A new survey by online lingerie retailer Fox & Rose has revealed that British men take the top spot in Europe for buying the correct underwear for women.
British men know their partner’s measurements, purchase at least 2-3 times a year and are more likely to experiment with the latest fashion trends, according to research released today by online luxury lingerie retailer Fox & Rose.
The survey asked over 500 British, French, Italian and German men about their habits and relationship with lingerie buying.
The results showed that over 30 percent of UK respondents were comfortable to experiment with fashion-led prints, compared with just 5 percent in France, Germany and Italy
A staggering 69 percent spend more than £150 a year, with 59 percent splurging more than £250.
Over half of British men asked bought lingerie two to three times a year, with 10 percent purchasing items at least once a month. Finally, contrary to popular myth, over 90 percent knew their partner’s bra size
While French men reportedly spend the most on lingerie each year (more than £250 and most likely to buy every month), according to the results they adhere to a more traditional view of underwear as a gift, with 70 percent opting for red and none of the respondents keen to try fashion prints.
Italian men spent the least – under £100 a year – and were most likely to opt for a timeless classic black look over racy red or style led prints, with almost three quarters of German and Italian men opting for black.
Fox & Rose co-founder Amanda Lorenzani said: “We were not surprised about the results of the survey. 40 percent of our customers are men and they spend a lot of time researching brands, styles and sizing as well as asking questions on what to buy. We decided to conduct the study after anecdotal evidence suggested that British men were fearless in their lingerie choices, often opting for high fashion prints by designers such as Stella McCartney or strong styling from labels like La Perla.”
She added: “They are also asking all the right questions like how lingerie sits under clothing and what it could be worn with. We’ve been surprised by the number of British men who are well versed in the difference between styles such as soft bras, balcony bras or long line bras painting a very different picture to that commonly imagined. Many women prefer to receive pretty, feminine lingerie over strong red or dominatrix styles. British men seem to understand this instinctively.”
In contrast to the Germans, who appear to favour a dominatrix inspired look, Brits are more likely to be inspired by pretty, feminine styles.
The survey also revealed that British men are most likely to appreciate the underwear aesthetic, with 80 percent citing designer lingerie as the key element in creating the right mood over perfume, scented candles, sex toys or footwear.
French men are the most adventurous, having a more ‘push out the boat attitude’ and valuing champagne, sex toys and ambience on the same level as lingerie.
Lingerie in the bedroom is most important to both the Brits and the French, who are most likely to spend over £250 a year on spontaneous gifts, compared to the majority of Italians and Germans who spend less that £100.
When it comes to buying, German men prefer to go to specialist lingerie shops for their gifts, while more and more Brits and Italians are buying online. The French will buy everywhere, from online, specialist shops to the high street.