Why Lingerie Sells Even in Hard Times

There is no denying that the world economy has seen a battering over the last few years. Just a few lucky countries have escaped the toxic results of the credit crunch that followed the excesses of the banking industry in the mid to late part of the last decade. People have had to economize - less treats, fewer meals out, perhaps no annual holiday but one thing that survives these hard times is lingerie sales.  It seems there is a special place in the heart of the consumer for these garments. At one end of the spectrum they are essential clothes. And even though a woman might try to make do and mend there will come a time when that favourite old bra will need replacing. But then at the other end of the spectrum is the extravagance of luxury lingerie. Fancy frou frou garments that may be figure flattering or seductive but could not be described as necessities.  And yet the sales remain stable, and even grow during hard times. It can only be down to the fact that lingerie alone in the clothing market holds a very special place. Yes they are garments but luxury lingerie is much much more. A fine bra set is a morale boost for a woman and a titillation for a man. Similarly a luxury nightdress or pair of shimmering satin pyjamas gives the opportunity to dress up for bed time and make it a special occasion. In bleak financial times when austerity is demanded people still need that small luxury, a treat or to feel special - and that is why luxury lingerie still sells during tough financial times.

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