e o f

h e F utur
T e r i e
Li n g

B aker
or a l
By C
 An Investigation into why
future innovation is changing the purpose of
Lingerie

I
 Abstract
The lingerie industry is worth billions but for it to stay that way it most evolve
and revolutionize into a multi purpose garment. The days of it being aesthetically
pleasing to the eye and boosting confidence are leading way to the joining of two
unlikely sectors which if done correctly will make history. During this investigation
the lingerie market and key drivers will be discussed in depth leading up to the new
technology found through looking at brands different case studies. From looking
at student designers in India to the swiss, lingerie will be something marketed at a
diverse range of people. The lingerie market will be looked at in depth along with
case studies of new up and coming technologies being used with in Lingerie. The
future of lingerie will be technology and concept focused with Generation Z the key
consumers who will demand innovation. Its not clear what the actual future of the
lingerie market is but it is clear that it will become something its never been before, a
garment with multi purposes.

II
A culture of innovation can be a
companys primary source of
competitive advantage, and can
pay off steadily over the years
Stephen Shapiro in 24/7 Innovation

III
Contents
Research Question - I

Abstract - II

List of Figures - IIV

List of Tables - V

Glossary of Terms - IV

Lingerie Quotes - VIII

Lingerie Timeline - IX - X

Aims and Objectives - X1

Hypothesis - XII

Methodology - XIII
 Chapter 1
Lingerie Market Research - Page 18
The Lingerie Market - Page 19
Market Statistics - Page 20
Innovative Lingerie Brands - Page 21

Chapter 2
Issues driving new technology - Page 22
Personal Safety - Page 23 - 24
The need for Love - Page 25
Healthy Lifestyle - Page 26 - 27

Chapter 3
Revolutionary Technology - Page 28
Cosmetotextiles - Page 29 - 30
3D printing - Page 31 - 32
Intelligent Clothing - Page 33 - 34

Chapter 4
Functionality changing lingerie - Page 35
The true love bra - Page 37
S.H.E - Page 38
Smart Bras - Page 39
Cancer Bras - Page 40
Medical Pants - Page 41

Chapter 5
Innovate to survive - Page 42
Conclusion - Page 43
Recommendations - Page 44

Chapter 6
Appendices - Page 45 - 53
Referencing - Page 54 - 58

 List of tables
Table 1 - Question 5 results from survey 1
Table 2 - Question 9 Results Survey 1
Table 3 - Question 5 results survey 1
Table 4 - Question 1 results survey 1
Table 5 - Questions 2 results survey 1
Table 6 - Question 3 results survey 2
Table 7 - Question 4 reesults survey 2
Table 8 - Question 5 results survey 2
Table 9 - Question 6 results survey 2

IIIV
 List of Figures
Figure 1 - Carbon lingerie cat walk
Figure 2 - Lingerie washing line vector
Figure 3 - Lingerie timeline
Figure 4 - Silouhette of girl in lingerie
Figure 5, 6, 7, 8 - Lingerie flats
Figure 9 - Corset Vector
Figure 10 - Statista Graph
Figure 11 - Statista Graph
Figure 12 - Panache Logo
Figure 13 - Victoria Secret
Figure 14 - Skin up
Figure 15 - True love bra
Figure 16 - Cancer bra design
Figure 17 - Medical Pants

V
 Glossary of
Terms
COSMETO TEXTILES
the use of cosmetics within textiles
S.H.E
society harnessing equiptment
INTELLIGENT CLOTHING
technology used to create smart clothing
micro encapsulation
is a process where solids, liquids and gasses can be enclosed in micro particles by
formation of thin coatings of wall material around the substance.
Generation z
Also known as post Millennials, the homeland generation
Millennials
a person reaching young adulthood around the year 2000
Generation x & y
X - from the early 1960s to mid 1970s.
Y - generation born in the 1980s and 1990s

IV
Figure 1

VII
 Figure 2

Lingerie
Quotes

Past
.
No longer the symbol of
womens oppression, the corset
had become the symbol of

Future
sexual empowerment.

historian Valerie Steele

All in all it seems that the
technology craze has finally
gotten around to updating even
our most basic belongings

Present Nadya - Fashion Innovation

Lingerie is not about seducing

men, its about embracing
womanhood

Dita Von Tease 2004

VIII
 Lingerie Timeline

Figure 3

From conservative corsets in the 18th century first designed and manufactured by Rosey Ann Caplin to the
less constricting softer textured corsets of the 1970s. The 20th century changed the way we perceived and
used Lingerie forever, from Madonnas coned bras to the lace bodysuits now a days paired with some high
waisted jeans, Lingerie is forever adapting and changing so whats next ?

