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Some images of John Lewis current lingerie displays, this seems to one of the only department stores which have displays rather than just blocks of loads of different underwear and I can see the Lovel Intimates collection sitting in well in this store. The images also show some interesting new visual merchandising layouts such as a room divider used to hand the lingerie on and hanging mannequins.

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The below diagram is from the "https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/breast-cancer/incidence-invasive#heading-One" website and shows the age at which age women have developed breast cancer. The stats show that the 2nd highest amount of cases were from 50-54 at 6500 per year for this age range.

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To decide on which garments to send where from the range

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The Office of National Statistics, which keeps track of such things, has named the UK cities most visited by international visitors. You'd expect London to be number one and Edinburgh, coming in at number two isn't much of a shock either. But some of the other destinations in the UK Top 20 list, may surprise you. Check out their profiles to find out what makes each of them so popular.

Home of the Houses of Parliament, Big Ben, The Tower of London, Westminster Abbey, The British Museum and more British Icons, London is a world center of theatre, art, music, literature and culture. It's also a city of colorful markets, great shopping, green open spaces and a cosmopolitan culture.

London is home to 7.5 million people, or 12.5 per cent of the UK's population. Not counting visitors, more than 1.5 million Londoners come from abroad. They speak 300 different languages. On top of its cosmopolitan locals, London welcomes more than 25 million visitors a year through its five airports, national rail stations and Eurostar terminal, the gateway to the continent.

When visitors think of Liverpool, the Beatles come immediately to mind. And, of course, there's plenty to do that's Beatles related - not least of which is is visit to the famous Cavern Club.

In 2008, the mantle of European Capital of Culture landed on Liverpool, revitalizing this city in England's northwest, as the award often does. Liverpool's Albert Docks area became a UNESCO World Heritage Site for its role in the maritime history of Britain's. Visitors to the area can explore Liverpool's part in the history of the slave trade, commemorated in the world's only International Slavery Museum, in emigration to the New World and in the spread of trade and culture across the British Empire. The spotlight on the dock's history has also brought trendy clubs, hotels, shopping, dining and a Liverpool branch of the famous Tate Gallery to the immediate surrounding area.

Over the years, Liverpool has had its ups and downs, so there are good bits and not so good bits. But the recent revival of interest in this historic city means there are quite a few new and trendy hotels.

People sometimes dub Leeds The Knightsbridge of the North because this city, built on a tradition of wool, textile and clothing manufacture, is one of the UK's major retail and fashion hubs. Glamorous shops are housed in some of the most splendid Victorian arcades in Europe. Famous Harvey Nichols established its first store outside of London here. And one of Britain's most famous businesses, Marks & Spencer, began its life as a humble market stall in Leeds Kirkgate Market.

Leeds is a thoroughly wired up place. Leeds IT companies host more than a third of all UK Internet traffic and there are more ISDN lines per head of population than any other major city in the world. A new Internet Quarter, full of call centers and server farms, is in the works.

Currently the UK's third largest city, Leeds is also the fastest growing city in Britain. Its population of three quarters of a million includes more than 100,000 university and college students who support a lively music scene. There are about 1,500 bands currently active in Leeds. Among the city's recent success stories, the Kaiser Chiefs and Corinne Bailey Rae hail from this Yorkshire city.

Leeds is well placed for some nightlife and retail therapy as part of a tour of the beautiful Yorkshire countryside. It's also less than half an hour, by train or car, from the Medieval, walled city of York.

On it's own, it might be hard to understand why Inverness, on the River Ness near the head of the Moray Firth, is among Britain's top 20 cities for visitors. But Inverness is more than a quiet provincial city. It is the unofficial capital of the Highlands and the gateway to all that - for visitors at any rate - is Scottish about Scotland.

Just outside of Inverness, the Culloden battlefield bears witness to one of the great lost causes in Scottish history. In 1746, the clans who supported a restoration of the Stuarts to the throne rallied behind Prince Charles Edward Stuart - known as Bonnie Prince Charlie - in what was known as the Jacobite cause. The climax, at Culloden was an hour-long battle in which at least 1,000 died. It led to the brutal "pacification" of the Highlands, the banning of clan chiefs and tartans and the attempted destruction of Highland culture. The story is explained at an outstanding visitors center, run by the National Trust of Scotland, on the iconic Culloden Battlefield site.
Read a description of eve of battle and the battle itself, in Sir Walter Scott's novel, "Waverley".

