The battle for the sports underwear market has started, and sports and apparel brands have shown themselves
In today's market, the battle for sports underwear in the major sports brands has begun. In May of this year, Lulu, a yoga clothing brand, launched a women's sportswear called Enlite. The product is a back-to-back style with a tight underside and a built-in cup. This underwear is not made of traditional underwear. Made of fabric, it can be more like the sweat-absorbent material of the brand's yoga pants. The world famous lingerie brand Victoria's Secret launched a series of sports elastic suits last year. Some start-up companies, such as Canada’s Knix Wear and OMsignal, have also joined the competition for resources in this market, providing consumers with more choices besides sports brands.
Nike's latest production of sports underwear is seen as a miracle of engineering technology, this underwear is made of Nike sports shoes using knitted shoes (Flyknit) technology, this underwear is only composed of only two pieces of fabric, and can guarantee in sports The process of giving the wearer an ideal chest support is a tremendous technological advance. It should be noted that other sportswear previously produced by Nike can carry up to 41 individual parts. In order to ensure the support effect of this underwear, the R&D personnel conducted more than 600 hours of biometrics test, recorded the movement process and drew the human body map, hoping to develop the best products in this way, and snatched the female customers in the sports brand. Occupy the commanding heights in the war.
According to data provided by AT Kearney, sports underwear as a separate type of clothing, its total sales in 2016 reached 3.5 million US dollars, an increase of 20% compared with the same period last year. The number of traditional underwear sales is decreasing, so underwear manufacturers have to adjust production according to market demand. Young women are more interested in sports underwear. According to 2015 NPD Group survey data from the US market research company, 41% of post-80s women said they had passed through sports underwear in the past week, and older women Among them, the proportion of people wearing sports underwear is only 21%.
Nowadays, there are different cups and pressure fixing effects in the market to adapt to different levels of intensity and to meet the different physical needs of women during exercise. New underwear fabrics also increase sweat absorption and deodorization. However, people may have doubts in their minds: Are these new functions a practical breakthrough in innovation or are they just a gimmick used by sports brands for promotion?
In response, Liz Dunn, chief executive of consultancy Talmage Advisors (CEO), said: "Sports underwear has specialized functions, and underwear is worn at a significantly higher frequency than other types of clothing, so the quality of underwear is generally comparable. “If you ever accidentally wear a bad quality sports underwear, you will never wear it again for the second time, because that feeling is really bad. â€
Why is it so difficult to produce high-quality sports underwear? Unlike everyday clothes such as shirts, for sports underwear, performance is the most basic measure of underwear quality. Because the female's breast area does not have any muscle support, it may feel uncomfortable to exercise in the body. At present, research on the vibration of the chest during exercise is still in its infancy, and researchers are still exploring how to design the structure of sports underwear so that it can better support the breast. The development of these studies is a long process. For a long time people thought it was a shame to study human breasts. And usually, even if it is the same person on both sides of the breast, its location, size and density can not be exactly the same, which undoubtedly adds to the difficulty of the study. Therefore, even if sports manufacturers are trying hard to develop scientific and high-quality sports underwear, they still have less than enough technical skills.
Compared with sports underwear of the past, when designing a new generation of sports underwear, designers are more esthetically pleasing to the eye and hope that they can maintain the stability of the underwear while the customer is exercising, and play a role in damping and supporting. This is good news for women who love sports. After all, the tight-fitting underwear they used to wear is not comfortable and it is inconvenient to wear.
However, to achieve a satisfactory design is no easy task. Sports underwear appeared on the market date back to 1977. At that time, the sports bra was only made by sewing two triangular bandages for body protection. Nowadays, with the support of new materials and technologies, manufacturers of sports underwear want to start afresh and bring new developments to the sports underwear industry. Manik Aryapadi, head of retail business at AT Kearney, believes that new sports underwear products are springing up and hit traditional underwear companies by surprise. Sports companies are gradually mastering the advantages of the underwear market. Compared with Nike and An Dema and other sports brands, Victoria's secrets and traditional underwear brands such as Hengshui did not have strong research funding support, so their R&D capabilities were also obviously at a disadvantage.
In 2013, due to the increasing popularity of sports underwear among female groups, it has almost become an everyday necessity. After receiving inspirations, various sports companies have begun to reconsider the necessity of research and development of their sports underwear products. This year, Victoria's secrets also went on line with their signature sexy sports underwear collection. The underwear was originally designed to help female users demonstrate their sexy breast curves while exercising. At the time, Sharen Jester Turney, Victoria's secret company CEO, said that the product was originally designed to help women solve sports underwear. Flat chest" problem. “No one will like this when wearing sports underwear and changing to an airport.†She said in an interview with Bloomberg in 2013.
Soon after, sportswear companies have become more and more technologically advanced. In 2015, An Dema announced that the new line of lingerie products with three layers of support, and add gel to enhance comfort. A year ago, another sports brand giant, Nike, launched the Nike Pro Sports Underwear line with an online fitness tutorial. This series of products was developed by Nike and Loughborough University. Loughborough University is one of the few academic institutions in the world that specializes in clothing.
In recent years, the market competition among major companies has become increasingly fierce. Some people even resort to unscrupulous means to achieve their goals. This month, Llulu Lemon Company sued An Dema to court, arguing that the four sports underwear models it sold were suspected of patent and trademark infringement. Lulu Lemon has more than 30 design patents. The dispute between the two companies in this lawsuit lies in the design of underwear straps. Lulu has previously applied for a technical patent for the special design of the underwear straps of its products. The shoulder straps of the sports underwear produced by the company are crossed at the back. The Lulu Lemon Party believes that similar products have appeared in the products sold by An Dema and added that the violations of An Dema have caused irreparable harm to Lulu Lemon Company and its business, in order to avoid further losses in the future. The loss, Lulu lemon has only resorted to law to safeguard their rights and interests.
Lulu Lemon refused to comment on the lawsuit and An Dema leader did not respond when asked about it.
Regardless of the outcome of the lawsuit, both parties will continue to develop innovative sports underwear products. The fat piece of the sports underwear market has attracted some popular clothing brand giants. As sports brands continue to impact on the traditional underwear market position, some mid-range clothing brands profit by selling low-priced sports underwear, such as Target Corp. and Hens & Mauritz, the Swedish clothing brand. This is the consistent routine of these brands. When stockings were popular in the market, they had also made a fortune in this way. Old Navy, a brand owned by Gap, costs only $8. Aryapad believes that as this trend continues, it is only a matter of time before Amazon enters the sports underwear market.
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