Introduction

The womenswear & underwear market holds significant importance in the global consumer landscape. With the evolving fashion tastes and increasing demand for comfort and style, this category has witnessed continuous growth. TikTok, in the US region, has emerged as a powerful platform, offering unique advantages for brands and merchants to showcase their products. Its vast user base and engaging video content format enable effective product promotion, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the womenswear & underwear market in the US is substantial in size. Recent trends indicate a steady growth, driven by factors such as changing fashion trends, increased consumer awareness about quality and fit, and the growing influence of online shopping. Consumer demand has been shifting towards more comfortable yet stylish options, with a particular focus on products that offer both functionality and aesthetic appeal. The market has also seen an expansion in the variety of available styles and sizes to cater to diverse consumer needs.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the womenswear & underwear category exhibited interesting sales performance. The total GMV Gross Merchandise Volume showed certain trends, with some products experiencing significant growth. For instance, the top-selling products like "New-Plus size girls' bra, comfortable, slimming and anti-sagging" had a sold count of 54,900, generating a GMV of $451,500. Another popular product, "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES", sold 39,200 units with a GMV of $1,059,700. The popularity of these products can be attributed to factors such as their unique features, effective marketing on TikTok through engaging videos by video bloggers, and meeting the specific needs of consumers, such as comfort and body shaping in the case of shapewear products.

Brand Case Analysis of the Specific Category

Several brands stood out in the womenswear & underwear market on TikTok in February. Hsia-Bras had a GMV of $2,204,300 with a sold count of 82,800, maintaining a growth rate of 9.6% in GMV quarter-on-quarter. Their success could be due to their product quality and effective marketing strategies. FeelinGirl LLC also performed well, with a GMV of $2,085,100 and a sold count of 96,200, achieving a 17.93% growth in GMV quarter-on-quarter. They likely benefited from their wide range of product offerings and engaging content on TikTok. Comfrt, on the other hand, had a GMV of $1,967,800 but experienced a -17.53% decline in GMV quarter-on-quarter, which might prompt them to reevaluate their marketing and product strategies to regain growth.

Conclusion

Overall, the womenswear & underwear market on TikTok in the US during February showed a mix of growth and challenges for different brands and products. For cross-border merchants, it is crucial to focus on product features that meet consumer demands, such as comfort and style. Leveraging the power of TikTok's video content through engaging videos by video bloggers can significantly boost product visibility and sales. Looking ahead, the market is expected to continue evolving, with an increasing emphasis on sustainable and inclusive fashion options. Merchants should stay updated on these trends and adapt their strategies accordingly to succeed in this competitive market.