IX
 Lingerie Timeline
1800 The Victorian era of the 18th century had a high demand for
whale boned corsets, the corset was seen as a status.

After the decrease in boned corsets due to health

1900 problems the rise of the underbust corset came about by Rosey
Ann Caplin who created corsets for comfort
instead of look .

1917 The start of WW1 led to the need for steel, this left
corsetieres without a fabric to use so they started using plastics
which meant corsets could be used for everyday wear and cause
less discomfort.
1980 The first bra was marketed and the full set of lingerie became very
popular during the period of elegance and lace.

2000 The iconic moment Madonna wore her Jean Paul Gautier coned
corset on stage and brought lingerie into fashion as outerwear.

2010 Celebrities brought lingerie to the forefront by wearing longline

bras as outerwear.

2014 Style changed from plain silouhettes to bras and pants with
strappings and new necklines such as lace halternecks..

2016 Risque becomes the centre of attention for lingerie brands as

they market bodysuits and bras with peepholes leaving nothing
to the imagination.

X
 Aims and
Objectives
Aim

. To investigate how Lingerie will Figure 4

change with new innovations and

technologies avaliable.

O B J E C T I V E S

To research new technologies with in Lingerie.

To identify what sectors Lingerie will evolve too.
To see how marketable the new technology will be with consumers.

XI
 Hypothesis

t h e lingerie market will adapt with

cosmetotextiles and smart underwear
which Generation Z and the
Millenials will drive with their
need for revolutionary technology.

Figure 6 Figure 8

Figure 5 Figure 7

XII
 Methodology
Primary and secondary research are both fundamental for the development of this
dissertation. The primary research will consist of indepth information about
technology and materials that will revolutionize the lingerie market.

Research Question

How future innovation is changing the purpose of lingerieW

secondary Research

Information found from online journals, books, papers and articles that are credible
and help the researchers further development with the argument. The data collect-
ed was both qualatative and quantative allowing for a diverse range of research to
be collected.

Primary Research

Through online surveys the researcher gained in sight and development during
the change of the investigation, the first questionaire asked the respondants what
their opinion was of the future of lingerie which gave the researcher in sight to what
consumers have been seeing marketed on the lingerie market. After more focused
indepth research using the key words cosmetotextiles, 3D printing and technology
as second survey was created allowing the researcher to gage the reaction of
consumers with her findings

XIII
 Lingerie
Market
Research

18
 The lingerie
market
The estimated value for the Lingerie market is over 29 billion dollars with the USA dominating the intimates
market with a staggering 66.3% of the world total.

Figure 9

Lingerie and Intimates is a fast expanding market which to keep on growing has come up with new innova-
tions to keep its new fast paced consumers interested. From the use of cosmetics

The market has evolved from brick and mortar lingerie specialists such as M&S to having a large presence on
eccommerce with brands such as Adore Me which thrives through its social media presence.

The detailing of delicate textures, laces and designs has had more of a presence on the catwalk from the
influence of wearing lingerie as outerwear. The use of wearing a corset or longline bra is less risqu and more
fashion forward as bloggers and celebrities flood social media with see through fabrics and the feminine
details on show.

The lingerie market needs to always adapt to these five key drivers to keep its consumers interested and its
net profit increasing.

1. Understand there are markets with in the market

2. Understand the role lingerie plays in womens lives.
3. Understand the unique psyche of women when it comes to lingerie purchases
4. Understand that lingerie is fashion and fashion is getting faster
5. Understand the opportunity that online sales presents.

19
 The lingerie
market
S tat i s t i c s
Figure 10

Figure 11

20
 I n n o vat i v e
lingerie Brands

Victorias Secret 6.2 Million pound business which holds over

61.9% of the world wide net worth of the lingerie market would do well to
collaborate its fashionable designs with technology. With tech being so
popular with millennials and generation Z consumers Victoria Secrets
Figure 12
has been collaborating with OM Signal to create a marketable smart bra
which looks visually appealing and can monitor your heart rate and pulse.

