Revealed Magazine Summer 2024 final - Flipbook - Page 21
BY KRISTEN CLASSI-ZUMMO, APPAREL INDUSTRY ADVISOR, CIRCANA
Intimates Category Performance
Most intimates categories remain challenged through Q1. Shapewear
dollars grew because of higher average prices.
80% of consumers said they plan to travel
higher-priced brand or trend. This is
consumer still values quality. They do not
in the next six months.
happening at all ends of the spectrum,
want to trade down if it means sacri昀椀cing
from brands duping the runway to fast
quality. Lean into this by communicating
Out of those who are traveling, 28% said
fashion duping brands. While the concept
is nothing new (the term "knock-o昀昀" and
hand-feel, technolog y and premium
they planned to buy bras and underwear
for their upcoming trips. Lean into this
"designer imposter" comes to mind), it's
occasion by making connections between
very di昀昀erent than before. There is not a
products and packing, comfort, etc., for
perception of cheap, but a perception of
your consumers through marketing,
quality and trend.
social media, and in-store displays.
Trading Down and the
Perception of Quality
According to a Circana survey, 51% of
consumers report having purchased
dupes, with the leading reason being to
fabrications.
In these challenging economic times,
brands and retailers need to be strategic
and adaptable to capture consumer
attention and spending. By focusing on
micro-occasions, o昀昀ering versatile and
innovative products and emphasizing
save money. However, a close second
quality and value, the intimates industry
was that the perceived quality of the
can weather the storm and emerge
At one point or another, you may have
item was just as good as the original.
stronger. While the path forward may be
been scrolling on social media sites
While copyrights or intellectual property
unpredictable, understanding consumer
and been met with a "dupe." A dupe is
is another topic of conversation, the key
behavior and catering to their evolving
a lower-priced item that replicates a
takeaway from this behavior is that the
needs will be crucial for success.
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