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Tag: underwear

  • Underwear icon Hanes expands into the athleisure category

    Underwear icon Hanes expands into the athleisure category

    Hanes is expanding into athleisure with Hanes Moves, a new collection designed to bring the brand’s “signature comfort” into activewear.

    The range includes athletic-inspired innerwear and apparel for men, women and children.

    The collection features moisture-wicking fabrics, odour control, anti-chafing solutions and breathable stretch technology. Some styles also incorporate functional storage in leggings and shorts, while select women’s pieces include integrated leak protection.

    Jane Newman, chief design officer, global innerwear at HanesBrand, said launching the new collection was a “natural evolution” from the brand’s core basics.

    “We’ve progressed from classic essentials to fashion basics, then to loungewear,” she added. “Now, we’re entering athleisure with stylish, functional pieces designed to keep our customers comfortable throughout their day – no matter what they’re doing.”

    In June, HanesBrands sold the Champion business to Authentic Brands Group.

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  • Underwear label Triumph refreshes brand vision to ‘remain relevant’

    Underwear label Triumph refreshes brand vision to ‘remain relevant’

    German, family-owned lingerie brand Triumph has diversified its product offer and refreshed its brand vision. Alana Jones, head of marketing at Triumph Australia, described the transformation as “only natural” for a historical brand to remain relevant.

    “Women’s lives, attitudes, wants and needs are forever developing, and as such, brands need to move and adapt alongside them,” she said.

    The brand says it aims to “contemporise” the fits of its products to suit the “ever-evolving underwear landscape better”.

    Triumph surveyed 20,000 females worldwide to understand a “monumental shift” taking place in their lives. The brand says women no longer wish to engage with brands promoting toxic or unrealistic body stereotypes.

    The survey concluded that consumers are “seeking out” brands that understand them as individuals taking all their complexities and nuances into consideration.

    “From the products they purchase, the images they see, through to their purchase experience, both online and in-store, we want to create a consistently memorable consumer journey by being distinctive, inspirational and relevant,” said Jones.

    Coinciding with this renewal, the brand’s new Spring/Summer 22 season includes new products and sizings celebrating women’s individuality. The season is led by a variety of Shape Smart Syles which includes an adaptable underwear concept called Triumph Flex Smart – which follows the unique movements of a woman’s body and supports them.

    Likewise, Triumph’s Fit Smart collection also features material that physically adapts to the body and adjusts to meet individual needs. A new wire-free Shape Smart bra has been designed to enhance and accentuate women’s natural curves, available in 35 size variations.

  • Private equity tipped to privatise Victoria’s Secret

    Private equity tipped to privatise Victoria’s Secret

    L Brands is reportedly about to announce the sale of its troubled Victoria’s Secret lingerie business to private-equity company Sycamore Partners.

    The move would leave L Brands with just one retail business – the fast-growing Bath & Body Works, which in some US malls is reporting sales growth at 1000 basis points ahead of the shopping centers they are located in.

    Victoria’s Secret sales are down 8 percent year on year in the current fiscal year, while Bath & Body Works sales were up 9 percent in November and December.

    Whispers of a potential sale emerged in early January when it was widely reported that founder Les Wexner was planning to step down and cash up. Now, CNBC has reported that Sycamore Partners is the likely bidder with a deal to be announced as early as this week.

    The lingerie chain is losing market share to American Eagle Outfitters’ Aerie brand, along with Direct-to-consumer brands and one analyst, the Motley Fool described it as “losing relevance”. Last year the company discontinued its high-profile televised fashion show and the company is believed to be reviewing the future of its giant flagships as sales soften. The company’s heavy reliance on promoting sexy attire is missing its mark in a market where consumers are expecting more inclusive and diverse underwear styles.

    The future of L Brands is less certain, despite the success of Bath & Body Works, given that the Victoria’s Secret business currently accounts for the vast majority of its US$13 billion annual turnovers. Bath & Body Works may be sold to a different buyer or remain a standalone business under L Brands.