Figure 13

Panache isnt a lingerie market leader but has seen the

opportunity with new innovative underwear and how it could add a
new type of consumer. Panache has been working with Sheffield Univer-
sity to create a bra that can be used with the process of curing cancer..
Its not as consumer friendly as VSs smart bra but what it will do is show
the that the Lingerie market is thinking outside the box and coming up
with new ways it can help its consumers rather then give them a lift.

21
 Issues
Driving
new
t e c h n o l o gy

22
 Person al Safety
Its estimated that 35% of wom-
en have experienced physical or
sexual violence
unwomen.org

2015 had the highest rape statistics over the last 15 years, with
India having more than 34,000 cases. Its predicted that one women is raped or molested
every 2 minutes. In England sexual assault has increased by 41% in the last year with over
85,000 cases reported in 2015.

2016 is predicted to increase by a sizable percent as it did in 2015 now is the time for personal
safety to be at the forefront of brands minds when thinking of expanding their market and
finding a new target of consumers.

Personal safety isnt new but the way its being integrated into other market segments and
evolving into objects and items we can use for multi purposes is what will give brands an edge
they need in the competitive technology world.

On the market there is small rape alarms that can attach to your bra, theres also a safety set-
ting on the ever so popular fitbits. A company has come up with a piece of jewelry that turns
into a GPS tracker and alerts the authorities that the person wearing it is in trouble. So why not
take this knowledge and tech and integrate it into one of the
biggest markets, the million pound lingerie market.

23
 Person al Safety
question 5 results

Above is question 5 of a survey talking about Lingerie in the 21st century. You can see that
the majority say lingerie is about fashion, giving body confidence and sports but the minority
have seen the influx of lingerie in medicinal and personal safety. This shows that consumers of
lingerie are seeing the infiltration and integration into different market sectors showing that lin-
gerie isnt just about looks anymore its about changing peoples lives and being multi-purpose.

24
 The need for Love
Love in the 21st century is both
the same and different
Maureen Rice, The observer 2003

91 Million people around the world have signed up to dating apps/websites over the last year. The
motion of swiping and picking someone by looks and profiles is how dating in the 21st century is done.

The need for love is at an all time high with applications such as tinder having a net worth
of over $2.4 billion dollars and being the most downloaded app on android and apple.
With mental illness on the rise and being associated with loneliness and the lack of com-
panionship, girls going for the wrong guys and getting hurt the need for something to stop
the heart ache is at an all time high and who better then a Japanese lingerie company.

Ravijou has come up with a solution to stop the guys who are time wasters and if marketed right they
could be in for big money as lets be honest new technology excites customers more then anything.

question 9 results
Above shows that the majority of
people who took the survey agreed
that a lingerie company inventing a
bra to help find true love says some-
thing about our generation and how
wrong the perception with dating is.

25
 Healthy Lifestyle
the most health-centric group
of consumers is generation z
Elwood D Watson, Huffington Post, 2015

Healthy living isnt just a choice anymore as was the generation of FAD diets back in the early
21st century.. Its a way of living from the increase of sports wear through fashion to the substan-
tial uprise of healthy eating and eating clean. The need for the perfect sports bra and pants that
dont get uncomfortable when you sweat is showing a demand in the lingerie market.

Victoria secret have sports bras and gym wear but have been looking at how they can put
themselves higher in the sports sector by new technology that works like a fitbit but is worn as
a bra.

The need for healthy living only increases the need for new medicinal garments that help the
wearer not just with comfort but keep their body healthy such as the swiss company schoelller
with their new
revolutionary medicinal pants using cosmetotextiles as a solution.

With Generation Z soon to be the newest target of consumers lingerie brands will have to adapt
to their new health centric, sophisticated, connected and educational generation ever.

They are the early adopters, the brand

influencers, the social media drivers,
the pop culture leaders
generationz.com 2015

26
 question 5 results

Above its shown that consumers of lingerie have aslo picked up on the fact that lingerie is seen
in sports, medicinal and health sectors.

