Revitalizing Lingerie: Digital Transformation and Empowerment in the Post Pandemic Era

The pandemic has dramatically impacted the textile industry worldwide, marking a significant shift from its previous growth trajectory. We've had to pause and reevaluate priorities, leading to a drastic decrease in consumption and forcing us to confront issues like low product value, unethical labor practices, excessive production volumes, fast-paced release cycles, questionable materials sourcing, and lack of inclusivity.

However, there is an uneven but growing recovery projected to reach pre-pandemic figures by 2023, specifically within Europe. McKinsey reported that global profits for textile industry players declined by 81 in 2020 compared to the previous year.

Lingerie, once seen as a sector in decline, is experiencing resilience with growth, albeit at a less robust rate than before. Sales figures are improving but still lag behind pre-pandemic benchmarks: underwear sales reached €316 million in France during Q1 2021 compared to €436 million in the same period in 2019.

To revitalize the lingerie sector, digital transformation is becoming a key driver. Online sales of lingerie now account for 32 of total purchases versus 28 prior to the pandemic Kantar. This highlights digital's increasing importance as a complementary purchasing channel alongside traditional brick-and-mortar stores. The emergence and success of direct-to-consumer brands have allowed global expansion through social media platforms.

The wardrobe has evolved to prioritize lifestyle changes due to home working, which is likely here to stay. This shift includes the convergence between ready-to-wear, athleisure, and lingerie categories as our new lifestyles demand comfort without sacrificing style or desirability.

Comfort-centric fashion now emphasizes homewear that also serves professional settings, blurring boundaries between casual wear and formal attire. Brands are focusing on developing innovative pieces like corsets and bustiers that celebrate femininity and enhance self-expression, catering to an evolving consumer who seeks empowerment through personal care and body acceptance.

The lingerie sector's rebirth is a pivotal moment for brands to reconsider their role in supporting women's identities and desires while embracing the new era of empowerment. Peclers Paris offers strategic and creative consulting services that identify key insights and opportunities for brands, guiding them towards innovative concepts, experience-enhancing innovations, and inclusive brand strategies.

To explore how we can help your brand envision a positive future, reach out to our Consulting Director Valerie Niang at [email protected]. Together, let's create singularities in the industry that consumers' evolving tastes and values.

This translation assumes certn cultural references might require clarification or adaptation for English-speaking audiences.
This article is reproduced from: https://www.peclersparis.com/en/blog/what-future-for-the-lingerie-industry/

Please indicate when reprinting from: https://www.xi93.com/Underwear_bra/Lingerie_Rebirth_Strategy_Trends_2023.html