How is the Lingerie market doing ?

1.   Lingerie market is suffering

If we thought the underwear market were safe from the crisis, it is not true.

We notify a 4.5% decrease in 2009 with 2.5 billion Euros turnover. Women tend to save their money on this field. French women budget for lingerie is 93 € (8% decrease from 2008)

It is the first year that the fall of our average basket is not compensated by a rise of volume of our purchases.

2.   Young ladies are changing their consumption

The 15-24 years old girls which were the first consumers, are now spending 101 € in 2009 (against 135 € in 2008). Young consumers prefer to buy cheaper lingerie in sales than high quality.

3.   Mature women are spoiling themselves, and they are right!

You are devoting 109 € to your lingerie budget in 2009. You like to offer yourselves high quality and “savoir-faire” from time to time. And you also like to talk about it with your friends…

4.   Let’s talk about men!

The Legend talks about men buying lingerie for their girlfriend. It is actually not exactly true! Only 15% of men are doing it and they are between 25 and 49 years old. (TNS Worlpanel). Most of them don’t dare entering in a shop.

Actually, if 5.6% of the purchases are made online, 32% of them are done by men. On the contrary, close to 1 male linen room out of 3 were purchased by women in 2008

 

PL