Investigation into European underwear consumers preferences and attitudes

Conducted primary qualitative research for Toray Industries who are a leading global chemical and synthetic fabrics manufacturer. As a result of this research and the corresponding presentation I gave to Toray Industries, I received the London College of Fashion Business & Innovation Innovative Research Award. Abstract: This collaborative study between Toray Industries and London College of Fashion (LCF) investigates disparities in innerwear consumption between Europe and Asia, focusing on Toray's AIRism line. While popular in Asia, sales are lower in Europe, prompting an exploration of cultural and behavioural differences. Through semi-structured journaling with six UK participants, insights into European preferences and attitudes toward AIRism were gained. Interpretative Phenomenological Analysis revealed themes of material comfort, breathability, confidence, and branding influence. Results indicate that European consumers prioritize comfort and breathability, with confidence linked to garment design. Moreover, branding plays a significant role in purchase decisions. Methodological limitations include sample homogeneity and the short time period. Despite limitations, this study offers valuable insights into European innerwear preferences and highlights avenues for further research. Please DM me to read the full report.