Inclusiveness And Diversification Into The Future Focus Of Underwear Industry

They say underwear is the second layer skin of women, but over the years, advertisements and blockbusters are exquisite and gorgeous.

It's only a perfect figure, and how to find underwear that is comfortable and ideal for its own size and fabric has become a big problem for many women.

With the increase of women's disposable income, the underwear industry also ushered in a wave of spring breeze.

Looking back at the whole 2018, the underwear industry has diversified development as a whole.

Focus on the more approachable and more inclusive image.

The leading figures in the industry include Rihana, New York, September 2018.

Meanwhile, her personal underwear brand Savage x Fenty held the first show.

In the show, models with different skin color and shape, such as Joan Smalls, Duckie Thot, Molly Constable, and even pregnant Slick Woods, show different brands of underwear.

Savage x Fenty was officially launched in May 2018. The first series is divided into four categories: "On The Reg", "U Cute", "Damn", "Black Widow", covering 90 products such as T-shirt bras, sweatpants, tight bra, gauze gown, bathrobe, accessories and so on.

Bra sizes range from 32AA to 44DD, and underwear sizes range from XS to 3X, including black, beige, lilac, lime green and vermicelli, ranging in price from 14.5 to 99 dollars.

These products can be purchased individually, and they also offer $50 / year paid member selection to enjoy new products such as advance purchase, exclusive limited products, free distribution and refund.

The underwear brand Aerie launched the "Aerie Bras Make You Feel Real Good" campaign in the summer. The promotional video of the event gathered many models from the Internet, including a woman in a wheelchair, a woman with a colonic fistula bag, and a woman with vitiligo.

Aerie's activity has received wide acclaim from consumers.

In the early 2014, the Aerie brand launched a campaign called #AerieReal's no picture movement. All the underwear models' publicity photos showed their original stature and did not do the post processing. This break the routine practice of the industry, Aerie grabbed the new generation of fashion aesthetic discourse power, and fully brushed a wave of goodwill on the social platform.

On the social platform, there is also the Internet underwear brand ThirdLove.

In November this year, the brand used a full page New York Times page to attack the controversial remarks of Ed Razek, the chief marketing officer of Victoria s Secret, in the form of open letters in Vitoria.

The emphasis is on the marketing strategy of imposing on the female body.

The social impression of female characteristics and gender responsibilities has long ceased to exist, and pluralism and tolerance are the mainstream now.

According to the world clothing and shoe net, founded in 2013, ThirdLove is the main concept of diversity and inclusiveness. It aims to enable women to find suitable bra at different stages of life.

Brand offers rich size and color choices.

In addition, Curvy Kate, TomboyX and other brands have been attracted by the choice of underwear suitable for all kinds of bodies, of which TomboyX is attracting more attention because of the main "neutral underwear".

TomboyX was co founded by Naomi Gonzalez and Fran Dunaway in 2013.

Prior to its establishment, the two co founders raised $76 thousand (30 days) of start-up capital on the US internet public funding platform Kickstarter.

The brand initially focused on women's shirts and began to pform underwear business in September 2014.

At the end of 2015, TomboyX improved its official website and removed all non underwear contents, focusing on underwear, swimwear and home clothes. Its sales increased by 2000% over the past three years.

In China, the underwear brand NEIWAI, which was founded in 2012, started from the perspective of women and positioned itself in the underwear brand that helps women pursue inner freedom, pursue comfort as the highest pursuit and respect women's body feeling.

The brand takes the real solution to the pain point of users as the core of product development. From the earliest steel ring underwear with no back buckle for long haul flight to the 19 spring and summer series this year, a front and rear open fitting household clothing has been taken into consideration. At the same time, the experience of users in the bathroom has been taken into consideration without losing the sense of fashion.

More colorful underwear brands are colorful, squeezing the market of traditional underwear giants.

In November this year, the secret annual show of Vitoria came to an agreement. This year's participation models included the last generation of "Adriana" Lima, "supermodel Bella Hadid", "Gigi Hadid" and "social media red man Kendall Jenner". However, the ratings reached a new low, from 5 million 370 thousand in 2017 to 3 million 270 thousand, and the number of viewers in 2011 reached 10 million 300 thousand at the peak. This year's figures are not as high as 1/3 in the peak period.

After the big show, the company's chief executive, Jan Singer, resigned.

According to the third quarter of fiscal year 2018 released by L Brands, the sale of $1 billion 528 million was comparable to that of comparable sales, compared with 2% year-on-year sales.

L Brands, which is hard to grow in sales, is also trying to return to its past glory by streamlining its brand mix.

In December this year, the group announced the sale of the Canadian underwear brand La Senza before it was bought.

The rise of sports and leisure has also made an old underwear giant and sports giant smell business opportunities.

In September this year, Wacoal Holdings Corp, Japan's underwear and textile giant, announced that it had reached a comprehensive business partnership with Japanese sports apparel company Descente Ltd (Chinese plation of "Desanto"). It will consider creating new brands in the sports leisure area combining function and fashion, and jointly develop high-performance clothing. "Holdings"

The two sides will also take advantage of their technological advantages to develop tight fitting sportswear and bathing suits.

Data collected by market research firm Zion Market Research show that the global underwear market in 2017 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.

This August report pointed out that continuous technological innovation, meticulous Underwear Size division, more realistic and closer to life, three positive factors of interaction with consumers promoted the development of the new underwear market, but predictably: there will be more new players in the underwear industry, and the pain of traditional underwear tycoons in the bottleneck period will continue.

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