The Ways Which Affect Your Choice Of Undies!

Choosing your underwear in the morning when you wake up is all about how the underwear makes you feel. Some days you will be in the mood for a pair of comfy Sloggi panties and the old comfortable bra, which you have not thrown out yet just because it is so comfortable. Other days you just want to feel sexy in lingerie from stores such as Victoria’s Secret. Your decision of what underwear to wear each morning is affected by your mood, whether you have your period or not, and sometimes it will just be a matter of what underwear is clean.  But how do you make your decision of what stores you buy your underwear in? 

Marylyn Monroe once said “there isn't anybody that looks like me without clothes on” but there are probably not that many women who would say the same". Most woman have bought underwear which make them feel sexy – but it is definitely also still about your mood and about what phase of your life you’re in. Do you have a boyfriend, are you seeing a potential boyfriend or are you just yourself. Are you on a shopping spree or are you out just to find underwear? For most people the price of the underwear also has a saying. And the brand identity – Woman want to look sexy like the models from Victoria’s secret, or feel comfortable like the models from Sloggi, but they also want to by underwear from Calvin Klein because they know it will fit them and that is of good quality every time. It can also be about how it feels physically – the fabric the underwear is made of, and how it fits your body type – do you get 4 butt cheeks instead of 2? But is it always what makes you feel good, which have the final saying?

Will it make you feel better to wear something, which is produced in a sustainable manner?  With a lot of other products such as chocolate, coffee, furniture and so on sustainability can be an essential factor – it is even trendy to chose products, which have a good image because they are sustainably produced. Both Calvin Klein, Sloggi, H&M and Victoria’s Secret sells underwear, which is produced from organic cotton, but it is only H&M who have a description of their sustainability initiatives on their webpage. H&M furthermore have a special label, which they put on their clothes when it is made from organic cotton so that it is easily recognized in their physical and online stores. Both Victoria’s Secret and H&M have been in trouble because of their suppliers of organic cotton – Victoria’s Secret because the farm where they got their organic cotton used child labour and H&M because of fraud with their organic cotton – their organic cotton fabric contained genetically modified (GM) cotton. These kind of exposures are very damaging for the brand identity because it will create a lack of credibility and harm the company’s image. This could be the reason why some companies don’t “advertise” with their sustainability initiatives – they don’t want to promise something, which they might not be able to control. Another reason could be that with the sustainable produced products it is the story behind the product, which sells it. And of course for some people the story behind the underwear is important, but I think that for most people it is the story, which the underwear will create that is important.

Written by Josephine Kruuse Eriksen