More Millennials say they would be likely than average consumers to shop for
underwear at a retail store with the following customer service options:
Millennials
Average Consumers
VS. 38%49%
In-store fit/sizing
specialists
VS. 43%51%
Education on product
performance features
VS. 40%50%
Online fit/sizing
specialists
VS. 43%48%
Product care
instructions
KEY INSIGHTS
• Delivermorepersonalizedshoppingexperiences,suchasonline
t/sizingspecialists,toincreasesalesandloyaltyfromMillennial
shoppers.
•
Expandperformancetechnologies,suchaseasycareandodor
resistance,incottonunderweartocapitalizeonathleisure.
• Increasecotton-richunderweartomeetconsumerqualityand
comfortexpectations.
they shop for underwear about five times per year – double
the average consumer.
Since projections indicate that Millennials will account for
one-third of all retail spending by 2020
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, established retailers
and brands as well as new market players can benefit by
building engagement with this large, influential consumer
segment – the largest generation to date. Millennials are
more likely than average shoppers to say they would shop
for underwear at a store offering in-store or online fit/sizing
specialists as well as education on caring for their products
and performance features. Instituting one or more of these
customized services could establish a solid foundation to
build a loyal Millennial customer base among these 38 billion
potential customers.
How can brands and retailers inspire impulse purchases,
excitement, and new customers when consumers consider
underwear shopping to be a necessary evil (63%), mainly
purchase for replacement (76%), rarely change styles (70%)
or brands (59%), and four brands account for 70% of the
underwear consumers purchase most often? Today’s evolving
market dynamics may provide the possibilities brands and
retailers are seeking. The rise of Millennials, athleisure,
and inferior quality fabrics each present opportunities for
retailers and brands to boost underwear sales and increase
market share.
MOTIVATING MILLENNIAL SHOPPERS
Millennials are more excited by underwear shopping and
are more receptive to new and different offerings than other
generations. More than 4 in 10 Millennials (43%) say they
are the first to buy a new product on the market; significantly
higher than shoppers in general (36%).
Millennials’ demand for newness and innovation remains a
challenge for retailers and brands accustomed to developing
long-term relationships with shoppers focused on replacing
old items. However, meeting this challenge may prove
rewarding for brands as Millennials spend about 27% more
per pair than the average shopper ($15 versus $12) and say
PERSONALIZE UNDERWEAR SHOPPING EXPERIENCES FOR MILLENNIALS
INSIGHTS
COTTON INCORPORATED
SUPPLY CHAIN
PROSPECTS FOR TOMORROW’S UNDERWEAR MARKET
About the ResearchCottonIncorporated’s2014IntimateApparelSurveyincludesresponsesaboutshoppingandpreferencesof1,500menandwomen
ages18to70,whowereprimaryshoppersfortheirunderwear,undershirts,andbras.CottonIncorporated’s2014IntimateApparelAuditconsistsof
analysisofdatacollectedfromnearly15,000intimateproductsfrom24keybrandsandretailers.Externaldatasource:McKinsey
1
PRIORITIZING PERFORMANCE FEATURES
Intimate apparel brands can capitalize on the athleisure
trend by increasing consumer access to performance features
in all underwear. More than 9 in 10 consumers say they wear
activewear for purposes other than exercise, so it is not
surprising that demand for athleisure is finding its ways into
the underwear market. Three in four consumers say they are
likely to wear active underwear for non-active occasions,
indicating consumers are looking for underwear that can fit
into their complex lifestyles.
Although active underwear is still a niche market,
consumer use is nevertheless expanding, possibly due to
performance technologies offered. According to Cotton
Incorporated’s 2014 Intimate Apparel Audit, 64% of active
underwear at retail is marketed with a performance feature,
almost double non-active underwear (33%). Top performance
technologies likely to influence underwear purchasing were
functional technologies, like easy care and stretch, as well as
performance technologies, like
odor resistance
and
moisture
management
. Nearly one-third (31%) of underwear is
marketed as having stretch properties, but less than 3% is
marketed with the remaining features consumers say would
motivate their underwear purchases. Major players, such
as Jockey and Hanes, have already begun offering
moisture management and odor resistance technologies in
their cotton underwear. Increasing performance offerings
in non-active cotton underwear has the potential to help
brands change their basics into today’s lifestyle trends.
UNDERWEAR FEATURES CONSUMERS SEEK
% of consumers who say the following functional and performance
technologies will influence their underwear purchasing decisions:
Stain Resistance
Stretch
Odor Resistance
Moisture Management
Antimicrobial
Shrink Resistance
Easy Care
57%
43%
35%
35%
43%
31%
30%
FUNCTIONAL
PERFORMANCE
“Microfiber is touted as cool and silky smooth, but that is not my
experience. I found these to be hot and too much friction against my
clothes, and too stretchy. On the other hand, [this brand containing
cotton] spoiled me for briefs - I loved the way my clothes slid
smoothly over them, and the comfort of the cotton against my skin.
I implore you to return [this brand] to your product line, or at least
make the fabric available!” ~ Specialty Brand
Customer
CUSTOMER REVIEW OF WOMEN’S UNDERWEAR
Price: $22.00, Fiber Content: 92% Polyester and 8% Spandex
COMMITTING TO COTTON
Marketing to Millennials and offering performance
technologies in cotton underwear have the potential to help
a brand distinguish itself in today’s competitive market.
However, it is still important to continue to meet consumers’
primary underwear requirements. Consumers say they have
a similar commitment to purchasing cotton underwear as
they have to the styles and brands they prefer to buy with
two-thirds of shoppers (67%) saying it is important that their
underwear be made of cotton.
Despite preferences, retailers and brands have replaced
cotton with manmade fibers. About half of consumers say
they are concerned about the increase in manmade fibers
in their underwear (54%) and say they will be more likely
to check fiber content labels for cotton in the future (49%).
Furthermore, consumers say cotton is the most likely to
satisfy their underwear needs.
The majority of consumers say cotton underwear is
the most sustainable (81%), comfortable, soft, breathable
(80% each), best-fitting (68%), versatile (64%), and
durable (59%), when compared to polyester, rayon, and
nylon underwear. Consumers see the movement away from
cotton as a movement away from the fundamental quality,
comfort, and versatility requirements that prompt their
underwear purchases. By including new technologies in
cotton underwear, brands and retailers have the opportunity
to meet consumer needs for both comfort and performance.