A few miles southwest of Inverness, Loch Ness marks the last great body of water at northern end of the Great Glen, the deep channel of interconnected lochs and waterways that cuts across southwest to northeast across Scotland, from the North Atlantic to the North Sea. Coach and Caledonian Canal tours can be arranged to visit the loch to have a look out the legendary Loch Ness monster. Even if you don't spot Nessie, Loch Ness is a beautiful place to visit and home to Rock Ness - a rock festival with its own sea monster. Urquhart Castle is known to be a particularly good place for Nessie watching.

East of Inverness, the area surrounding the River Spey, is prime territory for Scotch whisky tourism. Speyside distilleries make some of the most famous and most treasured whiskies in the world. Many are open to the public. The area is also popular for salmon fishing and shooting holidays.

Inverness also within easy striking distance of the Cairngorms and Cairngorm National Park - a popular skiing destination and home to Balmoral, the Queen's Scottish vacation home. And, if you are heading for Orkney, flying from Inverness is the fastest way to get there.

But one word of advice. Inverness on weekend nights can be an incredibly noisy place. If you are planning an early start for a cruise or a tour, find yourself a quiet hotel, away from the center.

Find out more about Loch Ness and Inverness

Book a three-day London to Loch Ness tour

Tour Glencoe, Loch Ness and the the Highlands from Edinburgh

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Top 20 Most Popular Cities in the UK for International Visitors

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The Office of National Statistics, which keeps track of such things, has named the UK cities most visited by international visitors. You'd expect London to be number one and Edinburgh, coming in at number two isn't much of a shock either. But some of the other destinations in the UK Top 20 list, may surprise you.

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Golden Browns are seen as a trending colour - 'Following the reddish and gold-infused browns seen at Curve NY and the #goldenbrowns seen trending on the Fashion Feed, browns now emerge strongly at retail (+49% UK, +58% US YoY)

As well their present fashion appeal, these warm browns bring variety to everyday palettes and expand skin-tone options.'

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Generation X posses the best characteristics of both millennials and baby bloomers, they work hard and play hard. This is applied in almost every aspect of their lives, for example technology; millennials were raised on and baby boomers don't understand it but Gen X created it. They are grafting generation and no matter how bad they felt they always got up for work on a Monday.

"Boomers live in the past and have ransomed the future. Millennials fear the future and are ignorant of the past. Generation X acknowledges what has gone before, learns from it, and resolves to shape the future into something better. "

"Generation X is pushing back the envelope of old age, we can “adult” all you like, but we’re still kids at heart."

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We have forgotten about the work-hard, play-hard Generation X

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Generation X has the benefit of possessing the best characteristics of both – with none of the downsides

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Padlet will not allow me to upload my Excel spreadsheet so I have screenshot them and placed.

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INP Project Proposal - Lovel Intimates: City Pack

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INP Project Proposal - Lovel Intimates: City Pack

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I have screenshotted below the 'Support Women for Life' artifice on WGSN Big Ideas 2021: Intimates & Swim. This article provided a lot of insight into how consumers can know who to trust which helps with continuously thinking of the consumer in mind when developing the range. "The key message is authenticity, to support women through the different phases of their lives, rebuilding trust by standing with the customer, while displaying a greater understanding of their journey and needs."

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Risk of political unrest and an unstable government to be considered (when trading with Sri Lanka), given the war between the government and rebel forces in Sri Lanka.

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Leaving the EU with a deal remains the UK government's top priority. This has not changed. However, the government is continuing with no deal preparations to ensure the country is prepared for every eventuality.

Trade agreement

The UK does not have a trade agreement with Sri Lanka.

Tariffs and quotas

The UK exports to Sri Lanka on Most Favoured Nation terms under World Trade Organization ( WTO) rules.

Controlled goods

The export licensing regulations for controlled goods will be affected.

Controlled goods include:

military items

dual-use items (items with both civil and military uses)

firearms

Travel

Sanctions and embargoes

Exports of certain categories of product to some countries are subject to embargoes or sanctions.

