The U.S. women’s undergarment market has, like many other categories, been affected by the lingering recession affecting every aspect of the U.S. economy. The media covered several similar reports about how the men’s underwear market reflected declining sales because many males avoided replacement purchases during the recession. Journalists humorously noted that while men will wear their undergarments until they are thread-bare, women are not as likely to eschew replacement purchases. Despite the female preference to maintain a respectable underwear collection, growth slowed significantly in 2008 and the beginning half of 2009.
This report offers analysis of the following relevant topics:
- How manufacturers and retailers are using not only their own websites but also sites like Youtube.com for promotional and advertising purposes - How vendors are balancing basics with necessity, and the latest industry buzz-phrase - What the latest trends are and where the undergarment market is heading - How Victoria’s Secret has acknowledged the recession in its advertising, and whether or not they’ve done so effectively - The place of mass merchandisers and how they’re maintaining their top position in sales of women’s undergarments - The role of the consumer in the market, including how buying decisions are made and what specific factors are most influential when making purchases
