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Lingerie shopping soars during confinement (and this is the most sought after garment)

Lingerie shopping soars during confinement (and this is the most sought after garment)

While certain products have seen their sales come to a halt, others experience growth in Internet search and purchase.

They say that the pandemic will change many things in our day to day when it passes. Beyond predictions for the future, the truth is that he is already changing certain habits, most of them, imposed by the weeks of confinement and, in many cases, teleworking. Fashion has certainly been one of the many industries that have been affected. With millions of people locked up at home, getting new clothes seems to have gone into the background. Although, if we look a little more closely at the data, we realize that, while many garments have stopped being consumed, others have multiplied their searches and purchases online. This is the case of pajamas, sportswear and, here comes the curious fact, lingerie.

This is confirmed by the report that each quarter launches The Lyst Index, the world's largest fashion search platform. Off-White remains number one when it comes to search, but it also reveals that the products consumers are now searching for have changed. Designer masks, for example, have increased their searches by 496%. The other product that has seen its popularity rise like foam has been lingerie, with the lace bodysuit at the fore. A fact that, beyond being an anecdote, accompanies other brands of underwear.

Mrs. Concepció Gili, founder of the Spanish firm Modaintimashop.com, a multi-brand online store since 1999, for example, points out that she observed how the traffic of her website increased by up to 800% on March 23. The majority of users used terms such as "without wire" or "comfort" in their searches. But, not all that is sought in time of Coronavirus is comfort. The Janira lingerie brand is the one that has suffered the most significant increase in sales on this platform, followed by Chantelle, Felina and Impetus.

As Concepció Gili, manager of Modaintimashop.com sees it, there are “three emerging schools of‘ being at home ’shoppers”: athletes, those looking for comfort or those who want to look / feel sexy. “At the end of March shoppers were looking for sportswear for their workouts at home and comfortable sweatshirts to enjoy Netflix on the couch. But at the beginning of April, we have seen an upturn in searches for lingerie, specifically for signature pieces such as babydresses or bodysuits with a more sexy or sensual cut, ”says the expert in fine lingerie retail from Modaintimashop.com.

What has not changed is the diversity of purchases in this sector. While some seek to provide their underwear drawers with designs in which freedom of movement and comfort prevail, other women continue to prefer to buy the underwired bras, push-up effect or the lingerie they have always worn, regardless of whether or not they leave home. In that sense, the pandemic has failed to change the habits of millions of women.

Modaintimashop.com Press Department

 

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