The Rise Of The Internet Underwear Brand Depends Entirely On The "Three Carriages".

Data collected by Zion Market Research, a market research firm, showed that the world in 2017

It is worth $38 billion 900 million and will reach US $59 billion 500 million in 2024.

This is undoubtedly a rapidly developing and potentially huge market, and many emerging Internet brands are emerging challengers in the market once dominated by the old giants.

With the change of the big environment, many of the traditional underwear giants have met the bottleneck of development.

The old underwear giant Victoria 's Secret (Vitoria's secret) has 33% to 40% market share in the American underwear market.

But the sales report released by its parent company, fashion retailer L Brand in June 2018, showed that sales of Victoria 's Secret' brand in 2018 declined by 5% over the same period in the US and Canada.

Allen Adamson, co-founder of market data analysis firms Metaforce, predicts that the market share of Victoria 's Secret will continue to shrink in the next ten years.

At the same time, the emerging brand of Internet underwear is rising rapidly.

Michelle Cordeiro Grant, the former head of Victoria's s Secret, the founder of Lively, the founder of the Internet underwear brand s, said that women are more independent today, and intelligence, health, activity and self-confidence have become synonymous with "sexy". However, the brand image of the old brand of Victoria, s and Secret has not changed with the times.

She stressed that the traditional underwear brands need pformation urgently, so as to better cope with the competition of Internet brands.

These Internet underwear brands can be in

A firm foothold and rapid rise are largely due to their efforts in three areas: accurate underwear measurement data, diversified humanized products and positive interaction with consumers.

Constant technological innovation, meticulous Underwear Size Division

The production of comfortable bra is the first requirement for becoming an excellent underwear brand.

Nowadays, women are no longer restricted by traditional pipeline aesthetics, and more and more women are proud of their bodies.

In order to adapt to the consumer, the Internet underwear brand has abandoned the traditional size, and the bra sizes are more diversified.

In order to enable consumers to buy underwear suitable for their size without having to enter a store, many Internet underwear brands have developed their own underwear size measurement software, and developed online size measurement and guidance functions based on thousands of women's body data.

The US internet women's underwear brand Trusst Lingerie has been helped by hundreds of female consumers. It has selected 300 typical female body measurement data as the benchmark. The Canadian Internet underwear brand Knix collected data from 220 women when it first created the brand size system, and Lively had collected 300 thousand women's body data before the brand was officially launched.

Heidi Zak, founder of ThirdLove, said that the number of underwear measuring software developed by the company Fit Finder Finder has exceeded 1 million.

Through the analysis and classification of data, the size measurement system of Fit Finder has been perfected. The consumer data collected by software also make the company more aware of customer needs and develop more suitable products for consumers.

Data analysis and statistical analysis has led ThirdLove to meet the needs of consumers and pioneered a half code bra system. More than 1/3 of the bra sizes currently purchased by consumers are half yards.

In June of this year, ThirdLove added 24 bra sizes, which now provide more than 70 different underwear sizes for consumers.

Faith Leeves Leeves, co-founder of the Internet underwear brand Lara Intimates, said that the brand size of today's brand is more detailed than that of the past.

Through software measurement of underwear size, all consumers can choose the most suitable underwear.

The size guidance of Lara Intimate is similar to that of ThirdLove Fit Finder.

The software uses computer visual technology to analyze the bra size and display data on the electronic platform.

Users can also preview their actual effects in underwear.

The measurement method of this technology is in line with the volume method and try out effect in the store, so consumers do not need to refer to the common underwear brand to guess the size of the underwear.

Although Lara Intimaes has a store in Hackney Wick, China, 2/3 of sales are still online.

In the future, the brand will focus on the development of well-developed women's underwear.

More real and closer to life

The angel body of Victoria s Secret has gradually been replaced by a more realistic and more feminine figure.

Internet underwear brands often publish photos of female models in the official website and social networking account. They believe that although fat, scars and slack will appear on the body, this should not affect women's satisfaction with their bodies.

The founder and CEO Joanna Griffiths of lingerie brand Knix said that compared to the promotion of products and brands, the company is more concerned about the use of consumers.

All brands of advertisements are invited to shoot real consumers.

All bodies are moving, and eliminating prejudice is one of the responsibilities of the brand.

In order to make the customers have a more detailed understanding of the products, all the products of the Knix brand have different models in different sizes.

A few days ago, the brand added a demonstration video on the website to show consumers how to wear.

Later, the effect of exercise.

Active interaction with consumers

Active consumer interaction is the Internet.

The main channel of communication between brands and consumers.

Knix often invites consumers to test underwear measurement software and provide feedback. Lively brand also invited 30 thousand consumers to evaluate new products and encourage consumers to vote on the content of photos and websites.

At the same time, brands also interact with consumers through online activities.

Mobile cycling, meditation and round table discussions are all ways for Knix to interact with consumers.

Lively provides consumers with horticultural courses, mini landscape production courses, watercolor painting courses and entrepreneurs' seminars.

Lara Intimates will carry out underwear seminars, discuss products with consumers, and organize them after the meeting.

Posted on the website.

Lara Intimates mobile stores are also selling mobile phones throughout the UK to provide customers with customized services.

In order to compete with traditional underwear brands, Internet underwear brands need to consider more for consumers.

The American underwear brand Trusst Lingerie is mainly targeted at the female consumers who are over D cups. For this reason, they developed a patent technology called Breast Advanced Support Technology, which is referred to as BAST.

Trusst Lingerie co-founder and CEO Sophia Berman said BAST technology provides a better support for the chest, and is a brand new bra support tailoring.

because

Only two shoulder straps are used to support all chest weight.

It also puts pressure on the sternum, which is painful for many women.

Trusst Lingerie uses BAST BAST technology to sew underwear to support the chest from the bottom, and evenly distribute weight over the upper part. This solves the problem of back pain, neck muscle tension and shoulder dents.