By Our Special Correspondent
Fashion trends are changing all over the world. Women are choosy when it comes to comfort, especially when it comes to innerwear. The underwear industry in India is making concerted efforts to meet the growing but diverse demands of consumers. Athletes are trying to create comfortable underwear without sacrificing style. The industry is expanding rapidly to meet this demand.
As a result, now is the time to update your underwear and get your hands on the latest trends as businesses offer new interpretations of what comfortable fashion innerwear should look like.
When it comes to underwear shopping, there is a huge variety available in the market depending on age, occasion, fabrics etc. Grover's Sons Group recently conducted a survey where the brand represents the underwear preferences in the minds of customers. And how they change with age.
Comfort is the priority
In today's times, women especially in the age group of 25-45 look at underwear as a way to express themselves. Therefore, comfort is very important. According to the survey, 85 percent of women prefer comfortable and skin-friendly and breathable underwear.
Experimenting with variety
Women consider underwear as a beautifying accessory to enhance their appearance. Hence, these underwear ensure coverage, as well as keeping our clothes stylish is just as important. The report states that 90 percent of women consider parameters such as coverage, comfort and style in that order when purchasing underwear.
It further highlights that women are willing to experiment with their underwear. 75 percent of women are interested in exploring colors, styles, and varieties of bras and panties.
Bra Tops and Layering
Earlier there were bras and tops. Now, we have a new category- bras that can be used as tops! In fancy terms, called barrettes, they are a smaller version of a crop top combined with a bra. They are comfortable and stylish and hence are preferred especially by young women.
According to a survey report, 50 percent of young women prefer barrettes over regular tees and crop tops because of their style and manageability. They are so versatile that they can be worn alone or even layered with jackets, blazers, plain shirts etc.
Neutrals meet the softest cotton
Cotton based underwear never goes out of fashion! Whether heading out for brunch, or just a casual day at work, cotton underwear is cozy, breathable and comfortable. And nude shades of cotton innerwear are becoming a new favorite for women.
According to the study, 50 percent of women owned cotton underwear in neutral shades during those simpler days. However, 75 percent of women choose vibrant colors and 85 percent demand variety, including sports bras, wireless, t-shirt, lightly padded, non-padded, t-shirt lacy bras. When it comes to panties, cotton is hands down the winner! 90 percent women prefer cotton based underwear.
Especially women in the age group of 40-45 usually opt for high waisted panties. However, 60 percent of women aged 25-40 prefer low-waisted and mid-vaisted panties. There is also demand for variety in terms of bikinis, thongs, prints, colors etc.
Choosing neon over other bras
Although nudes occupy an important place in the underwear wardrobe; Colors can never take a back seat. Today's women want to make a statement with neon underwear, color blocks, flattering and dazzle outfits. Be it hot pink, coral blue or fluorescent green, neon underwear will definitely add a splash of color to your ensemble!
Siddharth Grover, Group Director, Grover sons, shares his perspective on how underwear buying trends are changing with age, saying, "As times change, so do inner wear preferences. These days, women don't want to wear underwire push-up bras or white underwear only.
They moved to more comfortable yet airy styles and designs. Females today seek variety and are also open to experimentation. Older women prefer neutral shades but want variety in styles and designs.
On the other hand, young women are interested in experimenting. That's why bralettes, shirts, layers with blazers, etc. are preferred as they add boldness and vogue to their outfits."
He further added, "Today, women of all ages have different needs and they are vocal about it. They see underwear as an accessory that not only enhances their looks but also boosts their confidence."
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