THE LATEST report from Research and Markets predicts that global online sales of lingerie will grow at a CAGR of 18.8 per cent in the five years to 2019. Titled Global Online Lingerie Market 2015-2019, the report identifies as one of the key emerging trends the launch of online stores by many famous brands such as Victoria’s Secret and Calvin Klein. It adds that such online stores are more alluring and fascinating than the brands’ physical stores. Other elements that contribute to the predicted growth include increased smartphone penetration and availability of measurement apps.
Nearly 30 years have past since, when we published a bodywear trade magazine, we identified women’s reluctance to undress totally in a public place, even behind curtains or a door, as a major brake on purchases of swimwear and other items of innerwear. This has not changed and continues to favour online purchases and growth of the online channel.