Sales of G-strings, thongs and French knickers have declined significantly over the last year, according to latest data from TNS and Experian, the global information services company and retail specialist.
Sales of these specific items accounted for only 12% of the women’s knicker market in 2007, compared to 16% in 2006
Sales of more traditional pants, together with ‘shorts’ meanwhile have risen during the same period.
The findings, compiled using TNS Worldpanel Fashion data and Experian’s new Fashion Segments classification system, also reveal that men are currently buying almost twice as much corsetry than they did in 2006.
With St Valentines Day fast approaching and underwear sales front of mind for many retailers, the data also identifies the East Midlands as the region which has the highest number of specialist stores per shopper.
Wales, Scotland and the North of England, on the other hand, have the lowest proportion of lingerie shops per consumer.
The figures also show that the top towns for number of specialist lingerie stores per buyer are London, Shrewsbury and Cheltenham. Dartford, Slough, and Wakefield, meanwhile, are ranked lowest.
Experian’s Fashion Segments classification tool provides invaluable insight into people’s different attitudes to clothing fashions and brands; it also takes into account what stores people are likely to visit as well as the frequency, value and purpose of shopping trips.
The East Midlands for instance – which has the highest number of lingerie stores in relation to shoppers – is home to a large number of Lees (‘functional fashion seekers’) and Jasons (‘sporty basics’), both of whom spend an above average amount on ladies tights.
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