Underwear Brands are Devising Innovative Strategies to Attract Customers in US

Published By : 19 Jan 2016 | Published By : QYRESEARCH

The men’s underwear and women’s lingerie market in the U.S. has been registering a positive growth, thanks to the growing demand from 65+ age group. Growing fashion consciousness along with rise in disposable income has augmented the growth of this regional market. Further, changing lifestyle and increasing awareness about personal hygiene have played a crucial role in defining consumer preference. For example, the underwear and lingerie market in the U.S. is witnessing increased demand for functional underwear with features such as odour control, fashionable waistband, and moisture management.

The common distribution channels in the U.S. men’s underwear and women’s lingerie market include discount stores, supermarkets, pharmacy stores, online stores, and mono-brand stores. It has been observed that while male customers prefer to visit online stores, females are increasingly buying lingerie from mono-brad stores. Some of the famous brands in the regional market for men’s underwear are American Eagle Outfitters Inc., Hanesbrands Inc., Philips-Van Heusen Corporation, Jockey International Inc., Ralph Lauren Corporation, and Gildan Activewear Inc. For women’s lingerie, Fruit of the Loom (Berkshire Hathaway), Victoria’s Secret (L Brands), Hanky Panky, Calvin Klein, Cass and Company, and Commando LLC are some of the well-known brands in the market.

In the U.S., online shopping of lingerie has transformed the overall market. Start-up firms such as MeUndies and Manpacks are selling subscription packs of underwear online. While New York-based start-up Adore Me drops a new lingerie collection each month, Ten Undies sells full-bottomed styles for women online. Established brands are looking out to partner with start-up firms for distribution of their products while maintaining their online stores. Start-ups are offering services such as specialist online bra-fitting videos to attract customers online. Lately, online lingerie company True&Co. has introduced bra truck to take the online shopping to road. 

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