As Summer Kicks in Cotton is Key for Underwear
As those in the North wander out from under Winter’s wraps, there is a feeling that Spring is in the air and the warmth and welcome of Summer is on its way. For those in the South, the feeling is a little different with the heat and humidity of summer on its way. Both scenarios though look to a change in clothing in both outerwear and underwear to keep the populace comfortable and content.
Cotton is the essential core of the underwear business and the business is then built from there. Cotton is a soft staple fiber that is used to make soft breathable textiles. Nowhere is this more important than in undergarments. However, this has not always been recognized and acted upon in the underwear industry throughout time. Cotton, along with rayon, nylon, spandex and lycra have seen use in underwear during the 20th Century. Synthetic fibers however, began to lose ground in clothing due to the costs of petroleum products required in their production and the increasing backlash over the environmental concerns of producing such products.
Putting aside documented costs and environmental issues which can be supported with data, the comfort factor of cotton has been gaining momentum. Anyone living in South Florida, for example knows that rayon underwear is not absorbant, does not breathe and frankly can be sticky and uncomfortable in the humid conditions of the region. The most flattering cuts and designs are just moot when the comfort takes a back seat. The current push towards natural fibers and natural production has therefore been gaining support. Sales figures support this importance and illustrate the fact that “People still gravitate towards cotton and cotton blends” as MensUnderwearStore.com and Boxers co-owner, Mike Russina states. For example, 2(x)ist states cotton styles are their top underwear sellers, and Cotton Incorporated’s Lifestyle Monitor reports that 97% of male customers prefer underwear made of cotton and 1% choose cotton/poly blend.
Underwear designers need to localize their products to specific regions in order to address the specific climactic needs of a regions population. Alenver Inc., a new underwear competitor in its second year, understands this concept well. With their two principals based in Miami, FL as well as Paris, Alenver has first-hand experience of just what life in the sub tropics is like and what that means for clothing. Alenver Inc. has selected Peruvian pima cotton for its first collection of underwear. It is produced in Peru because of its proximity to the quality cotton source. All Alenver products are made from 95% pure Peruvian pima cotton for breathable comfort and 5% elastane for shape retention and fit. Alenver’s signature design style includes reverse messaged waistbands in their men’s and women’s collections. They have a level of intrigue, humor and sex appeal combined with jewel like colors that cannot help but get people to stop and decode the reversed messages of no fear, money and fucker for men and divine, love and bitch for women. The underwear acts as an accessory with the colors and metallics peeping out from jeans waistbands. In addition to their initial “classics”, Alenver Inc has modified its signature styles for its tourist clientele visiting the area with a thinner waistband, a more lightweight cotton and reference to Miami Beach in the waistband messaging.
This idea of localization is covered at great length in the Harvard Business Review. In as early as 2006, the authors of Localization: The Revolution in Consumer Markets by Darrell K. Rigby and Vijay Vishwanath state that: “When it comes to consumer markets, one size no longer fits all. In response, smart retailers and consumer goods companies are starting to customize their offerings to local markets, rolling out different types of stores, product lines, and alternative approaches to pricing, marketing, staffing, and customer service. They’re moving from standardization to localization.” Customers are becoming more diverse, as are geographic areas in the categories of ethnicity, age, wealth, urbanization, housing styles, and even family structures. It stands to reason that climate would have an impact too on design features in the underwear industry.
As Summer approaches, buyers can take heart. There is sexy fun, comfortable and breathable underwear out there, just waiting for selection. Alenver Inc. has it covered for you.
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