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Rising demand for underwear Down Under

  Underwear as outerwear. (Image courtesy of ©iStockphoto.com/hcaglav)
  Underwear as outerwear.
The intimate apparel market in Australia is valued at over US$505 million a year and continues to grow as lingerie becomes a fashion item in its own right.

Companies both online and offline are making the most of the new fashion trends, with those like De'Bra Lingerie, Zodee.com and La Senza Australia offering more sophisticated and alluring fashions, while providing technical innovation in fabrics and support.

The lingerie industry has moved forward fast over the past 10 years, with designs that double as outerwear. The French refer to this as "dessous-dessus", meaning "innerwear as outerwear".

Unlike many Asian markets, where underwear is seen as functional, Australia's casual lifestyles and moderate climate give lingerie an extra life as a fashion statement, often worn to the beach and in "dress up" fashion mode.

Lingerie in this category includes brassieres, corsets, foundation garments, girdles, infants' clothing, sleepwear, underwear and hosiery.

Innovation in the production of bras has also seen a new range of technically advanced designs, so that women can build a lingerie wardrobe with different items to suit specific needs.

Even more compelling is the fact that the average cup size of women in Australia is increasing, with a growing demand for larger sizes and expert bra fitting and styling.

Added to this is the growing market for "tweens", featuring adult style underwear for pre-teenage girls.

The demand signals Hong Kong lingerie, underwear and hosiery manufacturers capable of producing better-designed goods. The population of Australia is relatively small at 22.5 million, but the lingerie market continues to grow with the optimistic sentiment of the overall fashion sector.

Vintage flair is the current fashion trend for undergarments in the current season. The style has always posed a great source of inspiration for fashion designers, providing an alluring style without revealing too much - and this is favoured in most lingerie and swimsuits designs for the 2011 spring/summer season in Australia.

Of the trans-seasonal fashion trends, one that's gaining attention is for tights and stockings to be worn as features, not just as accessories.

Leggings, stockings and tights are a fashion staple for the entire year. Hosiery makes a fashion statement, and is seen as an affordable way to revitalise an outfit.

The legging trend is also a favourite with Australians all year round. From lycra to toeless pantyhose and footless tights in the warmer months, the trend changes to patterned wool tights, patterned polka dot or fishnet stockings in the cooler seasons.

from Toni Wade, Sydney Office

(Image courtesy of ©iStockphoto.com/hcaglav)

De'Bra Lingerie Tel: (61) 2-6762-6910
Fax: (61) 2-6762-0145
Email: help@debra-lingerie.com
La Senza (Australia)
Tel: (61) 2-8303-9800
Fax: (61) 2-8306-3596
Web: http://www.lasenza.com.au
Zodee Tel: (61) 2-9986-3188
Email: info@zodee.com.au
Web: http://www.zodee.com

Content provided by Hong Kong Trade Development Council
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