Summary

The men's underwear market in France has been affected by the COVID-19 crisis, with a significant drop in production in 2020. However, it is expected to recover, with a forecast growth rate of 4.6% in 2021. The market is divided into three main product categories: briefs, boxers and boxer shorts, with boxer shorts being the preferred choice.

trends, preferences and competition in the French men's underwear market

French production has seen a downward trend due to competition and the relocation of manufacturing abroad, but there is a resurgence of the "Made in France" segment, driven by high-end brands such as Le Slip Français, which capitalize on innovative designs and quality materials. The sector is also seeing the emergence of new players focusing on sustainability and ethical production. In terms of distribution, two dominant brands, DIM and Athena, lead supermarket sales.

The men's underwear market is resilient and set to resume growth after the COVID-19 crisis, with an average annual growth rate of 5.95% forecast by some studies. Despite the disruptive impact of the pandemic, the market is showing signs of sustained interest in high-quality, locally produced items, indicating a potential long-term trend rather than a passing fad. French exports of men's underwear are largely oriented towards European countries, with Spain being the leading importer.

Overall, the market is poised for robust recovery and growth as it adapts to new trends and consumer preferences following the pandemic. The men's underwear market in France has undergone significant change in recent years, driven by various factors such as demographics, consumer habits and the growing importance attached to aesthetics and comfort in product choice.

This market is mainly made up of three types of product: briefs, boxer shorts and boxer briefs, each catering for different consumer preferences. Consumption habits vary considerably according to age, with boxer briefs remaining the most sought-after item among young people, who are increasingly interested in their appearance and have budgets comparable to those of women for underwear. conversely, the older population shows a preference for briefs.

When choosing underwear, men prioritize comfort, followed by aesthetics, which has gained in importance over time. The French market has experienced substantial growth over the past fifty years, supported by high-end segments and brands that emphasize "Made in France" production. Brands like Le Slip Français have led the way in combining innovative designs, quality materials and an original brand image.

In terms of color preferences, black dominates the men's underwear palette, with more than two-thirds of men preferring it, followed notably by blue and gray. On the other hand, the perception of the beauty of men's underwear is divided: 51% of women consider men's underwear to be beautiful, versus 58% of men. This perception also changes with age, with younger people being more appreciative.

As far as purchasing habits are concerned, men, particularly students, spend a modest proportion of their clothing budget on underwear, with expenditure varying between 25 and 35 euros per year. However, with age, it is not uncommon for wives or partners to contribute more to the purchase of men's underwear.

An analysis of the French clothing industry suggests an evolution over the years, largely attributable to competitive production costs in countries such as China, Bangladesh and Vietnam. Nevertheless, we are witnessing a resurgence of "made in France" production, with high-end brands maintaining production in the country and capturing customers through online sales and differentiation strategies.The market is segmented between French manufacturing, which is limited but offers innovative, high-quality products, and foreign manufacturing, which is predominant and targets entry- and mid-range segments. The latter often offer through diversified sales channels such as department stores and online platforms.

In terms of distribution, certain brands have long dominated supermarket sales channels, with heavyweights such as Eminence and DIM retaining a significant share of the market.

A landscape shaped by tradition and innovation

The French men's underwear market is characterized by a unique mix of traditional players, innovative newcomers and well-established supermarket brands, all of which contribute to the sector's diverse landscape. Among these varied entities, certain names stand out, testifying to the strength and resilience of the market.

Le Slip Français: Establishing itself as a market leader thanks to its "Made in France" ethos, Le Slip Français has enjoyed remarkable growth since its inception in 2011. By focusing on quality and local production, it has reinvigorated the French textile industry and manages to maintain a high-level presence despite the concentrated nature of the segment.

Le Garçon Français: Another local brand, Garçon Français, competes directly with Le Slip Français. Founded by Vicky Caffet in 2012, it has established itself by focusing on local production and high-quality materials, concentrating its manufacturing operations around the city of Troyes, the historic center of the French hosiery industry.

The Eminence Group: A historic figure in the market, Eminence owns popular brands such as Athena and Eminence, and has a unique production structure. Although it has outsourced part of its production, it retains significant manufacturing capacity in France, notably as a subcontractor for other companies in the sector such as Le Slip Français.

DIM: Positioned as a key retailer, DIM has been supplying French men with comfortable, affordable underwear for many years. Owned by the American company Hanes, DIM has always been one of France's favorite underwear brands.

DIM and Athéna: Together, these two brands dominate supermarket sales, offering a wide range of men's underwear at affordable prices. Renowned for their comfort and simple design, they capture the preference of a significant share of the market thanks to wide distribution in major supermarket chains.

In short, the French men's underwear market is characterized by the coexistence of long-established brands that appeal to consumers looking for economical options, and luxury brands that have built their reputation on quality and domestic production. This complex interplay between tradition, modernity and national pride is behind the growth of the French men's underwear market.

the men's underwear market - France

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Number of pages : 30 pages
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Last update : 01/07/2021

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Summary and extracts

1 Market overview

1.1 Market overview and definition

Men's undergarments are all products designed to be worn by men and are of three types:

Briefs
Boxer shorts
Boxer shorts

In France, market players include suppliers of raw materials (cotton, polyester, modal, etc.), clothing manufacturers, specialized manufacturers, brands, distributors (supermarkets, stores, online sales), etc.

