Women over 30 are increasingly becoming Plain Janes, according to research conducted by online lingerie website Lingerie Please.
Lingerie Please has observed the buying behaviour of women aged 30+ and has noted that for the past three years, the top 10 best selling products have been basic and plain underwear, with Triumph and Sloggi the best selling lingerie brands, and comfortable items topping the list.
Briefs have been bought in bulk, and the site reports a definite ‘basic’ pattern across the top sellers, such as Basic Maxi Briefs by Sloggi in a four pair pack, and the Romance Midi Brief.
Lingerie Please director Charles Duncombe said: “On the website there’s a large selection of lingerie from romantic lacy sets, to sexy, seductive styles, so there is a wide choice for the consumer, but it seems that comfortable basic items top the best sellers month after month. The Bridget Jones’ style big knickers by Sloggi outsell thongs by 10 to 1 and the same going for basic T Shirt bras to lacy styles.”