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Women's Attitudes Towards Hosiery and Shapewear - US - October 2011

Hosiery and shapewear are viewed differently by women. Hosiery has been around for decades and has formerly been considered a staple of women’s attire. However, as society has become more casual and fashion trends have changed, hosiery usage has declined and suffers from a perception that, not only is hosiery unnecessary, but they are unfashionable.

Meanwhile, modern shapewear is relatively new and enjoys increasing usage by women of all shapes and sizes across multiple demographics. Both categories are susceptible to changing style trends, and in the case of higher-priced shapewear, the perception of being expensive could be hampering sales at a time when the struggling economy is still very much a concern to budget-minded consumers.

Companies in the hosiery and shapewear markets must be able to develop products that meet the needs of today’s woman, with an eye toward the next big thing. With this in mind, Mintel answers a number of questions in this report including:

  • What are the key market drivers and how are manufacturers addressing them to maximize sales opportunities?
  • How are manufacturers responding to competition both within and outside the hosiery and shapewear categories?
  • What are some of the more innovative products, and how effectively are they addressing what consumers are most interested in?
  • What types of marketing strategies are companies employing, and how are they incorporating social media?
  • Which hosiery and shapewear brands are most popular among women, and what are manufacturers doing to build on their popularity?
  • What are women’s attitudes toward hosiery and shapewear, and how does this impact product development?
  • What impact do demographic and socioeconomic factors such as age, race and household income have on purchasing activity and use?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                  • Obesity, population, and economic factors influencing hosiery and shapewear markets
                    • Competition shaping up on a variety of fronts
                      • Key brands include newer and established names
                        • Innovations keep categories fresh
                          • Traditional media lacking in the marketing mix
                            • Some hosiery segments in a bind
                              • Mass merchandisers are most likely channel for hosiery purchases
                                • Hosiery and shapewear consumer profile
                                  • Women’s pantyhose and shapewear attitudes/behaviors
                                  • Insights and Opportunities

                                    • Minimize “embarrassment” associated with wearing shapewear
                                      • UV protection hosiery
                                        • Develop ethnic-based shapewear
                                          • No-run pantyhose
                                            • Cross-department promotions
                                              • Expand target audience to include men
                                              • Inspire Insights

                                                  • Trend: Influentials
                                                    • Trend: Non-Standard Society
                                                    • Market Drivers

                                                      • Key points
                                                        • Obesity issue is a plus for shapewear
                                                          • Figure 1: Prevalence of obesity among U.S. adults aged 20 and older, by sex and race/ethnicity, for selected years 1988-94 through 2007-08
                                                        • Population shifts could benefit different segments of the hosiery and shapewear industries
                                                          • Figure 2: Population of women, by age, 2006-16
                                                        • Ethnic population growth creates larger target audience
                                                          • Figure 3: Population of women, by race and Hispanic origin, 2006-16
                                                        • Struggling economy may be impeding shapewear growth
                                                          • Figure 4: Real disposable personal income, January 2000-August 1, 2011
                                                          • Figure 5: University of Michigan’s index of consumer sentiment, January 2007-August 2011
                                                      • Competitive Context

                                                        • Key points
                                                          • Spray-on pantyhose addresses some common issues
                                                            • Fashionable leg wear alternatives whip up competition for hosiery
                                                              • Foot liners provide comfort and heat up warm-weather shoe styles
                                                                • Clothing with built-in shaping could rattle foundation of shapewear
                                                                  • Liposuction reducing number of people in need of shapewear
                                                                  • Key Brands

                                                                      • HanesBrands Inc.
                                                                        • Hanes hosiery
                                                                          • L’eggs
                                                                            • Bali
                                                                              • Just My Size
                                                                                • Barely There
                                                                                  • No nonsense
                                                                                    • SPANX
                                                                                      • Flexees
                                                                                        • Yummie Tummie
                                                                                        • Innovations and Innovators

                                                                                          • Hosiery
                                                                                            • Wolford moisturizing hosiery
                                                                                              • Anti-cellulite pantyhose
                                                                                                • Hosiery for women of color
                                                                                                  • We Love Colors Hosiery
                                                                                                    • Shapewear
                                                                                                      • ShaToBu shapewear promotes a workout you wear
                                                                                                        • SKINEEZ Skincarewear
                                                                                                          • SPANX Activewear
                                                                                                          • Marketing Strategies

