The Independent Brand'S Living Law Is Quite Different.

Is the underwear market a big market? Of course, otherwise, how can it be called a big brand? Well, I mean, there are many oligarchs in the underwear market. From the American market, there are just a few big players: Triumph, Maidenform, Wonderbra and Playtex's Hanes, and Victoria's Secret.

This year, Dana Donofree founded AnaOno Intimates. She wanted to provide special underwear for women who had breast surgery or had breast health problems.

In fact, women such as breast-feeding and large size women do not have much choice of underwear.

Do you remember the number we mentioned when we wrote the secret of Vitoria? The company earned $7 billion 200 million in 2014, while the total number of women's underwear market in the world amounted to 300 billion US dollars.

So this puts forward higher requirements for those small brands who want to take a firm foothold in the market.

"There are not many survivors in the mass market," said Catalina Girald, co-founder of underwear brand Naja.

Those independent underwear brands want to take the lead in a particular field.

In other words, to live, we must have characteristics.

This trait is not what everyone is promoting. Even if you want to say sexy, you have to pick something different.

"Independent underwear brands are generally direct and

Generate associations. "

Responsible for writing The Lingerie Addict's fashion blogger Cora Harrington, "they explored some changes and then made products directly."

Last year, Ade Hassan launched the independent underwear brand Nubian Skin, which wanted to occupy the nude underwear market.

Ade Hassan found that not all customers have the same skin color.

Over the years, nude underwear has never found its proper location.

Most of the naked underwear is not all white or light beige.

Before the creation of Nubian Skin, there seems to be no big brand wanting to go straight to the nude underwear.

And the idea of Ade Hassan is simple. She just wants to design some nice naked underwear for those girls who are not so fair skinned.

Underwear is a very private thing. Usually those who control large underwear companies are elderly men.

So the question they usually consider is, "what kind of underwear should a girl wear to prevent fluoroscopy?"

Ade Hassan said.

"The discussion on naked underwear started at Twitter," Cora Harrington said. "Mashable later reported the brand and made it burn."

Later, Nordstrom, a traditional department store, started selling Nubian Skin.

As we all know, underwear buying is a very personal and private shopping experience.

There is an underwear boutique in the United States that wants to bring this service to the extreme.

Another brand, Bluestockings Boutique, targets people who have special needs on gender issues, such as psexuals.

Jeanna Kadlec, the founder of Bluestockings, opened an e-commerce platform in April. She said she realized that it was a store without real customers willing to look after it, and his core customers wanted more privacy and security.

Bluestockings shopping experience is unique.

In short, I assume that I am not aware of the gender and sexual orientation of my customers.

We even want to advocate the concept of "neutral".

Jeanna Kadlec said.

It is interesting that most of the founders of these underwear brands or retailers do not have the background of underwear design.

Prior to the establishment of Nubian Skin, Hassan was a management consultant. She did not think she had a professional background in business.

This seems to have become some advantages.

They first saw the needs of the market before they acted.

It is not looking for obvious business opportunities in the already secure market.

Of course, thanks to the Internet.

In August of this year, Peregrine Honig set up All Is Fair in Love and Wear on the crowd raising platform Kickstarter, aiming at the group of psexuals.

"Everyone is different."

Peregrine Honig said, "some of the psexuals do not care much about the products that are specifically designed for them.

But for those who have this demand, I would like to design products for them.

Once the All Is Fair project is completed, Peregrine Honig also plans a similar way of operation with Bluestockings Bluestockings, emphasizing privacy.

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This year, All Is Fair will also have a physical store in Kansas, USA.

"Nowadays consumers like to interact with brands.

10 years ago, we were not so easy to hear about Tucao and demand for products.

There was no Twitter at that time. "

Cora Harrington said.

And these independence

Getting information on the Internet is another area that has not yet been developed in the underwear market is to include gender issues in the discussion.

Of course, regardless of the category of core customers that the independent underwear brand is looking for, whether the underwear design is beautiful and comfortable is the key.

In particular, this kind of underwear is not only to attract users, but also to provide some special functions.