Can The Change Of Underwear Market Bring The Rise Of Underwear Brand?

Looking back on the changes of women's underwear for hundreds of years, we can see women's underwear. market Is facing reform and change. Behind the reform of the lingerie market is the rise of women's independent consciousness at home and abroad, and the improvement of women's economic ability. Sexy is no longer the primary factor for women to choose underwear. They attach more importance to comfort and functionality.

Victoria's Secret

At home and abroad Underwear In the brand, it may be the most influential. According to China's clothing network, Vitoria's Secret revenue in the first quarter of 2018 was only half that of the same period last year, and sales of physical stores fell by 14%. As early as 2017, the sales volume of the shops under the "Wei Ming" line had shown a downward trend. Under the fact that revenue is declining, it also began to make changes. According to foreign media reports, the company plans to increase casual wear, pajamas, sportswear and other products, and adjust the underwear of the core category to the direction of comfort, hoping to attract more attention from young women and brand old customers.

Under the trend of Me Too, Millennial consumers say that modern women pay more attention to their bodies and underwear rather than underwear, and women's sense of independence and self definition are becoming mainstream.

In addition to the controversy about sexy and comfortable, the underwear has also fallen into a quality crisis. Product quality problems such as underwear fading and formaldehyde exceeding standard have cast a shadow over the aura of "the famous underwear brand in the world". Underwear as a personal product will directly affect the health of consumers and try to occupy the Chinese market. If we can not solve the quality problem, we will not be able to establish brand trust among Chinese consumers.

The problem faced by Wei MI is closely related to its product marketing, and how to return to consumers is a direction for Wei Mi to strive for.

Urban beauty

Local underwear brand city beauty has also done enough work on women's underwear. In 2017, according to the trend of market environment and the change of consumers' preferences, urban beauty added new products, such as bra, Tai Chi stone cup and household clothes made of cationic antistatic fabric. But the market oriented urban beauty is also facing a difficult predicament.

According to the US Market Research Report, the global underwear market will grow from $33 billion 180 million in 2015 to US $55 billion 830 million by the end of 2024. The State Sports General Administration predicts that in 2025, China's sports population will reach over 500 million, of which women account for 40%. Female sports equipment consumption has increased by more than that of men. Aiming at the women's sports underwear market with a bright future, the urban beauty also collaborated with the leisure sports brand Kappa in April this year to develop and Design Women's sports underwear and occupy a place in the market.

With the upgrading of consumption and the rise of women's independent consciousness, it is not possible for urban beauty to return to the glorious years of the past. But this local underwear brand is indeed actively integrating into the market and entering consumers.

Emann underwear

Yin man underwear brand positioning as health fashion And younger underwear. This month, the new Lingnan underwear, which has just completed a new wave of financing, can be said to be a brand new local underwear brand. It was founded in 2016, but the repurchase rate is up to 45%. Over a year, its sales volume has exceeded fifty million yuan, and its monthly receivables are over 5 million, up 300% in 2017.

Yin man underwear is full of strength in women's comfort, without any steel rim and no restraint and quality. Fabric 。 In terms of health, the smart underwear mimibook launched by emann can carry out rotating magnetic breast massage, predict the physiological cycle by asking the sensor, and collect the chest health index through the algorithm to spanmit to the corresponding APP end, so that the underwear can become a female health detector.

The rise of feminism is one of the irreversible trends of globalization. The women's underwear market is also a blue ocean with great potential. According to a survey, the underwear market of Chinese women is estimated to be 200 billion. How to seize the Chinese female consumers is the focus of foreign brands that are intended to occupy the Chinese women's underwear market, and also the focal point of the local underwear brands.