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Granny Pants Are Back! Why Comfort is Driving SalesTime：2025-03-07
You read that right: Granny pants have witnessed a resurgence in popularity recently thanks to their high-waisted easy fit and extra coverage. This trend is not just a nod to the past; it reflects the modern woman’s desire for comfort and empowerment, slowly edging out the barely-there panties of old. Here, we’ll delve into the world of women’s lingerie, examining how evolving consumer tastes are molding trends and how online and brick-and-mortar retailers should stock up accordingly in 2025. The transformation of the women’s lingerie industry
The market for women’s undergarments has seen major changes throughout history, mirroring shifts in societal norms and fashion preferences. For example, the era of modesty and practicality characterized by knickers in the 1950s would slowly give way to thongs and G-strings associated with sensuality and liberation in the 1980s and 1990s. This transition aligned with the increasing sexualization of women’s bodies in the media and a heightened focus on sex appeal. Based on market data for 2022, the worldwide women’s lingerie sector was valued at approximately USD 88.32 billion and is expected to grow at a compound annual growth rate (CAGR) of 6.1% between 2023 and 2030. However, another shift in consumer preference appears to be underway. Thanks to a growing emphasis on comfort, inclusivity, and sustainability, women are increasingly opting for high-waisted “granny panties,” which are seen as a comfortable and pragmatic option compared to more revealing styles. The COVID-19 pandemic is believed to have helped accelerate this trend, with the lockdown and remote working seeing both women and men starting to favor more casual, comfortable clothing, all the way down to their bottom layer. The granny pants trend: Tips for retailers Not just a functional piece of underwear or a simple political statement, granny pants are becoming a real fashion phenomenon featuring a wide range of styles and commercial declinations. Below, we’ll examine some of the specific trends sweeping through the market and offer practical advice to retailers on how to capitalize on them. Materials and design
Comfort is the main driver behind the return of granny pants. Retailers should therefore focus on stocking pieces made from soft, breathable, and sustainable materials, such as organic stretch cotton with a touch of lycra, for example. Granny pants come in various designs, from classic high-waisted styles to more innovative cuts with lace details or elegant finishes. Many consumers look for panties with a reduced panty line and an invisible hem that can be easily worn under dresses or thinner pants without showing. In short, offering a wide range of colors and a selection of models that combine comfort and style will be key to attracting a diverse customer base. Sustainability
Granny panties align with consumers’ growing awareness of sustainability and cultural understandings of modesty, especially if they are made via an ethical production process and from eco-friendly materials. Retailers should choose items from manufacturers that promote sustainability and adhere to more transparent practices regarding their production practices. This can help to reinforce your store’s image as a promoter of responsible consumption. Size and fit
Inclusivity is another crucial aspect when it comes to sourcing granny pants. To distance themselves from the “thin elite” adherents to thongs and G-strings, today’s consumers look for brands that offer a full range of sizes, from petite to plus-size, without compromising style or comfort. Granny pants are especially popular for their ability to accommodate a variety of body shapes, offering support, a touch of compression on the belly and hips, and a secure fit. Colors and patterns
In contrast with the pants that our grannies actually used to wear, nowadays, granny pants no longer come in just white or beige: This contemporary take is made for self-expression. They therefore come in a huge range of bright colors, eye-catching floral and geometric patterns, and design details that help make both comfortable and trendy. Follow the stars
In addition to comfort, granny pants have become a fashion statement in their own right. Influencers and celebrities such as Kendall Jenner and Emily Ratajkowski have started to showcase this undergarment in unconventional ways to match casual and elegant outfits. Of course, this has helped to further boost the image of granny pants, turning them into a trendy item of the moment. Retailers can capitalize on this spike in popularity by offering unexpected combinations and using the power of social media to promote their selection as a bold and conscious style choice. Conclusion The granny pants trend represents an interesting phenomenon in the panorama of women’s underwear, combining elements of comfort, inclusivity, and sustainability. It also marks a return functionality from revealing styles, providing women with a sense of security and comfort. For retailers, embracing this trend means responding to modern consumers’ needs and positioning themselves as leaders of broader shifts in the fashion industry. Online and offline retailers who want to remain competitive must therefore consider a range of styles that emphasize comfort as well as individuality. |
