Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations
- Terms
Executive Summary
-
- Market at a glance
- Opportunities do exist in the future
- Bras remain the leader over other segments
- Mass merchandisers continue to reign over the other channels
- Advertising remains focused on print ads
- Consumers interested in the basics
- Style preferences
- Impact of race/Hispanic origin on undergarment purchases and preferences
- Presence of children leads to different undergarment needs
Insights and Opportunities
-
- Online channels present new opportunities
- Organic attire adding interest to the category?
- Celebrities with their own lingerie lines
Inspire Insights
-
- Ooh la la!
- What we’ve seen
Market Size and Forecast
-
- Key points
- Price-value relationship is key factor
- Sales and forecast of women’ underwear
-
- Figure 1: U.S. retail sales of women’s underwear, at current prices, 2004-14
- Figure 2: U.S. retail sales of women’s underwear, at inflation-adjusted prices, 2004-14
Competitive Context
-
- Right price more important than ever
- Recession not dampening new entrants’ spirits
- Who’s repositioning?
- Online lingerie sales continue to flourish
Segment Performance
-
- Key points
- Consumers focus on maintenance
-
- Figure 3: U.S. retail sales of women’s underwear, by segment, 2007 and 2009
Segment Performance—Bras
-
- Key points
- Bras by far the largest segment
-
- Figure 4: U.S. retail sales and forecast of bras, at current prices, 2004-14
Segment Performance—Panties
-
- Key points
- Sales decline for panties
-
- Figure 5: U.S. retail sales and forecast of panties, at current prices, 2004-14
Segment Performance—Daywear
-
- Key points
- Daywear sales growth following the pattern of other undergarment segments
-
- Figure 6: U.S. retail sales and forecast of daywear, at current prices, 2004-14
Segment Performance—Shapewear
-
- Key points
- Shapewear expecting sales increases
-
- Figure 7: U.S. retail sales and forecast of shapewear, at current prices, 2004-14
Segment Performance—Other
-
- Key points
- “Other” products fare reasonably well
-
- Figure 8: U.S. retail sales and forecast of other, at current prices, 2004-14
Retail Channels
-
- Key points
- Mass merchandisers remain in first place
-
- Figure 9: U.S. retail sales of Women’s Underwear, by retail channel, 2007 and 2009
Mass Merchandisers
-
- Key points
- Mass merchandisers remain the venue of choice for women’s underwear
-
- Figure 10: Mass merchandiser sales of women’s underwear, 2004-09
Clothing Stores
-
- Key point
- Clothing stores relearning how to compete
-
- Figure 11: Clothing store sales of women’s underwear, 2004-09
Department Stores
-
- Key points
- Department stores losing relevance
-
- Figure 12: Department store sales of women’s underwear, 2004-09
Other Retailers
-
- Key point
- Other retailers maintain a small share of the market
-
- Figure 13: Other store sales of women’s underwear, 2004-09
Market Drivers
-
- Changes in number of women will impact market
-
- Figure 14: Female population, by age, 2004-14
-
- Figure 15: U.S. teen population 12 to 17, projected growth trends in five-year intervals from 2000-30
- Recession leading to trade-downs, some of which may be permanent
Brand Qualities
-
- Victoria’s Secret
- La Perla
- Agent Provocateur
- Wacoal
- Playtex
- Hanes
- Calvin Klein
- Bali
- Flexees
Innovation and Innovators
-
- The search for perfect cleavage
- Victoria’s Secret Miraculous Bra
- Versatility equals value
- Victoria’s Secret “everyday” collection
- Victoria’s Secret BioFit 7-way Bra
- A “modest” look becomes all the rage
- Bali’s “Concealer” collection
- Helping women find the perfect fit
- Intimacy Bra Fit Specialists
Advertising and Promotion
-
- Overview
- Bali Bras
-
- Figure 16: Television ad, Bali Bras, 2009
- Fruit of the Loom Fit For Me
-
- Figure 17: Television ad, Fruit of the Loom Fit For Me, 2009
- Playtex Bras
-
- Figure 18: Television ad, Playtex Bras, 2009
- Victoria’s Secret
- The recession
-
- Figure 19: Television ad, Victoria’s Secret, 2009
- Bio-Fit 7-way bra
-
- Figure 20: Television ad, Victoria’s Secret, 2009
- Dream Angels Push-Up Bra
-
- Figure 21: Television ad, Victoria’s Secret Dream Angels, 2009
Purchase and Usage of Women’s Underwear
-
- Key points
- Overall purchase
-
- Figure 22: Purchase of women’s underwear, by age, February 2008-March 2009
-
- Figure 23: Purchase of women’s underwear, by household income, February 2008-March 2009
- Frequency of purchase
-
- Figure 24: Frequency of bras purchased, by age, February 2008-March 2009
- Figure 25: Frequency of panties purchased, by age, February 2008-March 2009
- Brands purchased
- Bras
-
- Figure 26: Brands of women’s bras purchased, by age, February 2008-March 2009
- Figure 27: Brands of women’s bras purchased, by household income, February 2008-March 2009
- Panties
-
- Figure 28: Brands of women’s panties purchased, by age, February 2008-March 2009
- Hosiery
-
- Figure 29: Brands of women’s hosiery purchased, by age, February 2008-March 2009
- Frequency of shopping at Victoria’s Secret
-
- Figure 30: Frequency of shopping at Victoria’s Secret, by age, February 2008-March 2009
