The market for women's wear lingerie is being manipulated by the advent of modern technologies and fabrics that make new designs, and innovative intimate wears. These products have a higher profit margin than any other regular apparel.
In the perspective of
lingerie's, men are only left to wonder, 'boxers or briefs' whereas; a woman's
physique being sculpted and adorned in a unique way of its own, offer a wide
assortment of choices. The market for women's wear lingerie is being
manipulated by the advent of modern technologies and fabrics that make new
designs, and innovative intimate wears. These products have a higher profit
margin than any other regular apparel. New trends in lingerie and fabric emerge
exclusively from Europe and predominantly from France
and Italy.
France
is at the forefront of fashion lingerie's. Designers in France give
more focus on rich looking fabrics, vibrant hues, laces, and embroideries. Just
as their fashion, French lingerie's also exhibit richness and elaborate
embellishments that are preferred worldwide.
French Lingerie Industry Overview
France contributes to the origin of the
word 'lingerie' which in French means 'washables'. French lingerie's come in
sophisticated different lines; basic, sexy, and flirty, fitting every season.
The designs are akin to both classical and modern look, and make a woman fit in
line with the trend, while rendering her to 'stand out'. They are available in
a wide range of materials, tailored efficiently in different cuts and types,
styles and colors. Their lingerie making techniques are based on centuries of
expertise.
Current
lingerie industry in France
is valued to be $3.1 billion USD, and is further expected to increase by 0.8%
consecutively for the next five years. French consumers spend about 13 billion
euros a year on the purchase of lingerie's. A lingerie industry survey states
that French women spend 20 percent of their fashion budget on lingerie's. Sale of lingerie's account to 18% of
total sales of women's wear apparels in France. On an average, a French
woman buys five lingerie's in a year and one night gown every 19 months. Women
in the age group of 15-34 purchase more lingerie items than women of other ages
spending $92.4 annually on the purchase of intimate wears. Women in the age
group 50-64 have a bigger budget and spend more than $100 a year for the
purchase of lingerie. Much contribution to the lingerie industry comes from the
women of this age group. Comfort is the prime consideration behind their
purchase. French women are sensitive towards tones, textures, and prefer
practical fabrics that are easy to care and non allergic. They like soft
fabrics with micro fibers. Corsets, especially brassieres comprise the largest
segment in the lingerie market.
Exquisite Brands from the Fashion
Capital
Over the
past decade market trends have changed offering creative products. Brands like
Dolce, Gucci, Dior, and Gabana have expanded their market through these types
of products. Several stores and boutiques in France specialize in unique items
of French intimate apparels. Agent Provocateur is a classic and couture
lingerie brand. US
companies have good opportunities in this sector, and have superior brands that
appeal to the preferences of the French consumers. Warnaco's Lejaby, Calvin
Klein, & Warner's, Sara Lees's Playtex, Dim, & Wonderbra, and VF
Diffusion's Bestform, Lou, Variance, Bolero, & Vassarette, enjoy a good
market in France.
US are predicted to have a promising market in France as French consumers are
becoming more receptive to American fashions.
However,
domestic brands do have a strong hold in the French market. The top five
intimate apparel brands in France
are Lejaby, Simone Perele, Chantelle, Aubade, and Barbara. Domestic brands like
Lise Charmel, Ravage, Rien, have a reputed market. Brands of Swear and Audrey
have a sales figure three times more than imported lingerie's. Brands like Pour
Moi and Chantelle have achieved good revenues. Sold in more than 50 countries,
Chantelle is the top French brand in the world.
What is Hot in the French Lingerie
Market
France offers a fashion fiesta of
lingerie's for the fashion savvy women of today. Brassieres with cut seams,
molded shape and nave embroideries, transparent body suits, classic demi-cups
with underwire, intimate wears in ultra simple shapes with decorated graphics,
camisoles with transparency and layering are a few items that sell in the
market like hot cakes. Lingerie's made from fabrics of fine opaque knits, voile
knits, organza, blended woven stretch products, and fine tulle fill the stores
in France.
Cotton, linen, microfibres, laces, and tiny mesh fabrics also have their share
in the making of these garments. Appealing intimate apparels in shades of
indigo, cobalt lavender, tone-on-tone colors with hues of pink, red, and
orange, opaque & translucent white and pastel tones of parma and blue are
the shades most sought after by 'French mademoiselles'. There is a resurgence
of fashion of the early 40's and 50's among the French designers. Sensual
fabrics with subtle lines in complementing hues have made their appearance.
Aubade lingerie's exhibit the grace of the geisha in soft, feminine intimate
apparels. Flower motifs supplemented by leavers lace demonstrate an intimate
feel.
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