Most American women favour comfort over style when it comes to buying lingerie, according to findings from Rigby & Peller’s first ever US poll.
The study, modelled on the retailer’s UK survey conducted earlier this year, found that while almost 80% of US respondents have at least one bra that they find 100% comfortable, these women don’t find their comfortable bras to be beautiful.
Of the 2,000 respondents surveyed, 70% admitted to regularly wearing the same bra every day. Moreover, 30% of the women surveyed own bras they’ve been wearing for over 10 years, while 5% admitted to owning at least one bra that was over 20 years old.
Interestingly, 5% of British women also own a bra that is over 20 years old, according to the UK study.
The poll results also revealed contemporary American women’s lingerie and bra preferences.
Participants said they prefer a more natural look when it comes to their foundation pieces, with 84% of respondents opting for a flattering, contained silhouette, and 62% saying they feel most attractive in a well-fitting bra versus a more revealing cut.
On a macro-level, the study showed that US women need more knowledge about the importance of regularly rotating bras, replacing over-worn styles and getting properly fit for a bra that is both comfortable and beautiful.
Almost 70% of respondents would welcome expert advice to help build their underwear collection with pieces that fit well and build confidence.
“Since launching in the US last year, Rigby & Peller has found that US women are hungry for knowledge and expertise when it comes to finding a bra that fits well, but also suits their lifestyle needs,” said CEO Ginny Gerard.
“While it’s incredible to see how similar the findings are between US and UK women, our research further shows that a lot of US women see lingerie shopping as a necessary evil, and they end up buying lingerie that doesn’t suit them properly.
“American women have more options than ever for purchasing lingerie, including a proliferation of direct-to-consumer online lingerie brands, but these options lack the expert guidance that can put women in bras that are comfortable, beautiful and nothing short of life-changing. Lingerie shopping is a luxury and bespoke experience at Rigby & Peller stores worldwide. Our mission is to bring romance, excitement and joy to bra shopping in the US.”