Did you know that women in Scotland are 35% more likely to buy shapewear than those living elsewhere in the UK? Or that women in the North East of England buy the most suspenders?
These are some of the fascinating facts revealed by a new John Lewis report, How We Shop, Live and Look, based on an analysis of the retailer’s shopping data for the last 12 months.
The report delves into all the areas John Lewis covers, from homewares to clothing, as well as looking at the events, trends and people that influenced our shopping habits throughout the year, from the Olympics to the Great British Bake Off, the horse meat scandal – lots of us invested in mincers! – to Downton Abbey. It makes fascinating reading – not least, for us, on the lingerie front.
Some of the results are surprising. You might think that London is the place where women are most likely to experiment with adventurous underwear styles and colours, but according to the John Lewis report, that’s not the case. In fact, black is the most popular lingerie colour in the capital, and London girls are the most likely to buy push up bras.
Head east and the picture is even less exciting – the Sloggi three pack of white briefs is the best-seller and sales are up 15% this year.
In the South East it’s the brazilian knicker that’s most popular – 238% more popular than anywhere else in the UK!
Basques are most popular in the South West where women are 98% more likely to buy this type of garment than anywhere else (and they also like pink lingerie), while thongs are most popular in the North West. This is also the region where John Lewis sells the most Wonderbras after London.
The women with the biggest cup sizes – according to John Lewis’s sales figures – live in Scotland and the North East. Women in the North East also buy more white, lacy lingerie and are 96% more likely to buy animal print.
The Midlands, meanwhile, is where women buy the most lingerie tape, and in Wales red is the colour of choice for lingerie.
These fun headline facts don’t, of course, tell the full story of the nation’s underwear preferences, but they make for fascinating reading nonetheless. You can read the full report here – How We Shop, Live and Look.