Posted on May 11, 2022

Lingerie, even though an integral part of a woman’s wardrobe, is often a neglected sector. From not being able to find the right size, color, or fit, to not finding them all on a budget, women often struggle when it comes to lingerie shopping. Further, the industry has exhibited a constant lack of awareness in the terms of what women want and its translation into their products.

However, recent times have witnessed steady up gradation in the offerings of the industry. In the present day, old and new brands alike have come forward to accommodate customer needs and preferences in the products that they offer. To gain further insight on the same, Groversons Paris Beauty conducted a research focusing on some prime ‘wants’ of a modern-day woman in terms of lingerie.

Comfort is the topmost priority

It goes without saying that it is critical for innerwear to be comfortable over and above everything. Women of today have thus flocked towards non-wired, seamless fits in search of this comfort. The need is for underclothes to be comfortable enough to be sported under different garments without much effort.

The advent of the pandemic and the movement restrictions have evolved the landscape of fashion and clothing, with sleep and loungewear now being the most popular forms of clothing. This has only added to the growing need for comfort in lingerie.

However, it has been noted by 55.72% of Groversons Paris Beauty consumers that while comfort has been given a greater priority in recent times, it has not put the need for lingerie to be attractive and striking on the back burner. Thus, the latest need is for lingerie that provides comfort while being stunning to look at.

Inclusive colour and sizing options

The world has witnessed rampant activism for body positivity and inclusivity over the last few years. The present times call for evolution in all industries to make space for people of all colors and sizes. In a similar fashion, women now look forward to lingerie that encompasses all sizes and colors. 46.8% Groversons new age consumers states that the demand is for nude options to be available in all shades of nude to enhance the inclusivity of all skin tones. Further, all designs, patterns, and colors should be made available in various sizes to suit all women across the world, without any exclusion.

Affordability

Naturally, affordability is a big factor dictating the options of lingerie one can avail. It is thus critical that the offerings should be reasonably priced without compromising on quality. Most women of today are independent and working several bills with their income. Thus, they need to be mindful of their expenditures. This is why 65.89% of Groversons customers think that affordability plays a crucial role in assessing the options that are actually within the spectrum of what a given individual can avail.

Indifference to brands

The new generations are becoming increasingly indifferent to brands and big names. The shift towards DTCs that the lingerie industry has witnessed in recent times is comprehensive. This hints that the women of today view quality and affordability over and above any brand tag and would not shy from making their purchases from smaller or newer brands as long as they are receiving their garments as per their preference.

Must-haves in an ideal lingerie wardrobe

While the ‘ideal’ lingerie wardrobe is significantly different for all depending on their preferences, there are certain common bases that can be used to assess the overall feasibility of a woman’s lingerie wardrobe.

Apart from the above-mentioned factors of comfort, looks, affordability, and wider variety, a person needs to buy lingerie based on their usual choice of garments. 72.4% Groversons users believe that the choice of clothes that you carry also plays a role in determining your choice of lingerie. For example, a backless garment calls for a backless bra. Similarly, tubeless tops and dresses need to be paired with tubeless bras or bras with transparent straps. Another example is using plunge bras with deep-cut garments that show off the cleavage.

Additionally, the choices can differ based on age as well. For example, a teenager may require trainers or a beginner’s bra and will thus have comfort as her topmost priority while a young adult may have an enhanced need of everyday T-shirt bras available in various colors and patterns. Further, a new bride’s preferences and priorities would be edgy and sensual.

Lastly, the activities that a person usually undertakes during the day also dictate their choice of lingerie. For example, a sportswoman might have a preference for sports bras while a college student may need every day, T-shirt bras more.

Thus, a person’s ideal lingerie wardrobe should be put together keeping in mind the three factors as discussed above along with the all-important measures of comfort, looks, and affordability.

Summing up

The world is changing rapidly in present times. The customers are becoming increasingly cautious about what they buy and have a defined set of parameters that they judge their lingerie on. The focus of the parameters too has evolved and is now more focused on factors such as comfort, affordability, variety, along with looks. The Groversons Paris Beauty survey concluded that women are no longer fixated on making their lingerie purchases from only big brands and have come forward to opt for reasonably priced small and new options.

Original Post: https://economictimes.indiatimes.com/magazines/panache/what-women-want-comfort-affordability-topmost-priority-brands-dont-matter-when-buying-lingerie/articleshow/87451460.cms