Sports - 18.37%

Medicinal - 8.16%

Health - 18.37%

These results show that although medicinal lingerie is being considered its sports wear and
health sector that are dominating the market after fashion and body confidence.

27
 R e v o l u t i o n a ry
t e c h n o l o gy

we are changing the world

with technology
Bill Gates

28
 Cosmetotextiles
A new revolutionary type of textiles for garments has been Skin up have also found a technology that
slowly lets the wearer know when their pants need
filtering through the lingerie market. as seen in the swimwear/ topping up with the cosmetics by the gradu-
lingerie show interfilerie in 2015. al faded discoloration of the tag. If a lingerie
company could take this technology and
Cosmetotextiles is the integration of micro encapsulation of apply it to the design of the lingerie they
cosmetics with in textiles, the technology of micro encapsula- could create the first colour changing un-
tion has been around for years but only over the last year has derwear. This would be very marketable as
it caught the attention of consumers like to purchase new underwear
lingerie designers. every 3 months for the change of colour
and design.
The technology has already been used in previous garments
such as cellulite minimizing stockings and most recently with a
lingerie company called Lili Piache. They have incorporated the
scents of flowers into their lingerie to create a romantic allure
the idea is to release the scents when the lingerie has friction
on it. The scents used are aromatherapy oils which wont just
enhance the smell but the wearers mood and confidence. After
it was released companies in Japan saw it as a clever use of
new innovative technology and saw great potential with it. Its a
great way to slowly bring the use of Cosmetotextiles into items
that could be sold on the high-street as well as the luxury end.

Skin up is a brand that use everyday cosmetics inside their Figure 14

shapewear, they vary from giving the customer soft skin from
the micro encapsulation of moisturizer to products that active-
ly breaks down cellulite. The cosmetic industry is worth over 510
billion with an annual growth of 6.4% between 2014 and 2020.
To take this industry and combine it with the Lingerie industry
would be a smart move for any brand who want to bring more
interest and customers their way. The chore of putting moistur-
izer on your body everyday to then wearing products with it
encapsulated will grab the attention of a lot of consumers as it
makes their routine shorter giving them extra time
Cosmetotextiles will be very popular with
generation Z being into new technology
and health, the idea of a lingerie that is
multipurpose has really shaken the linge-
rie market and gotten them to think more
outside the box if they want to stay the
multi billion market they are to this day.

29
 Cosmetotextiles
question 1 survey 1 results

question 2 survey 1 results

These results show that people are

open to the idea of fragranced un-
derwear but wouldnt be willing to pay
more for it. However
because half have said no and the
other have said yes this makes the
results for question 1 inconclusive still
leaving the question open and
un-answered.

30
 3D Printing

3D printing with in the fashion industry is becoming more popular with the couture designers
who want symmetrical shapes. The only problem is the structures of the fabric used in the 3D
printers as its non flexible and uncomfortable to wear on a daily basis.

Victoria secret has seen the niche in the market for 3D printed underwear with the idea of over
10 million pants being printed in a year it would boost their sales and lower their production
time and cost creating a potentially high profit. They have been in talks with a 3D printing com-
pany in Manchester that have come up with a soft breathable fabric that can be used with
the 3D printing process. The company is called Tamicare and the process they use is called
Cosyflex.. the process is different to other 3D printing processes because instead of printing
one un-flexible fabric they print it in layer to build up an object allowing for flexibility with in the
garment produced.

3D printing is cheaper, more reliable and increases the amount of sales the lingerie company
would take as it is produced in a shorter amount of time allowing a higher volume of goods in
production. Its already a new technology that can be used for everything so for a big brand
like Victoria Secret to be looking at using it in their high street stores shows how much potential
3D printing has.

I think the applications for 3D printer now are limit-

less, I think were about five years away from having a
domestic version in every household. Very soon I think
youll be able to buy your Prada shoes online and print
them directly from their site. Right now you can print
chain mail sheets so being able to print fabric cannot
be far behind. Its not too far-fetched to think that in
a few years we could be downloading entire outfits
Gary Card, 2014

31
 3D Printing
question 3 Survey 2 results

question 4 Survey 2 results

The results from the survey show that

even though Victoria Secret as a big in-
fluencer with in lingerie that customers
still wouldnt be open to the idea of 3D
printed underwear and
definitely wouldnt spend more on it
then a normal pair of pants.