Get in touch with DIT:

to find a trade office near you

for Brexit enquiries

for support with exporting from the UK

Export opportunities and advice

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Exporting to Sri Lanka after Brexit if there's no deal

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Leaving the EU with a deal remains the UK government's top priority. This has not changed. However, the government is continuing with no deal preparations to ensure the country is prepared for every eventuality. The UK does not have a trade agreement with Sri Lanka.

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Sri Lankan Rupee is a floating currency, meaning the exchange rate is determined by market forces and can therefore widely fluctuate, unless authorities intervene.

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Whether you're after an outdoor adventure or total relaxation, a trip to Sri Lanka is a great choice. Located just off the southeastern tip of India, it's a melting pot of culture, diverse wildlife and incredible cuisine that's guaranteed to leave you surprised and delighted at every turn.
Of course, you're going to need Sri Lankan money - Rupees - in order to enjoy your trip to the fullest. If you know how to go about it, this is quite easy to do.

Read on for some handy tips and tricks on where to get Sri Lankan money and how to spend it.

Currency in Sri Lanka

The Sri Lankan Rupee (LKR or Rs) is a floating currency, which means the exchange rate is determined by market forces. However, the Sri Lankan authorities sometimes intervene in order to keep the exchange rate from fluctuating too much.

One Rupee (Rs1) is made up of 100 cents. There are a total of six coins and eight banknotes currently in circulation. The coins are: 25 cents, 50 cents, Rs1, Rs2, Rs5 and Rs10. The notes are: Rs10, Rs20, Rs50, Rs100, Rs500, Rs1000, Rs2000 and Rs5000.

Outside of hotels and big shops, change can be hard to come by in Sri Lanka. Make sure you have enough notes in lower denominations (Rs20 to Rs500), especially if you plan to shop at markets or in rural areas.

Exchanging currency in Sri Lanka

You should avoid buying Sri Lankan Rupees ahead of time. The Sri Lankan Rupee isn't considered a major currency, so you're unlikely to get a good rate if exchanged outside of Sri Lanka.

In any case, you can only take up to Rs5000 into the country. You'll also need to change your money back before you leave, as you cannot legally take more than Rs5000 out of Sri Lanka.

Airport currency exchange kiosks and many hotels offer currency exchange services. However, the rates on offer are usually unfavourable, and you may also be charged high fees. You're better off using a currency exchange service or making an ATM withdrawal (more on this later).

Unlicensed money changers are a common sight on the streets of major cities. While these often seem to offer much better exchange rates than banks or exchange bureaus, they're best avoided. Many of them will scam you by using sleight of hand to give you less money than you're due.

Some currency exchange services say they charge no fees or commissions. This is probably untrue. If a company says it doesn't charge any fees, it usually makes its profit by building it into an unfavourable exchange rate.

Always compare the exchange rate you're offered to the mid-market rate. This is the only real exchange rate, and the fairest deal you could possibly get. Finding out the current mid-market rate is easy - just use this convenient currency converter.

Banks and exchange bureaus accept most major currencies, as long as the notes are crisp and clean. If your bills are torn or damaged, they may be refused.

Using travellers' cheques in Sri Lanka

Travellers' cheques rarely have attractive rates, and cashing them in Sri Lanka can be a challenge. Many banks have rather short opening hours - usually Mondays to Fridays from 9:00am to 1:00pm - and most don't accept them.

For these reasons, travellers' cheques are best avoided. You're often much better off exchanging cash or using an ATM.

Using credit and debit cards in Sri Lanka

Credit and debit cards are widely accepted in Sri Lanka, even in smaller towns. Visa and MasterCard are the most commonly accepted cards. AmEx is also accepted, but to a lesser extent. That said, it's still a good idea to carry some cash with you just in case.

You may also come across establishments that display their prices in US Dollars, especially in more touristy areas. While this is convenient, you should always make sure the transaction is performed in the local currency.

In Sri Lanka, it's illegal to perform a card transaction in a foreign currency. In addition, if you choose to be charged in your home currency, the exchange rate will be determined using Dynamic Currency Conversion, not the mid-market rate. This almost always results in an unfavourable exchange rate.

