Women Want Comfortable Underwear and Men Prefer Sexy Underwear

Research shows that sexiness is not the most important thing for them, but they bother to look young and beautiful

What do women want when it comes to underwear? First of all, comfort. Sensuality? Too. But in the ranking of priorities, the sexy lingerie occupies the last criteria of purchasing items. Already men … Well, they really want is to let them panties every time more sexy and youthful appearance, indicates the search “consumer buying behavior in our underwear in Brazil”, recently published by the Institute for the study of Industrial Marketing (Iemi), who consulted 1,100 consumers above 15 years.

The tabulation of the data shows that 38.3 percent of them think of comfort in choosing the best panties for the day to day, while 14.6% are looking for practicality. Lifting instigates the battle of the sexes. While for them sensuality should be considered important by women in choosing their lingeries (22.2%), themselves (13.2%) claim that this item has the right time to be taken into account. 

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Men spend more on purchases of sports underwear through answermba.com, but women buy more often.

And when the romance comes into play, differences increase. Research shows that only 5.9 percent of the interviewed pointed to the question how influential at the time of purchase, while 17.3% of men believe that they should give more importance to the topic. “When the man goes to present the woman with lingerie, he’s thinking more on it than in it,” says Marcelo Prado, Director of the Iemi. But the search result does not indicate that women are sloppy, they are little pragmatic when they’re buying for themselves, says the Executive. “Of course she wants to look sexy and attractive in certain occasions, but every day she has many other concerns”, he ponders.

The boys, therefore, should not be bored: in the Nick of time they are more than willing to explore its charming pieces and make nice between four walls. “In these moments they are going to take advantage of new colors and sexy. And if by chance she is with a beige piece, certainly will be at that moment ‘ caught me off guard “,” meadow.

Models of success
According to the brand of underwear DeMillus, the thong model dd panties is – were sold 262,000 pieces in 2010. They claim to give priority to the sexy models that add comfort.

Already in the basic Duloren still makes success. “Consumers don’t run of sexy models and to use the best panties you can imagine,” said Denise Areal, marketing director and the Duloren style. On the other hand, it says that the general public is still between the traditional and the Bikini underpants too large, that if modernized, staying below the navel. “Women more insecure use the thong 24 hours a day, but they are the minority. The more tuned, linked to culture, art, know what they want and use the ‘ calçolão ‘ in good, in the best style ‘ cause by accident ‘, concludes Denise. She claims she panties in colors white, black and beige are the Favorites of the day to day of the girls. “But the new colors are those that mark the lingerie used in special moments,” says.

The classic and seductive red lingerie is still with all among women. But the big surprise, according to Denise, was figuring out that men also love color. “red underwear is sales success. Is a kind of behavior influenced by woman “, he says.

They: sensuality, comfort and playfulness
Comfort is also a priority for the men at the time of purchase (38.7%), followed by the practicality (14.7%), indicates the Iemi. However, for them, the clothes must not only protect their private parts, they must be young (10.3%), current (10.1%) and sexy (8.3%)-depending on the occasion. “Young fashion isn’t necessarily for the young. Is for all those who want to be young. And men increasingly want to look young, “says the Research Director, Marcelo Prado.

The boxers, less, seems to reflect the joviality. Leader in the segment of the market in Brazil, the Zorba confirms that, based on consumer demand, have bet their chips on this modeling. “Many women find that the boxer briefs are sexy,” says the company’s marketing manager, Rosana. The brand’s best-selling model is made seamless and with cotton in the composition. The trend is confirmed by Areal, of Dulorem, who worked for three years with a male line: “the boxer is the first in our sales of underwear. Is a sexy model and modern, and men want to identify with these values.

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They want comfortable pieces, but they’re not sloppy

The demand by the modern does not mean that the traditional boxers lost to time. “These decreased weight and relevance in the wardrobe of men, but I’m not going to say that disappeared or that will disappear,” says Marcelo Prado. “Fashion is increasingly eclectic and with more options of models, colors and designs. With this, there is room for everyone, “attests Rosana.

The study also reveals that the biggest consumers of underwear are men and women between 25 and 34 years. But they spend more each time I enter the store (R $115.85 at last purchase) compared to women (R $93.20). “Men buy less frequently and the sum of year, their spending is greater,”said Prado. “Men spend more because they make that purchase, that package with half a dozen pieces with varied colors”, points.

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