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

TORONTO, June 20, 2017 /CNW/ - Are a woman's bare necessities her key to confidence? "Yes," says a new survey from Sears Canada where more than 80 per cent of Canadian women state that a beautiful set of bra and panties makes them feel confident and sexy. The survey, conducted by Maru/Matchbox on their online panel, the Angus Reid Forum, included 1,500 women aged 18-50, who overwhelmingly agree basic essentials play a vital role in boosting their daily self-confidence.

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."

Sears Canada's new intimates collection can be found online at Sears.ca, nationwide in all Sears Canada stores, and at the limited time pop-up shop branded #weveCHANGED at 322 1/2 Queen St. W., Toronto.

This June, for a limited time only, Canadians can get their hands on the new lace panties for a special discounted price. From June 15-June 28, all lace styles will retail as buy one, get one free in celebration of the Company's biggest sale of the season, Sears Days

About Sears Canada

Sears Canada Inc. is an independent Canadian retailer with head offices in Toronto, Ontario.  Sears Canada's unique positioning offers consumers Sears Label products, which are designed in Canada and directly sourced by Sears Canada, and also designer labels at 30-60% less in The Cut @ Sears.  Sears Canada also has a top-ranked mattress business in Canada, and the number one appliance business in Canada.  Sears Canada is undergoing a reinvention, including new customer experiences at every touchpoint, a new e-commerce platform, new store concepts, and a new set of customer service principles designed to deliver WOW experiences to customers.  Information can be found at sears.ca/reinvention.

Survey Methodology

From May 10 to May 15, 2017, an online survey was conducted among 1,512 randomly selected Canadian women 18 to 50 years old who are Angus Reid Forum panelists. The margin of error — which measures sampling variability — would be +/-2.5%, 19 times out of 20 on a probability sample of this size. The sample was balanced by age, region, and education according to the most recent Census data. Discrepancies in or between totals are due to rounding.

Jennifer Hills, Divisional Vice-President of Public Relations for Sears Canada is available for interviews.

SOURCE Sears Canada Inc.

For further information: or to set-up an interview please contact: Sonya Friesen, Strategic Objectives, 416 666 6833, Sonya.friesen@strategicobjectives.com

RELATED LINKS
http://www.sears.ca

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890