Lingerie is outperforming growth in the total online retail sector, Lingerie Insight has learned.
Between January 2009 and September 2014 sales of lingerie items online were up 265% – compared with the overall online retail market growth of 116%, according to Justin Opie, managing director of IMRG.
“Not only was lingerie was of the strongest performing categories in 2014, it has also recorded the second-highest overall growth throughout the economic downturn – with only the accessories sector seeing higher growth,” he said.
“Moreover, the lingerie sector has actually outperformed growth in the total online retail sector in four out of the past five years.”
Opie explained that while the clothing sector is still suffering the effects of the market crash of 2008, with continued pressure on shopper spending, the same does not necessarily apply to the lingerie sector.
“As the products are relatively low-cost (the average basket value for lingerie in 2014 was £36*, compared with £58 for clothing generally), sales have not been as heavily impacted by the downturn as some other sectors selling higher value items, such as electricals or home and garden.”
To learn more about the changing face of etailing and how the lingerie sector is being affected, read Justin Opie’s column in the next issue of Lingerie Insight, out next month.
*All figures taken from IMRG Capgemini Indexes.