Are Deadgoodundies sales of men’s underwear an economic indicator for the UK?

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Underwear experts Deadgoodundies featured again today (April 3rd) on the BBC’s flagship consumer programme You & Yours on Radio 4. Partner in the online men’s underwear business Jane Garner was asked for an update on the state of DGU sales compared to the UK economy.

Doreanse 1765 Boxer Brief £11.00

Doreanse 1765 Boxer Brief £11.00

Pants are holding their own, so to speak. Perhaps the economists should take heart?”

Deadgoodundies.com has today reported at the end of its first quarter on the BBC’s consumer show You & Yours on Radio 4. Partner Jane Garner was first interviewed in January (http://www.bbc.co.uk/news/business-20975333). The idea was to test if men’s underwear as an economic indicator - originally monitored by former chairman of the Federal Reserve in the US, Alan Greenspan - actually works for the UK economy.

Jane reported to You & Yours presenter Winifred Robinson that while sales at the end of the first quarter were roughly equal to the same period in 2012, the pattern of buying is showing distinct changes.

“Bearing in mind the first quarter of the year is always our quietest, we’re on a par with this period last year. But the way people are buying from deadgoodundies.com is different - the average number of pants per order is up, and rising steadily, and the highest value single orders are bigger, up from a £650 average January to March 2012, to £1000 in 2013,” she said after the broadcast.

Men are buying more multipacks of boxers and briefs, and mixing their purchases between lower priced staples and luxury underwear, especially finer cottons.

“Mr Greenspan was monitoring men’s underwear in the United States as it paralleled the fortunes of the American economy. Men’s underwear sales do seem to have echoed the ups and downs of the UK economy over the past couple of years,” Jane added. “Deadgoodundies’ sales are, overall, stable, consistent and encouraging for this year. Despite all the gloom about a triple dip recession, pants are holding their own, so to speak. Perhaps the economists should take heart?”

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, Skiny, Sloggi, Solar TanThru and Zoggs. DGU stocks everything from thongs and strings to briefs, hipsters and shorts as well as 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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Charlotte Cupples
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