Market Insights: Panties and Underwear Bottoms

Transcription

NPD Fashionworld®
Market Insights:
Panties and Underwear
Bottoms
February 2005
Table of Contents
Market Insights: Panties and Underwear Bottoms 2004
Page
Background & Methodology
4
Executive Summary
5
Men’s/Boys’ Underwear Bottoms
Market Overview
• Market Performance
• Wal-Mart Underwear Bottoms Gap Analysis
• Channel Trends - Stores Shopped for Underwear Bottoms
9
Category Dynamics
• Consumer Attitudes Toward Shopping For Underwear Bottoms
• Fabric Preference
• Packaging Preference - ‘Single Pairs Vs. Packages’
• Underwear Bottoms Purchase Frequency
18
Aided Brand Awareness
• Top Brands for Men’s Underwear Bottoms
• Top Brands for Boys’ Underwear Bottoms
31
Key Insights about Underwear Bottom Styles
• Styles Purchased in Past 3 Months/Styles Ever Worn
• Colors Worn by Style
• Preferred Styles Worn by Activity/Occasion
34
Future Purchase Plans for Underwear Bottom Styles and Colors
42
Women’s/Girls’ Panties
Market Overview
• Market Performance
• Wal-Mart Panties Gap Analysis
• Channel Trends - Stores Shopped for Panties
48
Category Dynamics
• Consumer Attitudes Toward Shopping For Panties
• Fabric Preference
• Packaging Preference - ‘Single Pairs Vs. Packages’
• Panties Purchase Frequency
2
57
Table of Contents
Page
Women’s/Girls’ Panties, Continued
Aided Brand Awareness
• Top Brands for Women’s Panties
• Top Brands for Girls’ Panties
73
Key Insights about Panties Styles
• Styles Purchased in Past 3 Months/Styles Ever Worn
• Colors Worn by Style
• Preferred Styles Worn by Activity/Occasion
76
Future Purchase Plans for Panty Styles and Colors
84
Appendices
A. Questionnaire
B. About The NPD Group and NPDFashionworld
90
109
3
Background & Methodology
Background
Even though the economy is supposedly rebounding, consumers remain faced with uncertain
employment options, increasing advertising and marketing pressures, and the growing dominance of
“big box” retailers selling everything from tires to toothpaste and underwear to umbrellas.
To help manufacturers and retailers keep pace with ever-changing consumer behaviors and
attitudes, NPD Fashionworld has updated its annual NPD Market Insights: Panties and
Underwear Bottoms report.
While the scope of this report offers consumer feedback for the entire panties and underwear
bottoms category, special emphasis has been placed on mass merchants, and Wal-Mart
specifically, to give readers a sense of what’s driving this critical sector of the marketplace.
About NPD Market Insights: Panties and Underwear Bottoms
This study was conducted via the World Wide Web November 16 to December 1, 2004. The
survey was administered to a random sample of self-reported underwear and panty purchasers
who were pre-identified from the NPD Fashionworld apparel industry tracking service.
Panel members were asked to visit the NPD Online Research survey site in order to complete and
submit the survey about underwear/panties. Respondents were initially asked to indicate who in
their household, including themselves, they had purchased underwear or panties for in the past
four months (from July 2004 through October 2004). For the remainder of the survey, respondents
answered questions thinking about their underwear bottom or panty purchases (depending the
wearer’s gender) for either themselves, their spouse, a child under age 13 in their household or a
child/other family member age 13+.
A total of 10,000 e-mails were sent to target panelists. A total return of 3,428 completed surveys
was received . As an incentive to complete this survey, ten drawings for $100 were included.
Ending sample sizes by age and gender of the wearer are as follows:
Gender of Wearer
Male
Underwear
Female
Bottoms
Panties
Total
995
2,433
Age of Wearer
Under 18
18-24
25-34
35-44
45-54
55+
207
52
124
207
246
159
261
331
507
489
555
290
4
Executive Summary
Men’s and Boys’ Underwear Bottoms - Key Findings
Sales of male underwear bottoms have grown slightly in the 12 month period ending September 2004
with an increase of 2% overall to $2.4 billion. This growth is driven by the men’s segment showing a
3% growth, while boys are declining by 3% versus year ago.
Within mass merchants, underwear bottoms sales were down, primarily driven by the men’s market
which experienced a decline in sales of 9% to $791 million.
Retailers Shopped
Wal-Mart continues to dominate the men’s/boys’ underwear bottoms market. Six in ten consumers
reported they buy “some” or “most” of their underwear at Wal-Mart. Wal-Mart also remains most
appealing to younger underwear wearers.
Kmart continues to decline in reported underwear purchasing over the past year. Twenty-three percent
of consumers reported buying “some” or “most” underwear bottoms at Kmart versus 28% in 2003 and
35% in 2002.
Underwear Bottom Styles
Briefs remained the dominant style worn by men in 2004 with consumers reporting that almost half
(49%) of the underwear bottoms owned consist of this basic style.
However, it’s all about boxer briefs this year. This style has now caught-up with traditional boxers in
2004, with each style having a 23% share of underwear bottoms owned. In addition, 46% of
purchasers of boxer briefs report this style as being worn “more often” compared to one year ago,
which suggests that this style is still on the rise.
•Boxer briefs gain across all age segments under 55, and this is mainly at the expense of
boxers.
While consumers are still interested in trying something new, they were less likely to cite preference for
low-rise/bikinis in 2004. Four in ten buyers reported the style as being worn “less often” than last year.
Underwear Bottom Colors
Similar to last year, underwear bottom colors worn depend largely on the selected style worn. Solid
white continues to be a leading color worn, driven primarily by the high ownership of briefs among
males. Among those who indicated purchasing brief style underwear bottoms, three in four cite “white”
as the color worn in this style.
5
Executive Summary
Men’s and Boys’ Underwear Bottoms - Key Findings (Continued)
Comfort Still Counts
Comfort remains top priority within men’s and boys’ underwear bottoms. Almost nine in ten (86%)
consumers agreed strongly or somewhat with the statement “comfort is more important than fashion
when buying underwear bottoms.”
Underwear Bottom Brands
National brands continue to dominate men’s and boys’ underwear bottoms with designer and private
label brands generally garnering “second tier” levels of aided recognition relative to the national
branded players. However, many of the national brands have seen slight declines in overall
recognition levels versus last year, while brands like Old Navy, Eddie Bauer and Faded Glory
experienced increases in their awareness levels. Despite the slight increases in awareness, these
brands failed to move up in the overall awareness rankings.
•Hanes and Fruit of the Loom remain the most recognized brands in men’s and boys’
underwear with over seven in ten consumers aware of each of these brands.
•Private label brands and designer labels have higher recognition among consumers buying for
younger men (age 18-24).
•Some new character licenses were added to this year’s study, and several of these are in the
Top 10 for aided brand awareness of boys’ underwear bottoms – Bob the Builder (40%),
Spiderman (40%), SpongeBob (39%), and Batman (36%) are more known than some of the
Top 10 brands from 2003, such as Underoos, Disney, and JC Penney.
Future Purchase Plans
Underwear bottom purchasing over the near future is likely to remain steady. Over half of buyers
surveyed say they plan to purchase underwear in the next three months, which is similar to levels
reported in 2002 and 2003.
Briefs are expected to remain the dominating style with a 45% reported share of consumers’ next ten
underwear bottom purchases. Boxer briefs follow with a 26% share of next ten purchases, edging out
boxers for the second position.
Solid white, followed by solid color, remains the color most likely to be purchased next time based on
reported share of next ten purchases of underwear bottoms.
6
Executive Summary
Women’s and Girls’ Panties - Key Findings
The female panties market reached $3.1 billion in 2004 - a 10% increase from the same time period in
2003. The $2.9 billion women’s panty business was up 10%, while the girls’ business was up 5% to
$225 million. While total female panty sales were up, the category is declining by 3% within mass
merchants to $840 million.
Similar to 2002 and 2003, over half of panty buyers surveyed say they purchased the “usual amount” of
panties for the wearer in the past three months. Almost one in three indicate that they purchased
“more than usual.” Momentum appears to be shifting versus the same time period last year within
some age segments as fewer panties buyers in the under 18 year-old age segment reported that they
bought “more than usual” in the target time period in 2004 versus 2003 (31% in 2004 versus 36% in
2002). Conversely, buyers for wearers 18-24 filled in this gap, with 34% buying “more than usual” in
the 2004 time period versus 27% in 2003.
The overall number of pairs reported has remained constant, with an average of 21 pairs of panties in
women’s drawers in both 2003 and 2004. Panty ownership is highest within the 18-24 age segment;
however, there was a dip from 2003 to 2004. This dip in ownership for this segment, while at the same
time stating that they are purchasing more pairs of panties than last year, could represent replacement
rather than the stocking-up that was seen in 2003.
Retailers Shopped
As seen in 2002 and 2003, consumers are more likely to say they buy “some” or “most” of their panties
at Wal-Mart than at any other retailer - about six in ten women overall. By age, however, 18-24 and
55+ are a harder audience for Wal-Mart to attract.
Similar to the trend seen among men’s/boys’ underwear bottoms, Kmart has experienced a decline in
reported panty purchasing over the past year. Twenty-two percent of consumers reported that they
buy “some” or “most” panties at Kmart versus 27% in 2003 and 34% in 2002.
Panty Styles
Briefs remain the top panty style worn with 56% of panty buyers citing the style as “ever worn.”
However, boy briefs and low rise/hipsters gained momentum this year. Boy briefs experienced the
strongest gain with 25% of panty buyers citing the style as “ever worn” versus 19% in 2003. Low
rise/hipster style was cited by 36% of panty buyers compared to 31% last year.
In addition, purchasing of both styles has increased, with a 6% upswing in purchasing of low
rise/hipsters from 2003 to 2004, and a similar increase of 5% for boy briefs in the same time period.
Panty Colors
Regardless of the panty style, most women wear solid colors. As seen last year, however, panty
colors owned do vary depending on the age of the wearer. Girls (under age 18) own a greater volume
of patterns/designs, while solid colors fill the drawers of 18-44 year-olds. As women age, they tend to
own more solid white panties.
7
Executive Summary
Women’s and Girls’ Panties - Key Findings (Continued)
Comfort and Fashion
Overall, women’s/girls’ panty buyers place a higher priority on comfort than fashion - over three in four
(78%) consumers agree strongly or somewhat with the statement “comfort is more important than
fashion when buying panties.” Women won’t give up comfort for fashion, instead looking for brands
and styles that offer both, as 79% agree strongly or somewhat that “some styles of panties offer both
fashion and comfort.”
The importance of fashion is further demonstrated by the finding that just over six in ten women (61%)
age 13+ coordinate their bras and panties, and just as many (62%) coordinate the color of their bra and
panty with the color of their outfit/outerwear. This is not just a teen phenomenon as one might think.
The trend leans more towards women 18-34 (70%); however, over half of women age 45+ (55%) are
coordinating their bras and panties. Older women (age 55+), who coordinate their bras and panties,
report doing so more frequently than their younger counterparts. However, this could be, in part, due
to older women being more likely to wear solid white intimate apparel.
•Among those coordinating their bras and panties, 35% of panty buyers for women age 55+
claim the wearer coordinates her bra and panties five or more days per week compared to
21% of those buying for a female age 18-54.
Panty Brands
Recognition levels for women’s panties brands have remained fairly consistent with levels reported last
year. Most brands are within two or three percent of last year’s reported awareness levels. National
players, Hanes and Fruit of the Loom, are #1 and #3, respectively, while the specialty brand, Victoria’s
Secret, comes in at #2 in aided brand awareness.
While 2003 saw some increases for girls’ panties among smaller players, 2004 saw a dip for several
brands within the Top 20. These brands include Carters (-6 pts.), Jockey (-8 pts.) Simply Basic (-8
pts.), Underoos (-7 pts.), and Looney Tunes (-11 pts.).
Hanes, the #1 brand in terms of awareness within girls’ panties, saw aided awareness drop nine
percentage points versus 2003. This represents a total drop of 16 percentage points since 2002. Even
with the decline in recognition, however, Hanes remains atop the rankings within girls’ panties, followed
by Fruit of the Loom.
Future Purchase Plans
Just under two in three buyers surveyed indicate that they have plans to purchase panties in the next
three months, which is a slight decrease versus one year ago.
Briefs are expected to remain the dominating style, driven by wearers under age 18 and those age
55+. Thongs are also expected to continue strong momentum among wearers age 18-24, representing
29% of reported next ten purchases among this age group.
Solid color panties and those with patterns/designs increased in future purchase interest among
younger age segments, while white continues to dominate older age segments.
8
Men’s/Boys’ Underwear Bottoms Market Overview
9
Market Overview
For the purposes of this report, Boys are defined as males age 4-12 and Men as males age 13+.
Underwear Bottoms Performance in the Total Market by Segment
(Millions of Dollars)
2,500
2,000
In 2004, the male underwear
category grew by 2% versus year
ago. This growth was driven by
men’s underwear (+3%), offsetting
the declines in boys’ (-3%.)
1,994 2043
1,805
1,500
The growth in the men’s
underwear category was driven by
Specialty Stores. Direct Mail and
Factory Outlets also contributed to
the increases versus year ago.
1,000
500
341
333
323
0
Men's
12 Mths End Sept 2002
Boys'
Source: NPDFashionworld Consumer Estimates
Underwear Bottoms Performance in Mass Merchants by Segment
In mass merchants, male
underwear bottoms were down by
9% from 2003 to 2004. This
decline was due to losses in both
the men’s (-9%) and boys’ (-8%)
underwear categories.
1000
870
800
791
791
600
400
217
199
200
183
0
Men's
Boys'
10
Market Overview
As part of the Market Insights: Panties and Underwear Bottoms report, the following index analysis of
Wal-Mart versus the total mass market and the total underwear market was conducted. This index
uncovers areas of opportunity in gender mix, product mix, style mix and demographic profile mix for
both underwear manufacturers’ and retailers’ consideration.
Wal-Mart Underwear Bottoms Index
12 Months Ending September 2004
(100=baseline)
Wal-Mart Vs.
Total Mass Wal-Mart Vs.
Market
Total Market
Overall Bottoms Mix
(As a % of total Underw ear Mix)
Total Men’s and Boys’
Unit Share
104
106
Dollar Share
102
103
100
96
100
115
99
93
103
143
108
123
Boxers
85
83
Boxer Briefs
105
102
Bikini/Lo Rise/Other
116
88
Gender Mix
Unit Share
Men’s
Boys’
Dollar Share
Men’s
Boys’
Style Mix
Dollar Share
Briefs
For unit share, Wal-Mart is slightly
overdeveloped in male underwear
bottoms relative to the total underwear
mix.
When comparing the gender mix in WalMart with the total market, men’s
underwear bottoms mix is slightly
underdeveloped while the boys’ mix is
overdeveloped, especially in terms of
dollar share.
