Introduction

In the global consumer landscape, the womenswear and underwear market holds significant importance. It is a constantly evolving sector with diverse consumer demands. With the rise of digital platforms, TikTok has emerged as a powerful tool, especially in the US market. TikTok offers unique advantages such as a vast user base, highly engaging content formats, and the ability to target specific demographics precisely. This makes it an ideal platform for promoting womenswear and underwear products, reaching a wide range of potential customers.

Category Market Overview

The womenswear and underwear market in the US is substantial. According to recent data from authoritative sources, it has been experiencing steady growth over the years. The market size has been expanding, driven by factors like changing fashion trends, increased consumer awareness about comfort and style, and the growing influence of social media. Consumer demand changes are also evident, with a shift towards more sustainable and inclusive fashion options. For instance, there is a rising demand for plus-size lingerie and clothing, as well as for products made from eco-friendly materials. Integrating this with the TikTok data, we can see that these trends are also reflected in the platform's engagement with the category.

Sales Situation of the Specific Category

Analyzing the sales performance of womenswear and underwear on TikTok Shop in the US during the 02 week period 2025/01/12 - 2025/01/18, we observe some interesting patterns. The total GMV for the category was 2594.11 million dollars, with a quarter-on-quarter growth rate of 11.17%. The sold count was 126.19 million, showing a 17.07% increase qoq. The top-selling products varied in nature. For example, the "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 1.18 million and a GMV of 23.78 million dollars, with a significant 65.29% qoq growth in GMV. On the other hand, the "New-Plus size girls' bra, comfortable, slimming and anti-sagging" had a sold count of 9904 and a GMV of 8.86 million dollars, though it experienced a -4.37% qoq change in GMV. The popularity of these products can be attributed to various factors. Shapewear like the corset top is popular due to its functionality in providing body shaping and tummy control, which is highly desired by many women. The plus-size bra's comfort and slimming features also attract customers, though its sales might have been affected by competition or changes in marketing strategies.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands or stores in the womenswear and underwear market on TikTok during this period, we have several notable examples. Comfrt had a GMV of 69.65 million dollars with a 33.74% qoq growth, selling 1.55 million units. Their average price was $44.87. Hsia-Bras had a GMV of 52.82 million dollars and a 20.12% qoq growth, with 2.06 million units sold. FeelinGirl LLC achieved a GMV of 49.66 million dollars and a 20.53% qoq growth, selling 2.27 million units. These brands have employed different strategies. Comfrt's success might be attributed to its focus on offering products like the "Oversized Minimalist Hoodie" which caters to the trend of comfortable and stylish casual wear. Hsia-Bras likely benefits from its range of bras that target different needs such as comfort and support. FeelinGirl LLC's diverse product line, including shapewear and lingerie, appeals to a wide range of customers, contributing to its strong sales performance.

Conclusion

Overall, the womenswear and underwear market on TikTok in the US during the 02 week period showed promising trends. The growth in GMV and sold count indicates a healthy market environment. For cross-border merchants, it is advisable to focus on product features that are in demand, such as comfort, body shaping, and sustainability. They should also closely monitor the performance of top-selling products and learn from the strategies of successful brands. Looking ahead, we can expect the market to continue evolving, with potentially more emphasis on inclusive sizing, sustainable fashion, and innovative marketing strategies to engage the TikTok user base even further.