Feb 24, 2016
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New report shows Millennials have changed the way women buy bras

Feb 24, 2016

Global information company The NPD Group's new 2015 Bra Journey Insights report reveals that Millennial customers buy bras in a different way to older generations.

Foto: Arquivo

It found that among consumers of all ages, 80% of bra purchases are planned and the main reason people buy a new bra is to replace an old one. More than 50% of women buy three or more bras at a time at the end of the shopping process, try them on at home, and don’t return them.

But Millennials shop for bras in a different way. They have a more diverse bra wardrobe than older generations, and will buy more than one bra when they find the one that suits their lifestyle. They also cited newness and change in size as top reasons for purchase more often than non-Millennials did.

“All bra consumers seek comfort, but differences in their bra introduction and life stage timeline have impacted how Millennials and non-Millennials arrive at comfort throughout their lives,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

“The comfort and wearability of the athleisure apparel trend, that is embedded in the Millennial style vocabulary, will compel them to seek the same type of comfort and ease of movement throughout their bra journey; this ultimately drives them toward different shopping behaviors than those of Boomers and older generations. Innovation and targeted variety in product, promotion, and placement will continue to serve the bra industry well as they navigate this new journey with a diverse consumer base.”

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