China, The United States And Japan Have Seen The Trend Of Underwear Without Steel Ring Rising.

Women are changing, so are women's underwear.

For hundreds of years, the main function is to hold the female chest, making it more forceful and shaping the female curve.

Now this function is weakening, from the hard underside support from underwear.

(though most of the underwear is hard plastic now), the disappearance begins.

Steel ring underwear is still the mainstream, but in the past 3~5 years, the trend of underwear without steel ring has gradually covered the gathering underwear.

Whether it is the increase in the popularity of the fashionable underwear without steel rings, the increase in the number of non steel ring underwear in fashion KOL street, the secret of traditional underwear such as Vitoria and the bad news that Wacoal has repeatedly heard, it is clear that changes are taking place.

Relaxation is an atmosphere and has been going on for several years.

From wide leg pants,

And the popularity of sports and leisure in pursuit of multiple field contracts.

While people are constantly complaining about stress and anxiety, they are increasingly demanding themselves in their appearance.

You may think that women's wear may become more casual and relaxed.

But in fact, men can wear more casual and casual clothes.

Those technology companies in Silicon Valley played a leading role.

There are fewer occasions and less occupation for formal wear, and more and more occasions for sports shoes and casual pants are available: you can wear sports shoes to join the royal wedding.

But historically, men have been less restrained in dress than women.

The popularity of underwear without steel rings is not surprising.

China, the United States and Japan have seen the trend of underwear without steel ring rising.

A direct example is UNIQLO.

Almost over Wacoal.

The market share of UNIQLO's parent company in Japan's women's underwear market increased from 15% to 20.03% in five years.

This makes it very close to the top 20.11% Wacoal market share.

UNIQLO only sells underwear without steel rings, while Wacoal's main products are gathered underwear and adjustable underwear.

There are also signs in the Chinese market: on Taobao, sales of steel free rings have exceeded that of steel rings.

According to the data provided by Taobao to curiosity daily, sales of steel rings and steel rings in 2017 were close to seven to three.

CBNData's "2017 online underwear related consumer series" shows that from July 2016 to June 2017, the sales of stainless steel bra on Tmall and Taobao platforms were 3 times larger than that of bra.

2017 Taobao no steel rim

The paction scale (excluding Tmall) has exceeded 50 billion yuan.

However, because the price of the bra without the steel ring is lower, it shows that the market size has not yet exceeded the steel ring underwear.

How can this market vitality be explained by the expansion of the brand new underwear brand, which is mainly monopolized without steel rings?

Founded in 2012, sales reached 150 million yuan in 5 years.

Sales of internal and external lines continued to grow at a rate of 500% for three consecutive years.

In April 2018, it gained 6000 million yuan in financing.

Now it is expanding into offline stores and entering more cities. It is expected that the number of stores will reach 30 by next year.

The relative gap between the market and the inside and outside such a brand opportunity.

By revealing the brand, asking the cuckoo as spokesperson and opening the shop, it may further promote the popularity of the steel free ring.

But in terms of the overall online consumption trend, Taobao is playing a bigger role. It helps some businesses to follow the consumption trend of Bralette, a thin lining or non padded sewing bra.

"Xiao Xiao Er" Gu Yan, who is responsible for underwear category, tells the curiosity daily that they found that 2016 year old began searching for French on Taobao directly.

The number of keywords such as Bralette (BRA) has increased.

So Taobao recommends this potential category to more businesses.

"Through some of our recommendation methods (Taobao), and the operation of activities, that is to do this."

She said that at the beginning of the 2016 year, only a dozen Taobao businesses had this product, and now almost all the key underwear businesses will sell Bralette.

Chen Yulin, the founder of the underwear brand, "curious honey", thinks that the Chinese consumers first learned about this unlined lace from foreign Street pads.

By the way, Bralette can also be worn outside.

Bralette has been very popular in the US since 2015: from the trend of Google, this is the fastest growing period.

According to WGSN data, the number of new Bralette models increased by 157% in 2016 compared with the previous year.

Fast fashion brands such as Urban Outfitter, Topshop, ASOS, Aerie and Oysho (belong to Zara parent Inditex) have launched similar designs.

At first, these brands introduced Bralette (instead of other bras) because their technology was simpler: they only needed sewing.

In general, underwear with steel rings needs not only to be embedded.

And other material support, also need the mold to make the cup body with radian.

