Intro to Fashion Industry - Innerwear, Bodywear, and Legwear (Study Guide)

Innerwear, Bodywear, and Legwear Key Concepts ● History of the women’s intimate apparel industry ● Categories of intimate apparel ● Merchandising and marketing of intimate apparel ● Merchandising of men’s and children’s underwear and sleepwear ● History and organization of the hosiery industry ● Branding of women’s legwear ● Trends in the hosiery industry Innerwear or Intimate Apparel History and Development ● Innerwear: a term used for women’s underwear, usually divided into foundations (bras, undies, shapewear, lingerie and loungewear) ● The innerwear industry began after the Civil War with the opening of the Warner Brothers’ corset factory in Bridgeport Ct. The bell shaped silhouette was at the height of popularity. Women wore corsets made of sturdy, unyielding cotton. Reinforced with vertical stays and whalebone or steel. They laced up the front and back. They were laced to achieve extreme constriction of the waist and internal organs that fashion required. ● After the 1920’s, styles changed and gave way to more straight, loose styles of the boyish flappers. Stiff full torso corsets were no longer required. The new silhouette demanded that the bosom and hips be minimized. Bandage like bras were created to flatten the bust, and girdle like corsets controlled any bulges below the waist. ● By the 30’s, soft feminine curves were back in style. Rubberized elastic was introduced and the corset became known as the girdle. Way more comfortable than any of their predecessors. The 30’s also marked the introduction of Rayon to the intimate apparel industry. Before this cotton and wool (for colder weather) were used. Rayon had the luxurious feel of silk, but was washable and inexpensive. Similar fibers followed in the 50’s with the introduction of Nylon. A synthetic fiber that was softer and longer wearing than Rayon. ● In 2000, Sara Blakely turned the under garment industry upside down with her invention of Spanx. Obsessed with creating comfortable, slimming garments that minimize figure flaws, Blakely reinvented shapewear with innovative designs. What started as a one woman show, selling her inventions from a fold up table in the foyer of Neiman Marcus has turned into one of the largest shapewear companies in the world with over 100 styles. Categories of Intimate Apparel ● Bras: Brassieres “Bras” are the most important foundation item for the bust. Their practical features are designed to fit different body types and breast cup sizes to offer support and lift (and sometimes an increased appearance in size). ● Shapewear: Girdles, corsets and one piece combinations to help smooth and flatten lines of the stomach, buttocks, hips and thighs. ● Lingerie: daywear consists of slips, petticoats, camisoles and panties. Nightwear consists of Nightgowns (both conservative and provocative), sleep shirts, babydolls, pajamas, wraps and robes. ● Loungewear: The trade term for thicker robes, lounging pajamas, hostess gowns and dusters. Dusters usually have snaps in the front and are popular with the elderly because they’re easy to take on and off. Merchandising & Marketing ● In the merchandising and marketing of innerwear, an emphasis on brand names is concurrent with trends, including styles, colors, fabrics, textures and designer names. ● Designers and brands aim to coordinate their innerwear and outerwear lines and offer a complete look for a variety of occasions, needs and moods. ● Market segmentation by age groups enables retailers to target their merchandising and marketing efforts. Market Segments ● Teenagers and young adults are a very influential segment of the intimate apparel business. In leisurewear, their interest in working out, or looking as if they do, has popularized such fabrics as fleece, jersey knit and flannel. Men’s and Kid’s Underwear & Innerwear Industry Trends - Men’s Underwear ● Fruit of the Loom began with a one piece underwear for men known as “union suits” back in 1926. Boxers and knit underwear weren’t introduced until the 1940’s. ● The knit styles of briefs and undershirts were virtually all white, with woven boxers in limited colors and patterns. ● Not until the 1970’s did a wide selection of colors and patterns become available. In the 1980’s Calvin Klein took men’s underwear even further by making it fashionable. Industry Trends - Kid’s Underwear ● Kid’s underwear has also evolved from functional to fashionable. Little girls panties were available in pastel colors for decades, but now they’re available in every color, print and cartoon character under the sun. ● Underoos hit the market in 1978, giving little boys the chance to have fun with their underwear as well. ● Today children’s underwear is anything but bland. Licensing every popular character under the sun. There’s something to fit the personality and interests of every child. Body Wear Leg wear ● Until WWI, women’s legs were covered by floor length skirts and dresses. When skirt lengths moved up in the 1920’s women started to take an interest in hosiery. ● Fashion first entered the hosiery picture in the 1950’s with the introduction of colors other than black & nude. But it was not until the 1960’s that hosiery became a major fashion accessory due to shorter mini and micro skirts. ● In the early 2000’s another impact was the influence of teenage customers reacting to the latest fashions from places like MTV, boosting the sales of patterned tights and hues. It’s also an inexpensive way to update an outfit. ● Today legwear is a staple wardrobe accessory and can be found in most retailers to coordinate with garments. Socks ● The influence of teenage shoppers has also boosted the women’s sock business. A large response to the combination of fashion design and comfort. Men have also started to wear color and pattern socks to add a fashion element to their looks. ● Work and athletic socks – Comfort features emphasized. Cushioning and the ability to stay dry are offered through various synthetic fibers. The ability to reduce blisters is also a big feature in men’s and women’s athletic socks.