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Lenzing spokesperson attribution: Judy Chen, Global Business Development - Innerwear
As the fashion industry has been changing over the last few decades, the intimate industry has evolved, reflecting not only consumer trends, but also wider societal change. Recent industry research has indicated that the global lingerie market will reach a whooping USD$59.15 billion by 2024 – that figure alone is proof to how influential the sector is.
This is in extent due to the rise of the “HER Economy” - as women have become emancipated, they have developed greater purchasing power, demanded more choice and in turn, influenced the industry with their dollar power. This is expected to continue, and what is most interesting is how trends have shifted, from the historic use of underwear as a form of control of the female form, to now being an extension of one’s personality, or even being used as a fashion statement. We will also see trends in the fashion industry funnel through into the lingerie sector, with greater interest in environmentally friendly and sustainable fabrics that offer key properties such as comfort, functionality and style.
The diversification of the intimate wear industry is not a new phenomenon, in fact, it can be linked to historic changes in the concept of the feminine form. Historically lingerie has been a form of control of the female form, with the emergence of the corset during the Renaissance period not only appearing as a fashion statement, but also a symbol of status. The corset, which is rigid and impractical, separated women by class and status and hindered everyday movement. By the 1920s, war and economic freedom has left the corset in the past and the female form was moving towards liberation, but it took the birth of “bikini” in 1946 to represent the ideological and cultural shift towards the freedom of the female body.
2018 has ushered in the era of functionality, form and sustainable credentials. Brands are aware that female consumers need more than just a nice bra. They want to ensure the product they are buying is functional, eco-friendly and comfortable. However, the push into this space is also due to the purchasing behavior of Generation Z (individuals born between 1980-1995) as well as millennials (individuals born between 1995 -2010) which reflects an increasing awareness of sustainability. A recent report published by PwC indicated that 21% of respondents were willing to send an additional 5% on sustainable fashion, which signifies the important value of this sector.
In high-street terms, women have higher purchasing power than ever before, with intimate wear moving beyond function and into fashion and lifestyle: aimed at what a modern woman wants and needs. Many fashion brands are also diversifying into the intimate wear space: labels such as Free People and Stella McCartney, are examples of eco-conscious, stylish and trend-led intimate wear brands, changing the space that was previously dominated by industry leaders such as Victoria’s Secret. By doing so, they are also changing the products they offer in line with the consumer mindset.
An example of this would be the rise of the bralette. A decade ago, this item would be hard to find. Indeed, the purpose of the wire in intimate wear was to create the ideal female body shape, which is no longer the sole purpose for intimate bra nowadays. The bralette has now risen to the top of the intimate wear item ranks, with women citing reasons such as the enhanced comfort and changing fashion as to why it has become so popular.
The expansion of the intimate market is set to continue due to rising consumer demand across various sectors, ranging from maternity to multifunctional intimate wear. With this diversification, we would also expect to see rapid technological advancement in intimate wear production – with growing new technologies that support multiple functions in intimate wear -, catering to consumer needs. Fiber and fabric manufacturers also need to adapt accordingly, recognizing the power of the consumer and market demands.
TENCEL™ Intimate cellulosic fibers (LENZING™ branded Lyocell and Modal fiber for intimate end application) is one such example of fibers that offers consumers all these characteristics and has been specifically designed for the intimate industry. With characteristics such as enhanced breathability, colour retention and excellent hygiene properties, TENCEL™ Intimate is an important addition to the intimate market. Uniquely derived from renewable wood sources using Eco Soft technology, TENCEL™ Intimate cellulosic fibers gently embrace one’s body with long-lasting softness, a quality that many consumers look for. In addition to this, the fibers help to ensure the consumer feels cool, comfortable and dry throughout the day and night. Due to these qualities, and the significant smoothness of the fiber surface, TENCEL™ Intimate fibers offer an option to intimate wear producers to combine functionality with style and outstanding comfort and doing so in a sustainable manner. For example, a warp-knitting specialist had tapped the TENCEL™ branded Lyocell fibers for a special collection of fabrics suitable for intimate wear, which provides a soft and supple handle and better comfort to the wearer.
To further drive the industry, more manufacturers would need to take the lead and produce materials that are not only technologically advanced, but also offer exceptional performances and comfort – while not neglecting their “green credentials”.
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