REVEALED-8-January-2023 - Magazine - Page 9
Despite emerging from a global pandemic and getting “back to life,” consumer shopping
behaviors in the U.S. are just as unpredictable as they were at the start of COVID-19.
Evolving macro-economic factors continue to influence consumer sentiment and overall
spending. Wallet sizes may be the same, but share of spending on essentials like food,
gas, housing, etc. continues to leech into discretionary allowance. When we view this
landscape from the perspective of the intimate apparel business, a host of new obstacles
come into play, including an already fully stocked intimates drawer (thanks to postpandemic replenishment) and the slow crawl back to in-person work.
In this challenging environment,
how can a business not only remain stable, but thrive?
Here are the four pathways for growth for the intimate apparel business:
Innovation, Innovation,
Innovation
The Rollercoaster that is
Consumer Sentiment
Omniscient Omnichannel
Consumer
The old merchant mantra that the
Consumers’ positivity has waxed and
When it comes to apparel trends,
apparel basics maintain volume while
waned this past year. Perceptions of both
discovery is dispersed. There is a plethora
innovation drives growth couldn’t be
the economy and their own financial
of dif ferent outlets consumers can
truer. Unfor tunately for intimates,
situation are below 2020 levels, at the
plug into to get their fashion fix. When
the business has lacked signif icant
height of the pandemic, according to
consumers were asked where they plan
innovation since the bralette. The surge
findings
from
in shoppers post-pandemic resulted
NPD’s
2022
in a great sales performance in 2021
Holiday Purchase
but comping against those numbers –
Intentions Report.
and that level of replenishment – has
This uncer taint y
proven to be difficult: women’s intimate
may result in a
apparel sales in the U.S. declined by 6%
pullback in certain
from January through September 2022,
c a te go r ie s , b u t
versus last year, according to NPD’s
intimates has an opportunity to play to
NPD survey done in conjunction with
Consumer Tracking Service. Inspiring re-
consumers’ more positive emotions.
CivicScience. Streamlining product and
purchasing come springtime will require
NPD sales data indicates such spending
brand inspiration online and connecting
a heavy dose of newness. What’s the next
behavior on beauty products, as women
that to a simple and easy in-store
generation of a smoothing or lift bra and
turn to lipstick for an uplif t during
experience will be key for the consumer.
next features that will spark her to spend?
troubled times. Perhaps lingerie can be
Think of panty silhouettes that pair well
the new “lipstick index.
Intimates has an
opportunity to
play to consumers’
more positive
emotions.
on browsing for
holiday
gifts,
there was growth
amongst
both
the online and
in-store channels
for
d i s c o v e r y,
according to an
with skirts (a hot trend), or a new take
on the occasion bra. If, as an industry,
we continue to offer the same solutions,
the consumer will continue to get by with
what she already has in her drawer.
LI N G E RI E, LO UN G EW E AR , L I F E ST Y L E | 9