The global market for shapewear is set for resurgence as demand is spurred by celebrity endorsements of brands, a selfie culture and social media, according to a report in issue 66 of Performance Apparel Markets from the global business information company Textiles Intelligence. Over the seven years to 2022, the global market for shapewear is expected to grow at a compound annual growth rate (CAGR) of more than 4 percent to $1.1 bn.
This growth will be due in part to the increase in popularity of shapewear, particularly among young women, teenagers and men. For many of these consumers, physical appearance has taken on greater importance as a result of pressures associated with social media and a selfie culture.
Garments with body shaping properties have been shown to make such consumers feel more positive about their physical appearance. For example, a recent survey found that three out of every four women who participated in the survey reported that they felt much more confident when wearing shapewear.
The growth of the global shapewear market will also be due in part to the increasing popularity of shapewear among pop culture icons and celebrities. In June 2019 Kim Kardashian West — an American celebrity and pop culture icon who is well recognised for her exaggerated hourglass figure — launched a shapewear line under the brand name SKIMS which sold out entirely within hours. The line is described as “solutionwear” and provides different shapewear styles for different outfits while also being comfortable and fashionable. The launch of the line caused a media storm about shapewear.
Similarly, in May 2019 Karlie Kloss — an American supermodel — attracted media attention when she wore a shapewear bodysuit developed by Spanx to the prestigious Met Gala, which is held annually at the Metropolitan Museum of Art’s Costume Institute in New York, USA.
The popularity of shapewear among such icons and celebrities has influenced consumers and, as a result, caused a spur in demand which will continue to contribute to the growth of the global shapewear market. Also, the growth of the market will be due in part to product improvements and innovations. Most recently, the look and, crucially, the feel of shapewear have been transformed by the use of seamless technologies. In cases where shapewear was once considered to be restrictive and unpleasant, it is now considered to be flattering, stylish and comfortable. In fact, product improvements and innovations are seen as being key to securing long-term continued growth for the global shapewear market.
