Introduction

The women's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and quality, consumers are constantly seeking the best products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in an engaging and visual manner, reaching a vast audience of potential customers. This has led to a new wave of opportunities for the women's underwear market on TikTok.

Category Market Overview

According to authoritative sources, the women's underwear market in the US has been experiencing steady growth in recent years. The market size has been expanding, driven by factors such as changing fashion trends, increased awareness of personal hygiene, and a growing preference for comfortable yet stylish undergarments. Consumer demand has also been evolving, with a greater emphasis on breathable fabrics, seamless designs, and a wide range of sizes to cater to diverse body types. The data indicates that the market is expected to continue its growth trajectory in the coming years.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the women's underwear category showed interesting sales performance. The overall GMV Gross Merchandise Volume for the month was $27.4975 million, with a quarter-on-quarter QoQ decrease of 2.1%. The sold count was 1.4792 million, which had a QoQ decline of 7.78%. However, there were several top-selling products that contributed significantly to the sales.

For example, the "FeelinGirl Women's Wireless Sculpt Bra Comfort Bralettes No Underwire Unlined Cami Bra Seamless Tshirt Bras Sports Bra Bralette" sold 60,200 units, generating a GMV of $780,800 with a QoQ decrease of 21.56%. Another popular product, "Women's Solid Lace Wireless Push Up Bra, Casual Comfy Lingerie for Daily Wear, Women's Underwear for All Seasons", sold 52,600 units and had a GMV of $862,800 with a significant QoQ increase of 47.28%.

The popularity of these products can be attributed to various factors such as their design features that offer comfort and support, the use of quality materials, and effective marketing on TikTok through engaging videos and influencer collaborations.

Brand Case Analysis of the Specific Category

Several brands stood out in the women's underwear market on TikTok in December. For instance, Hsia-Bras had a GMV of $2.2244 million with a QoQ decrease of 34.67% and sold 84,500 units. FeelinGirl LLC achieved a GMV of $129,000 with a QoQ decrease of 15.94% and sold 81,700 units. These brands employed different strategies to drive sales.

Hsia-Bras might need to focus on improving its marketing efforts to reverse the downward trend in sales. FeelinGirl LLC, on the other hand, could consider expanding its product range or enhancing its customer engagement strategies to boost growth. Other notable brands like Cali Curves Fajas had a remarkable GMV growth of 88.47% with sales of 16,800 units, indicating successful implementation of strategies such as targeted marketing and product innovation.

Conclusion

Overall, the women's underwear market on TikTok in the US during December presented a mixed picture. While there were challenges such as a decline in overall GMV and sold count QoQ, there were also success stories with certain products and brands achieving significant growth. For cross-border merchants, it is crucial to focus on product quality, design innovation, and effective marketing on TikTok. This includes collaborating with video bloggers, creating engaging content, and understanding the evolving consumer preferences. Looking ahead, the market is likely to continue evolving, with potential for further growth as more consumers turn to TikTok for their shopping needs.