Men’s underwear as an economic barometer gains weight

Around the world economists, market researchers and retailers are keeping a close eye on sales of men’s underpants as an indicator of where the economy is heading. In America, overall apparel sales rose only 1% in 2012 but men’s socks and underpants were up more than 10%, and that picture is reflected at Deadgoodundies.com.

The notion that men’s underwear can act as an economic bellwether might sound amusing, but it’s proving popular in the USA and Europe. The idea of monitoring men’s undies’ sales originates from former head of the Federal Reserve Alan Greenspan, who believed underpants’ sales tracked the fortunes of the overall economy rather well.
 
Deadgoodundies.com is a website dedicated to selling underpants of all kinds, from briefs to boxer shorts, so its sales data are very reliable, says partner Jane Garner.
 
“The latest reports from the United States indicate that while men aren’t necessarily updating their whole wardrobe, they are stocking up with new pants and socks. Theories about what drives this trend vary from men having more disposable income, they’ve just totally run out of decent pants, or they’re dating more - or again later in life - and feel the need to update their underwear!”
 
Jane believes that the availability of underwear for men online is also a key to increasing underpants sales, as she says, “Men can be a bit shy or rushed, if they’re looking at underwear in public in the middle of a shop. In front of their computer screen, they can browse lots of colours and styles before deciding what to buy.”
 
“Deadgoodundies.com has noted a number of new buying trends this year and one is an increase in the size of single, large orders each month. They are consistently more than £1000 a time while our average parcel is around £60-£100. Our sales figures for the first quarter of 2013 are up for DGU, polarising between customers buying expensive luxury designs and those stocking up on multipacks of cotton briefs.”
 
Deadgoodundies.com appeals to men who want high fashion designer brands as well as those who prefer absolute classics, offering styles from minimal thongs and jock straps via numerous styles of brief to trendy hipster cuts, boxer shorts and longer-leg pants favoured by sportsmen. From its best selling brands, DGU also sells swimwear year round as well as socks, nightwear and loungewear.
 
For more information, visit deadgoodundies.com.