                                                                                                            • Overview
                                                                                                              • L’eggs
                                                                                                                • Figure 6: L’eggs “Lucky” TV spot, 2011
                                                                                                              • Bali
                                                                                                                • Figure 7: Bali Powershape, 2011
                                                                                                              • Yummie Tummie
                                                                                                                • Figure 8: Yummie Tummie denim line, 2011
                                                                                                              • Nordstrom
                                                                                                                • Figure 9: Nordstrom hosiery, 2011
                                                                                                            • Women’s Purchase and Usage of Hosiery

                                                                                                              • Key points
                                                                                                                • Pantyhose run of sales success may be over
                                                                                                                  • Figure 10: Hosiery purchase incidence, January 2006-March 2011
                                                                                                                • Purchasing sags among younger women
                                                                                                                  • Figure 11: Hosiery purchase incidence, by age, February 2010-March 2011
                                                                                                                • Working women pick up the slack
                                                                                                                  • Figure 12: Hosiery purchase incidence, by employed full-time and age, February 2010-March 2011
                                                                                                                • Hosiery usage occasions are rare
                                                                                                                  • Figure 13: Hosiery usage frequency, July 2011
                                                                                                                  • Figure 14: Regularly or occasionally uses hosiery, by age, July 2011
                                                                                                                  • Figure 15: Regularly or occasionally uses hosiery, by household income, July 2011
                                                                                                              • Hosiery Brands Purchased in the Last 12 Months

                                                                                                                • Key points
                                                                                                                  • L’eggs losing its stride somewhat
                                                                                                                    • Figure 16: Hosiery brands purchased in the last 12 months, January 2006-March 2011
                                                                                                                    • Figure 17: Hosiery brands purchased in the last 12 months, by age, February 2010-March 2011
                                                                                                                    • Figure 18: Hosiery brands purchased in the last 12 months, by household income, February 2010-March 2011
                                                                                                                • Hosiery Retail Channels and Purchase Prices

                                                                                                                  • Key points
                                                                                                                    • Mass merchandisers enjoy mass appeal among hosiery buyers
                                                                                                                      • Figure 19: Retail channels for hosiery purchases in the last 12 months, by hosiery type, July 2011
                                                                                                                    • Tights put squeeze on wallets
                                                                                                                      • Figure 20: Average prices paid for hosiery purchases in the last 12 months, by hosiery type, July 2011
                                                                                                                  • Women’s Attitudes Toward Pantyhose

                                                                                                                    • Key points
                                                                                                                      • Quality perception may be causing a snag in pantyhose segment
                                                                                                                        • Figure 21: Women’s attitudes toward pantyhose, July 2011
                                                                                                                      • Pantyhose’s image could use an update
                                                                                                                        • Figure 22: Women’s attitudes toward pantyhose, by age, July 2011
                                                                                                                    • Women’s Purchase and Usage of Shapewear

                                                                                                                      • Key points
                                                                                                                        • Shapewear looking to build on core audience
                                                                                                                          • Figure 23: Camisoles and shapewear purchases in the last 12 months, age, household income, employment, July 2011
                                                                                                                        • Nearly half of women wear shapewear at least on certain occasions
                                                                                                                          • Figure 24: Camisoles/shapewear usage frequency, July 2011
                                                                                                                          • Figure 25: Regularly or occasionally uses camisoles/shapewear, by age, household income, employment, July 2011
                                                                                                                      • Shapewear Types Purchased and Worn in the Last 12 Months

                                                                                                                        • Key points
                                                                                                                          • Shapewear usage appears to be reserved for special occasions
                                                                                                                            • Figure 26: Shapewear types purchased/worn in the last 12 months, July 2011
                                                                                                                          • Younger women shape up
                                                                                                                            • Figure 27: Shapewear types worn in the last 12 months, by age, July 2011
                                                                                                                            • Figure 28: Shapewear types worn in the last 12 months, by employment, July 2011
                                                                                                                            • Figure 29: Number of shapewear types worn in the last 12 months, by age, household income, employment, July 2011
                                                                                                                        • Shapewear Brands Purchased and Worn in the Last 12 Months

