The Biggest Potential Customers In The Underwear Market Are Younger.

Most consumers believe that compared with polyester, man-made cotton and nylon underwear, cotton underwear has the characteristics of sustainability, comfort, softness, breathability, fit, versatile and wearable. Consumers believe that the decrease in the proportion of cotton fibers in underwear fabrics is equivalent to the lack of quality of underwear, comfort, versatile and other factors, which are factors that urge consumers to buy underwear. By incorporating innovative technologies into cotton underwear, brands and retailers have the opportunity to meet the dual needs of consumers for comfort and function.

The US Cotton Corp launched a survey of shopping preferences in the US underwear market in 2014. The respondents included 1500 men and women aged 18 to 70, who mainly bought underwear such as intimate T-shirts and bra. The survey is based on data analysis of nearly 15000 underwear products from 24 main brands and retailers in the US market.

According to the report, 63% of respondents believe that buying underwear is the last thing to do. 76% of respondents bought underwear mainly for new changes, 70% of respondents hardly changed their styles, 59% of respondents never changed brands, and 70% of respondents bought 4 underwear brands most frequently. Under such circumstances, how should underwear brands and retailers stimulate consumers' enthusiasm for purchase and attract new consumers?

At present, underwear has the trend of sports and leisure. Underwear fabric Quality has declined, which is an opportunity for brands and retailers to increase underwear sales and increase market share. Compared with other age groups, consumers from 1980s and post-90s are more interested in buying underwear and are more receptive to new and different products. 43% of post-80s and post-90s consumers think they are the first consumers to buy new products, which is significantly higher than the average level of consumers (36%). After 80, 90 consumers expect to try new products and contact innovative products, which is a challenge for traditional brands and retailers. However, if we can cope with this challenge, the brand will surely gain something. The level of consumption after 80 and 90 should not be underestimated, which is 27% higher than the average level of consumers. And after 80 and 90, consumers bought underwear 5 times a year, 2 times the average consumer level. Forecasts show that by 2020, the post-80s and post-90s consumer market will account for 1/3 of underwear sales. Retailers, brands and new sales platforms can benefit from establishing relationships with this consumer group. After 80 and after 90 Consumer More willing to choose brands or retailers that have physical shops or online experts recommend sizes, and provide brands or retailers with an introduction to underwear care and product functional characteristics. So providing one or more of these intimate services is likely to establish a loyal relationship with 38 million potential post-80s and post-90s consumers. motion Underwear brand It can take advantage of sports and leisure style to inject functional features into underwear, attracting more consumers' attention. More than 9 of consumers believe that they are not only wearing sportswear while they are exercising. Therefore, leisure sports in the underwear market is not surprising. 75% of consumers said they were likely to wear sports underwear on non sports occasions, indicating that consumers are looking for underwear that can meet their diversified lifestyles.

Although sporty underwear is still a niche market, consumer demand is expanding due to the continuous progress of functional technology. According to the Cotton Corp's underwear evaluation in 2014, 64% of the sports underwear in the retail market is functional, and the proportion of non sports underwear is 33%. The easiest feature to promote underwear purchase is easy to handle, ductility, odour and moisture absorption. In the sales process, 31% of underwear selling points are flexible, and less than 3% of underwear sales are selling their functional characteristics. The main brands in the underwear market, such as Jockey and Hanes, have begun to provide cotton underwear with moisture absorption, sweat perspiration and odorless technology. Increasing the functional characteristics of non sports cotton underwear can help brands break through basic products and better integrate into consumer lifestyles.

The promotion and provision of functional cotton underwear to consumers after 80 and 90 will help brands stand out in today's competitive market. Of course, it is still important to continue to meet the consumer's main underwear needs. 67% of consumers said cotton underwear was their first choice. Although consumers love cotton underwear, retailers and brands are still using artificial fibers instead of cotton fibers. 54% of consumers said they were dissatisfied with the increase in the proportion of man-made fibres in underwear. 49% of consumers said they would check the identification of underwear and check the proportion of cotton. In addition, consumers think cotton is the most suitable fiber for their underwear needs.