New Trend Of Underwear Market: Fashion Personality Becomes New Favorite

Women in the younger generation Underwear The choice and use of both have new characteristics. They have developed from basic physiological needs to pursuit of social recognition, self satisfaction and self-expression of life attitudes and values.

For Chinese women, underwear is no longer taboo topic. With the differentiation of social strata and women's differences in age, social status and income, the underwear market has gradually formed a group with different needs, attitudes and values. Recently, Xiaobian conducted random sample surveys of 78 19~30 years old and 22 30~35 year old women, and analyzed their purchase attitude, choice behavior and consumption demand. market The new product category - the market positioning of young fashion underwear products is of great reference value.

Quantity of underwear purchased annually

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Differentiate by price

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Place of purchase

Brand awareness of young fashion underwear

　 Survey shows

A laggard laggard.

Underwear consumption behavior characteristics: the average number and unit price of brassiere and underwear are low, because buyers are buying at 40%, so the department stores and shopping malls are the main ones. The relative proportion of the pursuit of beauty and price is higher than the average level. When purchasing underwear, the importance of brand, fabric and other attributes is lower, and the preference for underwear color, flower type and upper body effect is not better than that of other types. Obviously, nearly 60% of people do not know what kind of bra they like, and the difference between the 1/2 cup, the 3/4 cup and the whole cup is also biased. Generally speaking, the price acceptable to this group is relatively low, and the annual cost of buying underwear is not high. About 68% of people buy behavior: buy underwear often choose inexpensive, and do not spend too much energy and time.

　　 A working class who loves life

Underwear consumption characteristics: buying bra, pajamas, Underpants The number of items is higher than the average level. 60% of women buy bra at least 3~5 sets each year, and the average price of all kinds of underwear is around 100~300 yuan. 40% of the reasons for buying underwear are that they choose to buy when they are suitable and like, 25% of them choose to buy when sales discount is made, and shopping centers are mainly shopping malls and underwear stores. Choosing and wearing underwear is the main pursuit of comfort and health. The fabric and quality, style color, upper body effect and brand of underwear are all valued. Prefer the brevity style of the bra, and prefer the steel band and the decorative type. For the recognition of the main young fashion underwear brands, FENDY, Ai Mei, and urban beauty monk ranked sixteen in the top four.

　 Fashionable modern women

Underwear consumption behavior characteristics: the number of purchase bra, pajamas, underwear and unit price are significantly higher than other types, because of color, style and upper body effect of the purchase of 45.7% of the people, the main shopping centers for shopping malls, fashion shops and online shopping, nearly 65% of the people choose and wear their clothes when the pursuit of sexy. When buying underwear, the brand, style, color, fabric and quality, upper body effect, service quality and so on are highly valued, but the price and professional guidance are low. Often buying young lingerie brands include BODY, POPS, urban beauty, CK, peach pie and so on.

　 Findings

After 80, 90 become the main consumer

Young underwear brands are the trend of market segmentation. More and more young women begin to pursue brand and personalization in underwear consumption. Young underwear will open up a blue sea in the future relative to the highly competitive Cougar series underwear brand.

At present, 80 and 90 have become the main force of consumption. According to the survey of young fashion underwear consumers, shopping malls and stores are the main places of consumption for 80 and 90 years. Nearly 58% of people buy single underwear at 100~300 yuan, and 56% of them choose to buy 3~5 underwear at least a year. These target customers include students at school, staff members entering the society and so on. They pursue fashion and enjoy their young life, and they will follow the trend in their affordable price, highlighting their taste and style.

The survey also shows that online shopping has become an important way of consumption after 80 and 90, and 36% of people choose to buy underwear online, especially when brand discount is promoted. Of course, they also pay great attention to the quality of products, but cost performance is also an important reference value. When choosing underwear, they are most interested in fabric, quality, style, color and upper body effect. In the survey, up to 85% of the respondents said that they had uncomfortable troubles in wearing bras, 71% of them felt that they had skin marks on their skin when they wore their belts, and 46% of them wore shoulder straps when they wore them. In addition, there were also a few people who had different degrees of joint friction, lace friction, allergy decoration and other uncomfortable feelings.

For the main force of future consumption, the brand needs to return to the essence of demand when it increases the channel construction and the brand investment. It is comfortable and healthy. Only the brand that changes with the situation and the brand of marketing mode has the potential of sustainable development. Only products that meet the needs of 80 and 90 will be able to sell quickly. Who can win the main consumer force in the next 5 years? Who is the winner of the market?