Going Commando! 3 Trends That Could Transform the Underwear Industry

According to a recent poll, people “go commando” more often than you might think. Does this mean big lingerie names have something to worry about?

Mar 18, 2014 at 9:42AM

From the all-about-comfort underpants of the 1920s to today's Knicker Stickers – that heart-shaped pasty you stick directly to your jeans instead of wearing a real panty– women's undergarments have endured many transformations.

These transformations were mainly triggered by changes in social norms, technology breakthroughs, or even the profound effect of Hollywood starlets on the lingerie industry, especially during the 1940s and 1950s. Stars like Lana Turner, Jayne Mansfield, and Jane Russell left their mark on the undergarments business by popularizing bullet-shaped bras.

Nowadays, what are the trends that could eventually make waves for big lingerie names like L Brands (NYSE:LB) and Hanesbrands (NYSE:HBI) or even fuel another transformation within the industry?

                          Evolution

Source: http://www.buzzhunt.co.uk/ 

Going commando

There are plenty of reasons some women choose to go without panties.

First, there's this bright-and-breezy, liberating feeling about going commando that's hard to resist. Then, there's the whole "how to deal with panty lines" nightmare and the relevant wardrobe malfunctions.

More importantly, taking it a step further and ditching your bra as well could be good for your health. After examining for 15 years the effect of bras on breasts, Jean-Denis Rouillon– a sports medicine specialist at the Centre Hospitalier Universitaire in France – found out last year that bras are detrimental to women's health. "Medically, physiologically, anatomically – breasts gain no benefit from being denied gravity," he said during a radio interview with France Info.

Yet, despite the undeniable perks that come with skipping your undies, this scandalous habit was always considered the hallmark of provocative wannabe celebs. It hasn't yet evolved into an actual trend, one that grabs the attention of lingerie industry players. But things could be changing.

In a recent, fashion-based poll conducted by Vanity Fair and 60 Minutes, 25% of the Americans surveyed confirmed that they leave the house without undies, at least, occasionally. Apparently, more people go commando than we might think.

 

Moreover, lately, some of the most fashion-conscious ladies in Hollywood, including Gwyneth Paltrow and Amy Adams, are elegantly embracing the "wear nothing underneath" thing, selling it as a sophisticated fashion choice. Most recently, Jennifer Lawrence turned heads when she showed up at the Vanity Fair Oscar after-party going panty-less in a sparkly, sheer Tom Ford dress.

Glamour aside, there always was an environmental meaning behind going commando. It's one of the easiest, cheapest, and fastest ways to lighten your wardrobe's environmental footprint.

Influenced by the unfolding "eco-fashion" movement, which gained traction over the past couple of years with the endorsement of well-regarded designers like Stella McCartney and eco-minded celebrities like Gisele Bündchen, "going commando" could eventually become as cool as "going green." Lingerie players could feel the pinch.

Wearable technology

Wearable technologies are largely irrelevant to women. So far, developments in this space have been focused more on the tech and less on the wearable part.

This could present lingerie players with an immense opportunity to make undergarments so compelling, both in design and functionality, that taking them off would be out of the question. Already, magic bras that unhook only if the women wearing them are truly in love or, as unveiled earlier this month at SXSW, undergarments that let couples stimulate each other from afar are making waves by giving underwear a whole new meaning.

Although this kind of undergarments might seem tacky, slowly but surely, intimates are starting to serve a totally different purpose than the one they were supposed to serve in the first place. 

Underwear as outerwear
Women's intimates – including bras, panties, Spanx, and camisoles – are among the few apparel categories that had a healthy growth rate of 3% last year, compared with a 1% growth rate for the apparel industry overall, chief analyst at NPD Group Marshal Cohen told USA Today.


However, much of the growth came from the fashion craze of wearing underwear as outerwear. Fashion's latest obsession with all things 1990s, from mom jeans to the ubiquitous platform trainers, laid the groundwork for the dynamic comeback of the underwear-as-outwear trend.

While this trend came upon the scene in the 1980s thanks to Jean Paul Gautlier and Madonna, it continued during the 1990s with more conservative designers like Calvin Klein entering the "trot your lingerie out" game.

Today, wearing things like camisoles and bras as street wear is having a huge moment with the support of fashion icons, it-girls, and fashion bloggers.

Where does this leave lingerie brands? Breaking the boundaries between ready-to-wear and intimates equals to bringing the focus back to the woman's body. In other words, lingerie players need to set their sights on promoting pieces that are worth showing off, both in terms of design and comfort.

The Bustier The Lace Collection Victorias Secret

Victoria's Secret semi-sheer bustier from the Lace Collection

L Brands' beloved Victoria's Secret label is ahead of the game since it has already made a name for itself in lace undergarments that accentuate women's femininity.

On the other hand, Hanesbrands could be left sort of up the creek.