Wal-Mart is overdeveloped in the Briefs
category when compared to the total
market. There may be an opportunity for
growth with Boxers.
Note: Male Underwear Mix Defined as Underwear Tops, Underwear Bottoms, and
Thermals
11
Market Overview
Dollar Share
(100=baseline)
Wal-Mart Vs.
Market
Total Market
Pack Count
Men's Underwear Bottoms
1 Pack
2 Pack
3 Pack
4 Pack
5 Pack
6 Pack
7+ Pack
58
76
106
107
114
122
126
27
75
120
167
183
162
159
Boys' Underwear Bottoms
1 Pack
2 Pack
3 Pack
4 Pack
5 Pack
6 Pack
7+ Pack
69
64
97
103
117
131
108
29
44
102
100
123
176
146
When comparing Wal-Mart’s men’s
underwear bottoms mix against the total
market and total mass market, Wal-Mart
is overdeveloped in the larger pack
counts, while underdeveloped in the 1
and 2 pack counts.
The boys’ underwear bottoms category
is a similar situation, underdeveloped in
1 and 2 packs while overdeveloped in
larger pack counts.
Wal-Mart Vs.
Market
Total Market
Brand Type Mix
Men's Underwear Bottoms
National Brands
Private Label
Boys' Underwear Bottoms
National Brands
Private Label
110
65
100
103
152
47
Men’s underwear bottoms in Wal-Mart,
when compared to the total market, is
overdeveloped in the national brand
programs while underdeveloped in
private label.
Boys’ national brand underwear
bottoms mix is on par with the total
mass market but overdeveloped when
compared to the total market.
127
44
12
Market Overview
Dollar Share
(100=baseline)
Wal-Mart Underwear Vs.
Wal-Mart
Underwear
Wal-Mart
Tops
Apparel
Age of Buyer
13-24
25-34
35-44
45-54
55-64
65+
100
86
102
104
103
91
103
100
Household Income
Under $25,000
89
$25,000-$49,999
103
$50,000-$74,999
105
$75,000+
Source: NPDFashionworld Consumer 110
Estimates
100
88
141
112
88
80
77
100
105
107
96
90
13
Within the 25-34 age group, male
underwear bottoms are overdeveloped
when compared to male underwear
tops.
Among Wal-Mart consumers with
incomes less than $25,000, male
underwear bottoms are slightly
underdeveloped when compared to
total apparel.
Market Overview
Analyzing Market Insights: Men’s/Boys’ Underwear Bottoms
For this section of the Market Insights: Men’s/Boys’ Underwear Bottoms report, keep in mind that the sample is
based on 995 NPD Fashionworld survey respondents. Any reference to percentage of respondents should be
analyzed based on this sample and not the entire underwear bottoms marketplace.
14
Market Overview
Wal-Mart continues to dominate men/boys underwear purchases
Wal-Mart continues to dominate the underwear category among the big three mass retailers. Nearly six in
ten of men’s/boy’s underwear buyers reported making ‘some’ or ‘most’ of their underwear purchases at
Wal-Mart compared to 23% at Kmart and 35% at Target.
Over 2004, Kmart once again experienced a significant decline in underwear purchasing, slipping 4
percentage points from 2003.
100
Purchase Some or Most of Underwear Bottoms at Retailer - 2004 Vs. 2003 and 2002
(% of Buyers)
80
63
60 59
60
33 34 35
35
40
28
24 22
23
14 15
20
0
Wal-Mart
Km art
Target
2002
2003
JCPenney
Kohl's
2004
Note: JC Penney and Kohl’s not available for 2002
Source: Market Insights: Underwear Bottoms 2004, 2003 and
2002
The 18-24 age group is the largest segment of underwear purchasers among all mass retail chains. While
Wal-Mart continues to maintain leading market share positions among all age groups, Target is significantly
improving its appeal within the 18-24 age group; its purchase incidence among this group of underwear
shoppers jumped ten percentage points from 2003.
100
60
Purchase Some or Most of Underwear Bottoms at Retailer - 2004
By age of underwear wearer (% of Buyers)
76
80
59
58
50
54
57
50
49
43
36
35
40
23
28
30
27
21 20 23 22 22
19
22
27
19
19
22 22
25
15 15
20
12
17 18 14
0
Wal-Mart
Km art
Total
Under 18
Target
18-24*
25-34
JCPenney
35-44
45-54
*Small base: 52 respondents
Source: Market Insights: Underwear Bottoms 2004
15
Kohl's
55+
9
Market Overview
Wal-Mart continues to have the most purchasers of other merchandise
64% of those buying underwear at Wal-Mart report also purchasing other items at Wal-Mart in the past 12
months. Overall, additional purchases are becoming less frequent for mass retailers compared to 2003 and
2002.
Purchased Items Other Than Underwear Bottoms at Retailer in Past 12 Months - 2004 Vs. 2003 and. 2002
(% of Buyers)
100
80
74
66 64
60
54
50
46 45
36
40
32
29
29
22 24
20
0
Wal-Mart
Km art
Target
2002
2003
JCPenney
Kohl's
2004
2002
What additional items are underwear shoppers purchasing at these retailers?
Those who buy underwear at the big 3 mass retailers most often shop for other apparel items, groceries,
toys and automotive supplies.
At national chains, underwear purchasers are likely to buy other apparel items; 76% of JC Penney and 84%
of Kohl’s underwear shoppers report purchasing apparel other than underwear.
Items Purchased at Retailer - 2004
(% of Buyers)
Base:
Automotive Supplies
Cosmetics
Hardware
Jewelry
Toys
Apparel Items (Other Than
Underwear Or Panties)
Groceries/Food Items
Pet Food
Lawn Supplies
Wal-Mart Kmart
(640)
(291)
52
21
33
13
41
17
13
5
49
31
65
76
48
34
49
29
15
16
Target
(445)
15
22
14
6
39
JCPenney Kohl's
(293)
(237)
1
0
4
4
1
1
9
20
3
14
63
38
17
14
16
76
0
0
1
84
0
0
1
Market Overview
Reasons for not purchasing men’s/boys’ underwear bottoms at mass
Respondents who report purchasing “none” of their underwear bottoms at Wal-Mart, Kmart or Target cited
“inconvenient to home or work,” “don’t purchase any apparel there” and “just don’t like the store/shopping
experience” as their most common reasons for shopping elsewhere.
Those who report buying no underwear at Wal-Mart say the retailer “doesn’t have the brands I prefer” while
“inconvenience to home or work” is more likely to be cited as a reason for not shopping at Kmart and
Target.
In addition, non-buyers at Wal-Mart and Kmart are more likely to say they “just don’t like the store/shopping
experience” as compared to non-buyers at Target.
Reasons for Not Purchasing Underwear Bottoms at Retailer - 2004
(% of Buyers)
Wal-Mart Kmart
(412)
(764)
Base:
Target
(647)
Don’t have the styles I prefer
15
9
8
Don’t have the brands I prefer
26
15
14
Price is too low-I question the quality
6
3
1
Is not convenient to my home or work
21
40
37
Don’t purchase any apparel there
24
24
21
Don’t have the variety I look for
10
7
6
Underwear is not appropriate
1
1
0
Underwear department is too cluttered
6
5
2
Underwear department layout is too confusing
4
2
1
Wouldn’t want my friends/family to know I buy
underwear there
5
2
1
Underwear is not fashionable enough
5
3
2
Lack of privacy while shopping there
4
2
1
Just don't like the store/shopping experience
26
26
10
Underwear is not sexy enough
6
3
2
17
Category Dynamics
18
Category Dynamics
Comfort still on top for male underwear bottoms purchasers
Overall, most men’s/boys’ underwear buyers agree that comfort is more important than fashion when buying
underwear bottoms, with 86% strongly or somewhat agreeing with this statement.
The Kohl’s underwear shopper shows the most variability when compared to the other shopper groups.
•Most likely to agree that fashion and comfort in underwear can go hand-in-hand (77%)
•Least likely to agree that males just grab whatever is on top of his underwear drawer (48%)
•Most likely to have more colored underwear bottoms than he used to (53%)
19
Category Dynamics
Attitudes Toward Shopping for Underwear Bottoms
% of Buyers Agreeing Strongly or Somewhat with Statement
86
88
88
85
87
82
Comfort Is More Important Than Fashion When Buy ing Underw ear
For {Male}
66
65
62
72
69
Some Sty les Of Underw ear Offer Both Fashion And Comfort
77
64
69
69
70
64
71
Price Is A Very Important Factor When Buy ing Underw ear Bottoms
55
{Male} Just Grabs Whatev er Is On The Top Of His Draw er When
Choosing What Underw ear To Wear
53
48
53
53
55
60
56
56
{Male} Ow ns More Underw ear Than He Used To
48
50
48
48
47
51
I Buy More Multi-Packs Of Underw ear Bottoms/Panties For {Male}
Than I Used To So I Don't Need To Shop For Underw ear As Often
42
43
{Male} Has More Colored Underw ear Bottoms In His Wardrobe Than
He Used To
48
47
49
53
37
38
36
40
43
45
{Male} Has More Variety Of Underw ear Sty les In His Wardrobe Than
He Used To
25
22
23
28
29
30
The Ty pe Of Underw ear {Male} Wears Depends On The Sty le
Clothing He Will Be Wearing
The Ty pe Of Underw ear {Male} Wears Depends On The Activ ity Or
8
Occasion
8
7
7
I Buy More Indiv idual Pairs Of Underw ear For {Male} Than I Used
To
11
10
12
12
13
10
12
10
0
Total
60
61
60
Wal-Mart
20
40
Kmart
60
Target
20
80
JCPenney
100
Kohl's
Category Dynamics
Do consumers’ attitudes differ depending on the age of the underwear bottoms wearer?
Though comfort is most important to underwear shoppers for all age groups, it is most important for male
wearers age 45+. Conversely, consumers who shop for a wearer under age 45 are more likely to agree that
“some styles of underwear bottoms offer both fashion and comfort.”
Purchasers for boys under age 18 remain more price sensitive, with more than three in four purchasers
agreeing that “price is a very important factor when buying underwear bottoms.”
71% of buyers for 18-24 year-olds claim the wearer “owns more underwear than he used to,” which is
significantly higher than that reported among other wearer age segments.
Attitudes Toward Shopping for Underwear Bottoms
73 81
85
83
Comfort Is More Important Than Fashion When Buy ing Underw ear
For {Male}
Some Sty les Of Underw ear Bottoms/Panties Offer Both Fashion And
Comfort
61
48
Price Is A Very Important Factor When Buy ing Underw ear
{Male} Just Grabs Whatev er Is On The Top Of His Draw er When
51
50
Choosing What Underw ear To Wear
59
60
56
57
60
63
53
{Male} Ow ns More Underw ear Than He Used To
48
47
46
50
47
44
53
47
47
48
48
49
I Buy More Multi-Packs Of Underw ear For {Male} Than I Used To
So I Don't Need To Shop For Underw ear As Often
{Male} Has More Colored Underw ear In His Wardrobe Than He Used
To
36
28
31
20
17
The Ty pe Of Underw ear {Male} Wears Depends On The Sty le
Clothing He Will Be Wearing
26
11
3
The Ty pe Of Underw ear {Male} Wears Depends On The Activ ity Or
Occasion
17
12
12
5
8
I Buy More Indiv idual Pairs Of Underw ear For {Male} Than I Used
To
3
5
9
0
Under 18
15
18-24*
21
77
60
57
61
71
35
37
34
22
19
20
71
68
90
93
44
46
44
41
{Male} Has More Variety Of Underw ear Sty les In His Wardrobe Than
He Used To
72
73
73
72
40
25-34
60
35-44
80
45-54
100
55+
Category Dynamics
Males prefer 100% cotton underwear
100% cotton continues to be the fabric of choice among men’s/boys’ underwear bottoms buyers, as 74% of
respondents reported 100% cotton as the wearer’s preferred underwear fabric.
•The youngest (under 18) and oldest (55+) segment wearers are slightly more likely than other wearers
to also like cotton/polyester blend.
Underwear Bottoms Fabric Preference - 2004 Vs. 2003 and 2002
(% of Buyers)
100
80
76
77
74
60
40
15
20
16
14
6
6
0
100% Cotton
Cotton/Polyester Blend
2002
2003
Cotton With Spandex Or
Lycra Blend
2004
2002
Underwear Bottoms Fabric Preference - 2004
(% of Buyers)
Age of Wearer
18-24* 25-34 35-44 45-54
Total
<18
100% Cotton
74
73
58
76
72
76
75
100% Polyester
1
-
4
1
1
-
1
16
21
15
12
15
14
19
Cotton With Spandex or
Lycra Blend
6
5
17
6
7
5
3
100% Nylon
1
1
-
-
-
2
1
Nylon With Spandex or
Lycra Blend
2
-
4
4
2
2
1
Microfiber
1
1
2
2
3
1
-
22
55+
Category Dynamics
Most underwear purchased is contained in packaging
90% of underwear bottoms purchased are contained in packaging.
•This percentage increases with age, with wearers 45+ having the highest percentage contained in
packaging.
•Though minimal, wearers age 18-44 have the highest share of underwear purchased hanging on
hangars.
Share of Underwear Bottoms Purchased in Each Package Type
(% of Underwear Bottoms)
Total
8
90
2
Under 18
6
92
2
Hanging on hangars
Contained in packaging
18-24*
12
81
7
25-34
12
83
5
35-44
11
Folded on tables
45-54
1
93
6
55+ 3
0%
1
88
1
96
20%
40%
60%
23
80%
100%
Category Dynamics
Most purchasers also prefer underwear contained in packaging
Again, almost all purchasers prefer underwear contained in packaging, regardless of age of wearer or
retailer shopped.
•Though being contained in packages is preferred, purchasers for wearers age 18-44 are more likely to
choose alternatives than some of their other counterparts.
•JC Penney shoppers are not as fond of underwear contained in packaging as other retailer shoppers
are.
For those preferring underwear contained in packaging, 3 pairs is the magic number – almost half of all
purchasers preferring this packaging would like it to contain 3 pairs.
Underwear Bottoms Packaging Preference
(% of Buyers)
Age of Wearer
Total <18 18-24* 25-34 35-44 45-54 55+
Hanging on Hangars
Purchase Underwear At
WalMart Kmart Target JCP Kohl's
7
14
11
11
7
2
18
7
8
8
12
8
Contained in Packaging 91
92
77
85
89
93
97
92
91
92
86
91
1 pair
4
0
10
10
8
3
3
0
1
2
2
3
2 pairs
7
3
8
11
7
8
9
5
5
4
6
7
3 pairs
47
46
45
46
40
50
55
41
38
47
59
61
4 pairs
12
11
18
16
14
11
9
16
16
17
10
8
5 pairs
4
4
5
4
4
4
1
5
4
4
1
3
6 pairs
18
26
10
11
20
16
16
23
26
17
17
12
7 pairs
2
0
0
3
3
3
5
3
4
4
2
5
8+ pairs
5
5
4
5
5
3
18
7
5
4
3
2
2
2
10
4
0
1
1
1
2
1
2
1
Folded on Tables
24
Category Dynamics
Consumers continue to replenish their underwear drawers
As was the case last year, 44% of buyers report purchasing four to six pairs of underwear bottoms during
the 2004 survey recall period.
