How Social Adoption Of Athleisure Is Impacting The Lingerie Industry

According to the latest data from TickerTags, the “Athleisure” fashion trend that emphasizes comfort, mobility and functionality could be having a major impact on the lingerie market as well.

TickerTags monitors social media sites to identify trends by searching for words and phrases that appear together in social media content, such as tweets.

Social media buzz surrounding more comfortable alternatives to traditional undergarments suggests that the Athleisure movement may be ushering in the fall of the push-up bra and the rise of the more comfortable and relaxed bralette.

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Organic social media mentions of bralettes are up 14 percent in the first half of 2016 compared to last year. At the same time, organic mentions of push-up bras are down 35 percent.

This social movement has already been impacting companies’ bottom lines. Last quarter, American Eagle Outfitters AEO reported a 20 percent revenue boost for its Aerie brand, which is strongly associated with the younger, more casual styles of the body confidence movement.

American Eagle’s recent AerieREAL ad campaign was a huge hit on social media, driving organic mentions of the brand up 56 percent in 2016.

But, good news for the Athleisure movement may be bad news for L Brands Inc LB. Organic social media mentions of Victoria’s Secret are down 27 percent in the first half of 2016.

Disclosure: The author holds no position in the stocks mentioned.