A survey published in January 2012 by Kantar Worldpanel for The International Lingerie Salon in Paris analyses hot consumers trends relating to underwear. It reveals, in particular, that in regard to seduction, men and women are far from having the same perception on lingerie. Let’s take a look at these gender differences in relation to underwear.
Less thongs, more comfort
In the big match between girdle and thong, the girdle amazingly wins. The survey shows that women buy thongs less than in the past. The thong simply isn’t fashionable anymore: between 2008 and 2011, purchases of thongs declined from 30 to 25%. On the other hand, shapewear could be the new brands’ spearhead. The girdle and high-waisted briefs are quickly regaining ground: 1 woman in 4 has one and 50% of women consider them to be practical buys, helping them to appear more slim or purchases which are fashionable again.
Inside their drawers, half of French women have less than five lingerie sets. Mainly underwire bras size B and briefs in 38/40. Suspender belts aren’t common: only 28% of women polled have one.
Most of their underwear is white, black and flesh-coloured. As formaterial, they prefer microfibre cotton over lace.
Cocooning: could it be the new current trend? The survey shows that half of all women change their clothes if they come back home in the afternoon (55%). By way of clothing for at home, they generally opt for sportswear or old recycled clothes. A choice of which they aren’t proud, obviously, since 56% of women refuse to be seen in such clothes, whereas only 35% of them wear outfits bought especially for domestic use. As for underwear, cotton is elected by 86% of women. The trend is definitely moving towards comfort!
By the way, loungewear was a landmark point of the Lingerie Salon. To be elegant in any circumstances, brands outdo each other in creativity, trying to provide women with the beauty and comfort combining goods that they are waiting for.
Lingerie and seduction, different perceptions between men and women
For 88% of men, lingerie is an essential element of seduction. Besides, 54% of them think that the thong is one of the sexiest kinds of underwear, in particular men under 35.
On the other hand, only 42% of women wear lingerie to seduce. Indeed, 77% of them feel themselves attractive and highlight themselves with clothes, make up, accessories and, only lastly, with lingerie. Anyway, 96% of women say they buy lingerie for themselves, because they were really taken by a particular item, and not for someone else, to the detriment of men who seem to know this domain all too well.
82% of them have already entered into a lingerie shop, even though 40% of them didn’t feel at ease. Nevertheless, while 3 in 4 men know their wife’s lingerie size, only 30% of men buy it.
Among their favourite kinds of underwear: boxers (57%) and briefs (45% continue to wear them). The survey reveals that 3.3% of men wear thongs.
Valentine’s Day myth
Contrary to received ideas, the 14th of February isn’t a key day for lingerie purchases.
Only 0.1% of women buy lingerie for Valentine’s Day in order for their attractive outfit to be perfect. Indeed, 77% of women consider this day not to be associated with lingerie and rightly so, because 70% of men don’t think of giving a lingerie set as a present. Besides, 80% of women confirm that they have never received lingerie as a gift on this special day.
Source: first survey on underwear made in October 2011 by Kantar Worldpanel for The International Lingerie Salon in a panel of 1000 French people.
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