pantyknowsea perspective into

pantyhose

What the hose?

Why is the pantyhose industry in a constant decline?

Why is pantyhose so boring?Is there a future?

The 4 P’s

presentationpracticality

predictabilityplacement

insight}

presentation

-originally invented and used for professional purposes

-women required to cover legs at work & in society

-although requirement is gone, the same mindset still exists, especially in older/elderly women - 54% are happy with pantyhose, 51% wear it

-shows that they care when “dressing up”, even down to their legs, when most modern day women have become more casual

presentation

practicality

-women now only buy it if they need it, not “fun” to buy

-serves a purpose, doesn’t really have room for more

-quick leg enhancement, “not to be noticed”

predictability

-pantyhose is rarely “tried on”

-knowledge of products fragility

-quality vs. cost value is recognized

-coverup expectations

placement

-grocery, drug & convenience store guarantee

-appears disposable

-older women shop at drug stores

-small, straight-forward packaging

placement

WALGREENS WALGREENS

WALGREENS LUCKY

The 4 P’s distilled

presentation

practicality

predictability

placement

wearing pantyhose is the ultimate form of dressing up on occassion, mostly for older women.

pantyhose is shopped like a staple commodity, not for fun.buyer knows what to expect, & that expectation is invisibilitydisposable appearance, but in all the right locations

Insight

Pantyhose has cannibalized itself. It’s professional roots have stuck, and it’s inability to be altered has left it in a permanent state of unchange. Unchange in the fashion industry leads to decreased sales, and when the rest of the hosiery industry changed with the times during the casual workwear revolution of the 90’s, women lost interest in pantyhose. However, a small demand for hose still remained, although less than before, and the industry needed to figure out how to sell it while keeping women interested in a product that wasn’t even trendy.

Insight

The women they found were older women, who grew up in the tradition of using pantyhose, so they followed these women to find out where they shop. In their age, going to department stores and spending money was the last thing they wanted to do, so the pantyhose industry realized they needed to sell somewhere more accessible and at a lower price to keep these women loyal to the product.

Insight

Hence, pantyhose became less of a fashion statement and more of the staple commodity it is in grocery & convienience stores today. However, as these older women get older, the use of pantyhose continues to decline because it’s not a priority for their now adult daughters like it was for them.

Future

Is there one?

Future

Yes. Eventually.

Future for

-The Boomer generation approaches older age, behaviors are starting to change. -Shopping will take place closer to the home, creating an increase drug store/grocery store purchases -No Nonsense should offer friendly reminders of the affects of aging (much as the way make-up brands do) in store. -Work the practical edge more, while incorporating beauty.-Continue to do what’s been working already, things like price and distribution are great