32
Intelligent Clothing
IMAGINE IF YOUR COATS, PANTS,
SOCKS, SHOES JUST DID THIS ALL FOR
YOU
Malarie Gokey, 20
People are more interested in their bodies and what they are doing so a technology that incor-
porates both fashion, health and technology is going to do well in a century based on self image
and self worth.

Over the past year Fitbits, apple watches have been the center of attention, the new IT toy for
the technology obsessed generation Z and tech savvy Millennials. Big brands such as Samsung,
Google and OM Signal have boosted the hype of technology with in clothing by the evolution
of the Fitbit watch to being able to read your vital signs through a sensor on placed with in a
sports bra.

Intelligent clothing wont change a persons routine as they will still put on pants, shoes a shirt the
only difference will be the technology with in the clothing will be more advanced and be more
productive and multi purpose. The range of products is highly diverse from smart belts that noti-
fy the wearer of their weight gains to fitness wear that monitors your health and creates a trend
alerting you of health problems, technology is a big driver for the lingerie market and brands
have seen this and started to incorporate it into their designs..

your underwear is also the

most logical place to wear
sensors that monitor your
vitals
Malarie Gokey, 20
Lingerie dominates the market for now but if it found a way to integrate all this new up and
coming technology it would keep its appeal and innovation. Smart clothing is still being tried and
tested, they have got the technology right but the overall look needs a tweak. Lingerie is fun, sexy
and a pinnacle to ladies but the need for the healthy lifestyle and toned body is running head
to head with lingeries sex appeal meaning the market is open to sensory technology and the
collaboration between lingerie brands and technology.

Microsoft have already looked at trialing a bra to help combat eating disorders by alerting the
wearer when they should eat. The idea behind this is to take something ordinary and mundane
and turn it into a tool to combat mental illnesses. The bra itself will not be marketed in lingerie
stores or bra specialists because of the technology and price costs, the market for objects like
this smart bra will be very niche and seen as luxury due to the cost of production the technology
and marketing

33
 Intelligent Clothing

question 5 Survey 2 results

question 6 Survey 2 results

Consumers would be over 70% more willing to buy into intelligent clothing then
people that wouldnt, out of all the new technologies talked about in the second
survey the smart bra seems to be the most popular and marketable too the
consumers of lingerie in the 21st century. This only proves that technology is a key
driver that needs to be integrated into lingerie and that the bigger the brand the
more marketable it will be. Lingerie future will be aimed at a very niche market and
the price will reflect this.

34
F u c t i o nali t y
changing
lingerie

35
 In a world where technology isnt all new and exciting as it
used to be how can
brands with new innovation capture their consumers attention
again ?

36
T h e t r u e Love b r a
With 91 Million people around the world using
dating applications the idea for a bra that does Figure 15
the same job isnt so far fetched when you think
about how much money would be generated from
it cause of how un educated generation Z and
Millennials are compared to the previous genera-
tions X and Y.

A Japanese company has come up with a tech-

nology thats marketed to show women their true
loves and help stop unwanted sexual advances.
The bra has an electronic clasp on the front with a
sensor placed in the bra where the wearers heart
is, the sensor then creates a trend by measur- SWO T Analys i s
ing your heartbeat and shows a graph on your
phone distinguishing the difference between being Strengths
excited from going shopping to meeting your true
love. When your body makes a specific chemistry . Intelligent clothing growing market
the bra sends an alert to the app on your phone
and unclasps at the front allowing the wearer to Weaknesses
engage with wanted sexual advances. . Very niche market, seen as luxury item
The main problem with this technology is it doesnt
take into account that a womens heart rate could O pp o rt u n i t y
increase which could mimic true love for other var- . New innovative technolgoy room for growth
iables then just her being in love. The bra was de-
signed by men and it shows that in the technology..
Its a clever idea and the use of the sensors and T h r e at
linking it to an application that can be downloaded . market oppisition copying the technology
on to a phone is a great opportunity for the brand
to out do its competitors however the concept is
very flawed.