    In January last year, L Brands sold the La Senza lingerie chain to Californian private-equity company Regent.

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  • XYXX Innerwear received seed funding of 20 million from Sauce.vc, appoints Govind Shrikhande as Senior Advisor

    XYXX Innerwear received seed funding of 20 million from Sauce.vc, appoints Govind Shrikhande as Senior Advisor

    XYXX Apparels Pvt Ltd, the parent company of XYXX Innerwear brand, announced the first round of seed funding of 20 million from Sauce.vc. Sauce.vc is founded by private equity veteran and consumer angel investor Manu Chandra. Govind Shrikhande, ex-MD of Shoppers Stop has joined XYXX as a senior advisor.

    XYXX Innerwear is a premium men’s innerwear and loungewear brand which is rapidly gaining traction with the Indian consumer. It offers a wide range of comfortable and fashionable products using superior fabric such as MicroModal and Supima cotton at affordable prices. XYXX products are widely available online and have recently started retailing in multi-brand outlets in some regions. XYXX observed a monthly sale of one crore and is expected to double sales before July 2019.

    Manu Chandra, Managing Partner, Sauce.vc said, “We are proud to back XYXX and Yogesh. We believe there is tremendous potential for a premium innerwear brand that can offer better quality at affordable prices in the growing mass premium segment. Omnichannel distribution presence and supply chain management will be the key strengths this team will build on.”

    Yogesh Kabra, Founder & CEO, XYXX Apparels Pvt Ltd said, “XYXX offers a wide portfolio of inner and loungewear products made from luxury fabrics in a variety of appealing designs and prints. I am thrilled to have partnered with industry stalwarts Mr. Govind Shrikhande and Manu Chandra whose deep understanding and experience will help us make XYXX as a successful premium brand in the inner wear and loungewear category, with a sharp focus on premium quality and affordability.”

    Govind Shrikhande, ex-MD, Shoppers Stop and Advisor, Sauce.vc said, “I am very happy to partner with a young challenger brand like XYXX. The innerwear category is ripe for disruption by new home-grown brands. Yogesh and team are building a sound and scalable business with a deep understanding of textile and apparel manufacturing and supply chain. I look forward to contributing in this journey.”

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  • More Thai Men Shopping for Women’s Underwear Online

    More Thai Men Shopping for Women’s Underwear Online

    WearYouWant, Thailand’s leading online fashion and beauty marketplace, is praising the romantic generosity of its male customers in Thailand. Since the start of 2016, there has been a steady rise in men buying underwear online at WearYouWant for that special woman in their life.

    According to WearYouWant, in the last six months, underwear purchases by men on their online shopping platform have increased by 22%, with the first half of April seeing record highs. Approximately 56% of underwear sales are to men in Bangkok who seem to know exactly what women in Thailand want!

    It could be the summer sun turning up the heat on underwear purchases by men or perhaps the Thai New Year Songkran festival spirit has meant more men showering women with gifts. With a few clicks, shy men can easily shop for lingerie online for their loved one.

    Of course, WearYouWant stocks much more than lingerie, retailing over 17,000 different fashion and beauty items, including shoes, dresses and men’s clothing too.

    Julien Chalté, Co-Founder & Co-CEO of WearYouWant.com welcomes the sales, even if they are a little unexpected. “On WearYouWant, it’s always been women who have bought their own underwear traditionally, so it is surprising to see that in 2016, that trend is shifting. Perhaps it is that more men are in touch with their feminine side and keen on using women’s underwear,” he adds with a smile, “or maybe it is just more men are shopping online for underwear as presents for women.”

    It is not just men who like their loved ones to be well-dressed when they are undressed either. Women in Thailand also enjoy shopping for boxer shorts and briefs for their male partners too. Some 19% of all men’s underwear bought online at WearYouWant in February 2016 was purchased by female customers.

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