Heritage UK lingerie retailer Rigby & Peller released today the findings of their first ever US poll, modeled after their groundbreaking survey conducted in the UK earlier this year.
Surveying 2,000 US women ages 18+ on their lingerie buying, styling and wearing habits, Rigby & Peller found that US women prioritize comfort above all else. While almost 80% of US respondents have at least one bra that they find 100% comfortable, these women don’t find their comfortable bras to be beautiful.
Almost 70% of US respondents admitted to regularly wearing the same bra every day. Moreover, 30% of the women surveyed own bras they’ve been wearing for over 10 years, while 5% admitted to owning at least one bra that was over 20 years old.
The poll results also revealed contemporary American women’s lingerie and bra preferences. US respondents prefer a more natural look when it comes to their foundation pieces. With 84% of respondents opting for a flattering, contained silhouette, and 62% saying they feel most attractive in a well-fitting bra versus a more revealing cut.
On a macro-level, the study showed that US women need more knowledge about the importance of regularly rotating bras, replacing over-worn styles and getting properly fit for a bra that is both comfortable and beautiful. Almost 70% of respondents would welcome expert advice to help build their underwear collection with pieces that fit well and build confidence.
“Since launching in the US last year, Rigby & Peller has found that US women are hungry for knowledge and expertise when it comes to finding a bra that fits well, but also suits their lifestyle needs,” explains CEO of Rigby & Peller US, Ginny Gerard. “While it’s incredible to see how similar the findings are between US and UK women, our research further shows that a lot of US women see lingerie shopping as a necessary evil, and they end up buying lingerie that doesn’t suit them properly. American women have more options than ever for purchasing lingerie, including a proliferation of direct-to-consumer online lingerie brands, but these options lack the expert guidance that can put women in bras that are comfortable, beautiful and nothing short of life-changing. Lingerie shopping is a luxury and bespoke experience at Rigby & Peller stores worldwide.  Our mission is to bring romance, excitement and joy to bra shopping in the US.”
Source : prnewswire
