- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Products covered in this Report
What you need to know
While the underwear sector has been more resilient to the overall drop-off in sales that has hit the rest of the fashion sector, Mintel estimates that consumer spending on underwear, nightwear and loungewear will still fall by 12% in 2020 to £4.2 billion, following a 2.7% rise in 2019 to £4.7 billion.
The sector has benefited from a surge in demand for certain products during the lockdown including loungewear to wear around the house and sports bras as part of a greater focus on exercise. Despite this, the temporary closure of all stores for nearly three months will have had a big impact on sales due to the important role stores play for bra fittings. Economic uncertainty will lead to a decline in non-essential purchases and while many purchases of underwear are driven by replacement, some are discretionary and will be viewed as less of a priority when unemployment rises.
As online shopping for underwear increases and the shift away from stores outlasts the COVID-19 outbreak and creates a longer lasting legacy, retailers will need to invest more heavily in digital fitting technology to help women more easily buy the correct fit and shape of bras online. Many of the newer and more innovative underwear brands that have launched in the last year and are driving growth in the sector have made fitting solutions a priority, whilst also addressing changing consumer demands for sustainability, size inclusivity and more skin tone diversity.
Key issues covered in this Report
The impact of COVID-19 on consumer behaviour and shopping for underwear, nightwear and loungewear.
What will happen to sales of underwear, nightwear and loungewear in 2020 as a result of the COVID-19 outbreak.
Adapting to the shift towards greater online purchasing.
The growing focus on size inclusivity and skin tone diversity in underwear products and advertising.
Products covered in this Report
This Report examines consumer behaviour in relation to the purchase of underwear, nightwear and loungewear. For the purpose of the Report, Mintel includes the following product categories:
Women’s lingerie – including bras, briefs and other items such as hosiery
Men’s underwear – including briefs, boxers and other items such as socks
Women’s and men’s nightwear and loungewear – including night dresses, dressing gowns pyjama sets and separate tops and bottoms designed to only be worn in the home.
We exclude all children’s underwear, nightwear and loungewear from this Report.
