Lingerie study taps into buying habits of university students

The Esme lingerie collection by Bluebella.

A new industry survey has revealed the lingerie buying habits of Britain’s university students.

The survey was conducted by lingerie brand Bluebella, and Digin, which provides official university welcome parcels, on 3,290 students across 140 UK universities.

It found that eight out of 10 students have ‘special’ or ‘occasion’ lingerie they save for dating, with Cambridge University students most likely to wear sexy underwear on a first date.

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Cambridge topped a new table of British universities which looked at which students are most likely to spice up their wardrobe with sexy underwear.

Southampton University came second, followed by Sussex, East Anglia and Manchester.

The study also found that two-thirds (66%) of students believe black is the sexiest colour of lingerie, followed by red (21%), other fashion colours (7%) and white (5%).

Overall, 84% of female students at British universities own special occasion lingerie, with 29% saying they always wear special underwear on a first date.

But half of women at Cambridge (50%) always wear this ‘occasion’ lingerie when they go on a first date with a new partner.

Bluebella founder Emily Bendell, 35, got the idea for Bluebella when she was studying Politics, Philosophy and Economics at Oxford University, and struggled to find high quality lingerie at affordable prices.

She said: “I set up Bluebella shortly after leaving Oxford and have never looked back.

“We’ve always been particularly popular with students. I like to think that this is because I created Bluebella for the younger me. I can remember the struggle to find great lingerie when you were living on a student’s income,” Bendell added.

“Students want to look great and gain the inner body confidence that great lingerie can give them.”

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