Revolutionizing Lingerie: Digital TransformationModern Femininity Amidst Crisis

The ongoing crisis has had a profound and abrupt impact on the textile industry, marking an irrevocable break from its growth dynamics of recent decades. This forced interruption has sparked a new experience that can be advantageous for some or devastating for others as it led to reduced consumption and an intense questioning of the system.

Many have seized this time to reflect deeply, shifting priorities away from fashion, making “Fast Fashion” seemingly inconceivable due to concerns about loss of value in clothing, working conditions, overproduction schedules, composition transparency, sourcing leading to ecological disasters or lack of inclusivity.

However, we are witnessing a slow yet uneven recovery that should reach pre-pandemic figures by 2023 only for European regions. McKinsey reports an alarming drop in global profits for textile industry players by 81 from 2020 to 2019.

The lingerie sector, though not spared by COVID’s impact, is finding growth opportunities amidst this challenging time.

In the first quarter of 2021 alone, underwear sales in France showed a remarkable increase of +19, totaling €316 million. Despite this encouraging figure, sping was still down 27 compared to the same period in 2019, when sales had reached €436 million.

How can we revitalize the lingerie sector?

The digitalization wave is reshaping lingerie brands through a structural transformation driven by digital innovation.

FLEUR DU MAL exemplifies this shift with its growing online presence. The share of lingerie purchases made online increased to 32 compared to 28 in the same period the previous year, showing digital’s rising importance as a primary purchasing channel complementing physical retl. New pure players and DNVBs Direct-to-Consumer brands have successfully captured younger audiences across international markets via social networks.

Lingerie redefined for our new lifestyles.

The rise of digitalization is a key driver but not the sole force behind change; today, lingerie trs are closely intertwined with ready-to-wear shifts toward athleisure and homewear. Our altered lifestyles during work-from-home have sparked these changes.

These include:

• Digitalization: Embracing online channels to reach customers directly.

• Comfortability: Prioritizing garments that offer ease of movement for dly life, especially as many transition from traditional offices to home settings.

• Desirability: Reviving notions of femininity and seduction in a modern context self-acceptance, inclusivity, female empowerment.

CHANTELLE's approach is emblematic. The brand reflects on new expressions of femininity that the evolving societal values promoting self-acceptance and female empowerment. This demands brands to reevaluate their positioning:

• How can they innovate while inspiring creativity?

• What new territories for expression are both progressive and captivating, in line with these new values?

Peclers Paris offers strategic consulting services tlored for brands seeking clarity on consumer trs, capturing the current zeitgeist, imagining future possibilities, and unlocking innovative concepts. Through our focused on identifying insights, challenges, business opportunities, and creative innovations, we equip brands to envision a more engaged and positive future.

To discover more about our consulting offerings, you can contact our Consulting Director, Valerie Niang, at [email protected] for personalized guidance.

We are passionate about fostering unique brand experiences. Contact us today to explore how we can help your brand thrive in the evolving marketplace.

Let's create a future that is forward-thinking together.

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