37
 Society
Harnessing
Equiptment
Personal safety is an increasingly growing market,
the need for rape alarms small enough to conceal
in bras and applications on phones to send a GPS
signal when someone is in trouble has doubled in
the last few years. Technology has been evolving
the phone and camera market but now its revo-
lutionizing the personal safety market. Mannish
Mohan is a university student from India who has SWO T Analys i s
designed a bra that will help deter rapists.

In 2015 India had one of the highest counts of rape Strengths

and as 2016 has been predicted to be more the . dominates the market
need for a rape preventing product is ridiculously
high. The bra has a well concealed electric circuit
that can unleash a 3,800 kilovolts. When this is ac-
Weaknesses
.health and safety issues
tivated by pressure sensors on the bra the wearer
will not be harmed but the attacker will be severely
burned giving the victim a chance to either fight O pp o rt u n i t y
back or run. The bras calibrated to know the differ- . room for development as first on the market
ence between a friendly hug and someone grab-
bing them by the force of the action censored.
T h r e at
The bra is called SHE standing for Society Harness- . oppisition looking at doing a rape alarm version
ing Equipment and has won an award, Mohan of the bra
herself has been in talks with research institutions
about funding and how she could eventually mar-
ket this. Its sad that women have to wear technol-
ogy to prevent being raped but in a world where
rape is increasing the need for new innovation is
demanded.

38
 S m a r t B r a s
Intelligent clothing has massive room for growth
and brands have shown their interest in integrating
technology into the everyday routines of their con-
sumers. In 2014 the apple watch was debuted this
then lead tech engineers to design the Fitbit watch.
The company is called Fitbit Inc. and is worth 1.1
billion, Fitbits track your steps, pulse and heartrate
to notify their wearer and letting them be more
body aware.
OM Signal have taken this technology and seen
how expansive the sports bra market is and come
up with the concept of a sports bra that can do
the same as the Fitbit. The bra helps the wearer
to train the best way to suit their body type by
information taken from the sports bra with sensors
in. It comes in a range of different fashion colours
and has a starting price of $140. The bra like the
true love bra links up to an application that can
be downloaded on to your phone allowing you to
track your progress and keep an eye on your body.
Another company called Smart life also saw the
great potential with a smart bra and created their
own, instead of just being used for sports and
training theirs will alert you when your body is feel-
ing stressed. The bra is then linked to an application
on your phone which shows you exercises on
how to reverse the stress the phrase healthy mind
healthy body comes to mind.
The big difference between the both smart bras
are the type of technology used to measure the
persons body, Smart life used silver conductive
yarn to detect electrical signals where as OM Sig-
nal uses sensors implanted with in the fabric.
Power house Microsoft toyed around with the
idea of a smart bra that notifies the wearer of
when they should eat / or have over eaten. The
idea was to help women combat over eating or
help them be aware of their eating habits.
Victoria secrets has already started to collabo-
rate with OM Signal about creating a marketable
fashion focused smart bra for their sports section
in their stores The bra is going to be retailed at $75
which is only a price increase of 15-20% compared
to their everyday bras sold. The use of Victoria
Secret to market this technology is clever of both
companies as being the first of its kind it will bring
new consumers, tech aware customers and widen
their market placement.
This would be a great threat to other lingerie
brands such as Boux Avenue and Ann Summers
due to the diversity of Victoria Secrets products
and their ability to change with the times.
39
 C a n c e r B r a s
Over 5,000 women in the UK are diagnosed with
cancer every year, the fatality rate depends on
how aggressive the cancer is and when its caught
and treated. The typical five year rate is a posi-
tive 89% but during chemo and other types of
treatments women find them selves conscious of
their body and how it demoralizes them and their
womanhood.
Sara Da costa has
managed to bring
together two worlds
that history
rarely places side by
side. medicine and
lingerie
Charlotte Sutherland Hawes
Sara Da Costa first thought about medicine with in
lingerie during her MA I wanted to explore on my
MA how we could engineer therapeutic properties
into soft surfaces for disease prevention she did
her masters on Material Futures and the concept
of microencapsulation. The bra she has created
a prototype of will encase micro capsules of the
drug known as Tamoxifen into the inside of the bra
allowing the wearer to absorb the drug every time
the bra is worn. Tamoxifen is the best practice drug
for prevention and treatment of breast cancer
40
The product was first designed and marketed for
daughters of women with breast cancer to help
prevent it happening to them also. The fact the
medicine is taken in through absorbion of the skin
rather then orally decreased the risk of traumatic
effects of the drug and allows the wearer to live a
normal life.
Lingerie and medicine has also been seen with the
lingerie company Panache and their collaboration
with sheffield university students. Their concept is
more about aesthetics and giving the patient back
their body confidence. During radiotherapy the
patient is asked to strip down completely to the
waist however Panache have come up with a bra
that can be worn during radiography and that can
improve accuracy.
Both concepts are very advanced and are a great
way for lingerie to progress into medicine and
health.
Figure 16
 me dical
pa n t s
A company called Schoeller has already seen a
gap in the Lingerie market for medical pants. The
use of both biotechnology and textiles being the
future has been predicted and theyve already got
their hands in the cookie jar as to speak.

