Opportunity to grow market amongst 18 to 24 year old women
TORONTO, October 3, 2012 – Shapewear continues to provide a much-needed boost for Canadian women, but retailers and manufacturers have yet to feel the squeeze from younger consumers. According to Has Shapewear Lost its Grab, a recent study by The NPD Group, 38 per cent of consumers own an item of shapewear, with women over the age of 35 leading the category. Compared to women ages 18 to 24, women over 35 own 40 per cent more shapewear items.
“What we’re seeing amongst younger consumers is a bit of that age-old stigma associated with shapewear, where they connect the garments with aging or link them to grandma’s girdle,” says Tracey Jarosz, executive director for Canada Fashion, The NPD Group. “While the introduction of fashionable designs and innovations in fabric has revolutionized this category in recent years, what‘s needed now are stronger marketing efforts to attract a new generation of consumers.”
Seeking a firmer appearance is nothing new, but today’s shapewear consumer also places great importance on discretion. Amongst shapewear consumers surveyed, discretion ranked second only to comfort as the most important attribute when considering shapewear. Almost nine in 10 (88 per cent) value the smooth look shapewear provides, while two-thirds (67 per cent) say that it makes them appear smaller and fitter, and the majority (65 per cent) say it makes them feel confident and attractive.
“While today’s consumers feel like they are in better physical shape and are more comfortable with their body image than in years past, many would still buy shapewear as long as they were assured that they can control their curves through comfortable options invisible to the naked eye,” continued Jarosz.
Though the total shapewear category has experienced a double-digit year-over-year decline, the opportunity to increase the demand remains; Canadian consumers reported spending an estimated $22 million dollars on shapewear items for the year ending June 2012.