For a long time, underwear has been regarded as the inner soul of women. Their choice of different styles of underwear can often reflect their own tastes, and "sexy" has become the first standard for women to choose underwear in the past, even if sexy underwear is not comfortable to wear.
However, with the change of women's thoughts, "pleasant style" gradually emerged. They no longer care about other people's views, but pay more attention to their own thoughts and feelings. Therefore, there has also been a major change in the choice of underwear. Whether it is comfortable to wear gradually replaces sexy, becoming the first standard.
This can be seen from the changes in underwear search hot words on major e-commerce platforms, such as Vippineshop . According to platform sales data, since January 2022, the search volume of "steel ringless underwear" has increased by 438% year-on-year, and the search volume of "no size underwear" has increased by 64% year-on-year; keywords such as "no sense", "no trace", "basic style", and "vamp style" have replaced "gathering" and "improvement" into hot words for underwear category demand.
There is no doubt that comfortable underwear has become a trend. It is precisely because of this that traditional underwear brands have begun to actively seek change. Traditional brands represented by Aimu and Anlifang have relied on R&D and supply chain accumulation to innovate the design and product structure, focus on improving product comfort, and have launched a variety of products to meet the needs of segmented groups.
It is worth mentioning that new trends will surely give birth to new brands. Brands such as Ubras, Inner Out, Banana, , Youkeshu , etc. have gained a foothold in the underwear market with their keen insight into the consumer market. Especially on e-commerce platforms, with the help of the traffic brought by the platform itself, the sales of these brands have soared in a short period of time.
In March this year, the first issue of Vipshop's new column "Super Category Day" launched the "Undergarten Category Day", focusing on various underwear products that meet the current diversified needs of women. According to the platform's sales data, on the day of the event, the sales of brands such as Ubras, Aimu , Triomphe , and Anlifang all increased by more than 100% year-on-year, and were unanimously sought after by consumers.
Underwear market has always been called the last cake in the clothing industry compared with other clothing categories. Major brands have also begun to change in response to consumer demand, from "pleasing him" at the beginning to "pleasing himself" now; from offline at the beginning to online and offline parallelism at the beginning. The trend is already very obvious. Only by grasping the market trend and consumer needs can we truly eat this last piece of cake.
