EVERYTHING ABOUT UNDERDAYS
2023 APRIL ISSUE
IN-Digest | Brand Intelligence Bureau
Narrated by | IAJ
From the Desk of the Publisher
This piece of report is coming from the IN-Digest team and their focus on underwear have brought our attention to a brand, known as Underdays. It was founded by the two founders, Amelie Salas and Oria Mackenzie, and you can read about their mission from the article we have attached.
When you entered into their website, you have to take the quiz in order that they can guide you to the right products.
When you are shopping for underwear, you can find that the website is very neat and carries information which is very useful. It is concise and keeps everything simple and useful. It is definitely a solution for someone who is looking for good quality panty and all your needs can be looked after with its selections of sizes, colors and shapes.
Have you ever had the experience of underwear that looks good but is uncomfortable to wear? Have you ever considered to put panties in the sexy category? How about classified underwear same as bras? To me these are all very relevant questions.
Underdays is an innovative underwear brand that puts comfort and functionality at the heart of its designs. They hope to break the stereotyped “rules” for underwear in the traditional underwear market, and design underwear that is most suitable for women based on real needs.
01
Your needs, my designs
What are women’s needs for underwear?
On October 6, 2021, Underdays released its own brand logo on social media for the first time: a rotating letter U, which seemed to herald the brand’s determination to revolutionize the apparel market.
UNDERDAYS helps women to redefine what sexiness means on their own terms — not what
hyper-sexy lingerie companies have told women what sexiness means.
Before the new product was released, the brand spent two years doing a lot of research. It hopes to understand the real needs of women for underwear, and use this as the focus and key of product design.
As soon as you enter the brand’s website, you’ll be greeted by a well-designed questionnaire that you can answer according to your preferences. The entire questionnaire has a total of 7
questions, which are concise but very targeted.
Age (Question 1) – Refinement of consumer groups;
Style (Question 2) – Decide on product development;
Lifestyle (Question 3) – Analyze links with styles and preferences, specific requirements for underwear; (Question 4- 7) – Help consumers identify their own style and needs.
Underdays’ survey not only helps brands get first-hand information, but also makes consumers think,
are the underwear they have really what they need?
02
Panties, I have the final say
Not just products, but also the daily life of modern women
After gaining an in-depth understanding of female customers, Underdays launched 3 collections: “The Everyday”, “The Workout” and “The Lingerie”, providing them with different products suitable for various scenarios of modern women’s daily life.
“Every design element we have included is based on a real pain point women have
with underwear…built to avoid scratchy, unbreathable lace or fabrics that dig in, and instead
combine expressive style with comfort.”
“Every design element we’ve included is based on a woman’s real pain point with lingerie…avoid itchy, airtight lace or fabrics and combine expressive style with comfort.”
03
New era underwear community brand
Consumer + Brand = Community
“We wanted to appeal to the masses, but we still wanted to have an edge — our own aesthetic and a strong brand image. Bringing the brand’s luxury fashion experience into the everyday aspects of lingerie, without making the product so high-profile
that it would make people feel at their fingertips.”
Brands debuted through their own e-commerce platforms and stuck to a direct-to-consumer model to build their own communities and encourage customers to share their stories.
To make the content interesting and meaningful, they will work with professional doctors to design activities around educational stories about women’s hygiene.
Underdays wanted to tap into youth culture and “bring fresh energy to the basics,” like CK in the ’90s. At the same time, it hopes to become the market leader in underwear.
“When we started the brand in 2019, we found that women had been trapped between high street brands like Victoria’s Secret and Marks & Spencer or luxury brands like La Perla, and we wanted to create something that would appeal to young professional women and fit into everyday life .
The product”— Underdays.”
Underdays’ product design is simple, but behind the product, we see the designer’s intention to meet the needs of women; they draw a new field between sexy underwear and ultra-simple basics, where style and comfort coexist.
At the same time, the way they build their own community makes the communication between consumers and designers more direct and effective. Underdays products can only be purchased on the official website, which ensures the authenticity and uniqueness of the data) ; this not only can the consumer the good deals, and also gain consumer recognition at the same time.
In the Underdays community, where consumer demand for menstrual briefs has been rising recently, the brand will also partner with Bloody Good Period to create positive campaigns around periods and provide essential hygiene products to those in need. In the future, with the continuous expansion of the Underdays exclusive community, we can also expect TA to bring more practical and stylish designs.
References:
https://www.theindustry.fashion/two-former-farfetch-colleagues-set-to-launch-underdays-underwear-brand/
https://hypebae.com/2021/12/underdays-inclusive-underwear-brand-minimalist-lingerie-lookbook-where-to-buy
https://theunderdays.com/
https://www.showstudio.com/news/the-underwear-brand-rewriting-sexiness-on-womens-terms
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Curated | IAJ & STEAMDesign
Edit | Two vertical and six horizontal
Reviewer | lola
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