Articles

Sexy Underwear Goes Mass.

DSN Retailing Today,  March 14, 2005  

After a few flat years, intimates have gotten a nice sales boost thanks to some variety. Whether this comes in the form of color, fabrication or--most of all--silhouette, some fashion and a little sex appeal are driving sales, even at mass.

As a whole, intimate apparel sales rose 7.5% from 2003 to 2004, from $8.5 billion to $9.1 billion, according to The NPD Group. This was the healthiest overall category increase in years, and it was not simply due to improvements in bra and panty revenues.

"Women are looking for sexy intimates for everyday and special occasions; that's where we're seeing a lot of growth," said Hilton Graham. "She wants lots of options to suit every occasion or mood.”

Though mass retailers have always assorted sexed-up lingerie around the holiday season and Valentine's Day, most of the "fashion" items in the department in the past were impulse novelty items. Now, the styles are fashion, not fad-driven.

"We are really pushing the envelope in intimate apparel at mass," said

Sharon Dickinson.