# of Pairs of Underwear Bottoms Purchased - 2004 Vs. 2003 and 2002
(% of Buyers)
34
36
36
1-3 Pairs
44
44
4-6 Pairs
41
10
9
7-9 Pairs
12
12
12
11
10+ Pairs
0
20
40
2004
2003
60
2002
2002
On average, underwear buyers purchased 5.38 pairs of underwear bottoms during the survey period in
2004. Shoppers for wearers age 35+ purchased more pairs of underwear per wearer during this timeframe
than the younger age segments.
# of Pairs of Underwear Bottoms Purchased - Recall Period 2004
(% of Buyers)
Age of Wearer
<18 18-24* 25-34 35-44 45-54 55+
1-3 Pairs
39
46
50
30
26
28
32
31
39
35
41
4-6 Pairs
40
37
40
52
42
49
46
45
40
42
39
7-9 Pairs
10
10
2
9
17
8
11
10
10
11
10
10+ Pairs
12
8
8
11
17
16
12
16
12
14
10
5.28
4.29
4.19
5.32
6.05
5.86
5.38
5.70
5.22
Mean#
25
5.50 5.10
Category Dynamics
Although there has been a slight increase since 2002 in the percentage of underwear shoppers who report
buying underwear “more often,” the majority (72%) of respondents still say they are buying underwear at
about the same rate in 2004 as they did in previous years.
Frequency of Purchasing Underwear Bottoms for Wearer - 2004 Vs. 2003 and 2002
(% of Buyers)
2004
20
2003
18
2002
16
0%
8
72
7
74
9
75
20%
40%
More often
60%
Less often
80%
100%
About the same rate
2002
Compared to other age groups, respondents who shop for younger wearers were more likely to report
buying underwear more often than previous years, with one in four shoppers for wearers aged 18-24 and
29% of shoppers in the <18 segment saying they bought underwear more frequently in 2004.
Frequency of Purchasing Underwear Bottoms for Wearer
(% of Buyers)
<18
Age of Wearer
18-24* 25-34 35-44 45-54
55+
More often
29
25
22
23
13
10
Less often
5
12
12
5
9
10
66
64
66
72
79
80
About the same rate
26
Category Dynamics
Similar to 2003, most respondents say they purchased the “usual amount” of underwear bottoms for the
wearer during the 2004 survey period. Three in ten say that they purchased more than usual for the
reported wearer.
• Consistent with last year’s findings, those who bought more underwear than their usual amount
say they did so because “it was a good deal.”
Statement Best Describing Amount of Underwear Bottoms Purchased for Wearer
(% of Buyers)
Age of Wearer
25-34
35-44
Total
<18
18-24*
45-54
55+
Bought The Usual Amount (NET)
55
61
53
54
67
61
64
Bought Fewer Than Usual (NET)
15
10
18
16
17
11
9
He Already Owned Enough
8
6
8
10
10
7
4
Spent Money On Other Items
3
2
4
4
2
2
1
Didn't Like The Selection Offered
4
1
5
1
4
2
1
Not A Special Deal
3
2
3
2
6
2
3
31
29
31
32
17
29
27
It Was A Good Deal
18
16
18
11
12
12
16
Found A New Product He Liked
8
6
9
6
6
5
7
He/She Didn't Own Enough
10
11
10
17
6
13
8
Bought More Than Usual (NET)
27
Category Dynamics
Overall, most consumers reported buying the same amount of underwear per shopping occasion as
compared to 2003 and 2002.
Amount of Underwear Bottoms Purchasing Per Shopping Occasion - 2004 Vs. 2003 and. 2002
(% of Buyers)
2004
15
10
76
2003
14
9
77
2002
13
11
77
0%
20%
40%
60%
Buying more
Buying few er
80%
100%
Buying same amount
2002
Compared to the younger age groups, consumers buying for underwear wearers age 55+ are more likely to
report buying the same amount of underwear per shopping trip. Conversely, buyers shopping for ages <18
are more likely to be buying more underwear on each shopping occasion.
Shoppers for wearers 18-24 years old were the most likely to report buying fewer pairs during each
purchase compared to previous years.
Amount of Underwear Bottoms Purchasing Per Shopping Occasion
(% of Buyers)
Age of Wearer
18-24* 25-34 35-44 45-54
<18
55+
Buying more
19
10
15
16
13
12
Buying fewer
8
17
12
9
10
8
73
73
73
74
77
81
Buying same amount
28
Category Dynamics
Reasons for buying more
When consumers were asked why they are currently buying more underwear than in the past, 3 in 10 cited
that their wearer changed size. This was the highest indicator for 2004, and it will be an interesting element
to watch over time.
Similar to 2003 and 2002, other important stimuli for increased purchases are that the wearer enjoys trying
new/different products and lower prices.
Reasons for Buying More Underwear Than in Past - 2004 Vs. 2003 and 2002
(% of Buyers)
30
*Changed Size
25
Like To Try
New/Dif f erent Products
29
Prices Are Lower Than
Bef ore
18
18
17
To Sav e Time
16
17
Buy ing For Dif f erent
Occasions Or Moods
15
Buy ing In A Larger Pack
Size (More In The Bag)
22
22
22
19
18
19
22
22
None Of These
0
10
20
2004
34
2003
26
30
40
2002
Source: Market Insights: Underwear Bottoms 2004, 2003 and 2002
*Changed Size not asked 2003 or 2002
29
Category Dynamics
Underwear Drawers Remain Steady at 16 Pairs.
Across all age segments, average underwear ownership among men has remained constant since 2002.
By age, there has been a steady increase in ownership for wearers 55+, while wearers under 18 maintain
the smallest quantities.
Mean # Pairs of Underwear Bottoms Owned by Wearer Age Segment
19
20
18
17
16 1616
16
18 18
17
17
18
17
17 17
16
16
16
15
13 12
12
10
5
0
Total
Under 18
18-24*
25-34
2002
35-44
2003
45-54
55+
2004
2002
On average, shoppers at Kohl’s, JC Penney, and Kmart report owning more pairs of underwear than
consumers who purchase some or most of their underwear at Wal-Mart.
Mean # Pairs of Underwear Bottoms Owned by Retailer Shopped
20
16
16 16 16
17
17 17
16
16
16
18 18
17 17
16
15
15
10
5
0
Total
Wal-Mart
2002
2004
Kmart 2003 Target
JCPenney
Kohl's
2002
30
Brand Awareness
31
Aided Awareness - Top 20 Men’s Underwear Brands
Hanes and Fruit of the Loom remain the top recognized brands for men’s underwear. Fruit of the Loom moves
up into the #1 spot as the most recognized brand of men’s underwear with a 72% aided awareness level, while
Hanes ranks #2 with slightly lower awareness (71%). Since 2003, awareness of FOTL has risen by one
percentage point while Hanes recognition has slipped 2 percentage points.
Tied for #3 in the rankings, Jockey and Calvin Klein shared an aided awareness of 58% in 2004.
Although aided awareness remains at 55% for the brand, Fruit of the Loom’s BVD brand dropped one spot in
the rankings for the second year in a row.
Since its launch at Kmart in 2002, Joe Boxer has remained steady at #6 with nearly half of men’s underwear
buyers aware of the brand.
Comparing awareness among age groups, the awareness of designer brands Polo/ Ralph Lauren and Tommy
Hilfiger is largely driven by those shopping for males age 18-34. Similarly, aided awareness of vertical
specialty brands Old Navy and Gap is also higher among these shoppers.
Aided Brand Awareness - Men’s Underwear Bottoms
Brand Rank:
(% of Buyers)
2002
1
2003
2
2004
1
2
1
3
Fruit Of The Loom
72
2
Hanes
71
3
3
Jockey
58
5
5
3
Calvin Klein
58
3
4
5
BVD
6
6
6
Joe Boxer
7
7
7
Tommy Hilfiger
8
9
8
Polo/Ralph Lauren
na
7
9
JCPenney Brand
na
10
10
Sears Brand
na
na
11
Dockers
25
10
11
11
Old Navy
25
11
12
13
Eddie Bauer
22
11
15
13
Gap
22
16
13
13
Champion
22
na
14
16
Lands' End
na
na
17
Basic Editions
16
na
na
17
Perry Ellis
16
22
16
19
Cherokee
15
11
16
20
Munsingw ear
14
55
49
34
32
31
27
19
na = Not asked in 2002
32
Aided Awareness - Top 20 Boys’ Underwear Brands
As awareness of Fruit of the Loom for boys’ underwear slipped 3 percentage points to 70% for 2004, Hanes
remained steady at 73%, moving into the top spot in brand awareness among shoppers of boys’ underwear.
At 48%, aided awareness of BVD climbed 5 percentage points in 2004, though the brand still remains a
distant third behind Hanes and FOTL. Joe Boxer and Jockey round out the top 5 with more than four in ten
underwear shoppers aware of the brands.
Looking at licensed underwear featuring Bob the Builder, Spiderman , Spongebob and Batman, the aided
awareness of these popular characters rank in the top 10 among boys’ underwear shoppers. Three to four
out of ten consumers surveyed are aware of these licensed brands.
Aided Brand Awareness - Boys’ Underwear Bottoms
Brand Rank:
(% of Buyers)
2002
2
2003
2
2004
1
1
1
2
Fruit Of The Loom
3
4
3
BVD
6
3
4
Joe Boxer
4
5
5
Jockey
na
na
6
Bob The Builder
40
na
na
7
Spiderman
40
na
na
8
Spongebob
8
8
9
Calvin Klein
37
na
na
9
Batman
36
5
6
11
Underoos
31
na
na
12
Hulk
31
10
11
13
Carters
30
7
7
13
Disney
30
na
9
15
JCPenney Brand
30
na
na
15
Basic Editions
28
9
9
17
Looney Tunes
28
na
15
17
Sears Brand
28
na
na
19
Hot Wheels
27
11
13
20
Old Navy
27
Hanes
73
70
48
44
41
39
na = Not asked in previous year
33
Underwear Bottoms Styles - Key Insights
34
Boxers, Briefs and Boxer Briefs
Boxer briefs continue to gain popularity, with ownership of the style growing in every age segment except
55+. Comprising 38% of their underwear drawers, wearers age 25-34 report owning more boxer briefs than
any other style.
Briefs are still the most widely owned underwear style overall, with the greatest popularity among wearers
younger than 18 and older than 45.
In the 18-24 segment, boxers remain the most prevalent style, although the share has shifted towards boxer
briefs since 2003.
% Share of Underwear Bottom Styles Owned By Wearer Age - 2004
100
12
19
23
27
28
22
38
80
22
16
26
23
60
6
18
1
9
6
50
8
27
40
6
55
49
46
5
20
53
61
30
18
0
Total
<18
Briefs
18-24*
25-34
Bikini/Lowrise
35-44
Boxer
45-54
55+
Boxer Brief
% Share of Underwear Bottom Styles Owned By Wearer Age - 2003
100
18
13
19
14
80
17
26
31
24
0
60
15
25
26
20
8
6
61
59
45-54
55+
33
6
62
7
6
40
50
56
3
20
44
35
16
0
Total
<18
18-24
25-34
35-44
Source: Market Insights: Underwear Bottoms 2004 and 2003
35
Underwear bottom colors owned remain tied to style
Compared to 2003, men have not added or lost any color in their underwear wardrobe. Notably, when
underwear is compared across age groups, the share of colors owned strongly coincides with style
preference. Age segments owning more briefs are more likely to own white underwear while boxer-wearing
18-24 year-old wearers own more underwear featuring patterns and designs. The 25-34 age group who
own the most boxer briefs also have more solid colors in their underwear drawer.
Character underwear bottoms remain most popular among wearers younger than 18.
100
80
7
% Share of Underwear Bottom Colors Owned By Wearer Age - 2004
1
1
3
4
6
20
25
18
23
14
41
33
60
24
16
23
35
31
44
22
40
38
20
44
42
52
60
30
30
16
0
Total
<18
Solid White
100
80
18-24*
25-34
Solid Color
35-44
Patterns/Designs
55+
Character
% Share of Underwear Bottom Colors Owned By Wearer Age - 2003
2
0
1
7
4
8
15
15
18
25
28
20
42
60
45-54
29
28
25
33
23
44
40
20
20
32
56
60
45-54
55+
45
43
30
29
20
0
Total
<18
18-24
25-34
35-44
36
Since 2002, briefs have remained the most popular style, as the number of men wearing the style has
hovered steadily around two in three wearers. In 2004, boxers are still the second favorite underwear style,
worn by just under half of all men.
Not surprisingly, as ownership of boxer briefs has grown over the past few years, more men are citing boxer
briefs as a style worn than in 2003 and 2002. As they have continued to grow in popularity over recent
years, the incidence of men wearing boxer briefs has moved within two percentage points of those wearing
boxers.
•Wearers age 45-54 have the greatest increase in having ever worn boxer briefs, up 14 percentage
points from 27% in 2003 to 41% in 2004
Underwear Bottom Styles Ever Worn
(% of Buyers)
67
68
66
Briefs
17
17
15
Bikini/Low rise
45
48
47
Boxer
43
Boxer Brief
39
38
0
20
40
60
2004
2003
80
100
2002
Underwear Bottom Styles Ever Worn
(% of Buyers)
<18
Briefs
Age of Wearer
18-24* 25-34 35-44 45-54
55+
69
40
55
72
73
69
6
19
24
26
19
13
Boxer
47
85
59
44
35
34
Boxer Brief
38
52
68
51
41
20
Bikini/Lowrise
37
Boxer brief trend continues to pick up momentum.
Further evidence that boxer briefs are still gaining popularity, 46% of respondents who reported ever
wearing boxer briefs also say they are currently wearing the style more often than a year ago.
With 62% of wearers reporting that they wear briefs with “about the same” frequency as the previous year,
briefs remain the most steadily worn style. By contrast, only 34% of bikini/low rise wearers say they are
wearing the style as often as they did last year, and four in ten wearers reporting that they are now wearing
bikini/low rise styles less often.
Compared to data collected in 2003, the percentage of wearers saying they currently wear boxers just as
often as the previous year has slid by seven points to 45%. The remaining 55% of respondents who did
report a change in how often they wear boxers are split nearly down the middle, with 27% of wearers saying
they wear boxers less often and 28% wearing boxers more often than in 2003.
