Women's Underwear - US - December 2006

SUMMARY

Abstract

This report provides a detailed and dimensional view of women's intimate apparel consumer, using proprietary consumer research supported with analysis of the Simmons National Consumer Survey (women and teenage girls). Also included is cutting edge advertising analysis with viewable advertising clips. The report analyzes purchase of underwear, type of underwear purchased, and types of bras and panties used. Attitudes towards brand, style, and fit are examined in detail.

In so doing, Mintel identifies major trends that impact the market both negatively and positively, from the preponderance of mass merchants to fashion trends. Mintel also presents consumer groups that either contribute disproportionately to the market, or that will impact sales in years to come. In particular, Mintel examines aging baby boomers, 18-24 year olds, blacks, Hispanics and women from high-income households in this light.

Mintel also presents profiles of companies involved in the industry- in terms of corporate information, product offerings, and brand positioning- to create a fuller picture of the market. In addition, Mintel examines these manufacturers' marketing efforts. Mintel also presents insight into the retail landscape of the women's underwear market.

Finally, Mintel presents a forecast for the next five years of the industry, including trends that will shape sales and projected sales.

This report groups underwear into the following segments:

• Bras (including sports bras)
• Panties
• Daywear (camisoles and slips)
• Shapewear (girdles and control panties)
• Other (thermal underwear, garter belts)

Hosiery, swimwear and sleepwear are excluded.

