The journey of lingerie from ‘cotte’ to trendy intimatewear
The existence of lingerie is as old as the existence of women who wear it. In the middle ages things were easygoing as women wore various corset-like alternatives like the cotte, the bliaunt and the surcot, which move on easily over their dresses and hold the breasts firmly. Wearing underwear/corsets has been practiced since the ancient civilization of Egypt and Greece, where women wore corsets to support their breasts. Bras have been worn in all ages to support women’s breasts and give them a fashionable look.
18th Century: It is believed that the history of underwear started in the 18th century. The padded silhouette with a flat stomach, slim waist and cone-shaped bust was a style. The corset, a vital part of any woman’s clothing at that time, gave the body a typical shape, squeezing the internal organs and making them feel comfortable. Extreme usage of satin, silk and damask decorated with embroidery, ribbons and laces gave the effect of artistry.
19th Century: Women wore corsets, crinolines and bustles. The S-shaped silhouette trend started at that time. Women wore underwear like knickers, corset, camisole and waist slip.
20th Century: Lingerie turned out to be simpler and more practical. Corsets were replaced by a more flexible girdle modern bra. Pastel colours for lingerie came into existence. In 1910 boyish silhouette became a trend. The first brassiere to have a patent, which was accepted largely, was a bra invented by a young New York socialite named Mary Phelps Jacob in 1910. In the 1930s femininity became a fashion trend. A woman was covered by the one-piece garments known as corsets including a curved and bust-emphasizing brassiere and girdle with garters. But one-piece corsets were accepted largely and panties were reduced in size and finally gained the shape of bikini briefs.
21st century-the era of intimacy-intimatewear: In this era the fashion is pushing women to exhibit the underwear as outerwear which is worn for the sensitive pleasure of a partner. Lingerie is considered as the second skin by many women. In the present era, women have more choices than ever in terms of style, design, fabrics etc. Since many centuries fashion in connection to lingerie styles was toggling between the feminine and masculine, painful and practical. In the recent time, lingerie is the most attractive, luxurious and feminine clothing that is worn intimately and respected for its practicality and comfort.
Worldwide Market Growth Forecast of Lingerie
Today, the main concern about marketing the lingerie products is the fight for share between global brands and retailers’ local labels worldwide. It is also about consumers’ choice and acceptance of brand. With its matchless combination of fashion and function, lingerie is a product category that crosses the fine line between necessity and luxury. Besides these features, it has increased into about a US$30 billion-a-year industry and placed itself for further growth over the next five years.
To know the global lingerie market, it is essential to check out not only the competition between brands, but also the separate bra-wars taking place between brands and local retail labels. The leading player among lingerie brands worldwide is United States-based manufacturer Sara Lee, which has a major market share in its home country as well as the European market. After Sara Lee there exist companies like Warnaco, Fruit of the Loom, VF and Maidenform, in Europe Triumph also possess a major market share. The more comfy La Perla, meanwhile, is atop the high end of the world lingerie market.
In the retail sector, US chain Victoria’s Secret, the UK’s Knickerbox and northern European retailer Hunkemoller provide to the specialist market, but the huge quantity of lingerie is traded by clothing retailers like Marks & Spencer and hypermarkets like Wal-Mart and Carrefour. Though, the tendency is Skrill dollar buy sell in bangladesh to be robust on briefs than bras, and repeatedly sell these items in multiple packs. While the leading retailers and brands keep up to propel the market, the nature of uniqueness demands that there is also a push of smaller, more up market labels that offer to a few niche.
Of the total world lingerie market, amounted to US$29.5 billion annually in 2003, bras calculated to 56 per cent of total sales, while briefs and the body wear/daywear/shape wear category add 32 per cent and 12 per cent in that order. Of about 6.4 billion bras and briefs were procured worldwide in 2003. The report shows that the average woman buys two bras and five pairs of briefs per year. Lingerie sales in the developed world are observed to be basic fashion-driven, with the average woman having six bras and eight pairs of briefs in her wardrobe – more than she usually requires.