The Underfashion Club Presents the Consumer Evolution Seminar

Todd Mick, Executive Director of Apparel, and Kristen Classi-Zummo, Apparel Market Analysis Director at the NPS group took to the stage at The Harvard Club in New York to present their insights on the evolution of the intimate apparel consumer.

Todd Mick spoke about three key themes: Category Performance, Channel Performance and Price Segment Performance. Some of the most striking findings from NPS’s research included a growth in bra sales, and a general movement towards value and convenience, including towards online retail. Another key topic that has emerged is that of empowerment, with brands garnering support for body positivity, ethnic inclusivity, and campaigns that seek to uplift women.

When it came to market evolution, Mick did not shy away from the fact that the intimate apparel market has remained mostly stable over the last few years, growing only 1% in the past 3 years. However, there was still plentiful change to be noted, as the categories, price points, and channels producing the most sales revenue are constantly changing. The importance of Millenials to the intimate apparel market brings a wide range of challenges and opportunities, and Mick discussed the differences between these new consumers and consumers of an older generation.

Mick closed the ceremony by awarding the first ever Underfashion Club excusive NPD Bra Awards, recognizing the fastest growing bras of 2018 in a range of segments, and the seminar was followed by a panel hosted by Kristen Classi-Zummo. The entire seminar can be viewed in the video above!