Table of Contents
Executive Summary
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- The market
- COVID-19 will lead to a big fall in sales in 2020
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- Figure 1: Forecast for consumer spending on underwear, nightwear and loungewear in the UK (adjusted for COVID-19), 2015-25
- Market will see some recovery in 2021
- Growth of loungewear market
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- Figure 2: Estimated consumer spending on underwear, nightwear and loungewear, by category, 2020
- High rates of obesity create a need for size inclusivity
- Consumers future confidence wanes
- Impact of COVID-19 on Underwear
- Opportunities and Threats
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- Figure 3: Expected impact of COVID-19 on underwear, nightwear and loungewear, short-, medium- and long-term, June 2020
- Companies and brands
- M&S to add third party brands as Next grows branded offer
- Emerging brand Savage X Fenty perceived as cool and diverse
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- Figure 4: Attitudes towards and usage of selected underwear brands, June 2020
- Inclusivity provides retailers with opportunities to cater to niche markets
- The consumer
- Big decline in underwear purchases during the lockdown
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- Figure 5: What fashion items people have bought in the last three months, Mar-Jun 2020
- Gen Z drive self-purchasing
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- Figure 6: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2020
- Women favour non-wired bras
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- Figure 7: Types of underwear, nightwear and loungewear women have bought for themselves in the last 12 months, April 2020
- Young men favour tight-fitting trunks
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- Figure 8: Types of underwear, nightwear and loungewear men have bought for themselves in the last 12 months, April 2020
- Big rise in online shopping
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- Figure 9: How underwear, nightwear and loungewear was purchased in the last 12 months, April 2020
- Value retailers most popular
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- Figure 10: Type of retailers consumers have purchased nightwear, loungewear and underwear at in the past 12 months, April 2020
- Women prioritise price
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- Figure 11: Purchase drivers when buying underwear, nightwear and loungewear in the last 12 months, April 2020
- Encouraging women to have bra fittings
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- Figure 12: Agreement with shopping behaviour statements when buying underwear, nightwear and loungewear in the last 12 months, April 2020
- Importance of comfort
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- Figure 13: Attitudes towards shopping for underwear, nightwear and loungewear in the last 12 months, April 2020
- Rising interest in recycling option
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- Figure 14: Interest in innovations when shopping for underwear in the last 12 months, April 2020
- What we think
The Impact of COVID-19 on Underwear
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- Short-, medium- and long-term impact on the industry
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- Figure 15: Expected impact of COVID-19 on underwear, nightwear and loungewear, short-, medium- and long-term, June 2020
- Short-term
- Medium-term
- Long-term
- Opportunities and Threats
- Promoting loungewear as the new work at home outfit
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- Figure 16: Loungewear searches in the UK, Mar- Jun 2020
- Figure 17: Missguided’s social distancing checklist loungewear, May 2020
- Evenings in create opportunities for indulgent lingerie
- Using technology to elevate the shopping experience
- Encouraging more people to have bra fittings by offering the service online
- Masks provide specialists with a new sales category
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- Figure 18: Face covering by Bluebella Lingerie, June 2020
- Impact on the market
- Big decline in sales expected in 2020
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- Figure 19: Forecast for consumer spending on underwear, nightwear and loungewear in the UK (adjusted for COVID-19), 2015-25
- Some recovery expected in 2021
- Shifts in consumer behaviour
- Growing focus on health and wellbeing trend
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- Figure 20: Agreement with the statement ‘I have taken part in more home workouts as a result of the covid-19 outbreak’, by generations, 9-16 April 2020
- Shift towards comfortable styles
- Support for local independent lingerie retailers
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- Figure 21: Agreement with the statement ‘I am shopping more from local businesses since the start of the covid-19 outbreak’, by generations, 4-11 June 2020
- Niche brands could benefit
- How the crisis will affect key consumer segments
- Young will continue to shop online
- Demand for bridal lingerie for post-COVID-19 weddings
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- Figure 22: Marriages in the UK by month, 2017
- How a COVID-19 recession will reshape underwear
- Savvy shopping behaviours will be accentuated
- Value retailers benefited in the 2008/09 recession
- Impact on the marketing mix
- Brands showing support for COVID-19 effort viewed favourably
- Shift towards user generated marketing and photo content
- COVID-19: Market context
Issues and Insights
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- Growing focus on inclusivity and diversity in underwear
- The facts
- The implications
- Maintaining the focus on sustainability despite changing priorities
- The facts
- The implications
The Market – What You Need to Know
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- COVID-19 will lead to a big fall in sales in 2020
- Market will see some recovery in 2021
- Growth of loungewear market