Frequency of Wearing Underwear Bottom Style Compared to One Year Ago
(% of Buyers)
Bikini/Low rise
62
22
16
Briefs
0%
20%
More often
36
18
46
Boxer Brief
45
27
28
Boxer
34
41
25
40%
Less often
60%
80%
About the same
38
100%
Boxer briefs edge out boxers
Since 2003, the percentage of underwear purchasers who bought boxers slid by two points compared to the
purchase incidence of boxer briefs which increased by four percentage points. Boxer briefs are now being
purchased by a higher percentage of underwear shoppers (31%) than are boxers (27%).
Briefs are still the most commonly purchased style, with just over half of underwear purchasers buying the
style.
Only 8% of respondents reported buying bikini/low rise, placing the style in a distant fourth in terms of
purchase incidence among underwear shoppers.
Underwear Bottom Styles Purchased - 2004 Vs. 2003 and 2002
(% of Buyers)
51
52
51
Briefs
8
7
8
Bikini/Low rise
27
29
29
Boxer
31
Boxer Brief
27
25
0
20
40
60
2004
2003
80
100
2002
2002
Underwear Bottom Styles Purchased 2004
(% of Buyers)
<18
Briefs
Age of Wearer
18-24* 25-34 35-44 45-54
55+
54
25
35
50
56
59
2
8
13
11
9
6
Boxer
30
58
34
25
19
24
Boxer Brief
23
37
52
38
29
13
Bikini/Lowrise
39
Underwear colors/patterns vary by style worn.
With three in four buyers of briefs wearing “white,” this color remains the color of choice among wearers of
this style.
Overall, purchasers of bikini/low rise and boxer briefs prefer solid colors, with seven in ten bikini/low rise
purchasers and 78% of boxer brief purchasers wearing solid colors within these styles.
Among those who indicated purchasing boxer style underwear bottoms, just over two-thirds cited a
preference for patterns or designs.
Underwear Bottom Colors Worn by Style
(% of Buyers)
75
Briefs
36
12
11
25
75
Bikini/Low rise
35
2
16
44
Boxer
69
22
35
Boxer Brief
78
24
4
0
20
Solid White
40
Solid Color
60
Patterns or Designs
80
Character
40
100
Briefs are still considered the most versatile underwear style.
Briefs continue to be perceived as the most versatile style of underwear. They are more likely than other
styles to be considered appropriate to wear everyday, while exercising, with jeans, with dress clothes, with
casual clothes and to work.
Boxer briefs continue to gain acceptance, with 71% of underwear shoppers citing the style as appropriate
for everyday wear. Comparatively, boxers have lost some appeal since the previous year, with only 62% of
purchasers perceiving the boxers as an everyday style compared to 70% in 2003.
For dates and intimate occasions, two-thirds of underwear shoppers prefer bikini/low rise styles.
Underwear Bottom Styles Worn For Each Activity/Occasion
(% of Buyers for Wearers Age 13+)
46
64
79
70
68
71
Briefs
55
72
To sleep in
26
39
Bikini/Low rise
45
44
Exercise/Work out
52
Wear everyday
50
67
37
With jeans
69
33
62
50
51
Boxer
With dress clothes
52
49
With casual clothes
Date/Intimate occasion
60
54
To w ork
64
71
68
66
68
62
69
Boxer Brief
0
20
40
60
80
41
100
Future Underwear Bottoms Purchase Plans
42
Over half of underwear shoppers indicate plans to purchase underwear bottoms for their wearer sometime
in the next three months; no change from 2003.
• Purchasers for wearers 18-24 are most likely to purchase underwear during the next 3 months,
followed by shoppers for 25-44 year-old wearers. Those who buy underwear for someone 45+
are least likely to make a purchase within the next three months.
Plan to Purchase Underwear Bottoms in Next 3 Months
By age of underwear wearer
(% of Buyers)
80
64 65
60
60
54 53 53
62 61
61 61 60
56
53 53 53
53
47
42
45 47
42
40
20
0
Total
Under 18
18-24*
25-34
2002
2003
35-44
45-54
2004
43
55+
Briefs are most likely to be the next underwear style purchased.
Consumers expect briefs to comprise the dominant share of their next ten purchases of underwear.
Collectively, respondents report that 45% of their next ten underwear purchases will be brief styles.
Over the past year, the overall planned purchases of underwear has shifted slightly away from boxers in
favor of boxer brief styles. With boxer briefs expected to account for 26% of shoppers’ next ten purchases,
consumers’ future purchase intent of boxer briefs has strengthened by five percentage points since 2003.
•Shoppers for wearers younger than 18 and 45+ are most likely to purchase briefs.
•More than half of purchasers for 18-24 year-old wearers say they will buy boxers in the future while
the 25-34 age bracket remains the most likely to purchase boxer briefs.
% Share of Next 10 Purchases of Underwear Bottom Styles By Wearer Age - 2004
100
12
26
24
22
31
80
60
25
42
23
6
23
16
29
17
6
9
1
54
9
25
40
7
20
45
59
49
43
8
50
26
15
0
Total
<18
Briefs
18-24*
25-34
Bikini/Lowrise
35-44
Boxer
45-54
55+
Boxer Brief
% Share of Next 10 Purchases of Underwear Bottom Styles By Wearer Age - 2003
100
21
19
15
20
30
80
18
27
32
8
60
6
0
27
30
22
7
59
7
40
20
17
28
7
46
59
55
45-54
55+
49
8
38
33
13
0
Total
<18
18-24
25-34
35-44
44
Consumers who shop for underwear at Wal-Mart are most likely to report planning to purchase briefs in the
future.
Comparatively, shoppers at Target and Kmart are more likely to buy boxer briefs than shoppers at other
stores.
Target, Kohl’s and JC Penney shoppers are more likely to purchase boxers among their next ten purchases
of underwear.
% Share of Next 10 Purchases of Underwear Bottom Styles By Retailer - 2004
100
22
25
27
25
5
7
6
26
26
28
28
23
20
22
25
5
4
80
60
6
40
20
45
49
47
43
44
44
Total
Wal-Mart
Kmart
Target
JCPenney
Kohl's
Boxer
Boxer Brief
0
Briefs
Bikini/Lowrise
% Share of Next 10 Purchases of Underwear Bottom Styles By Retailer - 2003
100
21
21
22
27
27
6
4
46
46
48
Total
Wal-Mart
Kmart
19
21
28
30
6
5
47
45
JCPenney
Kohl's
24
80
60
27
29
5
5
40
20
42
0
Target
45
Most likely colors to be purchased in the future
Overall, the solid white remains the most popular color choice for underwear, expected by consumers to
comprise four of their next ten purchases. Solid color continues to trail, capturing slightly more than onethird of shoppers’ future underwear purchases.
•Purchasers for wearers younger than 18 are more likely to buy underwear featuring characters. The
18-24 age group, dominated by boxer wearers, are more likely to purchase patterns or designs in the
future.
•Shoppers for wearers older than 45 remain more likely to purchase white underwear bottoms, while
the 25-44 year-old wearers prefer solid colors for their next purchases more than any other age group.
100
80
% Share of Next 10 Purchases of Underwear Bottom Colors By Wearer Age - 2004
1
1
3
4
7
7
13
16
20
24
22
20
38
60
37
25
25
41
35
46
40
25
39
58
49
20
39
37
29
26
16
0
Total
<18
Solid white
100
80
18-24*
25-34
Solid color
35-44
Patterns or designs
45-54
Character
% Share of Next 10 Purchases of Underwear Bottom Colors By Wearer Age - 2003
1
1
4
3
8
7
14
15
18
26
24
20
39
31
60
55+
24
30
38
33
47
40
20
25
38
53
56
45-54
55+
41
40
26
25
16
0
Total
<18
18-24
25-34
35-44
46
Underwear buyers who shop at JC Penney remain more likely to purchase white underwear bottoms among
their next ten purchases of underwear compared to shoppers at other retailers.
Target and Kohl’s shoppers anticipate patterns and designs will account for just over two of their next ten
underwear purchases.
Customers who buy underwear at Target also plan to purchase more underwear bottoms featuring
characters than members of other retailers’ shopping groups.
% Share of Next 10 Purchases of Underwear Bottom Colors By Retailer - 2004
100
80
60
7
9
9
20
19
18
6
12
7
20
23
22
35
33
30
36
34
35
40
20
43
39
39
37
Total
Wal-Mart
Kmart
36
31
0
Solid white
Solid color
Target
JCPenney
Patterns or designs
Kohl's
Character
% Share of Next 10 Purchases of Underwear Bottom Colors By Retailer - 2003
100
80
60
7
20
10
7
10
18
19
21
33
30
40
38
42
Total
Wal-Mart
Kmart
33
7
21
8
23
33
34
35
40
20
34
42
35
0
Target
47
JCPenney
Kohl's
Women’s/Girls’ Panties Market Overview
48
Market Overview
For the purposes of this report Girls are defined as females age 4-11 and Women as females age 12+.
Panty Performance in the Total Market by Segment
3,500
When looking at the total market,
sales for women’s panties are up
10% from 2003. Girls’ panties
were up 5% compared to the prior
year.
2896
3,000
2,630
2,500
2,393
2,000
1,500
This large growth in Women’s
panties is driven mostly by
National Chains and Specialty
Stores, with Off Price and Factory
Outlets also showing some
growth.
1,000
500
233
225
214
0
Women's
Girls'
Panties Performance in Mass Merchants by Segment
While the total panties market is
increasing, women’s/girls’ panties
performance in mass merchants
declined by 3% from year ending
September 2003 to 2004.
900
746
723
675
600
• Women’s panties were down 3%
in 2004 from 2003.
• Girls’ panties were down 3%
versus last year.
300
140
121
117
0
Women's
12Mths End Sept 2004
Girls'
49
Market Overview
As part of the Market Insights: Panties and Underwear Bottoms report, the following analysis of WalMart versus the total mass market and the total panties market has been conducted. This index
uncovers areas of opportunity in gender mix, product mix, style mix and demographic profile mix for
both panty manufacturers’ and retailers’ consideration.
Wal-Mart Panties Index
(100=baseline)
Wal-Mart Vs.
Total Market
Market
Overall Panties Mix
(As a % of Total Intimates Mix)
Total Women's and Girls'
Unit Share
99
109
102
112
Gender Mix
Unit Share
Women's
102
94
Girls'
92
130
Dollar Share
Women's
101
94
Girls'
94
181
106
157
High Cut Brief
105
106
Hipster
101
77
Bikini
88
90
Thong
90
48
Boy Short
102
71
Other Panty
121
100
Dollar Share
Style Mix
Dollar Share
Full Cut Brief
50
In comparison to the total mass market,
Wal-Mart is on par with its panties
product mix relative to total intimates,
while slightly overdeveloped in panties
when compared to the market as a
whole.
Compared to the total market, Wal-Mart
is overdeveloped in the girls’ panties
business.
The largest opportunity for Wal-Mart
seems to be in the Thong panty, were
sales are underdeveloped when
compared to the total market.
Sales of Full Cut Briefs are much
stronger in Wal-Mart compared to the
market as a whole.
Market Overview
Dollar Share
(100=baseline)
Wal-Mart Vs.
Market
Total Market
Pack Count
Women's Panties
1 Pack
2 Pack
3 Pack
6 Pack
7 Pack
88
89
92
113
126
38
157
128
264
312
Girls' Panties
1 Pack
3 Pack
4 Pack
6 Pack
7 Pack
10 Pack
112
74
84
105
116
137
24
65
66
158
109
213
Wal-Mart is overdeveloped in the larger
pack counts of women’s panties. There
may be an opportunity for growth in 1packs when compared to the total
market.
A similar scenario exists for girls’
panties as well. Wal-Mart is
overdeveloped in 6-packs but
underdeveloped in 1-packs and 3packs.
Wal-Mart Vs.
Market
Total Market
Brand Type Mix
Women's Panties
National Brands
Private Label
115
69
193
41
Girls' Panties
National Brands
Private Label
107
66
145
33
In both women’s and girls’ panties, WalMart is overdeveloped in National
Brands. Private Label may offer
opportunities for growth in Wal-Mart.
51
Market Overview
Dollar Share
(100=baseline)
Wal-Mart Panties Vs.
Wal-Mart
Wal-Mart
Apparel
Intimates
Age of Buyer
13-24
25-34
35-44
45-54
55-64
65+
100
113
104
89
92
98
134
100
108
105
95
97
95
107
Household Income
Under $25,000
$25,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000+
100
118
96
97
80
90
100
100
99
104
88
107
Census Region
New England
Middle Atlantic
E.N.Central
W.N. Central
S. Atlantic
E.S. Central
W.S. Central
Mountain
Pacific
100
93
99
99
102
107
108
91
103
95
100
95
103
97
98
109
99
95
100
94
When looking at key demographics of
the Wal-Mart consumer, relatively few
differences exist between the Wal-Mart
panty consumer and the Wal-Mart
apparel or intimate apparel consumer.
52
Market Overview
Analyzing Market Insights: Women’s/Girls’ Panties (Market Insights)
For this section of Market Insights: Women’s/Girls’ Panties, keep in mind that the sample is based on 2,433
NPD Fashionworld survey respondents. Any reference to percentage of respondents should be analyzed
based on this sample and not the entire panties marketplace.
53
Market Overview
Purchasing at mass for women’s/girls’ panties
Wal-Mart continues to lead the mass retailers in women’s/girls panty purchases. Overall, 59% of panty
shoppers report purchasing “some” or “most” of their panties at Wal-Mart compared to 38% at Target and
22% and Kmart. Target, however, is the only mass retailer that has shown positive trend in the panty
category since 2002--increasing purchase incidence by 4 percentage points over the time period.
With JC Penney climbing three percentage points to 25% and Kohls moving up to 19%, the reported
increase in purchase incidence among consumers indicates these national chains are gaining appeal
among panty shoppers.
100
Purchase Some or Most of Panties at Retailer - 2004 Vs. 2003 and 2002
(% of Buyers)
76
80
66
63 61
59
60
38
34 36
34
40
27
22
22
25
17 19
20
0
0
Wal-Mart
Km art
Target
2002
Other
Stores (Net)
2003
JCPenney
Kohl's
2004
Source: Market Insights: Panties 2004, 2003 and 2002
Although the percentage of panties buyers who reported buying some or most of their underwear at WalMart only declined by 2% since 2003, the mass retailer has significantly lost its appeal among shoppers for
the 55+ age group--the purchase incidence among these shoppers dropped 11 percentage points over the
past year.
Target continues to attract younger wearers with slight increases purchase incidence among all age
segments 34 and under.
