New Study Shows Women Wear Same Bra Almost Every Day

Heritage UK lingerie retailer�Rigby & Peller released the findings of their first ever U.S. poll, modeled after their groundbreaking survey conducted in the UK earlier this year. Surveying 2,000 US women ages 18+ on their lingerie buying, styling and wearing habits, Rigby & Peller found that U.S. women prioritize comfort above all else. While almost 80 percent of U.S. respondents have at least one bra that they find 100 percent comfortable, these women don't find their comfortable bras to be beautiful.

Almost 70 percent of U.S. respondents admitted to regularly wearing the same bra every day. Moreover, 30 percent of the women surveyed own bras they've been wearing for over 10 years, while 5 percent admitted to owning at least one bra that was over 20 years old.

The poll results also revealed contemporary American women's lingerie and bra preferences. U.S. respondents prefer a more natural look when it comes to their foundation pieces. With 84 percent of respondents opting for a flattering, contained silhouette, and 62 percent saying they feel most attractive in a well-fitting bra versus a more revealing cut.

On a macro-level, the study showed that U.S. women need more knowledge about the importance of regularly rotating bras, replacing over-worn styles and getting properly fit for a bra that is both comfortable and beautiful. Almost 70 percent of respondents would welcome expert advice to help build their underwear collection with pieces that fit well and build confidence.

"Since launching in the US last year, Rigby & Peller has found that US women are hungry for knowledge and expertise when it comes to finding a bra that fits well, but also suits their lifestyle needs," explains CEO of Rigby & Peller US, Ginny Gerard.

"While it's incredible to see how similar the findings are between US and UK women, our research further shows that a lot of US women see lingerie shopping as a necessary evil, and they end up buying lingerie that doesn't suit them properly," said Gerard. "American women have more options than ever for purchasing lingerie, including a proliferation of direct-to-consumer online lingerie brands, but these options lack the expert guidance that can put women in bras that are comfortable, beautiful and nothing short of life-changing. Lingerie shopping is a luxury and bespoke experience at Rigby & Peller stores worldwide.�Our mission is to bring romance, excitement and joy to bra shopping in the U.S."

To view specific findings and additional data, please click here.