The Secret to Confidence Starts with Intimates, says new Sears Canada Survey of Canadian Women

TORONTO, June 20, 2017

From bikinis to briefs, lace to cotton, women nationwide agree: 'unmentionables' aren't just a necessity. In fact, 58 per cent of Canadian women say that buying beautiful underwear is about loving their body and making themselves feel good.

Listening Leads to Insights

These survey results set the scene for Sears Canada's chic new line of intimates; a range of high quality undergarments that prove confidence doesn't require a hefty price tag.  The exclusive private label collection includes delicate lace bralettes and underwire bras ($14.97-$16.97), and panties in both bikini and thong styles ($7.97 or 5/$25) perfect for the free-spirit, the classic traditionalist, and everyone in between. The affordable mix-and-match line embraces an extensive assortment of styles and colours made to fit any lifestyle and all pieces are sold separately. For women looking to add an extra punch to their day, bold colours like Scarlet and Turquoise fit the bill while soft pastels like Orchid and Plume lay a fresh foundation for any outfit.

The 'Uncovered' Truth! Survey Says:

Sears Canada's national survey of Canadian women revealed:

• Every #OOTD (Outfit of the Day) starts with what's underneath: 48% of Canadian women aged 18-34 have purchased undergarments for a special event (i.e. Valentine's Day, first date, birthday, vacation, or anniversary)
• Lucky ladies! More than 1 in 3 Canadian women have a "favourite" pair of undies they reserve for special occasions
• Looking for a confidence boost? Wear black! Of the Canadian women who have a colour preference, 65% feel most confident in the ever-classic hue
• 54 % of millennials love their lace, saying it is their favourite feature for undies
• Soft is sexy! 46% of Canadian women prefer pastel colours, with bright colours and fun patterns being reportedly less popular
• 59% of dating women buy undies every 2-3 months or more often than that
• Whereas 61% of women married or in a common-law relationship purchase bras and panties twice annually (or less)

"These findings prove that a woman's intimates hold an unsuspecting power," says Jennifer Hills, Divisional Vice-President of Public Relations for Sears Canada. "We were very interested to find that these barely seen lace necessities can actually help to fundamentally increase her confidence, and we're thrilled to offer affordable products that foster positive feelings both inside and out."