How one shapewear brand is breaking through the noise

3 months ago 15

Lucia Camacho, marketing manager, SheCurve

As shoppers embrace the self-love movement and look beyond traditional beauty standards, more and more see shapewear as a confidence booster that can help them accept their unique shape. Indeed, the U.S. shapewear market alone is expected to grow by 8.4% from 2024 to 2028.

Fueling the sector’s growth is a shift toward sustainable clothing and new product offerings catering to diverse shoppers. With the shapewear market — and the overall intimates market — becoming increasingly competitive, DTC brands in this arena are prioritizing sustainability, product innovation and influencer marketing to drive brand awareness and favorability.

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