Even though it is making headway on the comfort front with the launch of innovative offerings (such as the Smart-Size bra that replaces traditional cup-and-band sizes for custom fit), it still has to step its game up on the design front. 

Final thought

Going commando might be liberating and more popular than we might think, yet, undergarments will always fall into the "wardrobe staples" category.

Key industry players should not let this "wear nothing underneath" whim  turn into a fashion must-do. They shouldn't ignore other transformative trends that rewrite the lingerie style rules, either.

The underwear industry has growth spurts every time new trends come along. Boy shorts, for instance, and shapewear helped fuel double-digit growth rates for many key players a couple of years ago. It's time to start adjusting themselves to the unfolding revolutions in this space.

The next step for you
Want to profit on business analysis like this? The key for your future is to turn business insights into portfolio gold through smart and steady investing … starting right now. Those who wait on the sidelines are missing out on huge gains and putting their financial futures in jeopardy. The Motley Fool is offering a new special report, an essential guide to investing, which includes access to top stocks to buy now. Click here to get your copy today -- it's absolutely free.

Fani Kelesidou has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

1 Key Step to Get Rich

Our mission at The Motley Fool is to help the world invest better. Whether that’s helping people overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we can help.

Feb 1, 2016 at 4:54PM

To be perfectly clear, this is not a get-rich action that my Foolish colleagues and I came up with. But we wouldn't argue with the approach.

A 2015 Business Insider article titled, "11 websites to bookmark if you want to get rich" rated The Motley Fool as the #1 place online to get smarter about investing.

"The Motley Fool aims to build a strong investment community, which it does by providing a variety of resources: the website, books, a newspaper column, a radio [show], and [newsletters]," wrote (the clearly insightful and talented) money reporter Kathleen Elkins. "This site has something for every type of investor, from basic lessons for beginners to investing commentary on mutual funds, stock sectors, and value for the more advanced."

Our mission at The Motley Fool is to help the world invest better, so it's nice to receive that kind of recognition. It lets us know we're doing our job.

Whether that's helping the entirely uninitiated overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we want to provide our readers with a boost to the next step on their journey to financial independence.

Articles and beyond

As Business Insider wrote, there are a number of resources available from the Fool for investors of all levels and styles.

In addition to the dozens of free articles we publish every day on our website, I want to highlight two must-see spots in your tour of fool.com.

For the beginning investor

Investing can seem like a Big Deal to those who have yet to buy their first stock. Many investment professionals try to infuse the conversation with jargon in order to deter individual investors from tackling it on their own (and to justify their often sky-high fees).

But the individual investor can beat the market. The real secret to investing is that it doesn't take tons of money, endless hours, or super-secret formulas that only experts possess.

That's why we created a best-selling guide that walks investors-to-be through everything they need to know to get started. And because we're so dedicated to our mission, we've made that available for free.

If you're just starting out (or want to help out someone who is), go to www.fool.com/beginners, drop in your email address, and you'll be able to instantly access the quick-read guide ... for free.

For the listener

Whether it's on the stationary exercise bike or during my daily commute, I spend a lot of time going nowhere. But I've found a way to make that time benefit me.

The Motley Fool offers five podcasts that I refer to as "binge-worthy financial information."

Motley Fool Money features a team of our analysts discussing the week's top business and investing stories, interviews, and an inside look at the stocks on our radar. It's also featured on several dozen radio stations across the country.

The hosts of Motley Fool Answers challenge the conventional wisdom on life's biggest financial issues to reveal what you really need to know to make smart money moves.

David Gardner, co-founder of The Motley Fool, is among the most respected and trusted sources on investing. And he's the host of Rule Breaker Investing, in which he shares his insights into today's most innovative and disruptive companies ... and how to profit from them.

Market Foolery is our daily look at stocks in the news, as well as the top business and investing stories.

And Industry Focus offers a deeper dive into a specific industry and the stories making headlines. Healthcare, technology, energy, consumer goods, and other industries take turns in the spotlight.

They're all informative, entertaining, and eminently listenable ... and I don't say that simply because the hosts all sit within a Nerf-gun shot of my desk. Rule Breaker Investing and Answers contain timeless advice, so you might want to go back to the beginning with those. The other three take their cues from the market, so you'll want to listen to the most recent first. All are available at www.fool.com/podcasts.

But wait, there's more

The book and the podcasts – both free ... both awesome – also come with an ongoing benefit. If you download the book, or if you enter your email address in the magical box at the podcasts page, you'll get ongoing market coverage sent straight to your inbox.

Investor Insights is valuable and enjoyable coverage of everything from macroeconomic events to investing strategies to our analyst's travels around the world to find the next big thing. Also free.

Get the book. Listen to a podcast. Sign up for Investor Insights. I'm not saying that any of those things will make you rich ... but Business Insider seems to think so.


Compare Brokers