Introduction

In the global consumer landscape, the womenswear and underwear market holds significant importance. It is a constantly evolving sector with changing consumer preferences and demands. With the rise of digital platforms, TikTok has emerged as a powerful tool in the US market, offering unique advantages for brands and merchants in this category. Its vast user base and engaging content format provide an excellent opportunity to showcase products and reach a wide audience, making it a key player in the growth and promotion of the womenswear and underwear market.

Category Market Overview

The womenswear and underwear market in the US is substantial in size. According to recent data from authoritative sources, it has been experiencing steady growth over the years, driven by factors such as changing fashion trends, increased consumer awareness of quality and comfort, and the growing influence of social media. Consumer demand in this category has been shifting towards more comfortable, stylish, and inclusive designs. For instance, there is a rising demand for plus-size options and sustainable fashion within the womenswear segment. The integration of new technologies in fabric and design has also been a notable trend, enhancing the overall product offerings in the market.

Sales Situation of the Specific Category

Analyzing the sales performance of womenswear and underwear on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we observe some interesting patterns. The overall GMV Gross Merchandise Volume for this category was 1121.28万, with a significant quarter-on-quarter QoQ decline of -45.21%. The sold count was 55.82万, also showing a QoQ decrease of -46.61%. However, certain products managed to stand out. For example, the "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES" had a sold count of 9764 and a GMV of 25.32万, with a remarkable GMV QoQ growth of 42.95%. The "New-Plus size girls' bra, comfortable, slimming and anti-sagging" also performed well, with a sold count of 9082 and a GMV of 8.16万, achieving a high GMV QoQ growth of 73.35%. The popularity of these products can be attributed to factors such as their unique features, effective marketing on TikTok, and meeting the specific needs of consumers, such as comfort and body confidence for plus-size wear.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands in the womenswear and underwear market on TikTok during this period, we have several notable examples. "Comfrt" had a GMV of 29.6万 with a QoQ decline of -40.31% and a sold count of 6777. "Hsia-Bras" achieved a GMV of 28.28万 with a QoQ decline of -33.43% and a sold count of 1.06万. These brands likely employed different strategies to maintain their market presence. For instance, they might have focused on product quality, engaging with influencers on TikTok to promote their products, or offering unique designs. "Edikted" had a relatively stable performance with a GMV of 14.23万 and a QoQ decline of only -11.15%, along with a high sold count of 6458. This could imply that their marketing and product range have been well-received by the TikTok audience, perhaps through consistent branding and offering a diverse selection of products.

Conclusion

Overall, the womenswear and underwear market on TikTok in the US during the analyzed week showed a mixed picture. While there was a decline in overall sales metrics such as GMV and sold count, certain products and brands managed to achieve growth or maintain a stable performance. For cross-border merchants, it is crucial to focus on product differentiation, leveraging TikTok's marketing capabilities effectively, and staying attuned to the changing consumer demands. Looking ahead, we can expect the market to continue evolving, with trends such as sustainable fashion, inclusive sizing, and innovative product designs likely to gain more prominence. Merchants should be prepared to adapt and innovate to stay competitive in this dynamic market.