The Times They Are A Changin' --- The Future of Lingerie
The intimates market is get a little crowded these days. With Rihanna launching her Savage Fenty intimates brand last year. The queen of trends, Kim Kardashian recently launching Skims intimates really raised the bra for affordable intimates. Victoria's Secret who once dominated the entire intimates market, was forced to sell today for $525 million dollars, being forced from its throne by small for trend forward brands like For Love and Lemons and Fleur du Mal.
Sleep-to-Street, something we follow at Afternoon Delight NYC, the trend of wearing sleepwear and intimates as street clothing, has a lot to do with this market transformation. Consumers now want unique intimates pieces, like they seek with their apparel because these intimates pieces are now being seen in public. It is now socially acceptable to wear a lingerie bodysuit as a top with a pair of jeans. Therefore now that that consumers are getting more use out of their lingerie and intimates they are willing to invest more in finding something more original and spend a bit more. Although there is a bit of a price game happening, with all the new competition, making for an interesting watch.
Curious to see where this market will be in 5 years....