Introduction

In the global consumer landscape, the womenswear and underwear market holds significant importance. It is a constantly evolving sector with diverse consumer demands. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that enables brands and merchants to showcase their products in an innovative way, thus influencing consumer purchasing decisions.

Category Market Overview

The womenswear and underwear market in the US is substantial. According to recent data from authoritative sources, it has been experiencing steady growth over the years. Consumer demand changes are evident, with trends shifting towards more comfortable yet stylish options. The market size has been expanding, driven by factors such as increasing fashion consciousness and the need for quality apparel. Integration of online platforms like TikTok has further accelerated its growth, as it offers a direct connection between brands and consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the womenswear and underwear category had a Gross Merchandise Volume GMV of 2333.53 million dollars. However, it showed a Quarter-on-Quarter QoQ decline of 16.34%. The sold count was 107.79 million, with a QoQ decrease of 14.16%. Looking at the top-selling products, the "New-Plus size girls' bra, comfortable, slimming and anti-sagging" had a sold count of 1.12 million and a GMV of 9.27 million dollars with a QoQ decline of 2.7%. Another popular product, "Women's Solid Color Zipper Corset Shapewear Top, Girdle Highwaist Tummy Control Shaper Clothes, Waist Trainer Women, Womenswear Sexy Shapewear for Daily Wear, Matt Waist Trainers, Shaper Clothes" had a sold count of 1.06 million and a GMV of 14.39 million dollars with a significant QoQ growth of 82.6%. The popularity of these products can be attributed to factors such as their functionality, comfort, and the way they are presented on TikTok. For example, shapewear products are often promoted with before-and-after transformation videos, which attract consumers looking for body contouring solutions.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the womenswear and underwear market on TikTok US during this period, Comfrt had a GMV of 52.08 million dollars with a QoQ growth of 24.75% and a sold count of 1.17 million. They likely achieved this success through effective marketing strategies and offering products that resonate with the TikTok audience. YOZY had a GMV of 45.05 million dollars with a minimal QoQ growth of 0.09% and a sold count of 2.4 million. Their large product range of 3631 items might contribute to their consistent sales. Hsia-Bras, on the other hand, had a GMV of 43.98 million dollars but a significant QoQ decline of -38.63% with a sold count of 1.6 million. This could indicate the need for them to reevaluate their marketing approach or product offerings. FeelinGirl LLC had a GMV of 41.2 million dollars with a QoQ decline of -20.19% and a sold count of 1.93 million. They might need to focus on improving their product visibility on TikTok to boost sales.

Conclusion

Overall, the womenswear and underwear market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed growth, others faced declines. For cross-border merchants, it is crucial to understand the market trends and consumer preferences on TikTok. They should focus on creating engaging content that showcases the unique features of their products. Future market development trends are likely to see continued growth in the online sales of womenswear and underwear on TikTok, with an emphasis on sustainable and inclusive fashion options. Merchants should also keep an eye on emerging trends and adapt their strategies accordingly to stay competitive in this dynamic market.