Introduction

In the global consumer landscape, the womenswear and underwear market holds significant importance. It is a constantly evolving sector with diverse consumer demands. With the rise of digital platforms, TikTok has emerged as a powerful tool in the US market. Its unique features such as short-video content and wide user reach offer distinct advantages for promoting products in the womenswear and underwear category. Brands and merchants can showcase their products in creative and engaging ways, reaching a large number of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the womenswear and underwear market in the US is substantial in size. It has been experiencing steady growth trends over the years, driven by factors like changing fashion trends, increased consumer awareness about quality and comfort, and the growing influence of social media. Consumer demand changes are also evident, with a shift towards more comfortable yet stylish options, as well as a preference for sustainable and inclusive fashion. Integrating the provided TikTok data, we can see that this digital platform is playing an increasingly important role in this market, facilitating product discovery and purchase decisions.

Sales Situation of the Specific Category

Analyzing the sales performance of womenswear and underwear on TikTok Shop in the US during the 06 week period 2025/02/09 - 2025/02/15, several trends emerge. The top-selling products include items like CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES with 8359 units sold and a GMV of $225,700, New-Plus size girls' bra with 7647 units sold and a GMV of $64,100, and Women's Solid Color Adjustable Hook & Eye Closure Zipper Shapewear Top with 5620 units sold and a GMV of $94,900. Some products showed growth, such as Women's Solid Color Adjustable Hook & Eye Closure Zipper Shapewear Top with a 41.54% GMV qoq increase, while others like New-Plus size girls' bra had a -21.48% GMV qoq decrease. The popularity of these products can be attributed to factors like their functionality, design, and effective marketing on TikTok. For example, products that offer solutions for body shaping or comfort are highly sought after, and those that are presented in engaging video content tend to attract more buyers.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands in the womenswear and underwear market on TikTok during this period, Hsia-Bras stands out with a GMV of $559,500, 21,400 units sold, and an average price of $26.17. They achieved a 11.77% GMV qoq growth. FeelinGirl LLC also performed well with a GMV of $454,800, 22,800 units sold, and an average price of $19.94, showing a 16.04% GMV qoq increase. These brands likely employ strategies such as creating appealing video content, collaborating with popular video bloggers, and offering a diverse range of products to meet different consumer needs. For instance, they might showcase their products in action, highlighting the features and benefits, which helps in building brand awareness and driving sales.

Conclusion

Overall, the womenswear and underwear market on TikTok in the US during the 06 week period showed a mix of trends. Some products and brands experienced growth, while others faced challenges. For cross-border merchants, it is advisable to focus on product quality and functionality, create engaging video content that showcases products effectively, and collaborate with popular video bloggers to increase visibility. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainability, inclusivity, and personalized fashion experiences. Merchants who can adapt to these trends and leverage the power of TikTok's platform are likely to succeed in this competitive market.