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As the first layer we put on to look good and feel confident, intimate apparel
plays a unique physical and emotional role in our wardrobes. Data from The NPD
Group reveals that the intimate apparel market had a phenomenal year of sales
in 2021, as U.S. revenue increased by 15% over 2020, and added $4.8 billion
since 2019, which is exceptional for a mature industry.
However, after a hot 2021, the intimate apparel market is now cooling off a bit,
as it calibrates to society’s next level of normality. Sales revenue declined by 6%,
from January through April 2022, versus last year; however, compared to the
same period in 2019, sales have increased by 21%.
The following are the key areas shaping the intimate apparel market in 2022,
according to the latest data from NPD.
Replenishment finds its
The products consumers replenished in
2021 are taking a backseat this year—
perpetuate growth in a replenishment-
and bodysuits for more comfortable,
driven category, like bras.
everyday shaping and smoothing pieces.
Today, shapewear is being worn to not
Shapewear is given
a new look
only shape but also to be seen. In fact,
sales of shaping tanks and camisoles
are growing, compared to 2019. Rather
particularly bras. Led by sports bras and
wire-free options, bra sales revenue grew
Shapewear—an intimate apparel category
than restrict, these silhouettes deliver
by 36% in 2021, compared to 2020. From
that experienced declining sales during
effortless shaping that can be worn every
January through April, the category was
the pandemic, as people stayed home
down 8%, versus last year, with wire-free
more and shif ted to more casual
options declining faster than underwire
wardrobes—is now experiencing growth.
Today’s most successful intimate apparel
bras. As new and exciting assortments
Although sales revenue remains below
brands understand and connect with
in sports bras and other wire-free styles
2019 levels, year-over-year shapewear
their customers’ unique values and
became available last year, consumers
sales grew by 9% from January through
lifestyles. Shapewear, which has been
increased their spending on bras.
April. The category is also taking on a new
an apparel industry leader in embracing
Newness and innovation are essential to
look, as consumers swap waist cinchers
body positivity and inclusivity, is being
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