Women's Underwear - US - December 2009
Report description
About this report
The U.S. women’s undergarment market has, like many other categories, been affected by the lingering recession affecting every aspect of the U.S. economy. The media covered several similar reports about how the men’s underwear market reflected declining sales because many males avoided replacement purchases during the recession. Journalists humorously noted that while men will wear their undergarments until they are thread-bare, women are not as likely to eschew replacement purchases. Despite the female preference to maintain a respectable underwear collection, growth slowed significantly in 2008 and the beginning half of 2009.
This report offers analysis of the following relevant topics:
- How manufacturers and retailers are using not only their own websites but also sites like Youtube.com for promotional and advertising purposes
- How vendors are balancing basics with necessity, and the latest industry buzz-phrase
- What the latest trends are and where the undergarment market is heading
- How Victoria’s Secret has acknowledged the recession in its advertising, and whether or not they’ve done so effectively
- The place of mass merchandisers and how they’re maintaining their top position in sales of women’s undergarments
- The role of the consumer in the market, including how buying decisions are made and what specific factors are most influential when making purchases
Table of contents
"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
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
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"
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
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
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"
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