Online Underwear Sales Are On The Brighter Side Of Retail

By Author: Mel Joelle
Total Articles: 4304
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It comes as no surprise to know that the retail industry has been adversely affected by the housing crisis and subsequent rising unemployment rates. People are just not able to afford shopping expeditions as they had done in the past. The Wall Street Journal has quantified this in a report for the period of November 1st to December 24th 2008 stating that sales were down in men's apparel 14%, women's apparel 24%, and luxury items 35%. It is clear that buyers have very little excess cash for expensive clothes, or even reasonably priced extra clothes. Ken Perkins, president of research company RetailMetrics LLC. states: "The whole department store and specialty apparel sectors have been very weak now for some time. Consumer spending generally accounts for two thirds of economic activity, and so a weakness in this area contributes heavily to the economy's dip. The only retail area with smaller losses, according to the Wall Street Journal was online sales, which were down only 2%. For those in the online retail industry, this is very good news. For Underwear companies, this is hopeful news.

Why does online shopping have those ...
... more hopeful numbers? Of course the first and most obvious reason is the convenience factor. From the comfort of your own home, 24 hours a day, while possibly still in Pajamas and sipping your own coffee, you can let your fingers do the walking instead driving the car and exhausting your whole body walking the mall. Some quote the speed and convenience factor as being 6x more efficient than physically shopping. For underwear shoppers that convenience can't be ignored.

Secondly, the selection factor is greater online, making comparison-shopping a simpler activity. Even in the narrow market of underwear sales there is a huge range in prices, styles and colors to compare. When shopping dollars are fewer, customers want to make sure their selections are well worth the money. Online searches allow for research of related company information links, and customer blogs and satisfaction reports. Being able to compare boxers and briefs from Jockey.com, CKU.com, or a general underwear website such as Topdrawers.com, gives customers the confidence that their final selection is the best they can get.

Thirdly, availability of new companies and designs is usually greater online because companies often place their products for sale online prior to placing in retail stores. In an increasingly technologically connected world customers do searches of their desired products and are given the world selection of panties, lingerie and underwear that would rarely be available in a store. Alenver Inc. a new competitor in the underwear market has utilized this strategy and made their novel messaged underwear accessory collection available online at Alenver.com, while building their retail base on the ground. With its signature wide elastic and secret reversed metallic messages that only the wearer can see correctly in the mirror, Alenver's new concept in underwear is an option that would traditionally not be available to such a widespread market in stores alone.

Fourth, the privacy factor of buying underwear for yourself, or others online cannot be ignored. Websites mostly give very accurate sizing explanations to allow customers to confidently choose correct sizes. Being visible in lingerie stores, under the hawkish eyes of sales persons eager to make a sale on a quiet workday - is not most customers' idea of a great shopping experience. This can be completely eliminated in the world of online shopping.

Fifth, product shipments from central warehousing locations are a definite plus factor for online business. The high demand of such new collections as Alenver's messaged underwear can make the product fly off the retail shelf and be unavailable for retail sale. This French-US lingerie company, manufactures its products in Peru, yet warehouses its supplies in Miami. Shipments for customers are sent from Miami in a timely fashion such that buyers can be confident in central supplies meeting their demand.

Keeping in step with the technological world of online sales is therefore an advisable business practice in both good times and bad - but particularly important in the slower financial times. The benefits of online shopping for customers, translate into benefits for businesses too. Reduced losses posted for this niche in sales for the last quarter of 2008, indicate that the hope for the future in the expected continued downturn in the market lies in online sales.
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