1.1 Presentation and definition of the market
Men's undergarments are all products intended to be worn by men on the skin underneath the garment. The undergarments that concentrate the vast majority of the market are of three types:
- The briefs;
- The underpants.
In France, the market players are suppliers of raw materials (cotton, polyester, modal...), manufacturers in the clothing industry, specialist manufacturers, brands, distributors (supermarkets, stores, online sales)...
The French market is experiencing a great time to grow for the past five years. While the latter will be impacted by the VIDOC-19 crisis in 2020, it should not remain in difficulty for very long, since a 4.6% growth is expected in 2021 in response to the fall in 2020
Consumption patterns differ greatly according to age, the boxers are still the kings of demand but the older the consumers are, the more they tend to prefer briefs to boxers. Similarly, it is interesting to note that the younger generations are more likely to take care of their looks and have average budgets that are closer to those of women. Purchases are primarily motivated by arguments of comfort and practicality, followed by the aesthetic aspect, which is becoming increasingly important.
The market has been boosted for the last 5 years by a segment top of the range made in France who's done a pretty good job of it. The success of brands such as Le Slip Français are a good example of this. These players have been able to rely on innovative designs, an original image and quality materials
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