Over the past five years, the French market has been enjoying ideal growth momentum . Although the French market will be hit hard by the COVID-19 crisis in 2020, this trend is not expected to last, as growth of 4.6% is expected in 2021 following the downturn in 2020.

Consumption habits differ greatly according to age, with boxer shorts still the most popular item, but the older consumers are, the more they tend to prefer briefs to boxers. It is also interesting to note that younger generations of men are more inclined to take care of their appearance, and have average budgets closer to those of women. Purchases are initially motivated by comfort, then by aesthetics, which are becoming increasingly important.

Over the past 5 years, the market has been driven by a high-end segment made in France. The success of brands such as Le Slip Français is a good example. These players have been able to draw on innovative designs, an original image and quality materials to generate significant growth in sales volumes.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

6.1 Segmentation of industry players

DIM Brands international
HOM Innovations
Eminence
Le slip Français
Calzedonia Oniverse
Dagobear
Arthur
Calvin klein
H&M Groupe
Eden Park
Lacoste Groupe
Diesel
Hugo Boss
Ralph Lauren
Monoprix
Fast Retailing France (Uniqlo)

List of charts

Size of the global men's underwear market
Breakdown of underwear worn by men
What are the dominant colors of your underwear?
Do you think the French wear nice underwear?
Who buys your underwear most often?
Average annual amount spent by students on clothing and undergarments
Underwear brands
Use of men's underwear, by number of items purchased
Sales of underwear production
Value of men's underwear production
Balance of trade
Main importers
Main exporters
Sales index for underwear manufacturing (men's, women's and children's)
Sales index for specialized clothing retailers
Sales index for underwear manufacturing (men's, women's and children's)

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Latest news

Oniverse (formerly Calzedonia), revenues at 3.1 billion, strong push on foreign retail - 29/02/2024

Total revenues: 3.1 billion euros.
Revenue increase from 2022: +2% at current exchange rates.
Share of foreign sales: 62% of total.
Number of stores at year-end: 5,644.
- New openings during the year: 314 stores (+6%).
- Number of stores in Italy: 1,912.
- Number of stores abroad: 3,732.
Countries with most new openings: the United States, France, Spain and Brazil.
Total investment: 563 million euros (openings, technology, logistics, ESG).
Future initiatives for 2024: development of Intimissimi Uomo and redevelopment of existing Calzedonia, Intimissimi and Tezenis stores.

Oniverse (formerly Calzedonia) invests in omnichannelity: Digital Hub It kicks off in Naples - 31/01/2024

**Oniverse Goal**: Respond faster to the needs of dynamic and ever-changing markets by ensuring scalability and reliability of omnichannel platforms.
**Launch Digital Hub IT**: Starting in March this year, dedicated to the development and management of technologies related to the Salesforce world and beyond, located in the Maritime Station in Naples.
**Induction program for new resources**: Training path supported by experts from the Federico II University of Naples and K2 Partnering Solutions to deepen knowledge about Salesforce in the first three months.
**Contribution of new resources**: Upon completion of the training, they will contribute to the development of Oniverse's omnichannel roadmap.
**Organized visits**: At headquarters in Verona and other national and international specialization hubs.
**Oniverse brands**: Calzedonia, Intimissimi, Intimissimi Uomo, Tezenis, Falconeri, Signorvino, Atelier Emé, Antonio Marras, Cantiere del Pardo, Grand Soleil Yachts, Pardo Yachts, and Van Dutch Yachts.

Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023

H&M posted annual sales up 6% to 21 billion euros
Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.

Le Slip Français, the daring bet of made in France - 09/11/2023

Le Slip Français was founded 12 years ago.
Le Slip Français has sales of 20 million euros.
On the French market, 3% of garments are made in France.
Le Slip Français achieves 40% of its sales during the Christmas period.
The company supports 300 jobs, 85 of them directly.

Uniqlo dominates the basic clothing market - 30/10/2023

Uniqlo, the leading brand of the Japanese Fast Retailing group, reported a 20% year-on-year increase in worldwide sales to 2,766 billion yen (17.5 billion euros).
Group operating profit rose by 28% to 381 billion yen (2.4 billion euros).
Company founder Tadashi Yanai forecasts a tripling of Fast Retailing sales over the next decade
In China, Uniqlo's sales rose by 15% and its profit by a quarter.
More than half of Uniqlo's sales take place abroad.
Tadashi Yanai predicts the end of "unnecessary luxuries", suggesting an opportunity for more basic, utilitarian products like those offered by Uniqlo.

Fashion: Uniqlo celebrates the end of superfluous luxury - 13/10/2023

Fast Retailing saw its sales increase by 20% to 2,766 billion yen (17.5 billion euros).
Fast Retailing saw its sales in China increase by 15% and profits by 25%.
Uniqlo's overseas sales are now greater than those generated in Japan.
Fast Retailing plans to open a further 110 Uniqlo stores in the fiscal year starting in September, reaching a total of 1,744 by summer 2024.
In Japan, the group will maintain the number of outlets at 800.
Fast Retailing sales are expected to exceed 3,000 billion yen.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

DIM Brands international

HOM Innovations

Eminence

Le slip Français

Calzedonia Oniverse

Dagobear

Arthur

Calvin klein

H&M Groupe

Eden Park

Lacoste Groupe

Diesel

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