But the brand quickly discovered its advantages: low price, dual-use, comfortable and light, which became a weapon for fast fashion brands (and young clothing brands) to grab market share from the secret hands.

These brands soon found that Bralette could be made into a style suitable for stacking, which would also promote the sale of other garments.

So they also introduced a jacket for Bralette, such as a V shirt or a shoulder shirt, a blouse, a lower vest.

"This is an incremental business," wrote Aerie parent American Eagle Outfitters (hereinafter referred to as AEO) in its earnings report.

After launching Bralette products 2 years later, in 2016, AEO said its brand Aerie grew by 4% in the same store, with the credit of Bralette.

After these clothes brands were launched, Bralette was launched in 2016.

Whether it's a fashionable underwear or a rising steel band, women's underwear, underwear and underwear are always influenced by culture rather than medical reasons.

One of the main attacking points of feminists is the materialization of women's sex (characteristics).

Most radical activists will first choose to attack and reject traditional feminine appearances.

They no longer have hair removal or makeup, do not make elaborate curls, or wear formal clothes, but also discard bra and waist.

Jane Farrell-Beck and Colleen Gau wrote in Uplift:The Bra in America.

From the Middle Ages until the beginning of the 20 century, the waist corset has long bound women tightly.

This kind of underwear will hold up the chest; whale and other bones are added to the waist, and the band can narrow the waist and abdomen; some have shelves to support the skirt -- to make the female buttocks look more plump.

From the current perspective, this is to cater for the beauty of the breast, waist, fat and buttocks of men.

Since seventeenth Century, the dangers of waist corsets have been raised.

From the late 1860s to the early 90, the Lancet published more than one article about waist hidden dangers every year. Even wearing tight underwear, wearing a corset will affect the overall function of the lungs.

This does not affect the upper class women's passion for the waist corset.

Some pursuit of this curve is almost crazy, and the mainstream small size waist corset is 16~18 inches (40~46 cm).

Look at the picture of the bra now left.

Later, the waist corset becomes slightly loose and soft.

But until the age of 1920, the corset was really eliminated.

Fashion is still up and down, and some French movie stars claim that they no longer wear waist corsets (though they still look as graceful as wearing a corset).

At that time, the waist corset was gradually considered to be something that women in middle age were out of shape.

The most popular styles of that era were Flapper, low waist line, short hair, red lips, and knee skirts.

Apart from the elegant and complex aesthetic, women have more neutral dress choices: trousers and straight suits.

The social and economic background is at play: the first World War allowed women in European and American countries to enter factories and undertake jobs that belonged to men.

In 1919, the United Kingdom promulgated the Sex Disqualification (Removal) Act, which prohibits specific industries based on sex and marriage, claiming that someone is ineligible and incapable of engaging in jobs, giving middle class women some job opportunities.

In the late nineteenth Century and early 20 century, American women gradually gained the right to vote in various states.

The United States entered the golden age: new economic indicators were refreshed almost every year until 1922, 1929.

The prosperity of the United States has spread to Europe: the whole western world is experiencing the "Roaring Twenties" (20s), and more and more women are entering work.

Perhaps it can be said that when the female labor force is more needed, uncomfortable underwear will become less and less popular.

There are more women working outside the country now.

Most of the urban people come out early and come back late. If they wear a steel ring underwear all day, they will feel uncomfortable.

When they got home, their first move was to undo the bra.

The American underwear brand Lively's advertisement is: your day starts from 6 in the morning, as if you have time to spend on those uncomfortable underwear.

The founder of the brand, Michelle Cordeiro Grant, also worked as a senior merchandiser in Wei Ming.

She moved away from virgin to create a new brand, so that she could blend good looks with comfort and enable women to "activate 14 hours a day".

According to Allure magazine, some teenagers like Bralette because they can express their natural and unconventional attitudes.

Some young stars such as Miley Cyrus and Lady Gaga have been photographed wearing Bralette.

Yes, revealing underwear is no longer taboo. Instead, it becomes a new collocation, a fashion.

"In a soft cup without a steel ring, everyone's chest shape is different, which brings a sense of" imperfection ".

Araks Yeramyan, founded in New York, has a stainless steel underwear brand of the same name.

She thinks that the natural chest shape without steel ring underwear is against the stiff plastic cup of normal bra.

"(that bra) makes everyone's chest look the same."