100
Purchase Some or Most of Panties at Retailer - 2004
By age of panties wearer
(% of Buyers)
80
67
63
59 62
59
60
51
52
46 47 47
38
40
22 25
20
17
37
29
23 24 23 21
24
25 25 24 25 24 26 23
19
24 22
20 18 20
0
Wal-Mart
Km art
Total
Under 18
Target
18-24*
25-34
JCPenney
35-44
Source: Market Insights: Panties 2004
54
45-54
Kohl's
55+
13
Market Overview
Wal-Mart continues to drive more cross-purchasing among panty buyers
68% of women’s/girls’ panty buyers still report purchasing other items at Wal-Mart in the past 12 months.
However, this is down twelve percentage points compared to 2002.
At Wal-Mart and Kmart, purchases of additional items by women’s panties shoppers continue to be less
frequent when compared to 2003 and 2002.
Purchased Items Other Than Panties at Retailer in Past 12 Months - 2004 Vs. 2003 and 2002
(% of Buyers)
100
80
80
72
68
57
56
60
50 50
36
40
34 32
30
25
29
20
0
Wal-Mart
Km art
Target
2002
2003
JCPenney
Kohl's
2004
Among the mass retailers, panty buyers are most likely to be purchasers of other apparel items, cosmetics,
and toys. Groceries/food items are also popular purchases, especially among Wal-Mart shoppers.
At national chains JC Penney and Kohl’s, panty buyers were likely to purchase other apparel items and
jewelry in addition to panties.
For Wal-Mart, groceries has become a very important category, with these shoppers more likely to
purchase groceries there than other apparel.
Items Purchased at Retailer - 2004
(% of Buyers)
Base:
Automotive supplies
Cosmetics
Hardware
Jewelry
Toys
Other apparel items
Groceries/Food items
Pet Food
Lawn Supplies
Wal-Mart
(1,663)
45
59
35
21
52
67
77
51
34
Kmart
(730)
15
28
14
13
33
50
29
20
20
Target
(1,206)
9
43
10
15
41
63
39
21
11
55
JCPenney Kohl's
(775)
(696)
1
0
7
5
2
0
21
31
4
13
80
84
1
0
0
0
0
0
Market Overview
Reasons for not purchasing women’s/girls’ panties at mass
When asked why they choose not to buy panties from the retailer, most common responses from Wal-Mart
non-buyers included “don’t have the brands I prefer”, “don’t purchase any apparel there”, “inconvenient to
home or work” and “just don’t like the store/shopping experience.”
Among those who reported purchasing no panties at Kmart or Target, “Inconvenient to home or work”
remains the most cited reason since 2003.
Interestingly, Wal-Mart and Kmart non-buyers were much more likely to indicate that they “just don’t like the
store/shopping experience” than Target non-buyers. Additionally, Wal-Mart non-buyers have a greater
concern for “don’t have the brands I prefer.” This could indicate an opportunity for Wal-Mart to broaden it’s
brand offerings and further expand it’s penetration in this category.
Reasons for Not Purchasing Panties at Retailer - 2004
(% of Buyers)
Wal-Mart Kmart
(998)
(1,892)
Base:
Target
(1,512)
16
13
11
25
16
17
Price is too low-I question the quality
8
4
2
19
37
34
22
25
15
13
11
9
Panties are not appropriate
3
1
1
Panty department is too cluttered
11
8
4
Panty department layout is too confusing
4
3
3
5
3
1
Panties are not fashionable enough
9
6
4
6
3
3
Just don't like the store/shopping experience
23
26
8
Panties are not sexy enough
8
6
4
Wouldn’t want my friends/family to know I buy
panties there
56
Category Dynamics
57
Category Dynamics
Attitudes toward women’s panties remain unchanged from 2003.
Women continue to look for fashion, comfort and price when shopping for women’s panties. Overall, 78%
of respondents agree that “comfort is more important than fashion when buying panties” and 79% believe
“some styles of panties offer both fashion and comfort.” In addition, nearly seven in ten panty shoppers
agree “price is a very important factor when buying panties.”
There are some interesting differences based on retailer shopped:
• Kohl’s shoppers are more likely to agree that the type of panties that the female wears is
dependent on the style of clothing she will be wearing.
• Target, JC Penney, and Kohl’s shoppers are more likely to agree that the female wearer has
more variety of panty styles in her wardrobe than she used to.
• Kmart shoppers are most likely to indicate that they buy more multi-packs for the female wearer
so that they don’t have to shop for panties as often.
One compelling similarity is that Target and Kohl’s shoppers are just as likely to agree that “price is a very
important factor when buying panties” as Wal-Mart shoppers.
58
Category Dynamics
Attitudes Toward Shopping for Panties
Some sty les of panties offer both fashion and comfort
Comfort is more important than fashion w hen buy ing panties for
{female}
69
Price is a v ery important factor w hen buy ing panties
58
57
55
60
61
63
{Female} ow ns more panties than she used to
49
46
46
The ty pe of panties {female} w ears depends on the sty le clothing she
w ill be w earing
48
48
48
49
50
{Female} has more colored panties in her w ardrobe than she used to
46
45
44
{Female} has more v ariety of panty sty les in her w ardrobe than she
36
{Female} just grabs w hatev er is on the top of her draw er w hen
choosing w hat panties to w ear
33
32
I buy more multi-packs of panties for {female} than I used to so I don't
37
29
32
32
31
*{Female} has more v ariety of fabrics in her panty w ardrobe than
*{Female} has more thong panties in her w ardrobe than she used to
55
44
50
38
40
42
she used to
24
22
62
39
40
36
38
35
need to shop for panties as often
74
79
76
72
75
54
53
58
used to
28
31
30
34
21
19
20
24
25
28
19
17
16
22
24
28
The ty pe of panties {female} w ears depends on the activ ity or
occasion
I buy more indiv idual pairs of panties for {female} than I used to
0
Total
54
54
77 79
77
84
82
86
78
82
84
78
77
75
Wal-Mart
20
40
Kmart
60
Target
*Asked only among female panty wearers age 13+
59
80
100
JCPenney
Kohl's
Category Dynamics
Older age segments look for comfort; younger wearers driven by fashion
Consumers shopping for wearers 35+ are more likely to agree that “Comfort is more important than fashion
when buying panties.” Those who shop for women age 18-34 are more likely to say “some styles of panties
offer both fashion and comfort” and “the type of panties she wears depends on the style clothing she will be
wearing.”
Those shopping for wearers age 18 to 24 are more likely to agree the wearer “owns more panties than she
used to” and has “more variety of panty styles,” more colored panties,” ”more variety of fabrics,” and “more
thongs” in her wardrobe than she used to.
Attitudes Toward Shopping for Panties
78 87
86
80
Some sty les of panties offer both fashion and comfort
75
62
72
71
56
Comfort is more important than fashion w hen buy ing panties for
{female}
83
72
71
74
69
67
Price is a v ery important factor w hen buy ing panties
{Female} ow ns more panties than she used to
w ill be w earing
26
51
57
52
{Female} has more colored panties in her w ardrobe than she used to
46
47
35
{Female} has more v ariety of panty sty les in her w ardrobe than she
used to
22
{Female} just grabs w hatev er is on the top of her draw er w hen
22
I buy more multi-packs of panties for {female} than I used to so I don't
need to shop for panties as often
33
34
30
she used to
16
*{Female} has more thong panties in her w ardrobe than she used to
40
38
43
36
occasion
I buy more indiv idual pairs of panties for {female} than I used to
8
21
19
12
0
20
18-24
*Asked only among female panty wearers age 13+
60
45
25
14
9
44
32
15
The ty pe of panties {female} w ears depends on the activ ity or
45
46
22
12
4
Under 18
24
30
70
46
22
*{Female} has more v ariety of fabrics in her panty w ardrobe than
61
62
40
28
29
choosing w hat panties to w ear
67
65
51
41
93
62
65
71
61
51
54
51
38
The ty pe of panties {female} w ears depends on the sty le clothing she
88
52
55
34
23
31
25
40
25-34
60
35-44
80
45-54
100
55+
Category Dynamics
How many women coordinate their panties with their bras or outerwear?
When asked how frequently coordinating innerwear sets are worn, panty purchasers indicated that 61% of panty
wearers ever wear coordinating bras and panties. Just as many (62%) report the wearer coordinates the color of
her innerwear with the color of her outfit.
•Wearers age 18-34 wear coordinating innerwear sets and coordinate innerwear with outerwear more
frequently than other age segments.
Coordinating Intimate Apparel - 2004
(% of Buyers)
100
80
62
61 62
72 69
67 67
60 61
58 59
52
60
48
52
40
20
0
Total Age
13+
13-18
18-24
25-34
Coordinate innerw ear
35-44
55+
Coordinate innerw ear w ith outerw ear
Note: Innerwear defined as bras and panties
Asked only among female panty wearers age 13+
61
45-54
Category Dynamics
How often do women coordinate their panties with their bras or outerwear?
The majority of women age 13+
who coordinate their bra with
their panty do so no more than
two days per week.
Frequency of Coordinating Bra with Panty - 2004
(% of Buyers)
Everyday
15%
Less than 1
day/w eek
36%
5-6 days/w eek
7%
3-4 days/w eek
19%
1-2 days/w eek
23%
Frequency of Coordinating Outerwear with Panty - 2004
(% of Buyers)
Everyday
12%
Four in ten women coordinate innerwear
with outerwear more than twice per week.
Wearers 25-34 are more likely than other
age groups to coordinate innerwear with
their outerwear.
5-6 days/w eek
8%
Less than 1
day/w eek
35%
3-4 days/w eek
21%
1-2 days/w eek
24%
62
Category Dynamics
How many panties are purchased as bra and panty sets?
Among purchasers of bra and panty sets, most report that no more than one-quarter of their panty purchases
consist of bra and panty sets. Panty shoppers for wearers 25-34 purchase innerwear sets more often than
other age groups.
Percentage of Panties Purchased as Bra and Panty Sets - 2004
(% of Buyers)
100%
11
8
0
8
7
80%
24
11
11
8
6
10
15
19
14
14
6
2
13
20
18
58
63
62
25-34
35-44
45-54
21
60%
40%
63
70
69
71
20%
0%
Total Age
13+
13-18
1% - 25%
18-24
26% - 50%
51% - 75%
55+
76% - 100%
Percentage of Panties Purchased as Bra and Panty Sets - 2004
By retailer shopped
(% of Buyers)
100%
11
9
7
7
80%
19
18
5
8
8
7
17
7
11
9
9
19
20
22
60%
40%
63
66
70
Total
Wal-Mart
Kmart
66
65
58
20%
0%
1% - 25%
26% - 50%
Target
51% - 75%
JCPenney
76% - 100%
63
Kohl's
Category Dynamics
Women still prefer 100% cotton panties
Consistent with data from 2003 and 2002, more than half of women prefer 100% cotton when buying
panties. Shoppers for wearers younger than 18 are the most likely to prefer 100% cotton, with nearly seven
in ten purchasers preferring the fabric.
Cotton with a spandex or lycra blend is the second favorite fabric among women when shopping for panties.
Overall, one in five purchasers prefer the fabric blend, driven largely by wearers 18-44.
Panties Fabric Preference - 2004 Vs. 2002 and 2003
(% of Buyers)
100
80
60
58 55 55
40
16 19
20
20
10 10 10
6 7 6
4 5 5
5 4 4
1 1 1
100%
Nylon
100%
Polyester
0
100%
Cotton
Cotton
With
Spandex
Or Lycra
Blend
Cotton/
Polyester
Blend
Nylon With Microfiber
Spandex
Or Lycra
Blend
2002
2003
2004
Panties Fabric Preference - 2004
(% of Buyers)
Age of Wearer
18-24 25-34 35-44 45-54
Total
<18
100% Cotton
55
69
48
54
53
56
56
Cotton With Spandex or
Lycra Blend
20
14
26
24
22
18
12
10
12
14
8
10
8
10
Nylon With Spandex or
Lycra Blend
6
3
4
7
7
6
8
Microfiber
5
2
5
5
4
5
4
100% Nylon
4
1
2
2
3
5
8
100% Polyester
1
0
1
0
0
1
1
64
55+
Category Dynamics
Most underwear purchased is contained in packaging
Just over 5 in 10 purchasers prefer panties that are contained in packaging.
•This share is highest among those under 18 and those over 45.
•Within the 18-24 wearer age group, panties folded on tables makes-up the largest share of panties
purchased.
•The 18-44 wearer age group is more likely to have a greater share of panties purchased on hangars
than some of their younger and older counterparts.
Share of Panties Purchased in Each Package Type
(% of Underwear Bottoms)
Total
Under 18
21
53
26
19
65
16
Hanging on hangars
18-24
30
Contained in packaging
40
29
Folded on tables
25-34
35-44
5
67
28
0%
15
65
21
55+
19
55
26
45-54
28
39
33
20%
40%
60%
65
80%
100%
Category Dynamics
Most purchasers prefer panties contained in packaging, though this varies greatly based on age
and retailer
Though the greatest share of panties purchased were contained in packaging, this style of purchasing is not
necessarily strongly preferred. Just under half prefer panties contained in packaging, with another 29%
preferring hanging on hangars, and 22% folded on tables.
•Purchasers for wearers under 18 and 45+ dominantly prefer panties contained in packaging.
•Conversely, for wearers 18-24, 43% prefer panties folded on tables, with panties contained in
packaging coming in a distant second.
•Purchasers for wearers 25-34 are equally split between the three packaging options.
Wal-Mart and Kmart shoppers are more likely to prefer panties contained in packaging than other retailer
shoppers. Kohl’s shoppers, on the other hand, prefer panties hanging on hangars, while JC Penney
shoppers are almost equally divided on these two packaging options.
For those preferring panties contained in packaging, 6 pairs per package is mostly preferred, followed
closely by 3 pairs per package.
Panties Packaging Preference
(% of Buyers)
Age of Wearer
Total <18
Hanging on Hangars
18-24 25-34 35-44 45-54 55+
29
18
31
36
31
26
29
27
25
30
37
41
Contained in Packaging 49
62
26
33
49
61
65
60
66
49
39
35
1 pair
1
1
5
1
1
2
2
0
0
0
2
2
2 pairs
2
1
1
4
1
2
3
1
1
2
4
4
3 pairs
30
21
21
26
29
34
38
24
24
30
32
37
4 pairs
13
12
23
16
12
10
14
13
14
16
16
15
5 pairs
6
6
12
5
6
6
4
6
7
5
5
6
6 pairs
34
37
30
36
38
33
32
39
39
35
30
30
7 pairs
5
5
2
4
5
8
3
6
5
4
3
1
8+ pairs
8
18
7
8
9
6
4
10
10
8
8
5
22
20
43
31
20
13
6
13
10
22
24
24
Folded on Tables
66
Category Dynamics
Women continue to replenish their panty wardrobes
Compared to 2003, the percentage of women who bought 10 or more pairs of panties during the 2004 recall
period increased by four percentage points. The greatest percentage of women (44%) reported buying 4-6
pairs during the time frame.
