Lingerie brands and retailers have witnessed a fall in underwired bra sales due to the growing popularity of wireless bralettes.
More than half (54%) of respondents to a spot poll on Lingerieinsight.com and Lingerie Insight’s Twitter page said they had witnessed a decline in underwired bra sales, while 32% said they hadn’t.
Meanwhile, just eight (14%) out of the 57 respondents to the poll said they “didn’t know” whether they had seen consumers spending more money on bralettes than underwired bras.
COMING SOON: Lingerie Insight will publish a detailed report on which brands and retailers are witnessing a decline in underwired bra versus bralette sales, whether this trend has the potential to hurt the lingerie sector and the industry’s take on whether consumers are getting the support they need from bralettes and seamless activewear styles.
The bralette, a lightweight take on the bra that combines the comfortable underpinnings of a sports bra with the more embellished elements of a fashion bra, is fast becoming a must-have item in women’s wardrobes.
In January, Eurovet, the organisers of Salon International de la Lingerie, predicted 2017 to be the year of the bralette.
Originating from the US, the bralette has now made its journey across the Atlantic, with most lingerie brands releasing their own take on the wireless style.
Eurovet said the bralette’s triumph has been driven by its ability to promote freedom of movement and natural curves.