                                                                                                                          • Key points
                                                                                                                            • SPANX figures in most shapewear purchases and usage
                                                                                                                              • Figure 30: Shapewear brands purchased/worn in the last 12 months, July 2011
                                                                                                                            • Work to shape brand loyalties at a young age
                                                                                                                              • Figure 31: Shapewear brands worn in the last 12 months, by age, July 2011
                                                                                                                              • Figure 32: Shapewear brands worn in the last 12 months, by household income, July 2011
                                                                                                                          • Women’s Attitudes Toward Shapewear

                                                                                                                            • Key points
                                                                                                                              • Price shapes up as a major concern
                                                                                                                                • Figure 33: Women’s attitudes toward shapewear, July 2011
                                                                                                                              • Accentuate the positives to win over current non-users
                                                                                                                                • Figure 34: Women’s attitudes toward shapewear, by those who do/do not wear shapewear, July 2011
                                                                                                                              • Older women (55+) shapewear attitudes can firm up sales growth
                                                                                                                                • Figure 35: Women’s attitudes toward shapewear, by age, July 2011
                                                                                                                              • Among non-users, women 45-54 have the most concerns regarding shapewear
                                                                                                                                • Figure 36: Women who do not wear shapewear attitudes toward shapewear, by age, July 2011
                                                                                                                              • Even affluent women feel shapewear is pricey
                                                                                                                                • Figure 37: Women’s attitudes toward shapewear, by household income, July 2011
                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Black women have a leg up on hosiery purchases
                                                                                                                                  • Figure 38: Hosiery purchase incidence, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                • Pantyhose and knee-high usage high among black women
                                                                                                                                  • Figure 39: Regularly or occasionally uses hosiery, by race/Hispanic origin, July 2011
                                                                                                                                • L’eggs, Hanes, and No nonsense rank as the top brands
                                                                                                                                  • Figure 40: Hosiery brands purchased in the last 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                • White women are the least interested in pantyhose
                                                                                                                                  • Figure 41: Women’s attitudes toward pantyhose, by race/Hispanic origin, July 2011
                                                                                                                                • Hispanics favor shapewear
                                                                                                                                  • Figure 42: Camisoles/shapewear purchases in the last 12 months, by race/Hispanic origin, July 2011
                                                                                                                                  • Figure 43: Regularly or occasionally uses camisoles/shapewear, by race/Hispanic origin, July 2011
                                                                                                                                • Black women comfortable with a wide range of shapewear products
                                                                                                                                  • Figure 44: Shapewear types worn in the last 12 months, by race/Hispanic origin, July 2011
                                                                                                                                • White women’s shapewear usage fairly limited
                                                                                                                                  • Figure 45: Number of shapewear types worn in the last 12 months, by race/Hispanic origin, July 2011
                                                                                                                                • SPANX and Flexees brands connect with all races
                                                                                                                                  • Figure 46: Shapewear brands worn in the last 12 months, by race/Hispanic origin, July 2011
                                                                                                                                • Price is an issue for all, as is a perception that shapewear is uncomfortable
                                                                                                                                  • Figure 47: Women’s attitudes toward shapewear, by race/Hispanic origin, July 2011
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Healthy Shapes
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • In Shapes
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Out of Shapes
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Cluster characteristics
                                                                                                                                                            • Figure 48: Hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 49: Camisoles/shapewear purchases in the last 12 months, by hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 50: Regularly or occasionally uses hosiery/camisoles/shapewear, by hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 51: Never uses/does not own hosiery/camisoles/shapewear, by hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 52: Women’s attitudes toward pantyhose, by hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 53: Women’s attitudes toward shapewear, by hosiery and shapewear clusters, July 2011
                                                                                                                                                            • Figure 54: Women’s BMI group, by hosiery and shapewear clusters, July 2011
                                                                                                                                                          • Cluster demographics
                                                                                                                                                            • Figure 55: Hosiery and shapewear clusters, by age, July 2011
                                                                                                                                                            • Figure 56: Hosiery and shapewear clusters, by household income, July 2011
                                                                                                                                                            • Figure 57: Hosiery and shapewear clusters, by race/Hispanic origin, July 2011
                                                                                                                                                            • Figure 58: Hosiery and shapewear clusters, by education, July 2011
                                                                                                                                                            • Figure 59: Hosiery and shapewear clusters, by employment, July 2011
                                                                                                                                                          • Cluster methodology
                                                                                                                                                          • Custom Consumer Groups: BMI

