How Did The New Brand Of Underwear Business Grow?

These new brands have also launched a new way of underwear marketing.

Generally speaking, women's underwear advertisements represent an impractical beauty standard.

For many years, the secret of Vitoria has always been the dominant underwear brand, accounting for nearly 50% of the female underwear market share in the United States.

However, sales were reported to decline last month (at the beginning of 2017, or even between 10-14%).

According to a recent survey by YouGov BrandIndex, the secret satisfaction degree of female consumers aged 18 to 49 declined to Vitoria.

Nowadays, the underwear brand from Tommy John to ThirdLove is attributed to its new marketing.

And product innovation, a new underwear trend has begun to attract consumers' attention and is winning their favor.

Valerie Aurilio, Executive Creative Director of Landor, a design company, said: "the advantage of these lingerie brands is that they serve as underwear for newcomers.

New energy has been injected, and they clearly know that the product itself is the focus of sales.

But this is not to say that the secret of Vitoria is fading away.

Analysts believe that as long as women buy underwear and sportswear, Vitoria's secret will have a place in the market, even if the market share is shrinking.

"The secret of Vitoria will still exist in 10 years, but the market share will be much smaller," said Allen Adamson, founder of data company Metaforce.

The secret of Vitoria did not respond to this.

Some underwear brands offer convenience services to customers; for example, MeUndies sends members a new set of underwear every month.

Jonathan Shokrian, founder of MeUndies, believes that giving underwear to customers every month is a simple way to make the whole underwear cabinet look new.

Other brands such as Tommy John put product innovation in the most important position.

As a male lingerie brand, Tommy John's female customers have been asking the brand to produce women's products for many years, or else they can only buy men's products. Now, the brand has finally opened a women's underwear production line in early April this year.

"Comfortable, practical and sexy underwear is different from the market. We believe that women should not compromise their products for the sake of sex," said Josh Dean, marketing director of Tommy John.

Meanwhile, Josh Dean revealed that the sales of women's underwear products on the first day were more than that of the company's first year sales of men's underwear.

In 2013, ThirdLove launched a product that filled the market gap and became the first brand to provide half bra bra for women.

Generally speaking, ThirdLove has nearly 70 sizes of products to choose from, which is more than the size of the secret provided by Vitoria.

ThirdLove collected data from nearly 9 million 500 thousand women through fit finder, an online test designed to find a perfect fitted bra.

Therefore, its founder, Heidi Zak, believes that with the emergence of more similar brands, her company can maintain strong strength in highly competitive industries, while traditional retailers have been trying to improve their products and marketing strategies.

These new brands have also launched a new way of underwear marketing.

Generally speaking, women's underwear advertisements represent an impractical beauty standard.

When Tommy John began advertising campaigns for its women's wear series, Josh Dean noticed this. "There are many very serious and sexy advertisements on the market. No one talks about women's underwear in a charming and humorous way, and no one solves the problems she faces in a relaxed way."

Tommy John's first advertising campaign is to make actress Elizabeth Banks play a series of humor and humor about women's daily life.

Short films for questions.

In just a week, the brand's "Little Adjustments" advertising video got more than 1 million of YouTube's browsing volume, which proves the success of this model.

Everlane, an e-commerce brand, adopted similar practices in launching underwear series in March this year.

Everlane online and offline have released slogans as "No frills. No bows. No bullshit." (no decoration, no bow, no extra load) advertising.

Although these advertisements are not necessarily humorous, they do take a direct approach to consumers and show women products of all shapes and sizes.