TABLE OF CONTENTS

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The $15 billion women's underwear market
• Population trends
• Differences among ethnic populations
• Full-figure marketing
• Brand identification
• The basics
• Mass merchandisers and specialty shops
• Men and underwear
• The underwear consumer
• Industry forecast
• Market Drivers
• Disposable income
  • Figure 1: Per capita disposable personal income, 2000-05
• Population characteristics
• Women aged 35+
  • Figure 2: Female population, by age, 2001-11
• Differences among ethnic populations
  • Figure 3: Projected Hispanic buying power in the U.S., by state, 2008
• A plus-size population
  • Figure 4: Sources of plus-size clothing, by age, December 2005
• Mass merchants
• Shopping as "a hobby"
  • Figure 5: Whether enjoy clothes shopping for self, by age, September 2005
• Valentine's Day
• The importance of being fashionable
• Celebrity tie-ins
• Market Size and Trends
• Introduction
  • Figure 6: Total U.S. retail sales of women's underwear, at current and constant prices, 2001-06
  • Figure 7: Graph: Total U.S. retail sales of women's underwear, at current and constant prices, 2001-06
• Market trends
• Market Segmentation
• Introduction
• Sales of women's underwear, by segment
  • Figure 8: Sales of women's underwear, segmented by type, 2004 and 2006
  • Figure 9: Graph: Market share of sales of women's underwear, segmented by type, 2006
• Bras
  • Figure 10: Sales of bras, at current and constant prices, 2001-06
• Panties
  • Figure 11: Sales of panties, at current and constant prices, 2001-06
• Daywear
  • Figure 12: Sales of daywear, at current and constant prices, 2001-06
• Shapewear
  • Figure 13: Sales of shapewear, at current and constant prices, 2001-06
• Other underwear
• Figure 14: Sales of other underwear, at current and constant prices, 2001-06
• Supply Structure
• Foreign trade
  • Figure 15: U.S. imports of women's underwear--top source countries, 2003 and 2005
• Companies and major brands
• Brands of bras and panties purchased
  • Figure 16: Brand of bra purchased, May 2005-June 2006
  • Figure 17: Brand of panties purchased, May 2005-June 2006
• Fruit of the Loom
• Overview
• Selections
• Hanesbrands (Sara Lee Corporation)
• Overview
• Selections
• VF Corporation
• Overview
• Selections
• Victoria's Secret (Limited Brands)
• Overview
• Selections
• Maidenform
• Overview
• Selections
• Jockey International, Inc.
• Overview
• Selections
• Gap
• Overview
• Selections
• Other Companies
• Overview
• Advertising and Promotion
• Summary
• Victoria's Secret (Limited Brands)
• Victoria's Secret IPEX
  • Figure 18: Victoria's Secret IPEX, 2006
• Victoria's Secret Smooth Push Up Bra
  • Figure 19: Victoria's Secret Smooth Push up Bra, 2006
• Fruit of the Loom
• Fruit of the Loom Cotton Stretch and Hi-Cuts #1
  • Figure 20: Fruit of the Loom's Cotton Stretch and Hi-Cuts #1, 2006
• Fruit of the Loom Cotton Stretch and Hi-Cuts #2
  • Figure 21: Fruit of the Loom's Cotton Stretch and Hi-Cuts #2, 2006
• Hanesbrands
• Hanes ComfortSoft Bras and Panties
  • Figure 22: Hanes ComfortSoft Bras and Panties, 2006
• Playtex
• Playtex 18 Hour Bra
  • Figure 23: Playtex 18 Hour Bra, 2006
• Sara Lee Intimates
• Bali
• Curvations (VF Corporation)
• Lily of France
• Maidenform
• Jockey International, Inc.
• GapBody
• Retail Distribution
• Introduction
  • Figure 24: U.S. retail sales of ladies' underwear, by channel, 2004 and 2006
• Clothing stores
• Department stores
• Discount/mass merchandisers/warehouse clubs
• Other retailers
• The Consumer
• Introduction
• Summary
• Recent purchase of bras and panties
  • Figure 25: Types of underwear purchased in the last 12 months, by age, May 2005-June 2006
• Results by single cohort groups
  • Figure 26: Types of underwear purchased in the last 12 months, by single cohort, May 2005-June 2006
• Results by married cohort groups
  • Figure 27: Types of underwear purchased in the last 12 months, by married cohort, May 2005-June 2006
• Number of bras purchased
  • Figure 28: Number of bras purchased in the last 12 months, by age, May 2005-June 2006
  • Figure 29: Number of bras purchased in the last 12 months, by income, May 2005-June 2006
• Results by single cohort groups
  • Figure 30: Number of bras purchased in the last 12 months, by single cohort, May 2005-June 2006
• Results by married cohort groups
  • Figure 31: Number of bras purchased in the last 12 months, by married cohort, May 2005-June 2006
• Bra styles purchased
  • Figure 32: Style of bra purchased, by age, October 2006
  • Figure 33: Style of bra purchased, by income, October 2006
• Bra padding or coverage of recent purchase
  • Figure 34: Coverage or padding of bra bought, by age, October 2006
• Bra closure purchased
  • Figure 35: Closure of bra bought, by age, October 2006
• Attitudes towards bra fit
  • Figure 36: Opinions regarding bra fit, by age, October 2006
  • Figure 37: Opinions regarding bra fit, by income, October 2006
• Number of panties purchased
  • Figure 38: Number of panties purchased in the last 12 months, by age, May 2005-June 2006
  • Figure 39: Number of panties purchased in the last 12 months, by income, May 2005-June 2006
• Results by single cohort groups
  • Figure 40: Number of panties purchased in the last 12 months, by single cohort, May 2005-June 2006
• Results by married cohort groups
  • Figure 41: Number of panties purchased in the last 12 months, by married cohort, May 2005-June 2006
• Style of panty purchased
  • Figure 42: Type of underwear bought in the last 12 months, by age, October 2006
  • Figure 43: Type of underwear bought in the last 12 months, by income, October 2006
• Panty materials purchased in the last year
  • Figure 44: Material of underwear bought in the last 12 months, by age, October 2006
  • Figure 45: Material of underwear bought in the last 12 months, by income, October 2006
• Recent purchase of men's underwear by women
  • Figure 46: Purchase of men's underwear in the last 12 months, by age, October 2006
• Reason for purchase of men's underwear
  • Figure 47: Reasons for men's underwear purchase in the last 12 months, by age, October 2006
  • Figure 48: Reasons for men's underwear purchase in the last 12 months, by income, October 2006
• Teens' purchase of bras and panties
  • Figure 49: Types of underwear purchased in the last 12 months--teens, by age, May 2005-June 2006
• Type of innerwear purchased by teens
  • Figure 50: Types of underwear purchased in the last 12 months--teens, by age, October 2006
• Number of bras purchased by teens
  • Figure 51: Number of bras purchased in the last 12 months--teens, by age, May 2005-June 2006
• Styles of bras purchased by teens
  • Figure 52: Types of bras purchased in the last 12 months--teens, by age, October 2006
• Bra closure among teens
  • Figure 53: Types of bra closure purchased in the last 12 months--teens, by age, October 2006
• Attitudes toward bra fit among teens
  • Figure 54: Attitudes toward bra fit--teens, by age, October 2006
• Attitudes towards bra styles and brands among teens
  • Figure 55: Attitudes toward bra purchasing--teens, by age, October 2006
• How teens choose bras
  • Figure 56: Attitudes toward bra purchasing--teens, by age, October 2006
• Number of panties purchased by teens
  • Figure 57: Number of panties purchased in the last 12 months--teens, by age, May 2005-June 2006
• Style of panties bought by teens
  • Figure 58: Types of panties purchased in the last 12 months--teens, by age, October 2006
• Panty material purchased by teens
  • Figure 59: Material of panties purchased in the last 12 months--teens, by age, October 2006
• Women's Underwear Consumer by Race and Ethnicity
• Summary
• Bra and panty purchase
  • Figure 60: Types of underwear purchased in the last 12 months, by race, May 2005-June 2006
• Bra and panty purchase among teens
  • Figure 61: Types of underwear purchased in the last 12 months--teens, by race, May 2005-June 2006
• Number of bras purchased
  • Figure 62: Number of bras purchased in the last 12 months, by race, May 2005-June 2006
• Number of bras purchased among teens
  • Figure 63: Number of bras purchased in the last 12 months--teens, by race, May 2005-June 2006
• Style of bra purchased
  • Figure 64: Style of bra bought in the last 12 months, by race, October 2006
• Bra coverage and padding
  • Figure 65: Padding or coverage purchased in the last 12 months, by race, October 2006
• Bra closure
  • Figure 66: Closure of bra bought in the last 12 months, by race, October 2006
• Attitudes towards bra fit
  • Figure 67: Opinions regarding bra fit, by race, October 2006
• Number of panties purchased
  • Figure 68: Number of panties purchased in the last 12 months, by race, May 2005-June 2006
• Style of panties bought
  • Figure 69: Type of underwear bought in the last 12 months, by race, October 2006
• Material of panties bought
  • Figure 70: Material of underwear bought in the last 12 months, by race, October 2006
• Purchase of men's underwear by women
  • Figure 71: Purchase of men's underwear in the last 12 months, by race, October 2006
• Future and Forecast
• Future trends
• An aging population to affect sales
• Americans gaining weight
• Increase in Hispanic population
• The Oprah factor
• Breast augmentation and full-busted women
• Market Forecast
• Women's underwear
  • Figure 72: Forecast of total U.S. sales of women's underwear, at current and constant prices, 2006-11
  • Figure 73: Graph: Former and forecasted total U.S. sales of women's underwear, at current prices, 2001-11
• Forecast factors
• Appendix: Trade Associations
• Appendix: Simmons cohorts
  • Figure 74: Married couples cohorts
  • Figure 75: Single women cohorts
  • Figure 76: Single men cohorts