Specifics Regarding Women’s Underwear Purchased
-
- Key points
- Details around items purchased – bras
-
- Figure 31: Styles of bra purchased, by age, September 2009
-
- Figure 32: Details of bra construction purchased, by age, September 2009
- Figure 33: Style of bra closure purchased, by age, September 2009
- Details around items purchased – panties
-
- Figure 34: Styles of panties purchased, by age, September 2009
- Figure 35: Material choices for panties purchased, by age, September 2009
Attitudes and Motivations
-
- Key points
- Attitudes towards bra shopping
-
- Figure 36: Attitudes towards bra shopping, by age, September 2009
-
- Figure 37: Attitudes towards bra shopping, by household income, September 2009
- Finding the correct fit
-
- Figure 38: Finding the correct bra fit, by age, September 2009
Teen Purchase and Usage of Underwear
-
- Key points
- Overall usage
-
- Figure 39: Purchase of women’s underwear, by teen age groups, October 2007-December 2008
- Frequency of purchase
-
- Figure 40: Frequency of bras purchased, by teen age groups, October 2007-December 2008
-
- Figure 41: Frequency of panties purchased, by teen age groups, October 2007-December 2008
- Brands purchased
-
- Figure 42: Brands of women’s bras purchased, by teen age groups, October 2007-December 2008
- Figure 43: Brands of women’s panties purchased by teens, by age, February 2008-March 2009
Impact of Race/Hispanic Origin
-
- Key points
- Purchase and usage of women’s underwear
-
- Figure 44: Purchase of women’s underwear, by race/Hispanic origin, February 2008-March 2009
- Brands purchased
-
- Figure 45: Brands of women’s bras purchased, by race/Hispanic origin, February 2008-March 2009
-
- Figure 46: Brands of women’s panties purchased, by race/Hispanic origin, February 2008-March 2009
- Figure 47: Brands of women’s hosiery purchased, by race/Hispanic origin, February 2008-March 2009
-
- Figure 48: Frequency of shopping at Victoria’s Secret, by race/Hispanic origin, February 2008-March 2009
- Details around items purchased – bras
-
- Figure 49: Types of bras purchased, by race/Hispanic origin, September 2009
-
- Figure 50: Details of bra construction purchased, by race/Hispanic origin, September 2009
- Figure 51: Type of bra closure purchased, by race/Hispanic origin, September 2009
- Panties
-
- Figure 52: Types of panties purchased, by race/Hispanic origin, September 2009
- Figure 53: Preferred panty materials, by race/Hispanic origin, September 2009
- Attitudes towards bra shopping
-
- Figure 54: Attitudes towards bra shopping, by race/Hispanic origin, September 2009
Cluster Analysis
-
- Full-coverage bra disloyalists
- Un-padded stickers
- Bikini, thong, and push-up experimenters
- Characteristic tables
-
- Figure 55: Bra and panty purchaser clusters, September 2009
- Figure 56: Purchase of “other” underwear, by bra and panty purchaser clusters, September 2009
-
- Figure 57: Bra styles purchased, by bra and panty purchaser clusters, September 2009
- Figure 58: Bra construction purchased, by bra and panty purchaser clusters, September 2009
-
- Figure 59: Bra closure type purchased, by bra and panty purchaser clusters, September 2009
- Figure 60: Panty styles purchased, by bra and panty purchaser clusters, September 2009
-
- Figure 61: Material choices for panties purchased, by bra and panty purchaser clusters, September 2009
- Figure 62: Attitudes towards bra shopping, by bra and panty purchaser clusters, September 2009
-
- Figure 63: Finding the correct bra fit, by bra and panty purchaser clusters, September 2009
- Demographic tables
-
- Figure 64: Bra and panty purchaser clusters, by age, September 2009
- Figure 65: Bra and panty purchaser clusters, by household income, September 2009
- Figure 66: Bra and panty purchaser clusters, by race, September 2009
-
- Figure 67: Bra and panty purchaser clusters, by Hispanic origin, September 2009
- Figure 68: Bra and panty purchaser clusters, by education, September 2009
- Cluster methodology
Custom Consumer Groups
-
- Key points
- Purchasing behavior in general
-
- Figure 69: Details regarding underwear purchased, by presence of children, September 2009
- Details around items purchased – shapewear
-
- Figure 70: Details regarding shapewear purchased, by presence of children, September 2009
-
- Figure 71: Details regarding bra purchased, by presence of children, September 2009
- Attitudes towards bra shopping
-
- Figure 72: Attitudes towards bra shopping, by presence of children, September 2009
-
- Figure 73: Finding the correct bra fit, by presence of children, September 2009
Appendix: Other Useful Consumer Tables
-
-
- Figure 74: Frequency of purchase of bras, by household income, February 2008-March 2009
-
- Figure 75: Brands of women’s panties purchased, by household income, February 2008-March 2009
-
- Figure 76: Frequency of shopping at Victoria’s Secret, by household income, February 2008-March 2009
-
- Figure 77: Frequency of shopping at Victoria’s Secret, by teen age groups, February 2008-March 2009
-
Appendix: Trade Associations
Back to top