- High rates of obesity create a need for size inclusivity
- Shoppers cut back on clothing and accessories
- Consumers future confidence wanes
Market Size and Forecast
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- Market growth slows to 2.7% in 2019
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- Figure 23: Consumer spending on underwear, nightwear and loungewear in the UK (including VAT), 2015-19
- Outlook in light of COVID-19
- COVID-19 will lead to a big fall in sales in 2020
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- Figure 24: Forecast for consumer spending on underwear, nightwear and loungewear in the UK (adjusted for COVID-19), 2015-25
- Figure 25: Forecast for consumer spending on underwear, nightwear and loungewear in the UK (adjusted for COVID-19), 2015-25
- Impact of the previous recession on underwear
- Market will see some recovery in 2021
- Forecast methodology
Market Segmentation
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- Women dominate the market
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- Figure 26: Estimated consumer spending on underwear, nightwear and loungewear, by gender, 2020
- Growth of loungewear market
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- Figure 27: Breakdown of estimated consumer spending on underwear, loungewear and nightwear, by category, 2015-20
Market Drivers
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- Figure 28: Trends in the age structure of the UK population, 2019-29
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- Figure 29: Breakdown of trends in the age structure of the UK population, 2019-29
- Births and marriages influence certain underwear categories
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- Figure 30: Total number of births and marriages in the UK 2012-18
- Annual percentage change in consumer prices
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- Figure 31: Real wage growth – Average weekly earnings vs inflation, 2016-20
- High rates of obesity create a need for size inclusivity
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- Figure 32: Overweight and obesity prevalence, 2014-18
- Brexit seen as having negative impact on household income
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- Figure 33: Consumers perceived impact of Brexit on household income, May 2020
- Consumers future confidence wanes
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- Figure 34: Consumer financial confidence, January 2018-May 2020
- Shoppers cut back on clothing and accessories
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- Figure 35: Consumers shopping habits in the next month on clothing and accessories, 14-21 MAY 2020
- Consumers cut back on non-essential purchases
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- Figure 36: Consumers changing shopping habits due to COVID-19, 14-21 MAY 2020
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Companies and Brands – What You Need to Know
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- M&S to add third party brands as Next grows branded offer
- Specialists struggle as demand moves online
- Emerging brand Savage X Fenty perceived as cool and diverse
- Advertising spend on underwear and nightwear totals £5 million in 2019
- Inclusivity provides retailers with opportunities to cater to niche markets
Leading Players
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- Non-specialists
- M&S to add third party brands as Next grows branded offer
- Supermarkets and value retailers benefit from low priced offer
- Department stores struggle
- Specialists trading results are mixed
- Victoria’s Secret goes into administration
- Ann Summers struggles with rising rent costs
- Lovehoney sees an uptick during lockdown
- Bravissimo benefits from store refurbishments and ecommerce improvement
- Boux Avenue seek rent reductions
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- Figure 37: Leading specialist underwear retailers’ total UK revenues, 2015-19
- Leading specialists’ number of outlets
- Rising rent costs cause store closures and CVAs
- Boux Avenue opens 30th store in Nottingham
- Victoria’s Secret’s expanded footprint at risk
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- Figure 38: Leading specialist underwear retailers’ total UK stores, 2015-19
- Leading specialists’ sales per outlet
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- Figure 39: Leading specialist underwear retailers’ estimated UK sales per outlet, 2015-19
- Leading underwear brands struggle
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- Figure 40: Leading underwear brands’ total UK revenues, 2015-19
- Non-specialists’ underwear and nightwear space allocation
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- Figure 41: Space allocation estimates for men and women’s underwear/nightwear as a % of total clothing retail selling space, September 2019
Launch Activity and Innovation
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- Inclusivity
- Maison Lejaby launches post-surgery bra
- Belly Bandit shows off latest leak-proof technology for mothers
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- Figure 42: Belly Bandit’s proof underwear, 2020
- HJ Halls launches diabetic friendly socks
- Diversity
- Pantherella launches pride socks in partnership with local charity trade
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- Figure 43: Pantherella ‘Shine’ socks, 2020
- Nubian Skin launches men’s range of nude underwear
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- Figure 44: Nubian Skin make underwear collection, 2020
- Sustainability
- Bluebuck launches men's underwear made from ocean plastic
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- Figure 45: Bluebuck’s Seaqual mens underwear range,2019
- Royce Lingerie launch the Eden organic cotton bra for Spring 2020
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- Figure 46: Royce Lingerie’s organic cotton bra, 2020
- Calida and Viktor & Rolf collaborate to launch 100% compostable collection
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- Figure 47: Calida X Viktor & Rolf ‘We Want a Better World’ capsule, 2020
