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As Victoria’s Secret faced a decline and emerging brands, notably those led by celebrities like Rihanna with Savage X Fenty and Kim Kardashian through Skims, have risen since 2016, the U.S. market for women's undergarments has become increasingly diverse. Being the largest among developed economies and ranking second globally in terms of market size, any major shifts within this sector significantly influence global trs.
The market is witnessing a profound embrace of diversity and inclusivity with brands expanding their size ranges to cater to a broader spectrum of customers. Savage X Fenty offers a wide range of sizes, while Skims prioritizes body positivity through its seamless designs that accommodate various shapes and sizes.
In an era where digital platforms are paramount, brands like Savage X Fenty leverage subscription services and loyalty progra foster customer engagement and retention. The Xtra VIP membership program, for instance, charges a monthly fee of $49.95 with returns as store credits, exclusive discounts, and early access to limited-edition collections.
A growing awareness around sustnability has led brands not only in the apparel industry but also in other sectors like sportswear to incorporate eco-frily practices into their undergarment offerings. Lululemon, for example, has begun adding underwear lines that align with consumer demand for wellness while embracing athleisure trs.
With these emerging trs, Euromonitor International forecasts a healthy growth trajectory for the U.S. women's undergarment industry in the coming years 2022-2027. Brands must not only adapt to these dynamics but also differentiate themselves by creating unique selling points in an increasingly crowded market.
Digital Transformation: Embracing technology to enhance consumer experiences through personalized marketing, virtual try-on features, and seamless online-to-offline shopping experiences.
Sustnability Initiatives: Integrating eco-frily materials and practices into production processes to appeal to environmentally conscious consumers.
Innovation in Design and Functionality: Developing products that not only look good but also perform well, addressing the functional needs of today's women.
As women's undergarment brands navigate through these trs, they must prioritize consumer-centric approaches while leveraging digital capabilities, embracing sustnability, and innovating to create distinctive offerings. This strategic alignment will be crucial for sustning growth in a competitive market landscape.
For further insights on the dynamics of the U.S. apparel industry or specific undergarment trs such as Savage X FentySkims, or the broader Rise of Celebrity-led Underwear Brands**, refer to our comprehensive reports and analyses avlable in our research library.
This article is reproduced from: https://www.euromonitor.com/article/three-trends-driving-the-us-womens-underwear-market
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Diversity and Inclusivity in Undergarments Market U.S Womens Undergarment Market Growth Trends Innovation through Subscription Services Sustainable Practices for Undergarments Brands Digital Transformation for Enhanced Consumer Experiences Eco Friendly Materials in Undergarment Industry