Rise in men’s underwear sales could indicate economic upturn say Deadgoodundies.com

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If men’s underwear sales really do indicate economic fortunes, then things are looking up according to end of year analysis by undies specialists Deadgoodundies.com.

Classically styled men's micro brief from HOM with super soft cotton rich fabric

HOM First Cotton Micro Brief £16.00

Men are buying more colour as well as standard black, white and grey boxer shorts. They are enjoying more luxurious fabrics and really love the winter undies

Economists often say that sales of men’s underwear are an indicator of the state of the economy. If this is true then niche online retailer Deadgoodundies, which specialises in men’s underwear, says things are looking up… When he was chairman of the Federal Reserve Alan Greenspan highlighted men’s underpants as an indicator of the temperature of the economy and others have followed suit (http://business.time.com/2012/03/26/6-alternative-economic-indicators/slide/underwear-sales/ and http://www.economicpolicyjournal.com/2012/10/alan-greenspans-favorite-indicator-is.html)

Founder Adam Davies said today that their underwear sales held up throughout 2012 and the year finished with a triumphant finale. Sales on Christmas Day were double the same date in 2011 and Boxing Day sales more than tripled December 26’s performance last year.

“Year on year sales are up and the overall increase is again into double digits. Online sales, compared to high street retailing, is not as dependent on a Christmas rush at the end of the year but we have been pleasantly surprised,” he says.

“Sales were steady every month in 2012 and from October we saw higher than expected figures. Some fashion trends also boosted sales, especially the launch of long johns and cosy fabrics for men in the autumn-winter collections.”

Deadgoodundies.com is an online only retailer of designer men’s underwear, stocking more than 20 collections. It also sells swimwear from its main brands, tops and t-shirts, nightwear, loungewear and socks.

The 2012 calendar year saw a shift in fashion and buying trends, as Adam outlines: “Men are buying more colour as well as standard black, white and grey boxer shorts. They are enjoying more luxurious fabrics and really love the winter undies - not just technical thermals for skiing and outdoors but also pure cotton, merino wool and silk mixes.

“Until 2011 our top selling style was always a thong, but that has moved decidedly into briefs in 2012. Men’s purchasing habits are getting more diverse - they are buying different styles and colours for work, leisure, sport and travel. Men are also great - and very loyal - online shoppers. Buying online gives them privacy and, from our website for sure, a massive choice and constantly changing stock that cannot be matched in stores.”

Company Information
Deadgoodundies is an online only retailer stocking the best in designer men's underwear and swimwear from all over the world including: (in alphabetical order) Big Boys, Body Art, Bruno Banani, Bum-Chums, Clever Moda, Doreanse, Ergowear, Gigo, Gregg Homme, HOM, James Tudor, Jockey, Joe Snyder, MaleBasics, MANstore, Mey Bodywear, Mundo Unico, Nils Bohner, Obviously For Men, Olaf Benz, Pikante, PUMA, Sloggi, Solar TanThru and Zoggs. DGU also stock selected loungewear, socks, T-shirts and more from their best selling brands.

DGU are incredibly media friendly and always have high res images on hand for fashion pages and samples for photo shoots as well as expert comment and market insight from partners Adam and Jane.

For more information contact DGU PR Jane on 01743 271615 (international +44 1743 271615) or email pr(at)deadgoodundies(dot)com

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Jane Garner

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