With lockdowns and people being stuck at home, the intimate apparel and sleepwear market has seen surge. As per a WWD report the complete innerwear category has recorded higher sales both for men’s and women’s segment including comfy basics, underwear and lingerie since the pandemic started.
Brands record sales surge
With people staying at home more people are spending on intimate wear, lounge wear and casuals, point out expert. For example, Canadian innerwear brands Mary Young’s revenues grew 70 per cent year-over-year in December while Knix recorded 80 per cent growth. Similarly, Paper Project, a men’s underwear brand was up 438 per cent in fall 2020, compared to same period in 2019. Direct-to-consumer lingerie brand Adore Me’s sales are up 50 per cent year-on-year since March. The story is similar for numerous other brands. London-based Playful Promises recorded 90 per cent sales jump for crotchless-style underpants.
Looking at the market potential, many popular brands like Zara, Karl Lagerfeld and swim and resort wear designer Miguelina expanded their product basket to include intimates. While many others are entering new markets, Kim Kardashian West’s Skims launched in the Middle East; Victoria’s Secret plans to enter Israel in the second half of 2021. Brands like Rihanna’s Savage x Fenty and Frederick’s of Hollywood — traditionally known for scantily-clad women’s lingerie —recently launched men’s wear collections.
Not to be left behind and looking at the market growth, investors are now putting in money in the sector. Mindd Bras by Helena Kaylin, earlier associated with Victoria’s Secret got a $1 million investment push from Canadian financial platform The51 and investment firm WVL Capital; similarly MeUndies received investments worth $40 million.
High growth expected to continue
Indeed the pandemic and stay at home may have given a huge boost to the overall segment however, the question remains if this trend will continue in future. Experts believe consumer mindset has changed in the last few months with more focus on casual, loungewear and athileisure. And even when people return to regular office, not much will change as the pandemic has permanently altered consumer’s sense of style. More and more people will embrace a new business casual with the acceptance of upper management in more casual clothes with small details of formality and tradition, believes Guido Campello, Co-chief Executive Officer and Creative Director, Journelle. Fashion has changed forever and styles at work will be more relaxed and cooler than before.
In fact, Helen Mears, Chief Design Officer at Adore Me opines, sales will remain high, even when the pandemic is over. The world has gotten used to this work-from-home, flexible lifestyle — and all the clothes that go with it.