It reminds people of the women's manifesto that has been like a minority music for decades: throw away your bra. In 1968, a group of feminist protesters, led by Robin Morgan, threw the bra into the "free trash bin" outside the electoral field of miss Robin Morgan, and some people lit the trash cans.

Hippies like to "throw Bra" into a banner banner at the parade. The company likes to describe it as an aesthetic orientation. They do not want consumers to really throw away their bra, but softly soothe them: like your own body, don't rush to follow the crowd to please others.

Try these bra with no fixed shape.

This is a very effective move.

Not only is there no steel ring underwear, but also the market for sports underwear is growing. It is the fastest growing category in underwear category.

Globally, the annual compound growth rate of sports underwear is around 10.8%.

Not only in sports scenes, more and more models or European and American stars wear it in the street, such as Kendall Jenner and Chiara Ferragni.

Jennifer Lawrence even went to the red carpet in sports underwear.

Sports underwear is also a kind of underwear without steel ring.

Similar to the popularity of sportswear, some steel ring underwear can adapt to many occasions.

So there was a multi functional multi occasion bra between sports underwear and no steel ring (daily) underwear.

"As our lifestyle becomes more diversified, we also need underwear that can be adapted to many occasions," says fashion writer Courtney Brunson.

"A girl may feel that two pieces and three pieces are very troublesome. She hopes one can be done.

In particular, sports, physical education, or sweating, "CMO, Wu Pinhui of UNIQLO, told the curiosity daily.

In addition, there is the influence of consumption habits. In the pursuit of "quick" and "convenient" nowadays, the measurement method of the bottom and cup size is not very friendly.

Generally supported by elastic fabrics, the fault tolerance is higher, often using SML size.

Japan economic news said that this is one reason why UNIQLO can catch up with Wacoal in Japan.

Young women are too lazy to measure their size or measure.

It is more economical to buy underwear without a steel ring than a regular underwear.

NPD, a research firm, has observed similar trends in the US market.

In 2017, the non sports underwear of SML alpha sizing increased by 3% over the same period last year.

It is worth noting that the sales of L Brands and Wacoal, which are more traditional and aesthetic in Vitoria, are on the decline since their peak in 2015.

Beginning in early 2016, the same store sales of Pink and its younger and cheaper sub line declined almost every month.

2016 and 1% respectively decreased by 1% and 8% in two years.

In fact, in 2014, when people began to attack the advertisement of "the Perfect Body", accusing the company of making over the map to make the model waist thinner and the chest more upright, the aesthetic style and the market of the underwear market were changing.

Some small brands have seized the opportunity.

One of the most successful is probably AEO's Aerie.

Its slogan is "the real you is sexy".

Since the beginning of 2014, Aerie has announced that it will not elaborate any advertising and store publicity plans.

Aerie products are not all steel rings.

But the brand emphasizes natural beauty and confronting "body-positive campaign" which is "thin and beautiful".

It unadornment shows the physical characteristics of a vegetarian model, such as tattoos, freckles, hoops, even small bellies.

In the latest season, it even found albinism and Down syndrome patients as models.

The Millennium generation has proved to be very popular with the marketing: there are many people who commend the advertisement on social media.

Performance has also been shown: as of the second quarter of fiscal year 18, Aerie's same store sales have increased for 12 consecutive quarters.

Similar to Aerie, the emphasis on natural beauty or natural body marketing has been good in recent years.

For example, Dove has won the Real beauty marketing campaign in Cannes Advertising Festival. Unilever has used this theme for several years.

SK II's latest season of advertising has made 6 female stars appear.

The highly sophisticated "beauty" that is highly controlled and manufactured is no longer the sole power to dominate the fashion world.

Aesthetics is indeed diversified.

But is the aesthetic of "curve beauty" such as milking ditch and emphasizing waistline ended? From the history of underwear, it is not necessarily.

After the popularity of the neutral wind in 1920s, people began to enjoy the beauty of curves in the age of 1940.

In 1990s, the wonderbra and 2000 year old plastic underwear that can help small breasts squeeze "trench" are all the past constraints and more underwear coming back.

However, the "comfort upgrade" seems hard to reverse.

"Comfort has always been an important factor in the development of underwear industry in the past fifty years," said Marshal Cohen, chief analyst at NPD.

He thinks the difference is: now women have higher requirements for comfort, "from a little comfort to comfort."