.The brand takes solving users' pain points as the core of product development, from the earliest unbuttoned undergarment with no underwire on the back suitable for long-distance flight, to a one-piece home clothing with front closed and back opened in the spring and summer series of this year, which is not only fashionable but also considerate for users' bathroom experience.

    The proliferation of more inclusive lingerie brands has squeezed the traditional lingerie 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.

    After the Victoria's secret show ended, the company's chief executive, Jan Singer, resigned.According to L Brands, the parent company of Victoria's secret, sales for the third quarter of its 2018 fiscal year were $1.528 billion, with comparable same-store sales down 2% from the same period last year.

    L Brands, which has struggled to grow sales, is also trying to regain its luster by streamlining its portfolio of Brands.In December, the group announced the sale of La Senza, a Canadian lingerie brand it had acquired.

    The rise of athletic and recreational agitation, also let giant of underwear of a kind of old brand, athletic magnate smell business opportunity.In September, Japanese lingerie and textile giant Wacoal Holdings Corp announced a full business partnership with Japanese sportswear company Descente Ltd to consider creating new brands in sports and leisure that combine function and fashion and jointly develop high-performance clothing.The two sides will also use their respective technological advantages to develop new products such as tights and swimsuits.

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

    As huali zhi reported in August, constant technological innovation has led to a detailed division of underwear sizes;More real, closer to life;The three major factors of positive interaction with consumers have promoted the development of the new underwear market, and it can be predicted that there will be more new players in the underwear industry, and the pain of the traditional underwear giants in the bottleneck period will continue.