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French women spend nearly 20 percent of their annual clothing budget on lingerie, pushing overall sales of the flimsy undergarments to 2.6 billion euros, according to a study published in 2006.
The report, by the French Fashion Institute, showed that the lingerie segment of the clothing sector grew 1.3 percent last year compared to 2004, with a Frenchwoman spending, on average, some 100 euros (approx. £50 or $100) a year on bras, panties, stockings and other intimate apparel.
The reason the French spend so much on their underwear lies in the variety of undergarments they buy and the zest with which they wear them.
Revenues from so-called daywear lingerie -- ie. more "practical" underwear -- were rising as French women, who traditionally are great connoisseurs of exotic and fashionable lingerie, also saw the need for practical, every day underwear.
The institute said 2005 showed a leveling off of the trend, with the study adding: "We even observed an average price rise in the purchase of panties."
The more exotic end of the market -- frilly knickers, teddies, garters and the like -- was still a favourite with one French woman in three reporting being unable to resist the latest styles.
The fact that French women spend so much on their underwear has a knock-on effect on other factors, like the general care they take with their overall appearance, the clothes they use to accessorise and get the most mileage out of everything they buy and the imagination they bring to the very act of dressing up…or down.
Whereas UK and American women would be content to just accept the popular catalogue and fashion magazine choices each year their French counterparts approach the very act of buying lingerie as an adventure, an opportunity to use fashion and still think outside the box.
However UK women, at least, are beginning to catch up fast. Figures released by Berkshire hosiery following a commissioned study indicate that the fierce competition amongst the leading brands on quality lingerie is creating strong interest amongst British women who are beginning to realize that quality need not cost the Earth.
Sexy lingerie sales in corsets, black lace thongs and bustiers has began to surge as UK women start to catch up with their rivals from across the channel.
Does this mean that UK women are becoming more fashion conscious? More willing to experiment in their choice of underwear, more playful in their choice of undergarments? Possibly all of the above. With more and more choice and styles that range from the classic to the wildly daring settling for a pair of plain cotton knickers no longer seems to be enough.
Luckily at Designer Lingerie we have all the guides you could possibly need to help you make a choice. All you have to do is browse, click and shop – and all, from the comfort of your home and without the need to drop!
© Designer Lingerie.org.uk 2008
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