The underwear sector especially in women’s lingerie is increasingly crowded. With the rise and rise of private label at one end and the specialist brands at the other, some of the bigger underwear brands have been struggling to maintain their market share and position. Key issues here are that they have not been able to move fast or flexibly enough and they have not maintained their product innovation and differentiation. While the price competition at the entry-level basics sector continues to be fierce, most retailers are broadening their price/product architecture along the good/better/best strategy. The most successful ranges are those that sit well with the outerwear offer as part of a total brand look.

The underwear sector especially in women’s lingerie is increasingly crowded. With the rise and rise of private label at one end and the specialist brands at the other, some of the bigger underwear brands have been struggling to maintain their market share and position. Key issues here are that they have not been able to move fast or flexibly enough and they have not maintained their product innovation and differentiation. While the price competition at the entry-level basics sector continues to be fierce, most retailers are broadening their price/product architecture along the good/better/best strategy. The most successful ranges are those that sit well with the outerwear offer as part of a total brand look.

This report examines retailers across various channels of distribution that sell lingerie, underwear, nightwear and hosiery (some or all of those categories, across men’s women’s and childrenswear). It pays particular attention to two key industry issues

The impact of the proliferation of retail channels selling underwear/nightwear/hosiery on the sector as a whole and on consumer purchasing patterns and attitudes.

What value-adding strategies are brands and retailers following to maintain/build market share in this highly competitive environment.

Using the latest consumer research, market size data, trend analysis and interviews with key industry figures, this report provides vital new insight into the current state of the market and its prospects, examining retailers across various channels of distribution that sell lingerie, underwear, nightwear and hosiery.