The UK lingerie market is up for grabs.  During the 1980s the market was dominated by Marks & Spencer, which held approximately 50% market share. However, this share has fallen to just 26% as the market place has become more fragmented and consumers’ preferences have changed.

Avril Breen, Pragma Consulting writes ...

Recently, we had the privilege of speaking to Janie Schaffer, former Chief Creative Officer at Victoria’s Secret, founder of Knickerbox and renowned 'Knicker Queen' about how she thinks the market has changed and what retailers could do to gain share in this increasingly saturated space.

Janie commented on the influx of fast fashion players into this category. Topshop, H&M and others have flooded the market in recent years by launching their own intimates ranges in a bid to tempt consumers to switch from necessity-driven lingerie purchases to building outfits with a lingerie base in mind.  Janie outlined how there appears to be a significant lack of conviction and dedication on behalf of fast fashion retailers to add an extra layer of expertise in this area, noting that, “no one retailer is giving a clear defined product offering.”  Indeed, without a clear focus or specialism, the full potential of this category has not yet been fully realised.

Since the 80s and 90s, average bra size has increased from a 34B to a bustier 36D. A changing shape brings about modified preferences. Women want to maximise their assets and as Janie highlighted, women “are becoming more sophisticated in the understanding of what technology can bring to the fitting of garments”. But sometimes the technology is lost and wasted in a sea of mass market cheap multi packs that are no strangers to small top drawers across the country. Such treatment can be contrasted sharply with the role it plays for the consumer: a bra is of course the one thing you wear every day and how it makes you feel absolutely matters. 

However, despite a clear need in the market, Janie told us that no retailer has been able to “match the communication of technology with the emotional purchase of a lingerie garment”. This has resulted in retailers losing out on upselling their quality products to lower-end providers like Primark.

Retailers could instead learn from specialist lingerie brands, like Ultimo and Wonderbra, who made their name through specific hero products that effectively communicated the benefits of the technology. Tapping into this emotional intimate form of self-expression is a tricky space, particularly for apparel brands.  They lack credibility as specialists and are essentially apparel-first retailers with lingerie as an afterthought.

The retailer which adopts a focused, no frills, specialist approach and focuses on expertly curating the right product will have a significant opportunity to gain share in this £2.5 billion market - and really get into the pants and drawers of consumers.

Top Gear's Evans says he's sucking diesel with LeBlanc

LeBlanc and Evans on location in Killarney last month

New Top Gear host Chris Evans has joined co-presenter Matt LeBlanc in dismissing reports of a rift between the duo, saying that he has learnt a lot from working with the former Friends star.

The show returns to screens this Sunday and speaking at the launch event at Dunsfold Aerodrome in Surrey, Evans described LeBlanc as his "wing man". He said he found the American actor's dedication to making the show work remarkable.

The new line-up, minus Matt LeBlanc, who is currently filming his comedy series Episodes

"He's worked on one of the biggest shows of all time and to make a show like Friendsyour work ethic has to be supreme," said the broadcast veteran.

"The overriding thing that hit me first was how much he's prepared to work to make the job a good job. He never looks at his watch or says 'Can we go?'."

Chris Evans - Relieved show is about to air

Earlier this week, LeBlanc described rumours of a personality clash between himself and Evans as "a big load of bulls***".

LeBlanc was unable to attend the press launch due to filming commitments on his BBC comedy series Episodes, but he sent a video message, in which he expressed his pride about what he, Evans and the rest of the team had achieved.  

Matt LeBlanc filming in Kerry last month

"It's great that the show continues to prompt so much global interest, even before we have shown the first episode," said LeBlanc. "I've had an amazing and crazy few months since joining Top Gear. We've accomplished a lot and I'm extremely proud of it."

With the new series premiering on BBC Two on Sunday at 8pm and RTÉ2 half an hour later, Evans said he is relieved that the wait is almost over. 

"It's the cork off the bottle, because all the pressure has been building up," he said. "So I just want the first show to get out there, get it on the air and then get on to show number two. We are already making it and we finish it tomorrow."

Dubliner Eddie Jordan, who is a former motorsport team boss, motor racing driver Sabine Schmitz and YouTube car reviewer Rory Reid are also set to star alongside Evans and LeBlanc as part of the new Top Gear line-up. The new series will air in 83 countries over six continents in a 72-hour period.

Sabine Schmitz