Close
 

Move over, traditional underwear. Undies to suit everyone are here, whether you’re fuller figured, have non-traditional tastes or a weak bladder

  • Checkout
  • April 8, 2015
  • Elly Strang
Move over, traditional underwear. Undies to suit everyone are here, whether you’re fuller figured, have non-traditional tastes or a weak bladder

Though lingerie is traditionally advertised by having slender, scantily clad women wear sexy underwear; it appears the industry is branching out.

Take Victoria’s Secret: the underwear giant has over 1000 locations worldwide, hosts an annual lingerie show that costs an estimated US$10 million to $15 million to put on, and had $6.6 billion in annual sales in 2013.

However, the retailer had a PR disaster last year with its “Perfect Body” campaign.

The campaign had the phrase “The Perfect Body” emblazoned over a bunch of slim models standing in a row.



Over 33,000 people signed a petition in the UK that said the marketing stunt was a form of body shaming.

Victoria’s Secret backed down and changed the wording on its website to “A body for every body.”

Spurred on by a growing interest in undies for every type of women, the latest brands to hit the lingerie scene are targeting specific demographics.

Lane Bryant, a plus-sized lingerie retailer, has sent a very direct message to Victoria’s Secret with its “I’m No Angel” campaign.

The US retailers’ ads feature famous full-figured models standing in a row, mimicking the controversial Victoria’s Secret campaign.

The video shows the models saying “I’m no angel” to the camera.

Lane Bryant chief executive Linda Heasley said in a statement the campaign is designed to help every woman to love every part of herself.

Neon Moon is a nonconformist lingerie brand with feminist values. Instead of objectifying women, it’s marketed to instill body confidence and empowerment.


The campaign features women in natural poses and settings, sporting looks not usually found in underwear ads, like armpit hair.


The UK company has received £7524 ($NZ14,833) funding on Kickstarter. Its goal was £5000.

Back home in little old New Zealand, Kiwi ingenuity has helped solve an embarrassing problem for those with bladder issues.

 A textile company has launched an innovative range of underwear specifically for those with incontinence.

ConfiTEX has created underwear that is absorbent, waterproof and stylish. The company says the underwear can absorb a cup-full of fluid per day.

Though it may seem like a niche market, the company says a million Kiwis have bladder problems, with most of them silently suffering.

Where the underwear market will expand to next is anyone’s guess. Have a look at some crazy ideas in the gallery below. 

Aluminium underwear
3D underwear
Shopping bag bra
Underwear with a built in GPS tracking device

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Gram of the week: Ocho Chocolate Company

  • Gram of the week
  • November 16, 2018
Gram of the week: Ocho Chocolate Company

As Dunedin's newest chocolate producer Ocho settles in, we look at its delicious Instagram which is definitely catered well towards Kiwis and our love of chocolate.

Read more
 
 

A treat fit for a (future) king: Giapo releases ice cream inspired by royal visit

  • Checkout
  • November 15, 2018
  • Courtney Devereux
A treat fit for a (future) king: Giapo releases ice cream inspired by royal visit

Antipodean excitement has stirred as the announcement of the Duke and Duchess of Sussex inspired Giapo kitchen to immortalise the event with a themed ice cream. And if there is one thing New Zealand is proud is share with our commonwealth, it’s pavlova.

Read more
 
 

And the award for 'Most appropriate mascot' goes to: Pringles donates to November

  • Checkout
  • November 1, 2018
  • Sarah Dunn
And the award for 'Most appropriate mascot' goes to: Pringles donates to November

US potato chip brand Pringles has long sported a mascot with a luxuriant moustache - Mr P - and now it's put its money where its mo' is by supporting New Zealand's November Foundation.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Gram of the week: Häagen-Dazs New Zealand

  • Gram of the week
  • October 30, 2018
Gram of the week: Häagen-Dazs New Zealand

The most recent ice cream to hit our shores, Häagen-Dazs, was welcomed with open arms by Kiwis who have a serious sweet tooth. The brands Instagram is a look into its sweet nature and tempting offerings.

Read more
 
 

'Gram of the week: Hello Dear Interiors

  • Gram of the week
  • September 25, 2018
'Gram of the week: Hello Dear Interiors

Hello Dear Interiors, defines themselves as a curator of a space that makes you feel comfortable and happy. Reflected in their Instagram page, the interior design store communicates this goal well through its content.

Read more
 

Let our store name generator rebrand your business

  • Generator
  • September 20, 2018
  • The Register team
Let our store name generator rebrand your business

Inspired by silly quizzes from teen magazines, The Register team has created a quiz encompassing everything we know about store names. Have a play and let us rebrand you!

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}