Lingerie is a primary element of contact with the body, therefore generates a special attention from an aesthetic and technical point of view.
Since always related with the sense of shame (Bologne 1986) it has the functionality to hide what the vision offends (Piveteau 2005).
Lingerie image is subject to a personal evaluation and perception due to cultural differences, body type distinctions, as well as social membership and imaginary projection, structuring the outside image of the body starting from the inside (Benson 1996; Cox 2000).
With the power of creating collective imagination, lingerie is a powerful element of seduction and self-creation (Cox 2008; Shaskan 2007). However, the image of comfort seems to be gaining prominence among the preferences of consumers (Bressler 1999).
The aim of this work is to show the result of more than 100 enquiries directed to feminine lingerie consumers within the Portuguese market. Questions were divided in 3 different areas such as consumer identification, Portuguese consumer lingerie market and lingerie product (Stake 1995). The data gathered from the users will be compared with the data gathered by the national lingerie brands enquiry in terms of image, brand and product requirements (Gray 2009).
The suggested results show that lingerie image, proposed by Portuguese lingerie brands could be perceived in a very different way by the Portuguese consumer, demonstrating the existing gap between the consumer and the brand’s perception concerning the same brand image.
The present trend is directed towards greater comfort and functionality due to the change of beauty canons. This evolution presents a new Lingerie image that suppresses the extremes of the market (Castilho 2008).
|Keywords:||Lingerie, Visual Image, Consumer Perception, Brand Perception, Feminine Underwear|
Researcher, Department of Masters and PhD in Design, Faculty of Architecture, Technical University of Lisbon, Marinhais, Santarém, Portugal
Assistant Professor, Fashion Design, Faculty of Architecture, Technical University of Lisbon, Lisboa, Lisboa, Portugal
Assistante Professor, Techology Department, Technical University of Lisbon, Lisboa, Lisboa, Portugal