# of Pairs of Panties Purchased - 2004 Vs. 2003 and 2002
(% of Buyers)
28
33
33
1-3 Pairs
44
43
4-6 Pairs
41
12
11
12
7-9 Pairs
17
13
14
10+ Pairs
0
20
40
2004
2003
60
2002
Among all age segments, the percentage of women who reported purchasing 10 or more pairs of underwear
increased since 2003.
# of Pairs of Panties Purchased From July-September 2004
(% of Buyers)
Age of Wearer
<18
Purchased Panties At
18-24 25-34 35-44 45-54 55+
1-3 Pairs
31
26
30
29
27
23
28
27
28
25
28
4-6 Pairs
38
44
43
44
45
49
43
42
42
44
45
7-9 Pairs
14
12
9
12
11
14
12
12
10
12
10
10+ Pairs
17
18
18
16
18
14
17
19
20
19
17
5.86
5.91
5.73
5.68
6.08
6.06
5.92
6.06
5.98
Mean#
67
6.08 5.79
Category Dynamics
With little change from 2003 and 2002, just over six in ten respondents reported purchasing panties at
“about the same rate” as compared to the past.
• Compared to other age segments, shoppers for wearers under age 24 are more likely to say they
purchased panties “more often” in 2004 than previous years.
• Ironically, those shopping for wearers 18-24 were also more likely than other age groups to report
buying panties less frequently than in the past year.
Frequency of Purchasing Panties for Wearer - 2003 Vs. 2003 and 2002
(% of Buyers)
2004
23
2003
22
14
64
2002
22
14
64
0%
15
62
20%
40%
More often
60%
Less often
80%
100%
About the same rate
Frequency of Purchasing Panties for Wearer
(% of Buyers)
<18
Age of Wearer
18-24 25-34 35-44 45-54
55+
More often
30
31
28
22
16
15
Less often
7
23
19
17
13
9
63
46
53
62
71
76
About the same rate
68
Category Dynamics
With no real change from 2003, 53% of panty buyers say they bought the usual amount of panties in the
past three months.
• A positive shift in the amount of panties purchased for the 18-24 age segment is evidenced by the
seven point increase in the percentage of shoppers who reported buying more panties than the
past for this group of wearers.
• Conversely, the percentage of purchasers for under 18 wearers indicating that they bought more
than usual dropped five percentage points from last year.
Statement Best Describing Amount of Panties Purchased for Wearer
(% of Buyers)
Total
2002
Total
2003
Total
2004
<18
18-24
Age of Wearer-2004
25-34
35-44
45-54
55+
Bought usual amount
51
53
53
53
48
48
56
56
54
Bought fewer than usual (Net)
16
17
18
18
18
22
17
15
15
I already have enough
7
8
8
9
8
10
7
8
9
I spent money on other items
4
4
4
3
7
5
3
2
2
I didn’t like the selection offered
3
4
5
5
5
7
5
4
3
There was not a special deal
3
3
3
2
3
4
3
3
3
Bought more than usual (Net)
34
31
31
31
34
32
29
30
32
It was a good deal
19
18
18
15
20
18
17
18
21
8
8
9
8
9
11
9
7
6
11
9
10
14
13
10
8
8
9
I found a new product I/she liked
I/she didn't have enough
69
Category Dynamics
Similar to 2003, two-thirds of panty buyers report no change in the amount of panties they purchased per
shopping occasion compared to past years.
Amount of Panties Purchasing Per Shopping Occasion - 2004 Vs. 2002 and 2003
(% of Buyers)
2004
17
16
67
2003
18
16
67
2002
16
0%
15
69
20%
40%
60%
Buying more
Buying few er
80%
100%
Buying same amount
Compared to 2003, buyers for 18-24 year-olds are less likely to report buying more panties.
The percentage of buyers for the 35-44 age segment who reported buying fewer panties increased by 5
percentage points over 2003.
The 55+ age group has become even more consistent in their purchasing with 80% of shoppers for this
segment saying they purchased the same amount of panties as in the past.
Amount of Panties Purchasing Per Shopping Occasion
(% of Buyers)
Age of Wearer
25-34 35-44 45-54
<18
18-24
Buying more
20
18
23
19
12
11
Buying fewer
15
25
18
18
12
9
Buying same amount
66
57
59
63
76
80
70
55+
Category Dynamics
Reasons for buying more
Among the 17% of shoppers who are buying more panties than the past, most cite “buying for different
occasions or moods” and “like to try new/different products” as the main reasons for their increased
purchases.
The percentage of respondents quoting “like to try new/different products” as a reason they bought more
panties increased by 10 percentage points from 2003, indicating that new styles such as boy brief and low
rise continue to incite new purchases by consumers.
Other important reasons for buying more panties in 2004 were “changed size” and “prices are lower than
before.” Similar to what we saw for men’s underwear bottoms, it will be interesting to see the trend of
“changed size” over time.
Reasons for Buying More Panties Than in Past - 2004 Vs. 2002 and 2003
(% of Buyers buying more panties)
36
Buying for different occasions or moods
42
40
42
32
34
Like to try new /different products
27
Changed size
23
25
23
Prices are low er than before
12
15
12
To save time
11
11
11
Buying in a larger pack size
11
None Of These
18
0
10
23
20
2004
2003
30
40
50
2002
Note: “Changed in size” not asked in 2002-2003
71
Category Dynamics
Overall, women’s underwear drawers have remained the same size since 2003, with wearers currently
owning an average of 21 pairs of panties. Those panty wearers age 18-34 continue to own the most pairs
of panties per wearer compared to other segments.
Mean # Pairs of Panties Owned by Wearer Age Segment
30
28
26
25
24
23
23
21
21 21
20
19
19
17
20
19
18
21
1818
19
18 18
17
15
10
5
0
Total
Under 18
18-24
25-34
2002
35-44
2003
45-54
55+
2004
Although ownership remained constant among all consumers, the size of panty wardrobes among shoppers
at Kmart, Target, JC Penney and Kohl’s has increased by at least one pair of panties compared to 2003.
Mean # Pairs of Panties Owned by Retailer Shopped
30
25
21 21
20
19
20 20
18
21
22
19
22
23
22
23
24
22
20
15
10
5
0
Total
Wal-Mart
Kmart
2002
Target
2003
JCPenney
2004
72
Kohl's
Brand Awareness
73
Aided Awareness - Top 20 Women’s Panties Brands
Overall, brand recognition remained virtually unchanged for most brands compared to awareness levels for
2003.
For the third consecutive year, Hanes/Hanes Her Way tops the list for aided awareness of women’s panties;
more than three in four shoppers are aware of the brand. Victoria’s Secret and Fruit of the Loom brands rank
#2 and #3, with aided awareness of 69% and 68%, respectively.
Gap/Gap Body was the biggest gainer from 2003, with brand awareness increasing by 5 percentage points to
31% in 2004.
Aided Brand Awareness - Women’s Panties
Brand Rank:
(% of Buyers)
2002
1
2003
1
2
3
2
Victoria's Secret
3
2
3
Fruit Of The Loom
5
4
4
Jockey
4
4
5
Just My Size
6
6
6
Calvin Klein
8
8
7
Joe Boxer
7
7
8
Bali
9
9
9
Maidenform
10
10
10
Barely There
11
11
11
Vanity Fair
na
13
12
Tommy Hilfiger
32
12
14
12
Vassarette
32
17
17
14
Gap/Gap Body
31
14
15
15
Old Navy
30
13
12
16
Lane Bryant
29
na
na
17
Donna Karan/DKNY
na
24
18
Cherokee
25
na
19
18
Simply Basic
25
15
16
20
Olga
2004
1 Hanes/Hanes Her Way
77
69
68
57
55
52
49
48
45
43
36
28
24
na = Not asked in that year
74
Aided Awareness - Top 20 Girls’ Panties Brands
Similar to women’s panties brand awareness rankings, Hanes/Hanes Her Way and Fruit of the Loom are the
top brands by aided awareness among purchasers of girls’ panties. With two-thirds of shoppers aware of the
brand, Hanes/Hanes Her Way holds on to the #1 spot despite the brand’s aided awareness slipping by nine
percentage points since 2003.
Barbie holds its ground as the top girls’ panties license in 2004 with 56% of those who shop for girls’ panties
aware of Barbie. Other licensed brands with high awareness are Disney, Dora The Explorer, Care Bears and
Blues Clues.
Brands that made the Top 20 that were newly introduced to the aided recall pre-list were Dora The Explorer,
Care Bears, Basic Editions, Strawberry Shortcake and Princess Collection.
Aided Brand Awareness – Girls’ Panties
Brand Rank:
(% of Buyers)
2002
1
2003
1
2004
1
2
2
2
Fruit Of The Loom
3
3
3
Barbie
4
3
4
Disney
na
na
4
Dora The Explorer
na
na
6
Care Bears
6
6
7
Blues Clues
5
5
8
Carters
34
na
na
9
Basic Editions
33
na
na
10
Straw berry Shortcake
31
na
na
11
Princess Collection
30
7
7
11
Winnie The Pooh
30
10
12
13
McKids
27
11
9
13
Jockey
27
na
9
13
Simply Basic
27
7
11
13
Underoos
27
12
15
17
Old Navy
26
29
14
18
Health-Tex
25
9
8
18
Looney Tunes
25
14
15
20
Gerber
25
Hanes/Hanes Her Way
67
62
56
48
45
37
35
na = Not asked in that year
75
Panties Styles - Key Insights
76
Briefs continue to be the most popular style
In total, briefs remain the most popular style, comprising just over one-third of panty wearers’ wardrobes.
The style with largest overall shift in ownership over the past year is hi-cut, losing four percentage points
since 2003.
•Low rise/hipster styles continue to gain popularity among younger women, as those wearers in the
18-34 category have increased ownership of the style.
•Briefs are claiming a larger share in the wardrobes of girls under 18; ownership of the style
increased by seven percentage points among this age group since 2003. The share of bikini styles
by wearers under 18 slipped by four points over the same time period.
100
4
13
80
9
17
60
5
40
16
% Share of Panty Styles Owned By Wearer Age - 2004
2
4
4
4
6
9
7
11
12
21
8
10
27
3
28
4
12
2
26
16
20
13
11
4
5
7
17
11
1
5
19
1
4
70
22
20
48
36
48
22
30
11
19
0
Total 2004
Briefs
<18
Bikini
18-24
String Bikini
25-34
Hi-Cut
35-44
45-54
Low Rise/Hipster
Thong
55+
Other
% Share of Panty Styles Owned By Wearer Age - 2003
100
80
3
4
12
13
60
22
7
9
21
5
7
7
12
24
17
19
2
3
5
1
4
26
20
1
5
29
2
3
12
7
8
11
40
10
6
29
45
5
2
18
68
20
20
37
41
50
25
32
20
10
0
Total 2003
Briefs
<18
Bikini
18-24
String Bikini
25-34
Hi-Cut
Source: Market Insights: Panties 2004 and 2003
77
35-44
Low Rise/Hipster
45-54
Thong
55+
Other
Panty colors owned vary depending on the age of the wearer.
With the color comprising more than half of their wardrobe, solid white continues to be favored by women
55+. Conversely, patterns/designs are more popular among 18-44.
• Notable shifts occurred in the color ownership of 18-24 year-old panty wearers as solid colored
panties lost five percentage points and patterns/designs became increasingly popular among this
age group.
• Character licenses picked up momentum in 2004 due to girls under 18 owning more panties
featuring characters than they did in the previous year.
100
4
% Share of Panty Colors Owned By Wearer Age - 2004
0
1
4
2
18
22
80
0
12
26
28
33
42
33
41
60
44
38
38
44
40
41
55
21
20
35
30
13
13
<18
18-24
41
20
0
Total
Solid White
100
2
25-34
Solid Color
35-44
Patterns/Designs
45-54
Character
% Share of Panty Colors Owned By Wearer Age - 2003
1
0
3
2
16
18
26
80
1
10
27
30
37
55+
34
40
47
60
41
40
44
40
46
55
24
20
42
32
32
24
14
15
<18
18-24
0
Total
Solid White
25-34
Solid Color
78
35-44
Patterns/Designs
45-54
Character
55+
Low Rise/Hipster, Boy Brief trend is still growing.
Overall, briefs continue to be the most popular style worn by women--over half of respondents cited briefs
as a style “ever worn.”
Bikini and hi-cut are the #2 and #3 styles “ever worn”, although the popularity of the hi-cut style continues a
downward trend since 2002.
Still favorites among 18-34 year olds, the popularity of boy brief and low rise/hipster styles also spills over
into older age segments. The percentage of women over 55 reported ever wearing low rise/hipster styles
increased by 5 points in 2004, and the percentage ever wearing boy briefs climbed 6 percentage points this
year.
Panty Styles Ever Worn
(% of Buyers)
56
56
57
Briefs
45
45
42
Bikini
40
Hi-Cut
Thong
Low Rise/Hipster
Boy Brief
9
19
24
25
44
46
36
33
33
36
31
23
21
21
String Bikini
Tanga
4
0
9
8
20
40
2004
60
2003
80
100
2002
Panty Styles Ever Worn
(% of Buyers)
Briefs
Bikini
Hi-Cut
Thong
Low Rise/Hipster
String Bikini
Boy Brief
Tanga
<18
65
48
10
27
37
22
26
5
18-24
33
69
26
75
66
55
55
18
Age of Wearer
25-34 35-44 45-54
46
51
66
63
42
30
43
52
52
59
33
15
49
29
23
33
18
10
35
19
11
12
9
5
79
55+
80
15
33
5
15
5
8
3
Briefs and both bikini styles remain stable
While briefs and both bikini styles saw little movement from 2003 to 2004, most other styles experienced
some shifts.
• Low rise/hipster style panties maintain their momentum from 2003, with fewer women reporting
they wear the style less often than they did one year ago.
• The growing popularity of boy brief panties may be leveling out, as fewer women reported
wearing the style more often than in 2003.
• The tanga style of women’s panties is losing appeal among panty wearers. Fewer consumers
reported the style being worn as often as a year ago, and more respondents saying the style is
being worn less often than in 2003.
2004
2003
Frequency of Wearing Panty Style Compared to One Year Ago
Frequency of Wearing Panty Style Compared to One Year Ago
(% of Buyers)
(% of Buyers)
19
Briefs
Bikini
25
56
25
String Bikini
22
Hi-cut
22
30
41
Low Rise/Hipster
37
20
27
Boy Brief
52
Thong
0%
20%
More often
29
40%
Less often
22
80%
40
26
38
27
48
24
28
33
42
30
56
0%
22
42
20%
More often
About the same
45
43
Thong
100%
57
31
Boy Brief
23
32
60%
String Bikini
Tanga
26
25
39
24
Low Rise/Hipster
36
47
22
Bikini
Hi-cut
49
44
Tanga
45
29
21
Briefs
26
40%
Less often
22
32
60%
80%
About the same
80
100%
Briefs are still the most commonly purchased panty style; Low Rise/Hipster and Boy Brief styles
continue positive momentum
Women continue to purchase low rise/hipster and boy brief styles with increasing frequency. Purchases of
these styles increased significantly from 2003 to 2004. These data reinforce the trends of the low
rise/hipster and boy brief styles in women’s wardrobes and wearing frequencies.
