Introduction

The womenswear and underwear market has always been a significant part of the global consumer landscape. With changing fashion trends and increasing consumer awareness about comfort and style, this category has witnessed continuous growth. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their products in creative ways. This has led to a new wave of opportunities for the womenswear and underwear market on TikTok.

Category Market Overview

According to various authoritative sources, the womenswear and underwear market in the US is substantial in size. In recent years, it has shown a steady growth trend, driven by factors such as evolving fashion tastes, increased disposable income, and a growing focus on personal appearance. Consumer demand has also been changing, with a greater emphasis on sustainable and comfortable products. The data from TikTok further indicates the active participation of users in this category, suggesting a vibrant market within the platform as well.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the womenswear and underwear category had a Gross Merchandise Volume GMV of $23.3353 million. However, it experienced a quarter-on-quarter QoQ decline of 16.34%. The total sold count was 1.0779 million, with a QoQ decrease of 14.16%. The average price of the sold items was $21.65, and the sold count ratio was 10.05%.

Looking at the top-selling products, the "New-Plus size girls' bra, comfortable, slimming and anti-sagging" had a sold count of 11,200 and a GMV of $92,700 with a QoQ change of -2.7%. Another popular product, "Women's Solid Color Zipper Corset Shapewear Top, Girdle Highwaist Tummy Control Shaper Clothes, Waist Trainer Women, Womenswear Sexy Shapewear for Daily Wear, Matt Waist Trainers, Shaper Clothes" had a sold count of 10,600 and a GMV of $143,900 with a significant QoQ growth of 82.6%. These products' popularity could be attributed to factors like meeting the needs of different body types, providing effective shaping and comfort features, and being presented attractively on TikTok through various marketing strategies.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the womenswear and underwear market on TikTok during this period, "Comfrt" had a GMV of $520,800 with a QoQ growth of 24.75% and a sold count of 11,700. "YOZY" had a GMV of $450,500 with a minimal QoQ change of 0.09% and a sold count of 24,000. "Hsia-Bras" had a GMV of $439,800 but experienced a significant QoQ decline of -38.63% with a sold count of 16,000.

For example, "Comfrt" might have achieved its growth through effective marketing campaigns on TikTok, highlighting the comfort and quality of its products. "YOZY" could be maintaining its position by having a consistent product line and engaging with its customer base on the platform. On the other hand, "Hsia-Bras" might need to reevaluate its marketing strategies or product features to reverse the decline in sales.

Conclusion

Overall, the womenswear and underwear market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed growth, others faced declines. For cross-border merchants, it is crucial to closely monitor the market trends, understand the changing consumer demands, and adapt their marketing strategies accordingly. Future market development trends are likely to be influenced by factors such as emerging fashion trends, increasing competition, and the continuous evolution of TikTok's features and user behavior. Merchants should focus on product innovation, engaging content creation, and building a strong brand presence on the platform to succeed in this competitive market.