Mens Underwear Sales
Selfridges last week announced that they’ve seen a 28% increase in men’s underwear sales last year. Part of the reason that the department store’s Oxford Street flagship has just re-launched and expanded its bodywear to stock over 25,000 pairs of men’s pants!
In the same year that has seen sportsmen such as David Beckham and rugby star Thom Evans fronting underwear campaigns, men are not only becoming more conscious with what they’re wearing under their trousers; they’re also investing more money. A recession busting garment that some are referring to as the male ‘Lipstick Effect’ – a trend for women to spend more money on cosmetics during tough economic times.
Brands are also targeting the mainstream male consumer with Calvin Klein taking the bold move of launching it’s new seamless underwear collection with a 30 second ad during the 2013 SuperBowl and H&M enlisting Lock Stock film director Guy Ritchie to direct the commercial to launch David Beckham’s latest underwear line. Versace has also re-launched its underwear line for Spring/Summer 2013.
There has also been a trend towards ‘body-shaping’ styles such as D.HEDRAL‘s underwear that features a patented ‘Anglefit Technology’ that promises maximum comfort, zero sagging and an improved silhouette; and Spanx‘s 3D effect pouch enhancers.
Richard Sanderson, menswear buying manager at Selfridges, said: “Men are becoming more conscious of what they are wearing when they take off their trousers. They want to impress their women — or their men — or just want to feel more comfortable.”