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In this era of diversified customers, the underwear industry has undergone earth-shaking changes. The new brands "authorized" on behalf of Generation Z will launch their predecessors on the market, leaving them alone. People in the past could not defend their outdated concept of "seductive underwear". Comfort, a wide range of natural colors, adaptability and environmental friendliness now dominate.

Lingerie sales now account for 6% of total retail and online women’s clothing sales in the United States and the United Kingdom. At first glance, this share seems to be small, but according to Allied Market Research data, by 2022, global underwear sales will reach 250 billion US dollars, this figure seems quite convincing.

Due to the ever-increasing demands of customers for comfort and practicality, underwear has got rid of the spectacular but unpleasant styles that had been popular for many years in the 1990s. COVID-19 only emphasizes the importance and feasibility of such standards. Homewear and sportswear, which have become popular in the age of remote work, do not help the revival of "sexy" and uncomfortable underwear.

Push-up bras no longer arouse the curiosity of many underwear designers, they meet with local women to collect their comments and wishes. Now, in the new series, comfortable clothing is the customer's primary goal. Yes, push-ups are purchased and worn for "occasions," but that's all. As a result, on the night of Valentine's Day, sales of Victoria's Secret and Tzenis’ attractive tall cup lace bras increased. However, sales of seamless comfort bras in the United States and the United Kingdom have soared 117% in the past three months.

The decline in consumer interest has already had an impact on the cost of underwear. The average retail price of the super popular push-up bra in 2020 was $31.36. It is now $29.46, and the comfortable bra without steel rims and other elements has climbed to $38.75.

Another obvious evidence of the "domination" of comfortable underwear is sales analysis. In the past three months, the demand for bras and sports bras in the United States and the United Kingdom exceeded the demand for push-ups by 382% and 162%, respectively.

This is not to say that sexy styles are no longer popular. Although the terms "seamless" and "smooth" topped the search results, "lace" still ranked first. However, the two do not interfere with each other, and it is only natural for underwear manufacturers to seek a combination of lace and comfort.

Push-up bras are still very popular in the United States and the United Kingdom, although they have been largely replaced by sports bras (second place) and the aforementioned top bras. There is no reason to foresee a sudden change in this model. In essence, the variety of underwear styles is decreasing, and the number of bra styles in American stores has decreased by 38%. Convenience trumps abundance of options and prioritizes them.

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