Home / Knowledge / News / Apparel/Garments / Millennials, Boomers push growth in bra market: NPD

Millennials, Boomers push growth in bra market: NPD

05
Mar '19
Pic: NPD
Pic: NPD
Millennials’ desire for comfort, Boomers’ spending power, and their common interest in pure-play e-commerce retailers are causing key areas of growth in the $7.2 billion bra category, according to the NPD Group. Making the largest share of the US women’s intimate apparel market, Millennials captured more than a third of dollar sales in both 2017 and 2018.

Sales among Baby Boomers accounted for 17 per cent of the intimate market, but showed the most growth of all generations, up 6 per cent compared to 2017.

“Millennials and Boomers are two groups of consumers critical to any industry’s success, and the role they are each playing in the bra category demonstrates the importance of multi-target marketing,” said Marshal Cohen, chief industry advisor, the NPD Group.

Approximately 40 per cent of Millennials indicated that the majority of their closet consists of what they call “comfort wear”, as seen in NPD’s Trend Tracker report, The Millennial Mirror-Comfort Wear, which was published in partnership with Stylitics. Given this focus, a third of Millennial bra dollars in 2018 were spent on sports bras. Overall, sales of sports bras continue to grow, contributing $139 million to the apparel industry over the past three years.

Sales of items priced between $65 and $74.99 contributed the most dollar gains to the category in 2018, to the tune of $131 million, despite being a relatively small share of the bra market. The next largest dollar gain came from the $75 and up price point. Sales of items in this upper price range are supported by the discretionary spending of Boomers.

Despite their differences, Millennial and Boomer bra consumers are both drawn to pure-play e-commerce retailers. These retailers are among the more popular bra shopping destinations for both generations. Just as online has grown to capture a quarter of bra sales, pure-plays are a growing part of the online intimate apparel space – up four per cent in 2018 to more than eight per cent of the total market dollar sales.

“Reaching bra consumers, of any age, with targeted messaging and style offerings that have an eye on comfort at all prices is what will differentiate the top players,” said Cohen. “Innovative marketing approaches in the designer bra space, and the value and convenience provided by pure-play e-commerce are sources of new growth opportunities in this mature market.” (SV)

Fibre2Fashion News Desk – India


Must ReadView All

Pic: Shutterstock

Textiles | On 27th Oct 2021

US reaches multi-country agreement on Digital Services Taxes

The US has reached an agreement with Austria, France, Italy, Spain...

A portion of globe showing location of Myanmar in Asia. Pic: commons.wikimedia.org/ Valegos Mangenuit

Textiles | On 27th Oct 2021

Myanmar heading towards economic crisis

The southeast Asian nation of Myanmar, which saw military junta...

Pic: Shutterstock/I Love Coffee dot Today

Apparel/Garments | On 27th Oct 2021

Cambodia’s garment exports up by 11.4% in Jan-Sept 2021

Cambodia exported $8.2417 billion worth garments between January and...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Delay in adopting water sustainability both financially & environmentally...

Florian Heubrandner, Lenzing AG

Florian Heubrandner
Lenzing AG

Sustainable and eco-friendly fibres remain in the minority

Textile Industry, Head honchos

Textile Industry
Head honchos

Ensured payment of fee was least concern for students

Barry Goodwin,

Barry Goodwin

UK based Amba Projex Ltd designs, manufactures, and installs industrial...

Ritu Oberoi,

Ritu Oberoi

Mumbai-based Forsarees is a socially driven business enterprise, working...

Harleen Kaur,

Harleen Kaur

Established in 2017 and headquartered New York, the label Harleen Kaur...

Shujaul Rehman, Garware Technical Fibres

Shujaul Rehman
Garware Technical Fibres

Garware Technical Fibres Ltd (formerly Garware-Wall Ropes Ltd) is a...

Seth Casden, Hologenix

Seth Casden
Hologenix

Hologenix is a material sciences company dedicated to developing products...

Sven Ghyselinck, Devan Chemical

Sven Ghyselinck
Devan Chemical

Headquartered in Belgium and with offices in the United Kingdom, Portugal...

Reynu Taandon, Label Reynu Taandon + Nikhita

Reynu Taandon
Label Reynu Taandon + Nikhita

Renowned womenswear designer <b>Reynu Taandon </b>has been serving the...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj
Samshek

Samshek is a fashion forward tech brand which combines digital experience...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by <b>Aprajita Toor</b> were born out of a deep desire to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


October 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search