For proof positive that men and women don’t think alike, consider the way each buys underwear. A woman would think twice before buying a bra over the internet unless she knows the product. From cup size, to the underwire, to the straps that dig into your flesh, there are too many ways for a bra to go wrong. First time buyers will want to try on the contraption.
On the other hand, finding polar bears in the Sahara would be easier than discovering a man without his wife in a brics and mortar store. Go to any Macy’s men’s department and notice that women outnumber the males. To find a man, try the fruit counter at the supermarket. As one explains, “For a guy to go into a department store and look at different boxers and briefs and try to find out the difference, it’s confusing, it’s intimidating and it isn’t reliable.” (“Changing the Model,” by Elizabeth Segran, Fast Company, July/August 2016, pg 40.) To be brief, men shop for briefs online.
Unlike men, women love choices (Blog 12/14/15). Though the industry is dominated by a handful of companies, these few know enough to give women plenty of styles. At the low cost end is Fruit of the Loom, Jockey, and Hanes. Victoria’s Secrets occupies the mid range and La Perla and Agent Provocateur cost a bit more. (Ibid pg 40)
Of late, young, female entrepreneurs are challenging the status quo. They use the internet to sell undergarments not for their sex appeal but for comfort. To coax women to give their products a try, they provide detailed size charts and easy return policies. (Blog 7/18/16)
Aware they can’t compete with the glitz of Calvin Klein, companies like Negative, True & Co. and MeUndies design versatile garments that go from the gym to a dance. Their mantra: “Your underwear shouldn’t change our body. It should bring out your best elements.” (Ibid pg. 40.)