Women'S Underwear: "Her Needs" Lead The New Trend Of Comfort And Health

In this era of fashion trend and health awareness, underwear is becoming more intimate and intimate in the daily life of female consumers. The White Paper on Chinese Women's Underwear issued by the Prospective Industry Research Institute shows that with the maturity of the market and the change of women's consumer values, the size of China's women's underwear market will reach 495.3 billion yuan in 2030.

　　 Rich products to meet diversified needs

With the deepening of women's awareness of their own bodies and the improvement of their requirements for quality of life, the demand for underwear market is changing significantly.

Liu Ning, a brand underwear designer, told reporters that according to incomplete statistics, women's underwear can be divided into more than 200 categories. No matter what type of underwear, comfort and insensitivity become the experience that consumers pursue. With its soft material and design that fits the body curve, hoop free underwear has become the new favorite in the market; Traceless underwear, with its simple and smooth appearance, is suitable for all kinds of tight clothes, so that women do not need to worry about underwear traces when showing confidence.

In addition to structural design innovation, underwear styles are increasingly rich. Sports underwear provides good support and breathability for women consumers who love sports, and effectively protects their breasts; The soft and loose design of sleep underwear enables female consumers to enjoy comfort during sleep. In addition, the underwear with delicate decoration such as lace and embroidery meets the young female consumers' pursuit of beauty and adds to their unique charm.

The reporter learned that according to the different consumption attitudes and demands, the current underwear consumers can be divided into seven factions, including diversified taste, loyalty and laziness, quality pursuit, careful planning, comfort and authenticity, exquisite fashion and function first. Consumers are diversified, personalized and refined in terms of purchase drivers, decision-making factors and underwear type preferences.

According to the consulting data of Ai Media, 77.1% of consumers regard comfort as the primary standard for choosing underwear, 70% of consumers pay attention to product quality, and 68.5% of consumers pay attention to air permeability. This trend has driven the market share of traditional hoop underwear down to 35%, while that of non hoop and sports underwear has increased by more than 20%.

　　 The design is considerate and healthy

With the continuous improvement of female consumers' requirements for the comfort of underwear, the design of underwear in the current market pays more attention to the integration of science and health.

Liu Ning told the reporter that underwear designers have made in-depth research on women's body structure and physiological characteristics, and designed underwear shapes that more closely fit the body curve through accurate measurement and data analysis.

In terms of details, underwear design becomes more intimate. For example, the width and material of the underwear shoulder belt have been carefully selected to ensure that while bearing the weight of the chest, the shoulder will not be scratched; The design of back button is more humanized, from the traditional single breasted to multi breasted, so that female consumers can freely adjust the tightness of underwear according to their own needs.

Fabric, as one of the core elements of underwear, is also constantly upgrading. The reporter saw in the market that natural fiber fabrics such as Modal and bamboo fibers, which are soft, breathable and hygroscopic, have antibacterial fabrics that can inhibit the growth of bacteria and prevent odor, and new technology fabrics such as graphene that can keep warm.

The 2024 Quality Underwear White Paper (hereinafter referred to as the "White Paper") released by Netease Media in conjunction with the Cat Man brand and the China National Garment Association pointed out that the underwear that modern consumers want to buy has many excellent characteristics, such as durability, breathability, antibacterial, allergy prevention and moisture absorption. Therefore, underwear has incorporated more scientific and technological achievements from fabric to design, and has more functionality.

　　 There are still shortcomings in high-quality development

With the prosperity and development of the underwear market, the quality problem has gradually emerged. The White Paper shows that there are some pain points in the underwear consumption market, such as different quality and poor wearing experience.

The spot check results of female underwear brands released by market supervision departments in many places show that some niche brands have quality problems; The problem of fiber content is more prominent.

The fiber content reflects the material composition of the fabric used in the product, and is one of the main reference indicators for consumers when purchasing underwear. The announcement of 2024 municipal supervision and spot check on the quality of women's underwear products in Suzhou, Jiangsu Province (Phase 5) shows that five batches of products are unqualified, with the unqualified rate of 12.5%, and the unqualified item is fiber content. In 2024, in the spot check on the quality supervision of women's underwear products in the circulation field of Hainan Province, three batches of products did not meet the usability requirements, and the unqualified items involved also had fiber content.

Some insiders revealed to reporters that the main reasons for the false content of fiber components include that some enterprises lack strict raw and auxiliary material inspection processes and rely excessively on supplier data, leading to "false labels"; Some enterprises will deliberately falsely label products in order to show their quality; Some small and medium-sized brands have insufficient production and testing capabilities and rely excessively on OEM.

The women's underwear market is in a period of rapid development and change. It has upgraded from catching up with fashion trends to innovative design concepts, and from rapid iteration of fabrics to improving quality standards. At present, the underwear industry needs to further strengthen self-discipline and regulation, improve product quality and safety, and meet the growing quality needs of consumers. (Reporter Li Yanjing)

(Source: China Consumer News)