Back In 2018, The Underwear Industry Revealed These 5 Product Trends.

New substitutes for underwear

From last year, top underwear brands can't guarantee success. Take Vitoria's Victoria s Secret as an example, the brand does not push the sales they need.

Because of the downturn in underwear and its Pink series, sales declined 5% in December last year.

Although underwear is often associated with provocative silhouette, in fact, it is necessary for the brand to take practical actions to reflect broader industry needs and provide consumers with more varied shapes, sizes and colors.

Brands such as Lively, THINX and Everlane are booming, and they are changing the definition of sex today by producing underwear and products that bring fashion and comfort to girls and women of all shapes and sizes.

Consumers want clothes that are functional and comfortable.

Therefore, no steel rim underwear and lace triangular bra are still popular among the public.

As shown below, sales of non steel underwear sales increased by 14% in the US last year, compared with 10% in the market.

Sales growth of underwear without steel ring is not only in the US market, but the demand for comfort is global.

According to Tmall international joint first financial business data center (CBNData) and Tmall data, sales of non steel ring underwear in China increased by 70%, most of which were driven by young consumers.

Sustainable underwear

Today, consumers can buy many sustainable styles, including plain underwear, triangular underwear and tights.

Everlane, an American clothing retailer, is also trying to reform and expand to a new set of categories.

Last year, they launched their first sustainable underwear series in the United States, and first launched a bra made of Lenzing Tencel cloth, recyclable lace and environmental grid.

Of course, the underwear market still has a long way to go in achieving sustainability.

As shown below, sustainable underwear accounts for only 2.4% of the sustainable clothing category.

Underwear is a dress worn by every female compatriot every day. It is a big mistake for retailers to pay attention to the production of sustainable underwear.

Naked underwear

Like concealer, buying naked underwear is also a pain for women. They often find it difficult to find underwear that suits their complexion.

The underwear brand Aerie is one of the leading companies in this field. Their body-diverse (body diversity) activities and the commitment to apply all skin color to all women are refreshing and full of strength.

As shown above, the stock of "naked" or "skin color" in the US market in 2018 increased by 52% compared with 2016.

Big code underwear

In 2018, sales of large underwear in the United States increased by 6%.

Among them, high waist and low waist pants are most popular.

The British retailer ASOS Curve underwear series has given women a new life. It covers not only 8 skin areas, but also women with a chest circumference ranging from 40DD to 44L.

Although the retail brand Torrid and Lane Bryant dominate the market in the best selling styles (such as no-show series underwear), these underwear does not contain soft super fibrous fabrics.

Corset

Compared with 2017, the number of new products in the US market increased by 143% in 2018.

Among them, the most popular styles are high waist body pants, antiskid body suits and long sleeved body shaping clothes.

The ASOS Design series has chosen the modern style, their body shaping clothes and the body shaping pants product does not adopt the traditional appearance like the female underwear brand Spanxs, but can carry on certain match with the daily clothing.

Last November, the tights brand Heist Studios launched the new "The Outer Body" new body shaping garment, which is designed with advanced fabrics that can promote and improve breathability.

Sum up

For underwear, consumers value the style and function without sacrificing comfort. Having a comfortable underwear will win you the favor of a new generation of consumers.

Besides, consumers want not only to wear comfortable clothes, but also to do something good for the environment.

After all, the proportion of 2.4% does not come out of nowhere.