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What undergarments reveal about the human psyche and what it means for retail

Linda Jeo Zerba, founder of Big Squirrel, believes the undergarments product category can tell a lot about the new reality under which brands are operating.

Photo by istock.com

November 14, 2019

By Linda Jeo Zerba, founder, Big Squirrel

If you are a woman on social media, you've likely seen the plethora of companies offering you a bra like you've never experienced before. More comfortable, better fitting, grounded in technology, made to fit real body shapes and sizes. There's a reason for this: women's undergarments  are becoming an increasingly competitive category, so new companies (and existing ones) are clamoring for your attention. This category represents a large chunk of the $50 million-plus undergarment space worldwide.

In addition to brand competitiveness, underwear brands are also responding to increased consumer pressure and expectations.

Digitally native entrants to the market want connectivity with their brands, alongside personalized interactions online. In addition, they want to have a positive experience with the brand in a retail setting. Despite all the grim predictions for brick and mortar, studies have shown that consumers aren't likely to completely abandon this shopping model and stores like AmazonGo are changing this experience completely. This hybrid in-person/online model is something brands should keep an eye on for future success.

Innovation through deep consumer insights

There's actually a lot that this product category can tell us about the new reality under which brands are operating. Existing, well-known brands may have an advantage in some market segments where consumers are making more automated decisions, such as household products or other regular purchases. Brands in segments that require more thought (like underwear) have to be at the top of their game from a personalization and engagement standpoint. Brands must do innovative work surrounding this shifting consumer shopping model.

We examined this tension in our work with Hanesbrands, inarguably a well-known brand, up against fierce competition from newcomers in the women's undergarment market. They approached this challenge thoughtfully. Hanesbrands decided to go beyond simple demographics and traditional quantitative techniques, in order to extract valuable insights about the true hopes, dreams, fears and motivations of women when it came to the retail underwear category, specifically women's shapewear. The had a goal in mind: they wanted their approach — to shapewear specifically — to resonate with an audience that is driven by optimism and self-reliance. In a category that is dominated by an underlying idea that there's something "wrong" with the buyer, and the goal was to shift the point of view to empower women to feel more confident in their clothes, and move away from judgement.

Uncovering the insights, creatively

For this project, our insights came through a combination of deep qualitative shopper research, coupled with research that uncovered how women shop and buy in this category. The result was a deep look into the needs and wants of this audience, while also asking questions that delved into the heart of the company's vision and differentiators.

Some of the questions you should consider asking when doing this type of consumer research include:
●    Who is my consumer today and to what does she aspire?
●    How does she currently shop versus what kind of retail experience does she really want?
●    What is my brand offering today and how can we rethink the **shopping experience message - products** to make it more relevant and impactful for our audience?
●    Do we need to change the current mindset when it comes to our brand category or do we need to change how we approach the consumer?
●    How can we start to reimagine the future for the brand, the category and the experience?

To find the answers, the research team for the Hanesbrands project used a variety of methods such as: in-store shop alongs with women; in-home girlfriend groups; photo journals; and video diaries.

Based on the consumer insights garnered from this multi-pronged qualitative approach, Hanesbrands reorganized its thinking and approach to shapewear, creating a system that aligned with how today's women naturally think and how they approach style, clothes and looking their best. The buying experience was reimagined and in doing so, purchasing became intuitive and simple.

Research makes the difference

Using the insights from their research, Hanesbrands was able to identify any existing disconnects between its brand and its consumer. The result was a new store concept that directly met the attitudes, preferences  and  drivers for its shoppers. The new store overcame  existing stopping points by creating an exciting and rewarding retail experience, encompassing everything from retail displays to packaging and from brand messaging to promotional platforms.

We like to say that marketing and brand research moves brands from fear to confidence. In a highly competitive landscape, this becomes an even more crucial point. The right consumer insights will give a complete picture of the motivations that are driving purchase decisions, allowing brands to remove any barricades and instill confidence in their consumers. In addition, data can help all brand stakeholders — from marketers to R&D — access the information and insights they need to make smart decisions. This insights-backed roadmap means that brands can fulfill experience they are trying to create — and that their consumers are expecting —  at every turn.