Brands that sell intimate prioritize gender neutral products and campaigns
Trend - When it comes to lingerie and intimates, gendered products and campaigns have always been the norm. Now, brands are being more inclusive in who they represent in this space, with gender neutral products and campaigns that showcase models with different genders.
Insight - Millennial and Gen Z consumers tend to be more open minded and understanding of the nuances that come with people's gender identities, and they expect that brands showcase that. Individuals from this generation want to be able to identify strongly with the brands they choose to purchase from, and are more likely to do that with those that hold their same values.
Insight - Millennial and Gen Z consumers tend to be more open minded and understanding of the nuances that come with people's gender identities, and they expect that brands showcase that. Individuals from this generation want to be able to identify strongly with the brands they choose to purchase from, and are more likely to do that with those that hold their same values.
Workshop Question - How is your brand showing a nuanced understanding of the identities of its customers?
Trend Themes
-
Gender Inclusive Marketing — Brands are being inclusive in who they represent in intimates, with gender neutral products and campaigns that showcase models with different genders.
-
Size Inclusivity in Lingerie — The lingerie industry is becoming increasingly size inclusive with brands offering a wider range of sizes and including diverse models in their campaigns.
-
Sustainability — Brands are offering sustainable menstruation options and long-lasting products, reducing the need to continually buy new products.
Industry Implications
-
Fashion — Fashion companies can create gender-neutral products and size-inclusive options in their products and campaigns.
-
Marketing — Marketing professionals can drive gender-inclusive and diversity-focused campaigns to capture the attention of younger generations who are more inclusive and accepting.
-
Healthcare — Healthcare companies can explore sustainable options for menstrual products and make it accessible for diverse body types and gender identities.