They have predicted a 5 Million pound turnover

from this product called iLoad. The pants have
biotechnology inside the fabric which will dispense
on to the wearers during the day, the strength with
these pants is that you can reload the medicine
put into the fabric whenever you want.

This when marketed will be perfect for consumers

who forget to take medicine and they dont need
to do anything but remember to wear pants. The
concept very high tech and will only continue to
develop over the next few years.

Another company has looked in to how they can

help patients with in hospitals as thousands of
Figure 17
deaths are caused by staff negligence and the
patient being bed ridden for so long.

Medical pants may be the future but the army

have been looking at ways to monitor their sol-
diers in a comfortable inconspicuous way. Theyve
looked at putting sensors in the soldiers underwear
be it bra or boxers to monitor how they do on mis-
sions. The idea behind it is to see how the soldiers
mind and body reacts to certain missions allowing
their superiors to know what kind of missions they
could handle and what degree of difficulty.
41
 conclusion

42
I n n o vat e t o
S u rv i v e
The aim of this investigation was to find out what
the future of lingerie would become over the next
few years with the key driver being Generation Z
and Technology.

Over the last few years the technology market

has gone from 83.3 billion in 2013 to a staggering
900 billion in 2016. The wearable tech market is
predicted to be worth 34 billion by 2020 exposing a
massive gap in the market to combine this with the
Lingerie, the most demanding market that needs
innovation to continue growing.

The research conducted through surveys shows

that consumers are open to the idea of wearble
tech and the use of cosmetotextiles. However with
some questions having more negative results it
leaves the overall concept of new technology with
lingerie being inconclusive.

The one result that is conclusive is how popular a

smart bra would be with the likes of big companies
like Microsoft and Victoria Secret already viewing
options on how to market this.

For the lingerie market to stay on top its clear that

it needs to innovate to survive by branching out
into different sectors such as technology,
medicine, health, personal safety and sports.

43
 R E c o m m e n dat i o n s
For lingerie brands to differ themselves from their competitors they would do well to read
this investigation as it gives them the advantage they need. It explains the different types
of technology out there and the companies that are already looking into innovation.
With the wearable technology sector only increasing in technology and popularity the
lingerie market needs to up its game to keep as competition. The increasing demand for
new technology is innovative but for tech and lingerie to coincide with each other more
research and development must be done to keep it fashionable and lingerie is a very
fashion forward market. With big companies like Victoria secret and Microsoft already
branching out to diversify its products and keep them evolving it puts them at the top of
the market pyramid.

More research and consumer responses will need to be done to help the brand or com-
pany decide what will be a strength for them for example a company like Boux Avenue
would do well to look into cosmetotextiles and the case study of Lili Piache as the technol-
ogy is very marketable and will give them an advantage over other companies like Ann
Summers, it also will go with the whole brand personality. The company could use holidays
like Valentines day to boost their sales and market aromatic underwear as products like
scented sachets that go in underwear draws are really popular.

Another company that could use this research for insight into smart bra's would be sports
specialists like Adidas. If they could use the technology in the OM Signal Bra and market it
with their own designs possibly with matching yoga pants it would be a smart investment
with how popular fitness and technology is to the new generation Z and Millennials.

44
appendix

45
 Purpose of lingerie
i n t h e 2 1 s t c e n t u ry
s u rv e y

46
47
48
49
 tech within
lingerie

50
51
52
53
 bibilio graphy

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