By  on June 7, 2018

As global sales of underwear is pegged to experience steady growth over the next three years, retailers are shifting their focus to selling more product online while brands are stepping up direct-to-consumer efforts — via e-commerce and physical stores.

The push comes as marketing and promotion of the segment has also shifted. There’s an invigorated approach to appeal to “everyday consumers” in advertisements, which has seen a greater push on digital channels via programmatic ads. And the role of influencers continues to play a critical part as shoppers turn to social media for inspiration.

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