Compared to 2003, purchases of panties for girls younger than 18 have been relatively inconsistent.
Shoppers for this age segment favored briefs while shying away from bikini, thong, and low rise/hipster
styles more strongly than in 2003.
Panty Styles Purchased - 2004 Vs. 2003 and 2002
(% of Buyers)
39
39
Briefs
25
Hi-Cut
28
43
31
27
26
26
Bikini
22
21
22
22
Thong
Low Rise/Hipster
12
Boy Brief
10
4
16
15
10
9
10
String Bikini
Tanga
1
3
3
0
20
40
2004
2003
60
2002
Panty Styles Purchased
(% of Buyers)
Briefs
Bikini
Hi-Cut
Thong
Low Rise/Hipster
String Bikini
Boy Brief
Tanga
<18
51
5
34
20
25
17
12
3
18-24
15
11
41
50
41
34
28
8
Age of Wearer
25-34 35-44 45-54
23
32
51
20
36
38
39
28
15
36
21
6
33
17
12
22
10
5
12
9
4
5
3
1
81
55+
72
24
6
2
9
3
1
1
Solid colors are preferred across all panty styles
With little change from 2003, solid colors are the most popular scheme within all panty styles. White is most
likely to be found in brief and hi-cut styles, while patterns/designs comprise a significant share of bikini,
string bikini, low rise/hipster, and thong styles.
Although character designs have traditionally been most often associated with girls’ briefs, character
designs gained popularity among wearers of low rise/hipster and boy brief styles during 2004.
Panty Colors Worn by Style
(% of Buyers)
Briefs
60 65
47
9
43
Bikini
70
69
8
31
String Bikini
69
66
6
Hi-Cut
52
51
3
71
37
Low Rise/Hipster
63
11
25
Tanga
65
35
5
28
Boy Brief
69
52
16
71
35
Thong
65
7
0
20
40
Solid White
Solid Color
60
Patterns or Designs
82
80
80
Character
100
Trends in panty wear by activity/occasion follow purchasing and ownership trends.
As women report purchasing and wearing more low rise/hipster and boy brief panties, these styles are also
being increasingly accepted as everyday wear. Compared to 2003, boy briefs are being worn more for
activity/occasions such as “date/intimate occasions”, “under white pants/skirt”, “Under low rise pants/skirts”,
“to work”, and “during menstrual period”.
String bikini, hi-cut, and tanga styles were the biggest “losers”; each style of panty lost appeal in at least four
activity/occasion categories.
Women reported no changes in the frequency of wearing brief and bikini styles for the listed activities and
occasions.
Panty Styles Worn For Each Activity/Occasion
(% of Buyers for Wearer Age 13+)
Base (Wear style):
Briefs
(1216)
Bikini
(1035)
String
Bikini
(559)
Hi-cut
(953)
Boy
Brief
(593)
Thong
(873)
With dressy clothes
48
49
39
54
40
32
21
74
With casual clothes
70
66
55
63
64
31
58
52
With jeans
64
63
52
56
67
29
48
63
Changing in front of others
56
57
42
51
55
24
59
27
To sleep in
63
54
40
45
45
18
60
23
Date/intimate occasions
29
50
51
43
47
42
33
85
Exercising/working out
67
50
25
50
37
6
37
26
Under white pants/skirt
56
39
31
47
34
15
26
66
Under tight/clingy clothing
33
28
22
38
26
16
14
83
Under low rise pants/skirts
22
42
34
25
77
18
27
58
Wear everyday
77
66
52
65
63
27
52
48
To work
70
61
46
62
57
25
45
51
During menstrual period
70
49
29
42
37
8
38
14
Low Rise/
Hipster Tanga
(855)
(212)
= more than 3 percentage points different from 2003
83
Future Panties Purchase Plans
84
Overall future purchase intent has slipped slightly among women’s panties shoppers since 2003.
• Purchasers for 18-24 year-old remain more likely than those purchasing for other age segments
to purchase panties in the next three months.
• Purchasers for wearers age 55+ continue to be the least likely to purchase panties in the next
three months.
Plan to Purchase Panties in Next 3 Months
(% of Buyers)
100
79
80
63
67
83
77
76 76
71
63
60
58
61 64
63
67
71
61
64
60
43 43
48
40
20
0
Total
Under 18
18-24
2002
25-34
2003
35-44
45-54
2004
85
55+
Brief style panties maintain largest share of future panty purchases, driven by those younger than
18 and older than 45.
Thongs continue to be popular among shoppers for 18-34 year old age segment; Hi-cut styles are second to
briefs in planned purchases of 35+ age groups.
100
80
60
40
20
% Share of Next 10 Purchases of Panty Styles By Wearer Age - 2004
2
1
3
6
6
6
4
5
10
12
7
11
13
13
19
21
1
9
13
11
3
29
28
25
14
2
17
26
21
4
10
13
17
3
6
15
4
70
17
11
21
47
43
33
18
27
16
8
0
Total
Briefs
100
80
60
<18
Bikini
String bikini
25-34
Hi-cut
35-44
45-54
Low Rise/Hipster
24
15
17
17
3
7
16
6
9
Other
11
68
18
20
Thong
55+
% Share of Next 10 Purchases of Panty Styles By Wearer Age - 2003
1
3
4
5
5
3
4
8
10
6
11
12
16
21
7
22
9
0
27
29
10
5
34
2
11
29
20
4
40
18-24
35
38
21
8
49
30
16
0
Total
Briefs
<18
Bikini
18-24
String bikini
25-34
Hi-cut
86
35-44
45-54
Low Rise/Hipster
Thong
55+
Other
Women who shop for panties at Wal-Mart and Kmart are most likely to buy brief style panties in the future;
approximately four in ten of their next 10 purchases will be briefs.
Similar to JC Penney and Kohl’s, those who shop for panties at Target intend to purchase more bikini, string
bikini, low rise/hipster, and thong styles than panty shoppers at Wal-mart and Kmart.
% Share of Next 10 Purchases of Panty Styles By Retailer - 2004
100
6
13
80
60
5
10
9
11
3
4
14
14
15
6
6
13
14
14
12
12
15
16
15
5
5
18
17
18
18
17
7
10
10
4
40
6
17
6
17
20
41
38
33
29
31
Target
JCPenney
25
0
Total
Briefs
100
Wal-Mart
Bikini
60
String bikini
Hi-cut
Low Rise/Hipster
Kohl's
Thong
% Share of Next 10 Purchases of Panty Styles By Retailer - 2003
4
5
7
7
5
12
80
Kmart
9
11
11
7
8
5
14
13
13
10
10
11
20
21
22
5
5
16
17
15
29
28
27
Target
JCPenney
Kohl's
19
20
20
Other
3
3
15
15
4
40
20
5
15
40
35
40
0
Total
Briefs
Wal-Mart
Bikini
Kmart
String bikini
Hi-cut
87
Low Rise/Hipster
Thong
Other
Colors that are most likely to be purchased next time
Despite a slight decline in share among wearers younger than 45, solid color schemes continue to dominate
the overall share of future panty purchases.
Compared to 2003, the future purchase share of patterns/designs increased in every age group 18 and
older.
With future purchase share growing by seven percentage points among shoppers for wearers younger than
18, the popularity of character panties has grown significantly within the age group since 2003.
% Share of Next 10 Purchases of Panty Colors By Wearer Age - 2004
100
4
4
1
3
0
10
18
23
80
1
27
28
33
41
60
36
43
41
40
40
45
40
43
54
23
20
32
29
13
12
<18
18-24
38
19
0
Total
Solid white
25-34
Solid color
35-44
45-54
Patterns or designs
55+
Character
% Share of Next 10 Purchases of Panty Colors By Wearer Age - 2003
100
2
1
29
28
3
3
16
19
27
80
0
0
12
36
35
45
60
41
42
41
46
40
46
53
25
20
39
30
29
23
14
14
<18
18-24
0
Total
Solid white
25-34
Solid color
35-44
Patterns or designs
88
45-54
55+
Character
By retailer type, there are no major differences in planned purchasing by color, and fairly even distributions
between white, solid color and designs/patterns.
% Share of Next 10 Purchases of Panty Colors By Retailer - 2004
100
80
4
4
5
28
27
26
40
38
37
5
30
4
4
27
31
60
39
42
42
40
20
29
31
32
Total
Wal-Mart
Kmart
25
27
23
Target
JCPenney
Kohl's
0
Solid white
Solid color
Patterns or designs
Character
% Share of Next 10 Purchases of Panty Colors By Retailer - 2003
100
3
3
3
4
2
3
27
27
27
29
28
26
41
37
37
40
42
44
30
33
33
27
28
28
Total
Wal-Mart
Kmart
Target
JCPenney
Kohl's
80
60
40
20
0
Solid white
Solid color
Patterns or designs
89
Character
Appendix A: Questionnaire
90
Appendix A
1a. Have you purchased any panties or underwear bottoms for any of the following
members of your family, including yourself in the past 4 months (from July 2004
through October 2004)? (Select all that apply)
Self
Spouse
Child under age 13
Child or other family member age 13+
None of these [VALIDATE]
IF Q1A=”NONE OF THESE”, GO TO Q28 (NON-QUALIFIER QUESTIONS)
1b. Please indicate the age and gender for each family member you have purchased
any panties or underwear bottoms for during the past 4 months (July 2004 through
October 2004). (Select age and gender for each family member you purchased for)
PIPE IN EACH HOUSEHOLD MEMBER PURCHASED FOR IN Q1A
2 PULL DOWN MENUS FOR EACH MEMBER
Yourself
Age [PULL DOWN MENU: 0-99]
Gender [PULL DOWN MENU: Male, Female]
Spouse
ADD: If you’ve purchased panties or underwear for more than one child, please answer
for only one.
Child Under Age 13
ADD: If you’ve purchased panties or underwear for more than one child/family member,
please answer for only one.
Child or Other Family Member Age 13+
ROUTE IN 1 HOUSEHOLD MEMBER ONLY FOR THE REMAINDER OF THE
SURVEY
91
Appendix A
2. Which of the following brands of [INSERT], if any, have you ever heard of? (Select
all that apply)
IF HH MEMBER=FEMALE AGE 13+
Adonna
Ashley Taylor
Avenue
Bali
Barely There
Cacique/Lane Bryant
Calvin Klein
Catherine’s
Cherokee
Curvation
Donna Karan/DKNY
Fashion Bug/Fashion Bug Plus
Felina
Fruit Of The Loom
Gap/Gap Body
Gilligan O’Malley
Hanes/Hanes Her Way
Jockey
Joe Boxer
Just My Size
Lane Bryant
L.E.I.
Lovable
Love Pats/Wundies
Maidenform
Mossimo
Mudd
No Boundaries
Old Navy
Olga
OnGossamer
Pink
Secret Treasures
Simply Basic
St. Eve
Tommy Hilfiger
T.R. Bentley
Vanity Fair
Vassarette
Victoria's Secret
Wacoal
Warners
Xhilaration
92
Appendix A
IF HH MEMBER=FEMALE UNDER AGE 13
Bali
Barbie
Barely There
Basic Editions
Basic Image
Blues Clues
Care Bears
Carters
Children's Place
Circo
Danskin
Disney
Dora The Explorer
Fruit Of The Loom
Gap/Gap Body
Gerber
Hanes/Hanes Her Way
Health-Tex
Jockey
Joe Boxer
L.E.I.
Limited Too
Looney Tunes
Lovable
Love Pats/Wundies
Mary Kate and Ashley
McKids
Mudd
Old Navy
Oshkosh B’ Gosh
Playtex
Powerpuff Girls
Princess Collection
Route 66
Scooby Doo
Simply Basic
Starter
Strawberry Shortcake
Underoos
Vassarette
Victoria's Secret
Winnie the Pooh
Xhilaration
93
Appendix A
IF HH MEMBER=MALE AGE 13+
2XIST
Barrington
Basic Editions
Basic Equipment
BVD
C9
Calvin Klein
Champion
Cherokee
Covington
Croft & Barrow
Dockers
Eddie Bauer
Faded Glory
Fruit Of The Loom
Gap
Hanes
Jake Taylor
JCPenney Brand
J.E. Morgan
Jockey
Joe Boxer
Kirkland
Lands’ End
Life
Merona
Mossimo
Munsingwear
Old Navy
Perry Ellis
Polo/Ralph Lauren
Pro Spirit
Puritan
Route 66
Sears Brand
Sonoma
Stafford
Tommy Hilfiger
Towncraft
Under Armour
94
Appendix A
IF HH MEMBER=MALE UNDER AGE 13
Basic Editions
Basic Equipment
Batman
Bob The Builder
Briefly Stated
BVD
C9
Calvin Klein
Carters
Champion
Cherokee
Children's Place
Disney
Fisher Price
Fruit Of The Loom
Gap
Gerber
Gymboree
Hanes
Health-Tex
Hot Wheels
Hulk
Jake Taylor
JC Penney Brand
Jockey
Joe Boxer
Life
Looney Tunes
McKids
Mossimo
Old Navy
Oshkosh B’ Gosh
Pro Spirit
Rescue Heros
Route 66
Sears Brand
Sonoma
Spiderman
Spongebob
Stafford
Starter
Towncraft
Underoos
Yu Gi Oh
95
Appendix A
For the remaining questions, please think only about the panty/underwear
bottoms purchases you made for [INSERT] in the past 4 months.
3. How many pairs (not packages) of panties/underwear bottoms did you purchase for
[INSERT] in the past 4 months (from July-October 2004)? (Select one)
PULL DOWN MENU: 1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19, 20+
3b. In general, what size were the panties/underwear bottoms that you purchased for
[INSERT]? (Select one)
PULL-DOWN MENU
IF HH MEMBER = FEMALE 13+
XSmall/XS
Small
Medium
Large
XLarge/XL
2X/3X
4X+
Size 2
Size 3
Size 4
Size 5
Size 6
Size 7
Size 8
Size 9
Size 10
Size 11
Size 12
Size 13+
Other
IF HH MEMBER = FEMALE UNDER 13
Infant
Toddler
XSmall/XS (Girls)
Small
Medium
Large
XLarge/XL or larger
Other
96
Appendix A
IF HH MEMBER = MALE 13+
XSmall/XS
Small
Medium
Large
XLarge/XL
XXL or larger
Waist 28
Waist 30
Waist 32
Waist 33
Waist 34
Waist 35
Waist 36
Waist 38
Waist 40
Waist 42
Waist 44
Waist 46+
Other
IF HH MEMBER = MALE UNDER 13
Infant
Toddler
XSmall/XS (Boys)
Small
Medium
Large
XLarge/XL or larger
Other
4a. What percentage of the panties/underwear bottoms you purchase for [INSERT] are
packaged/displayed in each of the following ways? (0% would mean none of your
purchases are packaged this way, while 100% would mean all of them are packaged this
way. You may use 0%, 100% or any number in between. Please remember your total
must equal 100%.)
