Shapewear, the only oasis of growth
Alas, the time when women spoiled themselves with a few grams of lingerie seems over. "It has become an arbitration market, the pleasure purchase is sacrificed", confirms Véronique Carn, marketing director France of the DBA group (Dim, Playtex, Wonderbra). “The economic context is slowing down sales,” also believes Marion Pradier, marketing and communication manager for Hechter Studio and Daniel Hechter lingerie.
Briefs save honor
In fact, in 2012, according to GfK, the turnover of women's underwear in hypermarkets fell by 4% (to 431.87 million euros). It is the ornaments that suffer the most, at - 9%, which is quite embarrassing, because they weigh 59% of sales in value. Fortunately, briefs alone (26% of turnover) are up 9%, with stable volumes. This pleads for the thesis of a shift in the market towards utilitarian and functional purchases.
The good health of sales of briefs only can also be explained by the dynamism of shapewear (accounted for in briefs only). Sculpting, even refining, these products displayed, in total from July 2012 to January 2013, an insolent growth of 50% (for 21 M€ of turnover). Made in new shaping and comfortable materials, they compete with traditional support products, considered obsolete and not very pleasant to wear. In 2012, the maintenance segment (including bras), which accounts for 14% of sales in value, is also down 7%. At Hechter Studio, although a specialist in coordinates, one of the best references is very high briefs that offer hold, softness and femininity. “This product will be integrated into our collections and become a permanent feature. We are going to add a range of matching bras,” says Marion Pradier.
success support
The Diam's Minceur range, launched in 2012, has taken the lead in shapewear sales in the food chain. These boxers and bermudas shape the line and act on cellulite thanks to active textile technology. Dim intends to repeat this success with its major innovation, the Diam's Action Firmness bra, which promises to firm up the breasts. In the shape of a scarf, in black or ivory, it arrives in stores in mid-May and will, of course, be strongly promoted.
