In the global apparel market, shapewear, as an emerging niche segment within the clothing category, is gradually becoming the new focal point for cross-border apparel e-commerce. According to industry surveys, the global shapewear market reached $4.628 billion in 2023 and is projected to grow to $7.096 billion by 2030, showcasing robust market demand and development potential.
Why has shapewear become increasingly popular in recent years?
The growth of the shapewear market is not only attributed to the influence of celebrities such as the Kardashians and the support of numerous like-minded individuals but also stems from a shift in consumer attitudes. Modern consumers, particularly those in the European and American markets, are embracing a more diverse aesthetic, transitioning from seeking external approval to prioritizing self-comfort in their attire choices. Consumers are increasingly inclined towards self-expression and body positivity, rather than singular slimming goals. This shift has propelled the shapewear market towards a direction that emphasizes comfort, style, and functionality over traditional singular product offerings.
Shapewear Selection Strategy: Crafting Differentiated Brand Positioning
The selection strategy of shapewear brand Skims reflects an alignment with the trend of diversity, with its brand ethos "Solutions for Every Body" encapsulating this notion. Breaking through the confines of conventional shapewear, Skims develops a variety of functional and stylish apparel suitable for fashionable outerwear, promoting inclusivity in fashion choices. On the other hand, shapewear brand Shapellx focuses more on catering to the plus-size market and offering a range of yoga wear to cater to diverse body types. Through features such as fashion-forward designs, functionality, and inclusive sizing, these brands have crafted distinct market positions, enriching the offerings in the yoga wear market.
Source:ShapellX
On social media platforms like TikTok, shapewear brands have achieved market segmentation by catering to different consumer demands and target demographics through differentiated positioning. For example, Shapellx specializes in plus-size/full-size shapewear, while Skims, leveraging the Kardashian marketing strategy, has transformed shapewear into a fashionable staple.
Source:Skims
Successful Cases in the Shapewear Market
On TikTok, topics related to "shapewear" garner significant engagement and discussions, with many users and brands leveraging this for content creation. The cumulative views for the "Shapewear" tag on TikTok have already surpassed 5 billion. Successful cases of Chinese brands on TikTok demonstrate that through offering high value and effective content marketing, shapewear brands can swiftly gain market recognition. For instance, FeelinGirl and OQQ (OQQ and OQQfitness) have achieved significant weekly sales growth through the TikTok platform.
Development and Design Strategies for Apparel Manufacturers
When developing and designing shapewear products, apparel manufacturers should prioritize comfort, functionality, and style. Additionally, by leveraging social media and content marketing to establish connections with consumers, brands can enhance their brand visibility.
The robust growth of the shapewear market presents new opportunities for cross-border apparel e-commerce. Through precise market positioning, innovative product development, and effective marketing strategies, apparel manufacturers and brand retailers can gain a competitive edge in this emerging market. With the continued increase in consumer demand for shapewear, it is anticipated that more businesses will enter the market, collectively driving its prosperous growth.
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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.
INTERFILIERE Shanghai 2024
October 15-16
Shanghai Exhibition Centre
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