https://hootsuite.com/pages/digital-in-2019
There are 3.725 billion active social media users (Hootsuite, 2019) and this is only going to increase. People buy into Filter by Molly-Mae because they follow her on Instagram and want the same tan that she has, they want to look like her. It is the easiest way to gain customers, if they see someone they like using/liking a product they will buy into it, hence the term ‘influencer’. Filter by Molly-Mae is already an established brand so adding a shape wear collection would not only stay in line with the trends but would also increase profit for the brand.
The shape wear market is predicted to expand at a compound annual growth rate of 7.1% and will double over the next ten years in comparison to 2018. It would be beneficial to the business to invest into shape wear as the market is beginning to expand. Body positivity is a huge trend at the minute, with influencers on social media flaunting their flaws and being proud of them. Shape wear makes 3 out of 4 women feel more confident (Textiles Intelligence, 2019) and has been around for years. This suggests that people already buy into shape wear to make themselves more body positive and with the trend of body positivity increasing and the market for shape wear increasing, it is the perfect product to invest in.
Fabric manufacturing is also an industry that is developing and using premium fabrics as shape wear is making them more comfortable and therefore more desirable as an everyday staple item and increasing market appeal. Also many celebrities are strong advocates for shape wear (discussed more in editorial reports) but this can have a positive affect on the public. Including shape wear on Filter by Molly-Mae would make it more accessible. Seamless shape wear is expected to be the most popular type as it camouflages what you want to hide but is also not visible under clothing. The millennial population are the main consumers of shape wear because of the ability to achieve a trendy figure with it still being natural. Shape wear also helps with the distribution of sagging skin and accumulated fat which suggests that shape wear also interests the older generations too, therefore adding to the benefits of adding a shape wear collection to the brand.
Filter By Molly Mae 