Americans own an average of 17 pairs of underwear, with women slightly exceeding men (19 pairs vs. 16 pairs), according to Cotton Incorporated. More than seven in 10 (71%) plan for underwear purchases, compared to 67% who plan overall apparel purchases. Americans add to or replace their assortment of underwear every seven months.
Most shoppers (59%) buy underwear at a mass retailer such as Walmart, spending an average of $4.08 per pair. Nearly one in five (18%) buy underwear at a chain store for an average of $6.99 per pair. Some 13% buy at a specialty store for an average of $10.48 per pair, and 9% buy at a department store for $10.99 per pair.
Comfort (96%) and fit (96%) are the most common factors figuring into consumers’ underwear purchase decisions, followed by quality (90%), softness (89%), and durability (88%). Consumers also say price (85%) and style (79%) are important. Color (61%) and brand (52%) are less likely to affect their purchase decisions. Some 55% of shoppers would like underwear to offer performance features such as moisture wicking or temperature control, though only 5% of underwear at retail offer such features.
Older Americans are more likely to cite brand as a factor in their underwear purchase decision, and less likely to say it is a factor in their overall apparel decisions. The opposite is true of younger Americans. [Clothing/Accessories, Consumer Spending & Attitudes]
Source: “Underwear: Building On The Basics,” Cotton Incorporated, Richmond Hendee, VP Marketing, 488 Madison Ave., New York, NY 10022; 212-413-8340; rhendee@cottoninc.com; www.cottoninc.com. Price: Call for information.
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