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!