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The market redefines "sexy", which loungewear/underwear brands are in the TOP30?

Editor: SunHing | Date: June 29, 2022

New femme not only pursues the trend of outerwear, women want to seek body liberation, the promotion and development of underwear is indispensable. Only the pursuit of comfort is no longer the reason why underwear brands are in prison. The younger generation of consumers are willing to pay for the brand premium and spiritual culture. The rise of rimless underwear such as NEIWAI and Ubras has made the topic of "body equality" more and more popular.

Under such a heated discussion, the data of the TOP30 homewear/underwear brands that have entered shopping centers and opened stores are compiled for reference by industry professionals.

// There are 18 old brands established for more than 20 years

Although the development of new and cutting-edge brands is vigorous, most of them are promoted and sold online. Among the TOP30 homewear/underwear brands that have entered shopping malls, 18 are "old-timers" founded before 2000. Among them, the older ones include schiesser founded in 1875, Triumph born in 1886, and threegun founded in 1937, HOdoHOME in 1957 and other domestic old brands that witnessed the growth of China's textile industry; and the youngest brand platane , founded in 2019, ranks on the list with the number of 77 shopping malls stationed there.

On the one hand, with the development of social infrastructure, new media, crowd iteration and supply chain technology upgrade, the supply of emerging brands will continue to grow, and traditional brands will accelerate their transformation and upgrading, or launch new online brands. On the other hand, online channel consumption demand Diversification and changes in traffic structure have spawned the birth of more cutting-edge underwear and home furnishing brands, which will intensify online competition, and businesses with serious homogeneity and sales thinking will be phased out.

In this regard, cutting-edge underwear and home furnishing brands need to have complete brand systemization capabilities, strengthen product, user, content operation and other capabilities, while optimizing visual pages, enhancing aesthetics while emphasizing differentiation and enhancing consumer experience. In addition, the brand needs to have continuous research and development capabilities, industrial chain integration capabilities, organizational capabilities, etc., so that there are no shortcomings in each ability, and there are several long plates.

// The number of brands with 50 to 100 stores in shopping malls is mostly

From the point of view of the number of expanded stores, 50~100 stores have the most brands, including 11 brands such as GAINREEL, COSMO LADY, SHCER, schiesser; only one brand with 200~250 stores is MYBODY; 4 are Maniform, HOdoHOME, Aimer, and Embryform The number of branded shopping mall stores has exceeded 250+, and the development scale is still expanding. Among them, Maniform ranks first with 385 shopping mall stores.

// Women's underwear is included in all brand segments

From the perspective of the proportion of subdivisions, almost all homewear/underwear brands in the TOP30 cover women's underwear, among which the main brands of women's underwear account for 73%, "women's underwear + men's underwear" and "women's underwear + men's underwear" + Homewear” brands accounted for 10%, and “women’s underwear + homewear” accounted for 7%. In the underwear market dominated by female customers, in addition to quality, the creation of spiritual core is also an important weapon to help the brand become popular.

Founded in 2012, NEIWAI is the first Chinese underwear design brand cooperating with New York underwear store Journalelle. Adhering to the design concept of "Road to Simplicity", NEIWAI constantly takes the ultimate comfort of intimate clothing as its highest pursuit, and is committed to exploring the intimate relationship between women's bodies and underwear, which is loved by the new generation of consumers.

In 2015, NEIWAI received ZhenFund Pre-A round of financing; from 2016 to October 2019, it received the help of QF Capital, ZhenFund, Vertex, ZHEN CHENG Capital, HuaQiang Capital, Qiming Venture Partners and other capitals. Popular niche students who are popular in the market and capital.

// Domestic brands account for 80%

Among the top 30 homewear/underwear brands that have opened stores in shopping malls, domestic local brands occupy half of the list, accounting for 80%, including Embryform, COSMO LADY, GUJIN, ALDOLA, Gracing, HAOBO, etc.

Embryform was born in Hong Kong in 1975. Under the accumulation of years of experience, the brand has opened a diversified development model, covering eight underwear brands including EMBRYFORM, FANDECIE, etc., with excellent quality and operational strength. It has been in operation for nearly 50 years. year.

COSMO LADY, which relies on high cost performance and a sinking market to grab the beach, was founded in Guangdong in 1998. According to data, at its peak, COSMO LADY opened 8,058 stores in more than 330 cities across the country. In 2014, COSMO LADY went public in Hong Kong and became the "first stock of underwear in China". Although affected by the market environment, the founder once said in an interview that COSMO LADY is optimizing the brand in various ways, although it temporarily owns Pressure from all aspects, but still optimistic about the future development prospects of the underwear market and brands.

Shanghai Gujin Underwear was founded in the 1940s. It is the only brand in underwear that has won the "China Time-honored Brand". It has represented China in international clothing exhibitions for many times. Brocade embroidery, freehand ink splash, phoenix bearing cloud clothes… These elements with Chinese national characteristics frequently appear in ancient and modern bras and underwear products. Over the years, the brand has been committed to creating underwear that is more suitable for oriental women, and has a unique aesthetic style in product design.

Among foreign brands, German and Japanese brands account for 7%, including brands familiar to the public, such as tutuanna and WACOAL. Spanish and American brands include Calvin Klein underwear, a well-known sports underwear brand, and OYSHO, an underwear brand owned by ZARA. In 2002, Calvin Klein Underwear opened its first store in China. The trend of American minimalist fashion it emphasized quickly swept the market, and it firmly occupied a corner of the market in the relatively rare field of men's underwear.

Write at the end

As a just-needed category in clothing, the prospect of homewear/underwear industry continues to be optimistic. Data shows that the global underwear market will be nearly 72.1 billion US dollars in 2020, and the compound annual growth rate is expected to reach 7.79% from 2021 to 2026 (Data source: "2021" -2027 Global and Chinese Underwear Market Status and Future Development Trends"). This is the best of times for emerging brands. The rapid rise of young consumers, the emergence of new demands, and the explosion of social media have all provided excellent opportunities for new brands and new species. Emerging forces emerged, covering almost the entire consumer goods category, from snacks and home furnishings to clothing and underwear. As a category full of distinctive crowd characteristics, underwear has also undergone a new revolution due to the awakening of modern women's consciousness.

While new and cutting-edge products are emerging in an endless stream, old brands are also constantly innovating and upgrading. In addition to the quality of the products themselves, as a business format with women as the leading customer group, the changes in this format have also been given more social significance. Perhaps the future will grasp the times Fashion, the correct planning of brand strategy will directly determine the long-term development value of the brand.

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