Stance Mens Underwear 2024 Preview

Retail Buyers Guide: Mens Underwear 2024 Retail Buyer’s Guide
Brand: Stance
Interviewee: Nathan Hill, VP International Market Place

How was the market for mens underwear in 2023?
The market was strong, we made some strong changes to the focus on the category and we really saw sales reflect that. We saw growth in all retail channels and it also grew as part of the product mix for the brand We saw that the consumer is looking for maximum fit and function as well as feeling like they are getting true value for what they’re purchasing. Stance is able to meet these real consumer needs and expectations with the comfort and versatility of proprietary features like Butter Blend™, our softest fabric, and our Wholester™ technology that provides maximum support.We have started 2024 far stronger than we anticiapated and are already out pacing our own high expectations

What are the key trends in Men’s Underwear for 2024?
We are seeing that the consumer is looking for maximum fit and function as well as feeling like they are getting true value for what they’re purchasing. Stance is able to meet these real consumer needs and expectations with the comfort and versatility of proprietary features like Butter Blend™, our softest fabric, and our Wholester™ technology that provides maximum support.

In which product segment of your 2024 collection do you expect your biggest growth?
We see grwoth across the product offering inn 2024, from the entry pricepoint all the way through to the recently launched performance underwear

What shapes/designs do you offer in your 2024 collection?
We have a full range of premium boxer briefs with tailored support and new seasonal designs. We offer styles in Butter Blend™ for superior softness, a classic combed cotton option, nylon performance options and polyester for 2024. Every style has features and benefits that will meet the needs of our consumer and their daily use, no matter the activity. Our boxer briefs come standard with a 6” inseam and tailored with features like our patented Wholester™ technology, Feather-Seam™ construction, side entry fly, core-flex waistband, performance mesh and Freshtek™, the ultimate utility to keep you fresh and dry from warm up to cool down. Freshtek™ helps wick away moisture while eliminating odor-causing bacteria to keep you feeling fresh, dry and comfortable.

What materials are you using?
See above

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We are continue to see the underwear category setting its onwn trend, with print and pattern still dominating the firstt time purchase and solids cattering for the more seasonaed Stance Underwear fan.

How are you supporting retailers to sell your men’s underwear?
Underwear is a big focus for us as a brand. We have huge confidence in our product and already have a loyal customer base that appreciate our premium underwear experience (quality, comfort, and style).We are amplifying our marketing efforts of the underwear category across the board and working closely with key retailers to elevate and activate this category in their store. We also plan to reignite our satisfaction guarantee as we are so confident that once someone wears our product they won’t look back! We also understand that trying on underwear in store is not common and this reduces sales friction

Key Products:

M801C24PED_BLU – PEDLZ FALLIN BOXER BRIEF:
Our top selling silky soft Butter Blend style.

PEDLZ FALLIN BOXER BRIEF.

M803C24TUB_MUL – TUBEULAR BOXER BRIEF:
The Top selling soft Poly Blend Boxer Brief. Lower price point, material allows for maximum vibrancy in terms of designs.

TUBEULAR BOXER BRIEF

M904A23CRO_BLK – CROSSHATCH WHOLESTER:
Our top selling Performance underwear for the year, Wholester pouch for max support along with our moisture and antimicrobial tech – FRESHTEK. Style is out now and carried over into 2024.

CROSSHATCH WHOLESTER