                                                                                                                                                              • Key points
                                                                                                                                                                • Obese women most likely to buy shapewear
                                                                                                                                                                    • Figure 60: Camisoles/shapewear purchases in the last 12 months, by BMI group, July 2011
                                                                                                                                                                    • Figure 61: Regularly or occasionally uses hosiery/camisoles/shapewear, by BMI group, July 2011
                                                                                                                                                                  • Obese women not fans of pantyhose
                                                                                                                                                                    • Figure 62: Women’s attitudes toward pantyhose, by BMI group, July 2011
                                                                                                                                                                  • Shapewear types worn are fairly consistent across BMI groups
                                                                                                                                                                    • Figure 63: Shapewear types worn in the last 12 months, by BMI group, July 2011
                                                                                                                                                                    • Figure 64: Number of shapewear types worn in the last 12 months, by BMI group, July 2011
                                                                                                                                                                    • Figure 65: Shapewear brands worn in the last 12 months, by BMI group, July 2011
                                                                                                                                                                  • Obese women have reservations regarding shapewear
                                                                                                                                                                      • Figure 66: Women who wear shapewear attitudes toward shapewear, by BMI group, July 2011
                                                                                                                                                                      • Figure 67: Women who do not wear shapewear attitudes toward shapewear, by BMI group, July 2011
                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                      • Figure 68: Hosiery purchase incidence, by region, February 2010-March 2011
                                                                                                                                                                      • Figure 69: Average number of pantyhose purchases in the last 12 months, by age and employed full-time, February 2010-March 2011
                                                                                                                                                                      • Figure 70: Regularly or occasionally uses hosiery/camisoles/shapewear, by region, July 2011
                                                                                                                                                                      • Figure 71: Hosiery brands purchased in the last 12 months, by region, February 2010-March 2011
                                                                                                                                                                      • Figure 72: Women’s attitudes toward pantyhose, by household income, July 2011
                                                                                                                                                                      • Figure 73: Women’s attitudes toward pantyhose, by region, July 2011
                                                                                                                                                                      • Figure 74: Camisoles/shapewear purchases in the last 12 months, by region, July 2011
                                                                                                                                                                      • Figure 75: Shapewear types worn in the last 12 months, by household income, July 2011
                                                                                                                                                                      • Figure 76: Shapewear types worn in the last 12 months, by region, July 2011
                                                                                                                                                                      • Figure 77: Shapewear brands worn in the last 12 months, by employment, July 2011
                                                                                                                                                                      • Figure 78: Shapewear brands worn in the last 12 months, by region, July 2011
                                                                                                                                                                      • Figure 79: Number of shapewear types worn in the last 12 months, by region, July 2011
                                                                                                                                                                      • Figure 80: Women’s attitudes toward shapewear, by region, July 2011
                                                                                                                                                                      • Figure 81: Women who do not wear shapewear attitudes toward shapewear, by region, July 2011
                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Belk, Inc
                                                                                                                                                                    • Bloomingdale's
                                                                                                                                                                    • Dillard's, Inc
                                                                                                                                                                    • Hanesbrands Inc.
                                                                                                                                                                    • J C Penney Company, Inc
                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                    • Maidenform
                                                                                                                                                                    • Nordstrom
                                                                                                                                                                    • Saks Incorporated
                                                                                                                                                                    • Sara Lee Household & Body Care
                                                                                                                                                                    • Spanx Inc [Spanx by Sara Blakeley]
                                                                                                                                                                    • The Neiman Marcus Group Inc

                                                                                                                                                                    Women's Attitudes Towards Hosiery and Shapewear - US - October 2011

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