PULL DOWN MENU: 0%-100% [DEFAULT SCALE AT 0%]
Hanging on hangars
Folded on tables
Contained in packaging/plastic bags
97
Appendix A
4b. When buying for [INSERT], what type of packaging/display for panties/underwear
bottoms do you most prefer? (Select one)
Hanging on hangars
Folded on tables
Contained in packaging/plastic bags
ASK Q4c IF Q4b = HANGING ON HANGARS
4c. When buying panties/underwear bottoms hanging on hangars for [INSERT], how
many pairs do you prefer on each hangar? (Select one)
PULL-DOWN: 1, 2, 3
ASK Q4d IF Q4b = CONTAINED IN PACKAGING/PLASTIC BAGS
4d. When buying panties/underwear bottoms contained in packaging/plastic bag for
[INSERT], how many pairs do you prefer in each package/bag? (Select one)
PULL-DOWN: 1, 2, 3, 4, 5, 6, 7, 8+
5. Which of the following statements describe the amount of panties/underwear
bottoms you purchased for [INSERT] in the past 4 months (July-October 2004)? (Select
all that apply)
I bought the usual amount
I bought fewer than usual because he/she already owned enough
I bought fewer than usual because I spent money on other items
I bought fewer than usual because I didn’t like the selection offered
I bought fewer than usual because there was not a special deal
I bought more than usual because it was a good deal
I bought more than usual because I found a new product he/she liked
I bought more than usual because he/she didn’t own enough
98
Appendix A
6. Thinking about how frequently you purchase panties/underwear bottoms for
[INSERT], would you say you are currently buying more often, less often or at about the
same rate compared to in the past? (Select one)
More often than in the past
Less often than in the past
At about the same rate
7. Thinking about [INSERT], would you say you are currently buying more, less, or
about the same amount of panties/underwear bottoms per shopping occasion
compared to in the past? (Select one)
Buying more each time than in past
Buying fewer each time than in past
Buying the same amount as in past
ASK Q8 IF Q7 = “MORE”, ELSE GO TO Q9
8. Which of the following reasons, if any, describe why you are currently buying more
panties/underwear underwear bottoms for [INSERT] than you did in the past? (Select all
that apply)
[RANDOMIZE]
To save time
Buying in a larger pack size (more in the bag)
Like to try new/different products
Buying for different occasions or moods
Prices are lower than before
Changed size
9. Which styles of panties/underwear bottoms have you purchased for [INSERT] in the
past 4 months? Which styles does [INSERT] ever wear? (Select all that apply for each)
IF HH MEMBER = FEMALE, INSERT STYLE LINE DRAWINGS. CREATE LINK TO
THE LINE DRAWINGS FOR RESPONDENTS TO REFER BACK TO FOR Q10, 11, 12,
14, 17 and 20
[MULTI-PUNCH GRID]
TOP
Purchased July-October 2004
Ever Wear
99
Appendix A
SIDE
IF HH MEMBER = MALE:
Briefs
Bikini/Lowrise
Boxer
Boxer brief
IF HH MEMBER = FEMALE:
Briefs
Bikini
String bikini
Hi-cut
Low Rise/Hipster
Tanga
Boy Brief
Thong
10. For each style [INSERT] ever wears, please indicate if this style is being worn more
often, less often, or about the same amount compared to a year ago. (Select one for
each style listed)
PULL DOWN MENU:
More often
Less often
About the same
PIPE IN STYLES SELECTED IN Q9 FOR “EVER WEAR”
11. For each style [INSERT] ever wears, please indicate what color he/she wears.
(Select all that apply for each style listed)
[MULTI-PUNCH GRID]
TOP:
Solid White
Solid Color
Patterns or Designs (such as flowers, plaids, stripes or prints)
Character (such as Barbie, Scooby Doo, NASCAR or NFL)
SIDE:
100
Appendix A
ASK Q12-13 IF HH MEMBER = FEMALE AGE 13+, ELSE GO TO INSTRUCTION
BEFORE Q14
12. Thinking of the styles/silhouettes of panties [INSERT] ever wears, please indicate
which styles/silhouettes are most suitable for each type of occasion or activity listed.
(Select all that apply for each style listed)
TOP:
SIDE:
[RANDOMIZE]
With dressy clothes
With casual clothes
With jeans
When changing in front of others
To sleep in
Date/intimate occasions
Under white pants, skirt or shorts
Under tight/clingy clothing
Under low rise pants, skirt or shorts
Wear everyday
To work
During menstrual period
13. How often does [INSERT] wear a coordinating bra with her panty? (Select one)
Everyday
5-6 days a week
3-4 days a week
1-2 days a week
Less than 1 day a week
Never
Don’t Know
IF Q13 = “NEVER”, GO TO Q13C
13b. What percentage of the panties you purchase for [INSERT] are coordinating bra
and panty sets? (0% would mean none of your bra and panty purchases are
coordinating sets, while 100% would mean all of them are coordinating sets. You may
use 0%, 100% or any number in between. Please remember your total must equal
100%.)
101
Appendix A
13c. How often does [INSERT] ever coordinate the color of her bra and panty with the
color of her outfit (outerwear)? (Select one)
Everyday
5-6 days a week
3-4 days a week
1-2 days a week
Less than 1 day a week
Never
Don’t Know
ASK Q14 IF HH MEMBER = MALE AGE 13+, ELSE GO TO Q15
14. Thinking of the styles/silhouettes of underwear bottoms [INSERT] ever wears,
please indicate which styles/silhouettes are most suitable for each type of occasion or
activity listed. (Select all that apply for each style listed)
TOP:
SIDE:
[RANDOMIZE]
To sleep in
Wear everyday
With jeans
With dressy clothes
With casual clothes
Date/intimate occasion
To work
15. What fabric preference, if any, does [INSERT] have when buying panties/underwear
bottoms? (Select one)
100% cotton
100% polyester
Cotton/Polyester blend
Cotton with Spandex or Lycra blend
100% nylon
Nylon with Spandex or Lycra blend
Microfiber
16. How many pairs of panties/underwear bottoms does [INSERT] currently have in
his/her drawer/closet wardrobe? (Select one)
PULL DOWN MENU: 1-99
102
Appendix A
17. What percentage of the panties/underwear bottoms [INSERT] owns are each of the
following styles? (0% would mean none of them are this style, while 100% would mean
all of them are this style. You may use 0%, 100% or any number in between. Please
remember, your total must equal 100%.)
Briefs
Bikini/Lowrise
Boxer
Boxer brief
Briefs
Bikini
String bikini
Hi-cut
Low Rise/Hipster
Tanga
Boy Brief
Thong
18. What percentage of the panties/underwear bottoms [INSERT] owns are each of the
following colors? (0% would mean none of them are this color, while 100% would mean
all of them are this color. You may use 0%, 100% or any number in between. Please
remember, your total must equal 100%.)
Solid White
Solid Color
Character (such as Barbie, Scooby Doo, NASCAR or NFL)
19. Do you plan to purchase panties/underwear bottoms for [INSERT] in the next 3
months? (Select one)
Yes
No
103
Appendix A
20. Thinking of your next 10 purchases of panties/underwear bottoms for [INSERT],
please indicate below how many times you would purchase each of the following styles.
(Select the number for each style you would purchase. Please remember, your total
must equal 10.)
PULL DOWN MENU: 0-10 [DEFAULT SCALE TO “0”]
Briefs
Bikini/Lowrise
Boxer
Boxer brief
Briefs
Bikini
String bikini
Hi-cut
Low Rise/Hipster
Tanga
Boy Brief
Thong
21. Thinking of your next 10 purchases of panties/underwear bottoms for [INSERT],
please indicate below how many times you would purchase each of the following colors.
(Select the number for each color you would purchase. Please remember, your total
must equal 10.)
PULL DOWN MENU: 0-10 [DEFAULT SCALE TO “0”]
Solid White
Solid Color
Character (such as Barbie, Scooby Doo, Nascar or NFL)
22. At which stores do you purchase some of the panties/underwear bottoms for
[INSERT]? At which one store do you purchase most of the panties/underwear bottoms
for [INSERT]?
GRID HEADINGS:
Purchase Some (Select all that apply)
Purchase Most (Select one)
104
Appendix A
SIDE:
JCPenney
Kohl’s
Mervyn’s
Sears
Kmart
Target
Wal-Mart
Other Discount Stores (such as Meijer or Shopko)
Victoria’s Secret (Catalog or Store)
Other Specialty Stores (such as Gap Body or Banana Republic)
Department Stores (such as Nordstrom, Dillard’s or Macy’s)
Plus Size Specialty Stores (such as The Avenue or Lane Bryant)
Warehouse Clubs (such as Sam’s, Costco, or BJ’s)
Dollar Stores (such as Dollar General or Family Dollar)
Food/Drug Stores
Catalog/Direct Mail
Factory Outlets
Other Stores
VALIDATE THAT STORE SELECTED FOR “PURCHASE MOST” WAS SELECTED
FOR “PURCHASE SOME”
23. Have you purchased any items other than panties/underwear bottoms at the
following retailers in the past 12 months? (Select one for each)
JCPenney
Kohl’s
Mervyn’s
Sears
Kmart
Target
Wal-Mart
Victoria’s Secret (Catalog or Store)
IF Q23 = “NONE OF THESE”, GO TO Q25
24. Please indicate which items you purchased at each of the following retailers in the
past 12 months. (Select all that apply for each)
GRID HEADINGS:
PIPE IN STORES SELECTED IN Q23
105
Appendix A
SIDE:
Automotive supplies
Cosmetics
Hardware
Jewelry
Toys
Apparel items (other than underwear or panties)
ASK Q25a IF “Kmart” NOT SELECTED IN Q22 FOR “Purchase Some” OR “Purchase
Most”, ELSE GO TO INSTRUCTION BEFORE Q25b
25a. Why do you not buy any panties/underwear bottoms for [INSERT] at Kmart?
(Select all that apply)
[RANDOMIZE]
Price is too low – I question the quality
Panties/underwear bottoms are not appropriate
Panty/underwear bottoms department is too cluttered
Panty/underwear bottoms department layout is too confusing
Wouldn’t want my friends or family to know I buy underwear bottoms/panties there
Panties/underwear bottoms are not fashionable enough
Just don’t like the store/shopping experience
Panties/underwear bottoms are not sexy enough
Other (Please specify) [VALIDATE]
106
Appendix A
ASK Q25b IF “Target” NOT SELECTED IN Q22 FOR “Purchase Some” OR “Purchase
Most”, ELSE GO TO INSTRUCTION BEFORE Q25c
25b. Why do you not buy any panties/underwear bottoms for [INSERT] at Target?
[RANDOMIZE]
ASK Q25c IF “Wal-Mart” NOT SELECTED IN Q22 FOR “Purchase Some” OR
“Purchase Most”, ELSE GO TO Q26
25c. Why do you not buy any panties/underwear bottoms for [INSERT] at Wal-Mart?
[RANDOMIZE]
107
Appendix A
26. Thinking about buying underwear bottoms/panties for [INSERT], please indicate
how much you agree or disagree with each of the following statements. (Select one for
each statement)
PULL DOWN MENU:
Agree Strongly
Agree Somewhat
Neither Agree nor Disagree
Disagree Somewhat
Disagree Strongly
[RANDOMIZE STATEMENTS]
Comfort is more important than fashion when buying panties/underwear bottoms for
[INSERT]
I buy more multi-packs of panties/underwear bottoms for [INSERT] than I used to so I
don’t need to shop for panties/underwear bottoms as often
The type of panties/underwear bottoms [INSERT] wears depends on the style clothing
he/she will be wearing
[INSERT] has more colored panties/underwear bottoms in his/her wardrobe than he/she
used to
[INSERT] just grabs whatever is on the top of his/her drawer when choosing what
panties/underwear bottoms to wear
[INSERT] has more variety of panties/underwear bottoms styles in his/her wardrobe than
he/she used to
[INSERT] owns more panties/underwear bottoms than he/she used to
Some styles of panties/underwear bottoms offer both fashion and comfort
Price is a very important factor when buying panties/underwear bottoms
The type of panties/underwear bottoms [INSERT] wears depends on the activity or
occasion
I buy more individual pairs of panties/underwear bottoms for [INSERT] than I used to
INCLUDE IF HH MEMBER = FEMALE AGE 13+:
[INSERT] has more thong panties in her wardrobe than she used to
[INSERT] has more variety of fabrics in her panty wardrobe than she used to
27. Which of these statements best describes what you usually do if the specific panty
or underwear bottoms item you intend to purchase for [INSERT] is not available (out-ofstock) where you usually shop? (Select one)
I buy another style or fiber content of the same brand of panties/underwear bottoms I
originally intended to buy
I buy another brand of panties/underwear bottoms, but the same style or fiber content
as I originally intended to buy
I do not buy anything
108
Appendix B: About The NPD Group, Inc.
109
Appendix B
About The NPD Group, Inc
The NPD Group, Inc. (NPD) is a global market information company that measures product movement and
consumer behavior across a broad range of industries -- apparel, automotive products, consumer
electronics, cosmetics and fragrances, food, foodservice, footwear, housewares, information technology,
interactive entertainment, toys and music. NPD's clients, many in the Fortune 500, use this insight to
uncover market opportunities, strengthen channel relationships and benchmark industry performance. Since
1967, NPD has introduced numerous industry firsts, most recently combining and calibrating information
from consumer panels and point-of-sale tracking via its flagship services, the NPD Worlds. The firm has
offices and affiliations in 60 countries.
For more information on The NPD Group, visit www.npd.com.
About NPD FashionworldSM
NPD Fashionworld®, a division of The NPD Group, provides sales and marketing information for
manufacturers, retailers and related services in the apparel and footwear industries. NPD Fashionworld
provides the most accurate market intelligence available, including what is selling, where, to whom and why.
Information is delivered online in a secure, Web-based environment via interactive delivery tools that make
information accessible and actionable to a wide range of users -- from executives to sales and marketing to
research. Today more than 100 market-leading companies in the industry rely on NPD Fashionworld for the
knowledge they need to drive better, fact-based decision making.
For more information about NPD Fashionworld, visit www.npdfashionworld.com.
110
Produced and created by NPD Fashionworld - A Division of The NPD Group, Inc. 2005
No part of this report may be reproduced without written permission.
The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050
www.npd.com
111

Market Insights: Panties and Underwear Bottoms

Transcription

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