- Sainsbury's launches new range of period underwear Love Luna
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- Figure 48: Love Luna campaign by Tu clothing, 2020
- Collaborations
- Happy Socks and Queen team up
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- Figure 49: Happy Socks X Queen, 2019
- Boohoo launches range with CoppaFeel! to encourage breast checks
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- Figure 50: Boohoo X Coppafeel collaboration, 2020
- Technological innovations
- M&S bra-fitting goes digital
- Triumph’s fit smart bra launches in the UK
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- Figure 51: Triumph’s Fit Smart’ bra, 2020
- COVID-19 launches
- M&S providing pyjamas for NHS workers
- Por Moi launches COVID-19 charity edit
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- Figure 52: Pour Moi ‘Lets Do This’ campaign for its Charity Edit, 2020
- Primark donates to NHS
- Missguided launches lockdown inspired range
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- Figure 53: Missguided social distancing t-shirts, 2020
- Swiss underwear brand starts producing masks
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- Figure 54: Calida’s surgical face masks in collaboration with Viktor & Rolf, 2020
- Bluebella created free colouring-in book for customers in lockdown
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- Figure 55: Bluebella’s colour-in book, 2020
Advertising and Marketing Activity
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- Advertising spend on underwear and nightwear fell 42% in 2019
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- Figure 56: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, 2015-19
- Digital the biggest channel for loungewear and underwear advertising
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- Figure 57: Total above-the-line, online display and direct mail advertising expenditure on underwear and nightwear, by media type, 2019
- Snag Tights had the biggest advertising spend in 2019
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- Figure 58: Total above-the-line, online display and direct mail advertising expenditure on underwear and nightwear, by top companies, 2015-19
- Key campaigns
- M&S hopes pyjamas will “jump off shelves” with Go Pyjamas Christmas ad
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- Figure 59: M&S’ ‘Go Pyjamas’ Christmas campaign, 2019
- Debenhams “#Comfort is Confidence” campaign in 2019
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- Figure 60: Debenhams’s ‘Comfort if confidence, campaign, 2019
- Sainsbury's launches 'All boobs welcome' campaign
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- Figure 61: ‘All Boobs Welcome’ campaign by Sainsbury’s Tu, 2019
- COVID-19 advertising activity
- Key campaigns
- Snag Tights launches ‘Save our Snag Tights’ in an effort to raise funds
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- Figure 62: Snag Tights’ COVID-19
- Bluebella hosts first zoom video catwalk show during lockdown
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- Figure 63: Bluebella’s ‘virtual’ catwalk for its SS2020 collection, 2020
Brand Research
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- Brand map
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- Figure 64: Attitudes towards and usage of selected underwear brands, June 2020
- Key brand metrics
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- Figure 65: Key metrics for selected brands, June 2020
- Brand attitudes: Victoria’s Secret seen as a trend setter
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- Figure 66: Attitudes, by brand, June 2020
- Brand personality: Bravissimo regarded as most ethical
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- Figure 67: Brand personality – macro image, June 2020
- Savage X Fenty perceived as cool
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- Figure 68: Brand personality – micro image, June 2020
- Brand analysis
- Victoria’s Secret a popular favourite amongst Millennials
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- Figure 69: User profile of Victoria’s Secret, June 2020
- Bravissimo seen as authentic and accessible
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- Figure 70: User profile of Bravissimo, June 2020
- Figleaves lacks differentiation
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- Figure 71: User profile of Figleaves, June 2020
- Sloggi is trusted for its comfort and durability
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- Figure 72: User profile of Sloggi, June 2020
- Spanx is considered reassuring
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- Figure 73: User profile of Spanx, June 2020
- Savage X Fenty seen as cool, urban and exciting
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- Figure 74: User profile of Savage X Fenty, June 2020
The Consumer – What You Need to Know
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- Big decline in underwear purchases during the lockdown
- Gen Z drive self-purchasing
- Women favour non-wired bras
- Young women drive purchasing of sports bras
- Young men favour tight-fitting trunks
- Big rise in online shopping
- Women prioritise price
- Encouraging women to have bra fittings
- Over half like to wear loungewear at home
- Importance of comfort
- Growing demand for size and skin tone inclusivity
- Rising interest in recycling option
Fashion Purchasing
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- Big decline in underwear purchases during the lockdown
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- Figure 75: What fashion items people have bought in the last three months, Mar-Jun 2020
- Appetite for fashion falls
Underwear, Nightwear and Loungewear Purchasing
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- Gen Z drive self-purchasing
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- Figure 76: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2020
- Women and high earners buy for others
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- Figure 77: Purchasing of underwear, nightwear and loungewear in the last 12 months, by gender, April 2020
