Mintel last examined the market for bras and pants in September 2003. Since then the market has continued to rise, growing by around 7% since 2003. Sales of bras have been particularly strong growing by 8% in the last two years, compared to a 5% rise in sales of pants. With inflation stripped out this translates to 14% and 11% respectively. Fashion trends, increasingly sophisticated own label offerings and celebrity styling have all piqued consumer interest in bras and pants and contributed to rising sales.
Projections for 2009 show a female population increase of 3% when compared to that of 2004, ensuring a steady demand of bra and pants over the next five years. Mintel consumer research shows that for the largest sector (women 55 years and older), the main driver in underwear purchase is replacement above any other consideration. To increase sales in a very brand saturated market it will be beneficial to stress the importance of purchasing the right underwear for the right outfit.
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Sales of underwired bras have been growing at a faster rate when compared to both soft bras and sport and maternity (12% between 2003 & 2005).
Women in the age group of 15-24 years of age have a desire for fashion and specifically the idea of “disposable” fashion. This means they are looking for the right look, right now, and are willing to replace it as the style changes.
