Millennials have a more diverse bra wardrobe than non-millennials

Millennials have a more diverse bra wardrobe than non-millennials

The bra shopping habits of millennial consumers are markedly different from previous generations, and offer new opportunities for the intimate apparel industry, the latest research suggests.

According to the 2015 Bra Journey Insights report from global information company The NPD Group, 80% of bra purchases among consumers of all ages are planned, and the need to replace is their top reason cited for buying a new one. Over 50% of women buy three or more bras at a time, try them on at home, and don't return them.

However, millennials approach the category very differently in terms of styles, brands, and the way they shop. In general, they have a more diverse bra wardrobe than non-millennials, they wear multiple styles, and cite newness and change in size as the main reasons for purchase. 

While millennials favour sports, push-up and full coverage bras, non-millennials choose full coverage, wire-free and sports bras. 

"The intimate apparel industry needs to embrace the differences while finding the common currency among today's bra shoppers," says Marshal Cohen, chief industry analyst, The NPD Group. "Although their definitions of comfort may differ, millennials and non-millennials will buy more than one bra when they find the one that suits their lifestyle." 

While all bra consumers seek comfort, differences in their bra introduction and life stage timeline have impacted how millennials and non-millennials arrive at comfort, the NPD Group explains. 

"The comfort and wearability of the athleisure apparel trend, that is embedded in the millennial style vocabulary, will compel them to seek the same type of comfort and ease of movement throughout their bra journey; this ultimately drives them toward different shopping behaviours than those of boomers and older generations," Cohen adds. 

"Innovation and targeted variety in product, promotion, and placement will continue to serve the bra industry well as they navigate this new journey with a diverse consumer base."