- A third of older men haven’t purchased
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- Figure 78: Purchasing of underwear, nightwear and loungewear in the last 12 months, by gender, April 2020
What Women Buy
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- Women favour non-wired bras
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- Figure 79: Types of underwear, nightwear and loungewear women have bought for themselves in the last 12 months, April 2020
- Young women drive purchasing of sports bras
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- Figure 80: Percentage of shoppers who have bought sports bras in the past 12 months, by age group, April 2020
- Shapewear is on trend among under-35s
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- Figure 81: Percentage of shoppers who have bought shapewear in the past 12 months, by age group, April 2020
- Loungewear suits our lifestyles
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- Figure 82: Percentage of shoppers who have bought any loungewear/nightwear for themselves in the past 12 months, by gender, April 2020
- Women buy multiple types of underwear items throughout the year
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- Figure 83: Repertoire of the types of underwear, nightwear and loungewear women have bought for themselves in the last 12 months, April 2020
What Men Buy
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- Young men favour tight-fitting trunks
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- Figure 84: Types of underwear, nightwear and loungewear men have bought for themselves in the last 12 months, April 2020
- Young men drive purchasing of loungewear
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- Figure 85: Percentage of consumers who have purchased any loungewear over the past 12 months, by age group, April 2020
- 16-24s drive sock purchasing
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- Figure 86: Percentage of consumers who have purchased socks over the past 12 months, by age group, April 2020
- Men purchase fewer items of underwear
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- Figure 87: Repertoire of the types of underwear, nightwear and loungewear men have bought for themselves in the last 12 months, April 2020
How and Where They Shop
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- Stores capture majority of consumer purchases
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- Figure 88: How underwear, nightwear and loungewear was purchased in the last 12 months, April 2020
- Online purchasing rises to 51%
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- Figure 89: Percentage of consumers who have shopped online in the past 12 months, by age group, April 2020
- 16-24s shop online through smartphones
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- Figure 90: How underwear, nightwear and loungewear was purchased in the last 12 months, by age group, April 2020
- Value retailers most popular
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- Figure 91: Type of retailers consumers have purchased nightwear, loungewear and underwear at in the past 12 months, April 2020
- Men shop for underwear online
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- Figure 92: Type of retailers consumers have purchased nightwear, loungewear and underwear at in the past 12 months, by gender, April 2020
- Shoppers have their favourite retailer
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- Figure 93: Repertoire of retailers used to buy nightwear, loungewear and underwear in the past 12 months, April 2020
Purchase Drivers
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- Women prioritise price
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- Figure 94: Purchase drivers when buying underwear, nightwear and loungewear in the last 12 months, April 2020
- Millennials focus on quality of shopping experience
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- Figure 95: Purchase drivers when buying underwear, nightwear and loungewear in the last 12 months, April 2020
Shopping Behaviours
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- Close to three quarters buy on discount
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- Figure 96: Agreement with shopping behaviour statements when buying underwear, nightwear and loungewear in the last 12 months, April 2020
- Encouraging women to have bra fittings
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- Figure 97: Agreement with the statement ‘I have used a bra fitting service in the last 12 months’, April 2020
- Over half like to wear loungewear at home
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- Figure 98: Underwear – CHAID – Tree output, April 2020
- Methodology
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- Figure 99: Underwear – CHAID – Table output, April 2020
Attitudes to Shopping for Underwear, Nightwear and Loungewear
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- Importance of comfort
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- Figure 100: Attitudes towards shopping for underwear, nightwear and loungewear in the last 12 months, April 2020
- Growing demand for size and skin tone inclusivity
- Gen Z and Millennials shop at brands that support causes
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- Figure 101: Agreement with the statement “It’s preferable to shop at retailers/brands that support important causes’, by generations, April 2020
Interest in Innovations
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- Growing demand for recycling options
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- Figure 102: Interest in innovations when shopping for underwear in the last 12 months, April 2020
- Importance of trying on
- Interest in virtual fittings
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- Figure 103: Interest in being able to try on underwear virtually, by generations, April 2020
- Young men drawn to subscription service
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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