Underwear Consumer Insights

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.

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.

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.

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.

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.

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.

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.

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.

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.