You
have seen some post on women underwear, but men are concern too by underwear.
Let me introduce you to the men underwear industry and one of its strategies,
which is to deal with sportsmen.
Sportsmen are famous and have a good image. They can be recognized all
over the world by a lot of people.It’s
maybe the category of people that is the most followed by the media and this
will not stop with all the money invested in the sport, which become bigger and
bigger every year, and the development of the social network for five years.
They are now the” representatives” of a numerous brands. They are very bankable
and brands don’t hesitate to invest in sportsmen, to work with them, to launch
product with their name and even to launch brands with their name.
This phenomenon is a reality in a lot of market like the clothes, headset, razors and
watches market. What is interesting is that this strategy
is also used by the brands of men underwear. We will see now why this strategy is
efficient and why it’s the strategy of most of the brands that succeed in the
segment of average price of men underwear (between 20€ and 35€).
First
of all, the key success feature that men are looking for in underwear is the
comfort. This is mandatory! If we buy an uncomfortable underwear, make sure
that we will not wear it a lot and it will be the last time we buy this
product, a product from this range or worst a product from this brand. This
mandatory rule of comfort is true for all kinds of customers (men who like
sport, young or older, wearing suits or jeans etc.). What’s the link between
sportsmen and comfort? Simple, what can be more comfortable than an underwear
worn by people who jump, run, sweat, slide, in it during one hour and plus? I
mean they wear it during these extreme conditions without complaining (did you
have ever seen a player disturbed by his underwear during a game? Except Rafael
Nadal but for other reasons!). If sportsmen do so it will be a pleasure for us
to wear it beneath our pant in a normal day at work or at school. Moreover,
will never know but if you have to run to take the train for any other reasons
(look a deodorant advertisement), it will be ok and you’re going to feel good in
your underwear.
Secondly, by definition the underwear is hidden beneath your clothes (even
if it is less true for men than for women and especially for the young
generation!) but men also care about the beauty of their underwear. For
intimacy, if someone sees it when you bend over or for yourself, if you care
about you appearance you will care about your underwear too. There are two
aspects that explain the reasons to choose sportsmen in order to have the image
of a brand that sell nice and beautiful underwear. You cannot try underwear
before you buy it, therefore the only image you have in mind is the one of the
model/sportsman who wears it on the packaging, on the TV advertising you saw,
in a big panel inside the shop or during a broadcasted match (yes, sportsmen
are often topless inside the locker room or at the end of the game).
And to be
honest, they wear it well and it fit them well. “A nice underwear on him will
be a nice underwear on me, he is not a model just a player who wears affordable
underwear”, the brand made it, you buy it, you like it and everyone is happy
with this. The second aspect is the notoriety of the sportsmen’s’ associates to
the product what gives a notoriety to the product. In fact a men underwear has
not to be that nice on the contrary to women one, it just have to be not ugly
which makes all the difference. The notoriety of the brand in addition of the
notoriety of the sportsman is enough to justify the purchase and legitimate
your choice.
To sum up, simple black branded underwear
are the perfect mix of good underwear for men. The notoriety is very important
in men underwear industry and the sportsmen help brand to get this notoriety.
Some brand and some sportsmen have
pushed this strategy to its extreme with the creation of underwear brand name of
famous sportsmen. We can talk about David Beckham and its body wear collection
by H&M and Cristiano Ronaldo who just launched his own underwear brand in
association with the Danish underwear manufacturer JBS Textile Group.
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