“Her needs” lead the new trend of comfort and health

As women’s understanding of their own bodies deepens and their requirements for quality of life increase, the demand for underwear market is changing significantly.

Liu Ning, an underwear designer of a certain brand, told reporters that according to incomplete statistics, there are more than 200 subcategories of women’s underwear. No matter what type of underwear, comfort and no feeling have become the experience pursued by consumers. Wire-free underwear has become a new favorite in the market with its soft material and design that fits the body curve; seamless underwear has a simple and smooth appearance and is suitable for various tight clothes, so that women do not need to worry about underwear marks when showing confidence.

In addition to structural design innovation, underwear styles are also becoming increasingly rich. Sports underwear provides good support and breathability for female consumers who love sports, and effectively protects the breasts; sleep underwear is soft and loose in design, so that female consumers can also enjoy comfort while sleeping. In addition, underwear with exquisite decorations such as lace and embroidery meets the pursuit of beauty of young female consumers and adds to their unique charm.

The reporter learned that according to different consumer attitudes and consumer demands, the current underwear consumer population can be divided into seven factions, including early adopters, loyal laziness, quality pursuit, careful calculation, comfort and authenticity, exquisite fashion and function first. Consumers show diversified, personalized and refined characteristics in terms of purchase drivers, decision factors and underwear type preferences.

According to iMedia Consulting data, 77.1% of consumers regard comfort as the primary criterion for purchasing underwear, 70% of consumers pay attention to product quality, and 68.5% of consumers pay attention to breathability. This trend has pushed the market share of traditional underwire underwear down to 35%, while the growth rate of underwire-free and sports underwear has reached more than 20%.

Design is intimate and healthy

As female consumers continue to increase their requirements for underwear comfort, the design of underwear on the market currently pays more attention to the integration of science and health.

Liu Ning told reporters that underwear designers have conducted in-depth research on the female body structure and physiological characteristics, and designed underwear styles that are more in line with the human body curve through precise measurements and data analysis.

In terms of detail processing, underwear design is becoming more intimate. For example, the width and material of the bra straps are carefully selected to ensure that while bearing the weight of the chest, it will not cause marks on the shoulders; the back buckle design is more user-friendly, from the traditional single-row buckle to the multi-row buckle, allowing female consumers to freely adjust the tightness of the bra according to their own needs.

Fabrics, as one of the core elements of underwear, are also constantly upgrading. The reporter saw in the market that there are natural fiber fabrics such as modal and bamboo fiber that are soft, breathable, and highly hygroscopic, antibacterial fabrics that can inhibit bacterial growth and prevent odor, and new technology fabrics such as graphene that can keep warm.