• Determine product trends from newly-launched direct-to-consumers (D2C) underwear and lounge wear brands. The information will be used to evaluate a potential investment plan in this sector.

Direct-to-Consumer Underwear Trends

•  Savage X Fenty is an underwear brand that was founded by Rihanna in 2018.
• It sells its underwear products direct to the consumers on its online store.
• The underwear brand focuses on authenticity and aims to bring out the "confidence and strength" of the wearer.
• The brand also encourages women to bring out their various personalities through its lingerie line.
• It casts everyday women in fashion and underwear campaigns.
• The brand also offers affordable underwear lines that can cater to all body sizes and skin colors.
• This is seen as a breakthrough model for this sector.
• The brand's success is a result of its effort to cater to those who are typically "ignored by the mainstream."
• The brand has over 90 styles of underwear such as "bras, knickers, bodysuits, rompers, robes, and others.
• The brand aims to reach out to the regular consumers who are craving for a broader definition of being sexy.