Study reveals online lingerie shopping habits of UK consumers

Gossard’s Superboost lace deep V bralet was the most viewed product in Glasgow in January.

A new survey has revealed the lingerie shopping habits of online consumers in the UK, including the most searched for styles, products and colours.

With Valentine’s Day approaching, global fashion search engine Lyst has investigated how British shoppers are buying lingerie online.

Analysis of search and sales data across 12,000 online fashion stores reveals that French knickers, lace bralets and fishnet socks were the most search for items in January.

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Lyst has also seen a 115% increase in searches for corsets year on year.

As seen on the Balmain and Prada catwalks last summer, and endorsed by celebrities Kim Kardashian West, Rihanna and Victoria Beckham – the corset comeback shows no signs of slowing down.

Red lingerie usually spikes in popularity at this time every year, but pink styles are currently outselling red by two to one across the country, according to Lyst.

Black is the most popular colour of underwear overall, followed by skin tone.

Regionally, Londoners spend the most money on lingerie, spending an average of £55 between January 1 and February 1, 2017.

Consumers in Birmingham are most likely to search for push-up bras, while bodysuits are proving the most popular lingerie style in Liverpool.

The most viewed product among shoppers in Belfast in January was Freya’s Pulse underwired plunge balcony bra, while in Glasgow, most consumers viewed Gossard’s Superboost lace deep V bralet.

Click here to view the most popular styles, products and colours by region. The table also includes a ‘sexiness factor’ metric, which is the percentage of sessions that included clicks on traditionally ‘sexy/Valentine’s’ lingerie, such as corsets, stockings, suspenders and negligees.

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