Comfy Sports Bra takes the helm over traditional lingerie

NPD Group’s Consumer Tracking Service has reported the lingerie business to be at its peak with sales booming in the recent time and the biggest sales growth being witnessed from the past three years.

NPD Group’s Consumer Tracking Service has reported the lingerie business to be at its peak with sales booming in the recent time and the biggest sales growth being witnessed from the past three years.

A change is finally occurring for women. Lingerie were always considered to be a hidden and concealed piece of clothing but women are taking the bold step forward and filling their wardrobes with bralettes, spunky lingerie and the comfy and sturdy sports bra.

NPD Group’s Consumer Tracking Service has reported the lingerie business to be at its peak with sales booming in the recent time and the biggest sales growth being witnessed from the past three years.

The major shift was noticed as the sales of sports bra increased by 6 per cent from last year because of millennials who are readily spending almost a third of their lingerie budgets.

“Women of all ages are finding sports bras more comfortable,” Marshal Cohen, NPD Group chief analyst was seen telling WWD.

This major change in the lingerie business has also resulted in start-ups increasingly pivoting to the athletic sports bras.

Even celebrities are unable to resist the comfort and ease and are taking sports bras to the red carpet.

One such example was supermodel Emily Ratajkowski, who recently wore only a “cosy as well” sports bra to a breakfast event, which she paired with an open blazer and leggings.

And as they say, age is just a number; young women too are picking up sports bra instead of those old traditional lingerie options.

“Age doesn’t matter much anymore when it comes to comfort,” Cohen said. Taking comfort a level up are corporate offices which are now easing strictness on dress codes.

“You can have different style bras, but at the core of the sports bra, it’s about [the desire for] comfort,” president of an intimates group Mary van Praag told WWD.

One of the biggest names in this business, Victoria’s Secret, has also joined the bandwagon to manufacture comfy pieces of lingerie of the new-age women, lingerie start up COO Romain Liot told WWD.

“They are in the business to sell bras to please the eyes of men,” Liot added.

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