Comfort more important for women in choosing bra: NPD

August 11, 2019 - United States Of America

Comfort and support are the major attributes taken into account by women in the US while buying a bra, according to The Bra Evolution, a new report from The NPD Group which says that the number of female consumers buying a sports bra has grown over the past two years. The perception that a bra ‘is sexy’ ranks eighth on the list of purchase influencers.

“The enduring athleisure movement clearly expresses that comfort is king for today’s apparel consumer,” said Marshal Cohen, chief industry advisor, The NPD Group. “The growing sports bra segment, combined with the comfort positioning of many digital native and national bra brands reinforces this powerful trend.”

According to NPD’s bra market research, US consumers spent nearly $7.2 billion on women’s bras in the 12 months ending May 2019, with more than a quarter of that going toward the purchase of sports bras. The number of female consumers who shopped for or purchased a sports bra has grown over the past two years – from 38 per cent in 2015 to 45 per cent in 2018.

Exercising is still the number one wearing occasion for sports bras, however, wearing sports bras is also common for everyday activities. The Bra Evolution reveals that beyond casual at-home wear or running errands, nearly a quarter of women indicated wearing a sports bra for a typical workday.

"Sports bras have yet to really peak when it comes to replacing traditional casual bras,” added Cohen. “But the opportunity for growth exists for every bra brand – as long as they keep their eye on the benefits that matter most to the consumer.” (SV)