Focusing on new trends in the underwear industry, "light exercise" may become a new proposition for the future track

● The post-90s bought half of Tmall’s rimless underwear

China's underwear market has long been dominated by some traditional underwear brands. The earliest underwear brand was born in Shanghai in the 1940s, and the second wave of local brands was born around 90. In the 1980s, foreign underwear brands began to enter the Chinese market, and at the same time the mold cup technology used in bras was introduced to China. However, since the development of these traditional brands, traditional underwear brands are still designing products around the effects of gathering and supporting.

With the development of society, the improvement of the public's education level, the change of social concepts, and the rise of female independence consciousness. The steel-rimless underwear is the expression of women's lifestyle and personal emotions. The data monitored by the Tmall underwear category shows that in the online sales of Tmall bras in 2020, steel-rimless underwear has accounted for 65% of the share, and continues to maintain rapid growth, with huge market potential. The person in charge of the brand "Secret Forest Closet Forest" under the Forest Home (Xiamen) Fashion Co., Ltd. said that the awakening of the "intrinsic needs" of Chinese people has gradually formed the "pleasant" consumer demand of every independent individual born in the 1990s. From the invisible clothing, began to explore "outside wear".

● "Explore the true self" the innovative road of the secret forest underwear

As a brand new underwear brand, Secret Forest advocates that both "meaning" and "meaning" are important to the inner needs of contemporary young people.

Significance: It is to think about the dimensions of an underwear from the perspective of wearing quality. What makes the post-90s perceive that it fits their own needs is to respect themselves. Therefore, the underwear products of Secret Forest have many new definitions of "no size" and " "Wide size", "Customize", "Adaptive cabin", "Wind tunnel cabin" and so on. It can meet the requirements of commuting in daily life, sports, leisure, and work. In particular, advocating the concept of "light sports underwear" is actually solving the troubles of contemporary urban groups about life scenes and corresponding rigid needs of diversified wearing, so the secret The forest has made underwear into a carrier that perfectly matches your body's functions to "breathe with" and "sport together", so no matter where you go, what clothes you wear, and what you do, it's all one thing. Underwear underwear can be adaptive.

Meaning: It is to link the post-90s ecosystem and make underwear more interesting and fun. So in the product series of Secret Forest, you will see four product lines "BEST". Bases Life+, locating the natural needs of commuting in life, focusing on the daily life of the post-90s, making underwear easier and simpler to wear. The color version is not defined by a certain sense. Mass versions and trendy colors are provided to young people. More Enjoy art+ focuses on the "cultural co-creation" of young people born in the 90s, and allows more trendy elements, brand elements, and contemporary artistic representations to be more diversely presented on underwear. When underwear is no longer invisible Clothing becomes one of their options for “outer wear”; Sport+ focuses on the diversity of lifestyles born in the 1990s. In recent years, more young people pay more attention to physical and mental health, so exercise and fitness have become a daily routine. Urban jogging, cycling, yoga or fitness have also become a part of life. Therefore, the need to seamlessly "turn around" from work to sports scenes has also become a need, whether it is sports shoes replacing leather shoes or sports sweaters. Becoming the mainstream in the wardrobe of the post-90s generation fully demonstrates the "sports" attribute of the Secret Forest and its strong competitiveness in the times; Technology + is the direction of the brand's unremitting pursuit, technology changes life, technology restores nature, and the secret forest Science and technology is oriented to the restoration of nature by nature and the principle of innovative design that respects ergonomics. If the excavation of natural ecological fabrics and design techniques is the most mysterious "black technology" of the Secret Forest, it is more accurate to say that the Secret Forest is in What we are doing is the "green technology" of sunshine, including the study of the nature of human movement, just for the areas where light is not often seen, and more "sunlight and oxygen"!

● Focus on Generation Z and set off a new trend of light sports underwear

This is definitely not professional sportswear or underwear in sports stores. The "light exercise" of Secret Forest pays more attention to the lifestyle of Generation Z. More women's underwear has become a "little vest", and more men's underwear has become a "personality label" around his waist. You will easily see the era from the wear of every young man. Variety. Twenty years ago, more people regarded underwear as underclothes that cannot see the light, which is a loss of "self". Now when underwear is no longer a piece of underwear, it is the most beautiful and sunny era. , The liberation of personality, and the exploration of the true self are all advocated by Secret Forest. In the way of "touching the heart and touching the body", it has become the spokesperson of the underwear brand of the post-90s generation.