By  on July 29, 2013

Innerwear needs a wake-up call.

A lack of newness and innovation in the $14.5 billion innerwear market — particularly in the daywear and shapewear sectors — is dragging down overall sales in the category.

The industry, which includes bras, underwear, sleepwear, loungewear and robes, barely coasted by with a total dollar increase of 0.8 percent and a 0.1 percent decline in unit sales from June 2012 to May 2013, according to the most recent report by The NPD Group Inc./Consumer Tracking Service.

That’s a major change from a 4 percent dollar gain and a 2.8 percent decline in unit sales in the same 2011-12 time frame, reported NPD. It also reflects a significant shift from a healthy intimate apparel business in postrecession 2010, when consumer spending was cautious but the category continued to generate sales gains in the 2 to 3 percent range.

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