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Underwear Consumer Insights

Functional Undergarment
Modern underwear products incorporate secondary uses to boost value
Implications - Responding to the heightened expectations consumers have today, emerging brands in the undergarment space are designing and popularizing underwear products that serve a secondary purpose. Whether doubling as menstrual protection or incontinence, the highly functional and innovative designs of these products are moving the fashion space forward.
Workshop Question — What's a secondary function your offering could provide?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ethical Undergarment
Consumers treat themselves with higher-quality necessities
Implications - Many pleasure-seeking consumers are treating themselves with necessities that not only cover the basics, but also offer a luxury experience. To reconcile the higher cost of such items, consumers want to ensure the product was made ethically and sustainably. In this way, ethical sourcing is less about personal values, and more about a sense of assurance and to divert purchasing guilt.



Workshop Question — Beyond altruism, how could your brand make eco-consciousness appealing to consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Undergarment Neutrality
Fashion labels reject the gender binary through neutral underwear designs
Implications - Gender neutrality is extending into the undergarment industry. While previously known for marketing products as either male or female, new lines are opting for a more inclusive approach. This meets the tone of the younger consumer market, which is moving away from traditionalism and towards a more progressive outlook.
Workshop Question — Is there a new tactic your brand could implement to become more progressive? Consider social media, design, branding, packaging, etc.
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalizing Provocative
Eccentric lingerie reflects a turn toward more individualized expression
Implications - With viral media and online culture resulting in more open and expressive methods of communication, modern consumers are becoming more comfortable with showcasing their own individuality. Offering an alternative to the traditionally sultry undergarments, eccentric lingerie allow individuals to showcase more of their personal tastes, demonstrating less focus on physical attributes and more attention on allowing consumers to indulge in their own distinctive personalities.
Workshop Question
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niche Sensuality
Unconventional undergarments redefine what's attractive
Implications - Up until this point, what constituted "good lingerie" was whether a piece served its function and its ability to flatter the body. In an age of personal branding however, consumers are demanding more from their undergarments. This has resulted in a slew of niche unmentionables. This signifies a change in what's seen as "sexy," putting personality at the forefront of attraction.
Workshop Question
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Versatile Flair
Embellished leggings are an affordable way to spruce up any outfit
Implications - Leggings have become credit crunch go-to fashion pieces, particularly those with unique colors or detailing like intricate stitching, rhinestones or intentional rips. Whether couture or fast fashion, embellished legwear has become an easy, lightweight and affordable way to add flair to any outfit.
Workshop Question
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Funderwear
Laugh-inducing clothing brings understated whimsy to fashion
Implications - When times are tough, a laugh is hard to come by. Undergarments with a sense of humor remind the wearer that no matter how hard the day is, they’re safeguarding a silly secret. And mismatched collections similarly speak to tight budgets that can’t accommodate luxuries like matching lingerie.
Workshop Question
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Male Lingerie
Feminine characteristics in the new male lingerie movement
Implications - Whether it’s the rise in openly gay marriages, or simply a desire to dress up more for romantic encounters in general, men are expressing a yearning to dress in erotic, fem-style lingerie. This trend opens up an unlimited amount of new product categories that only need a simple refit.
Workshop Question
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Fashion
Underwear secrets that make modern fashions more comfortable and aesthetic
Implications - Fashion designers are getting more elaborate with their gowns, and often that means abnormal cuts and the chance of bra exposure. To address this, innovative lingerie designers have created underwear, bras and other covert accessories that hugely impact the success of modern fashions.
Workshop Question
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends