So What Does Your Customer Want, Underneath It All?

So What Does Your Customer Want, Underneath It All?
Starting an intimate apparel brand is no different than any other category. The first thing you need to do is identify your market niche and then determine what is missing in that niche. In other words, market research is job one.

Here’s a bit of info to give you a headstart. Business Wire says, “The intimates market is poised to grow by $57.34 bn during 2022-2026, accelerating at a CAGR of 8% during the forecast period. The rising trend of athleisure in the intimate apparel industry as one of the prime reasons driving the intimate apparel market growth during the next few years.”

Research suggests, by product category, the lower innerwear segment (we’re talking undies here) will show significant market share growth during the forecast period. The projected growth is attributed to the development of new sustainable fabrics and product innovation. For instance, in January 2022, Modibodi announced the launch of the world’s first biodegradable period and pee-proof underwear for women. This is an excellent example of a brand that identified a consumer need, did their fabric research, and innovated the perfect answer.

All of which goes to show that there’s a lot of room in the market for a new intimate brand. The question is, of course, how to make your brand catch the consumer’s attention, and wallet, in a crowded marketplace?

Well, this next step might be difficult to do as a creative person, but it’s actually quite simple. Just ask your potential consumer some pointed questions. Where do you shop? What do you like the most about the brands you already buy? What do you like the least? Go ahead and get creative with your questions. People love to share their opinions, so take advantage of this very human trait!

While talking to people face-to-face is super important, you can add to your research by talking to people digitally. There are two main ways to find the target customers for your clothing brand. Online through your email list, and the other of course, is through social media.

When trying to perfect your product offering, one tried-and-true trick is to “niche down.” You can’t be all things to all people, so don’t even try. It might seem counter-intuitive, but narrowing down your target market doesn’t limit your sales. The opposite is true. It actually helps your target consumer FIND you. And don’t worry, this is something you can do at any time, even if you’ve been selling for a while. It never hurts to learn more about your customer and tweak your collection accordingly!

Fabrics and Finery
If there’s a category that needs more attention paid to fabrics and trims than intimate apparel, we can’t think of one. Every part of the garment touches sensitive skin, so you’ve got a challenge ahead of you. What’s more, the fabric must be durable enough to stand up to multiple washings as well.

Once you’ve designed the styles in your collection – whether it’s a full coverage bra, a lightweight bralette, a comfy nightgown, or even a g-string – consider the following before choosing the fabric.

Stretch, or No Stretch. Study your designs carefully and determine if they require stretch, and if so, how much. If your pattern requires any stretch at all, your pattern maker should make this clear to you. They will also tell you whether you need one-way stretch, which usually runs crosswise from selvage to selvage, or two-way stretch, which runs both lengthwise and crosswise.
Weight and Thickness. The last thing a customer wants is bulky underwear. So the weight of your fabric should be a major consideration. Also, pay attention to the thickness of the fabric as well.  Consider how thick the seams will become when sewn up.
Look and Feel. This is where a creative lingerie designer can have some fun. The fabric choices for lingerie are quite extensive, and far beyond what you might imagine. From the finest French lace to soft, sustainable cotton, there’s a dizzying array of options at your disposal.
First, take a look at the fibers you want to use, then decide if you want the fabric to be woven or knit. It may seem obvious, but the type of fabric you choose can completely change the look of any garment. Imagine a basic chemise, for example. It’s going to look completely different in a shiny stretch silk charmeuse with accents of French lace than it will in a waffle weave cotton jersey.

Let’s not forget how the fabric feels (by the way, this is called “the hand” of the fabric). Fabrics with a rough or irritating hand will prove themselves a much bigger nuisance when rubbing against skin all day. Test it yourself by touching the fabric to a sensitive face or neck area. Please don’t trust your hands to determine the softness of a fabric; chances are they’re less sensitive than other areas of your body.

A Small Discussion about Fit
Fit is everything for undergarments. You most likely know from your own experience that ill-fitting lingerie, sleepwear, or activewear undies are a nightmare—definitely, something you’ll want to avoid with your fledgling brand.

Therefore, we cannot emphasize this next point enough: do NOT trust your collection to an inexperienced pattern maker. Let that sink in for a moment.

Fit is pivotal, and a master pattern maker experienced with lingerie and undergarments has learned many lessons – often the hard way. Which means they won’t be learning these lessons at the sake of your collection.

At your initial intake meeting with your pattern maker, it will be very helpful for you to share some representative fit samples. Maybe you purchased them in the marketplace, or maybe they’re from your own wardrobe. Either way, nothing explains your desired fit better than an actual physical sample.

After your first samples are sewn, prepare yourself for some lengthy and numerous fit sessions. It’s not unusual for intimate samples to have two or sometimes three fit adjustments to perfect the pattern. It’s preferable.

Some Real World Testing
Before you launch your intimate apparel collection, test your final samples in the real world. Wear them yourself, or invite family and friends to try them. Listen to their feedback with an open mind. If you find you have to do some tweaking, it’s better to do so now than after you’ve produced hundreds of units.

Speaking of production, it’s equally important to partner with a factory that’s experienced in the category as well. While the garments themselves are small, intimate apparel requires many sewing procedures and finishing techniques to be done properly.
ChatGPT
Here at Euphoric Colors, we've recently observed an intriguing pattern: a revived interest in the crafting and manufacturing of lingerie and intimate wear. This is exciting news! This clothing category can be rewarding and highly profitable when thoughtfully designed and properly produced.

However, it's important to take a pause before diving in. We must have a conversation about how to approach this right.

So, What Do Your Clients Really Desire?
Commencing an intimate wear brand is no different from any other category. The preliminary step is to identify your niche market and then establish what's lacking within that niche. Essentially, market research is the first task.

Here's a helpful fact to kickstart your journey. According to Business Wire, “The intimate apparel market is poised to grow by $57.34 bn during 2022-2026, accelerating at a CAGR of 8% during the forecast period. The rising trend of athleisure in the intimate apparel industry is one of the primary reasons driving the market growth."

Research implies that the lower innerwear segment (we're talking underwear here) will show significant market growth during the forecast period. This expected growth is attributed to the development of new sustainable fabrics and product innovation. A perfect example of this is Modibodi's launch of the world's first biodegradable period and pee-proof underwear for women in January 2022. This brand brilliantly identified a consumer need, carried out fabric research, and innovated an ideal solution.

All this shows there's ample room in the market for a new intimate wear brand. The challenge is making your brand capture consumer attention, and their wallets, in a crowded marketplace.

The next step might feel daunting for creative minds, but it's straightforward. Engage your potential consumers with some probing questions. Where do they shop? What do they love about the brands they already purchase? What don't they like? Don't hesitate to get inventive with your questions. People enjoy sharing their views, so harness this trait!

While face-to-face discussions are essential, you can supplement your research digitally. Two primary ways to find the target customers for your clothing brand are through your email list and, of course, social media.

One effective strategy for perfecting your product offering is to “niche down.” Remember, you can't cater to everyone. Narrowing down your target market doesn’t limit your sales. It makes it easier for your target consumer to FIND you. Don't worry, you can refine your target market at any point, even if you've been selling for a while. It's always beneficial to understand your customer better and tweak your collection accordingly!

Fabrics and Finesse
There is perhaps no other category that demands more attention to fabrics and trims than intimate apparel. Each part of the garment touches sensitive skin, presenting you with a unique challenge. Plus, the fabric must endure multiple washes.

Once you've designed your collection, be it a full-coverage bra, a breezy bralette, a cozy nightgown, or a g-string, ponder the following before settling on a fabric:

Stretch, or No Stretch. Review your designs meticulously and decide if they require stretch and how much. If your pattern requires any stretch at all, your pattern maker should highlight this.
Weight and Thickness. Customers loathe bulky underwear. Hence, the weight of your fabric should be a significant consideration. Consider the thickness of the seams when sewn as well.
Look and Feel. This is where you, as a creative lingerie designer, can have some fun. The fabric choices for lingerie are extensive and beyond what you might imagine. From the finest French lace to soft, sustainable cotton, there's an astounding array of options available to you.
First, evaluate the fibers you want to use, then decide if you want the fabric to be woven or knit. The fabric type can drastically change the look of any garment. Imagine a basic chemise - it would look entirely different in shiny stretch silk charmeuse with accents of French lace compared to a waffle weave cotton jersey.

And let's not forget how the fabric feels (otherwise known as “the hand” of the fabric). Fabrics with a rough or irritating hand can be especially annoying when rubbing against skin all day. Test it yourself by touching the fabric to a sensitive area of your face or neck. Your hands may not be the best judge of the softness of a fabric, as they are typically less sensitive than other areas of your body.

A Brief Talk about Fit
It's likely self-evident that fit is crucial for undergarments. From personal experiences, we know that ill-fitting lingerie or activewear can be a nightmare. You definitely want to avoid this pitfall with your emerging brand.

Thus, we cannot stress this enough: do NOT trust your collection to an inexperienced pattern maker. Take a moment to let that sink in.

Fit is paramount, and a master pattern maker with experience in lingerie and undergarments has valuable lessons learned, often the hard way. This means they won't be learning these lessons at the expense of your collection.

During your initial meeting with your pattern maker, it would be beneficial for you to share some representative fit samples. They could be purchased from the market or from your personal collection. Either way, nothing explains your desired fit better than an actual physical sample.

Prepare yourself for numerous and lengthy fit sessions once your first samples are sewn. It's not unusual for intimate samples to have two, or sometimes, three fit adjustments to perfect the pattern. In fact, it's desirable.

Some Real-World Testing
Before you launch your intimate wear collection, test your final samples in real-world conditions. Wear them yourself or invite family and friends to give them a try. Be open to their feedback. If you find you have to do some tweaking, it's better to do it now than after you've produced hundreds of units.

Speaking of production, it's equally important to partner with a factory experienced in the category. While the garments themselves are small, intimate apparel requires many sewing procedures and finishing techniques to be done correctly.