Lingerie, as a fashion accessory, has become a cherished possession for women. Despite being an intimate item, its psychological influence significantly boosts women’s self-confidence.
Today, lingerie has evolved beyond being an essential. It’s intricately tied to numerous self-identity and body-image concerns. In this blog, we will be looking into the psychology of lingerie, and how it impacts customer behavior.
A billboard in 1994, made a profound impact on how women viewed lingerie. WonderBra’s iconic “Hello Boys” advertisement in a black push-up bra, single-handedly increased traffic incidents in its vicinity. This left a lasting effect on the upcoming generations!
Following this, came the sexy lingerie era, with push-up bras and lacy bralettes featured in every fashion magazine.
Today’s customer reports suggest that 60- 70 percent of women seek a well-fitted lingerie collection to feel confident and sexy, both professionally and personally!
Even Richa Kar, co-founder and CEO of Zivame, believes that “Lingerie has evolved from an accessory to a fashion statement.”
So, what’s the driving force behind lingerie, let’s understand it in detail–
Lingerie not only acts as a necessity but also plays a role in enhancing self-identity. Making lingerie choices gives women a sense of control over their bodies. It helps them feel comfortable and confident, thus building a positive self-image.
Lingerie single-handedly acts as a driving force, breaking fashion stereotypes from gender to aging!
Every woman psychologically yearns for a feminine charm, and lingerie helps reclaim it. Lingerie creates the perfect balance of comfort and confidence outside while maintaining feminity and allure inside.
Feeling feminine isn’t just for normal-sized women and Nike boldly illustrates this with its recent ad campaign featuring plus-size mannequins and models.
Our clothing choices often need to align with societal norms. However, lingerie, a personal garment, doesn’t require conformity to societal expectations since it’s limited to our eyes only!
This has inspired many women to go for push-up bras, shapewear, plunge bras, and thongs, to celebrate their bodies!
Wearing good lingerie affirms women's sense of self-worth. It promotes the belief that they deserve time and attention, nurturing their self-esteem.
Numerous brands have begun focusing on these aspects to impact their customers' psychology. For instance, Love and Lemons, a lingerie label, recently collaborated with Victoria's Secret to craft a fairytale-inspired feminine intimate collection.
Indian women have finally opened their closets to newer lingerie designs that embrace their femininity!
Anand Chandran, Marketing Head at Zivame, recalls, “Zivame’s lingerie orders are pouring in from cities like Orissa, Nagaland, J&K, and Jharkhand, who we thought of as unlikely markets at first.”
Popular products among the Indian population include shapewear, push-up bras, silicone pads, and backless bras, as they can be easily paired with formals, kurtis, and sarees. The demand for neon colors, and animal prints, is also on the rise among teenagers.
The media plays a crucial role in shaping women’s lingerie preferences. From bold ad campaigns to influencer marketing, brands are also creating a massive mindset shift.
This is the perfect time for emerging brands to look deeper into what makes women feel confident, and design their collections accordingly!
