lingerie trend 2020

Page 1

lingerie concept proposal

HANNAH PATIENCE

FASH 419

PROJECT ONE


directory

LING E RIE M AR KET DATA CO NS UM E R P R O FI L E CO NCE P T O N E CO NCE P T TWO CO NCE P T TH R EE W RA P UP


lingerie market introduction

the global lingerie industry is currently worth $29 billion, growing at a rate of 3.3% per year. the lingerie market in the united states is a $13 billion industry and is expected to grow to $18 billion by 2022.


victoria’s secret is the current industry leader but their market share is dropping quickly; women want to shop at companies with fair prices for quality goods, that show “real” women, and have a comfortable, yet desirable selection.

there is also a widely spread social movement behind women’s lingerie; women are now in charge of what makes them feel confident and feeling their best especially as more women-run companies emerge. a diversity movement is emerging in the industry as well; more sizes and shapes are becoming available, which emphasizes comfort.


what awkward phase?


customer profile

this teen girl is so beauty and apprearance oriented that she seems to have skipped by purberty. the 14 to 18 year olds find inspiring content on youtube, instagram, and snapchat. they listen to the top 100 on spotify and find role models in beyonce, zendaya, and taylor swift. much like the celebrities they look up to, they are very socially conscious and travel hungry. urban outfitters and rent the runway are good examples of places they shop; once they like a brand they are very loyal.


what can we expect by 2022?


concept one: redefining nude


fawn

buff

oat

sand

mild

p e c an

cafe

rich


9-piece basics collection in 40 shades, shown in pecan

f re n c h l a c e

mesh

silk satin

cotton backed silk


concept two: be glossier


zip

crush jam

like slip

cake


10-piece key collection in glossier shades

f re n c h l a c e

mesh

satin-laced silk

cotton silk woven


concept three: travelling for lightyears


flush

space

force

air

winkle


10-piece travel collection

cotton voile

cotton mesh


thank you!


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