What Lies Beneath

Cotton, Color and Cut Add Clarity to Intimates Preferences

It's particularly easy if a woman already knows what she wants and has a favorite brand, adds Kleinman from Fresh Pair. "Our typical customer buys multiples and if she has a brand she trusts, she not only replenishes the styles she already has, but orders new ones."

Women are definitely more comfortable with using the internet for fashion research and purchasing. Fifty-seven percent of female respondents in the first quarter of 2007 told the Monitor that they browsed the internet for apparel, up from 38 percent in the same quarter a year earlier.

"Online sales are one of the fastest growing areas," affirms Kelly from Hanro. "The customer is really responding to online product as we are learning from our retail partners."

It appears that a wider assortment, enhanced offerings, increased functionality and 24/7 access to products go a long way in building a foundation for the modern consumer looking to line her underwear drawers.

This story is one in a series of articles based on findings from Cotton Incorporated's Lifestyle Monitor™ tracking research. Appearing Thursdays in these pages, each story will focus on a specific topic as it relates to the American consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.
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