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Recession boosts lingerie sales

Lingerie sales are defying the downturn as couples spend more time at home, according to figures from TNS Worldpanel Fashion.

Sales of underwired bras increased by 10% in the 24 weeks to June 21, and the value of the push up bra market has now reached the £80m mark.

Sales of briefs have also risen.

Elaine Giles, client manager for TNS Worldpanel Fashion, said: “Although cheaper multi-pack briefs are still selling well, we’re seeing more women buying single pack briefs now – with 64% of women buying bras this year also buying a single pair of briefs.”   

Men’s underwear sales are up too but the largest growth has been seen in comfort ranges and loungewear. The market for men’s pyjamas to wear around the house has increased by over 30% and jogging bottoms to wear around the house have grown 15% to reach a value of £1.1m.

As consumers look to tighten their purse strings,

Some 52% of consumers have cut back on dinner dates to save money but according to TNS Worldpanel Fashion people are increasingly spending their money on clothing to wear in the privacy of their own home.

Giles added: “Like women, men are spending more time in the home during the recession and are adjusting their purchasing habits to reflect this.”

Readers' comments (5)

  • Can this really be true? Surely lingerie is a non-essential purchase - everyone has loads in their drawers at home and so don't replace it unless they absolutely have to. I wouldn't put lingerie high on my shopping list in the current climate. Would far rather spend what cash I do have on an outfit people can see.

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  • The point is- that couples are staying in together and that leads to more intimacy, which is great.
    Its good news that women and men care enough about each other- to make the effort to buy new underwear, I'm sure it's appreciated by the other half of the relationship.
    A beautiful set of Lingerie may cost the same as a meal for 2, but it lasts much longer, and is certainly more satisfying.
    There are some really great lingerie Brands out there , but the Cheap rubbish on the high street undermines the industry,

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  • SDR

    We shoot a lot of lingerie campaigns for some large clients, and have also just finished a catalogue for a German brand that manufactures locally.

    I wish their budgets reflected the headlines here! :-)

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  • It is so typical that women are buying more attractive, luxury lingerie for these nights in at home, whereas men are buying more pyjamas and tracksuit bottoms!

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  • And this is the reason we are having a baby boom! Leading to a very expensive night in the future years!

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