Remember to let your bank know the dates when you'll be abroad. If you don't, it might think your Sri Lankan transactions are fraudulent, which may result in your card being frozen for security reasons.

ATMs in Sri Lanka

ATMs are common in Sri Lanka, and most of them work with Visa (Plus), MasterCard (Cirrus and Maestro) and even AmEx. You can find the closest ATM by using these handy online ATM locators:

ATMs often offer much better rates than exchange bureaus, as long as you choose to be charged in the local currency. Withdrawals in Sri Lankan Rupees are calculated using the mid-market rate. If you choose to be charged in your home currency, however, the ATM will use Dynamic Currency Conversion to make up an exchange rate for you, which always results in an unfavourable deal.

Fees and Limits

While using ATMs is the easiest and most convenient way to get the best exchange rate possible, you do need to watch out for fees.

ATM operators in Sri Lanka charge a fee for every transaction. This is usually between Rs200 and Rs300. Your home bank probably charges fees too. You can usually expect to be charged an ATM access fee and a foreign exchange transaction fee.

Sri Lankan ATMs also have per transaction limits. The limit is usually between Rs40,000 and Rs60,000, depending on the bank. Some newer ATMs may allow you to withdraw up to Rs80,000 in one go. However, do keep in mind that your bank back home may also have per transaction and daily withdrawal limits.

Banks in Sri Lanka

Sri Lanka's banking system is modern and easily accessible. There are more than 25 banks operating in the country. These include well-known international banks such as HSBC and Standard Chartered. It's worth checking with your bank whether it has a partnership with a bank in Sri Lanka. If it does, you might be able to use the partner bank's ATMs free of charge or at a reduced cost.

The largest bank in Sri Lanka is the Commercial Bank of Ceylon. It has about 250 branches and 625 ATMs across the country, as well as operations in Bangladesh. Another large bank is ICICI Bank, an Indian multinational with operations in nineteen countries, including Dubai, Qatar and the US.

Here's a list of the six largest local banks in Sri Lanka:

International banks with operations in Sri Lanka include:

Before your trip, check with your home bank whether they've a partnership with a bank in Sri Lanka. If they do, you might be able to withdraw from the partner's ATMs free of charge or at a reduced cost.

If you or a friend have a bank account in Sri Lanka, TransferWise can make access to your money even simpler. Use it to transfer money into the account at the mid-market rate, and make as many ATM withdrawals as you like with your Sri Lankan bank card.

No foreign transaction fees. No hidden charges. No nasty surprises.

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Money in Sri Lanka: Banks, ATMs, cards & currency exchange

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Whether you're after an outdoor adventure or total relaxation, a trip to Sri Lanka is a great choice. Located just off the southeastern tip of India, it's a melting pot of culture, diverse wildlife and incredible cuisine that's guaranteed to leave you surprised and delighted at every turn.

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Brexit uncertainty continues to cause questions over future import costs. "Hundreds of ships are currently sailing towards Britain without a clear understanding of the tariffs, checks, or documentation requirements they will face when they arrive."

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Prime minister Theresa May's withdrawal agreement was defeated in the Commons by 149 votes last night.

MPs will vote this evening on whether to leave the EU without a deal on 29 March.

The government announced this morning that in the event of a no-deal in the short term 87% of all goods entering the UK would not face any tariffs and import taxes would remain for 13% of incoming goods. The majority of exports will be subject to tariffs under WTO rules.

No new checks or controls on goods will be introduced on goods moving across the Irish border.

Helen Dickinson, chief executive of the British Retail Consortium, said: "Even as the Brexit clock approaches midnight, MPs continue to squabble. Yet it is the public who will feel the impact of a no-deal Brexit - tariffs, non-tariff barriers and currency depreciation will all push up costs and reduce the choice on the shelves we currently enjoy.

"Businesses are exasperated by the lack of clarity over their future trading arrangements. Hundreds of ships are currently sailing towards Britain without a clear understanding of the tariffs, checks, or documentation requirements they will face when they arrive. Politicians must swallow their pride and find an agreement that can command the support of the House."

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Prime minister Theresa May's withdrawal agreement was defeated in the Commons by 149 votes last night. MPs will vote this evening on whether to leave the EU without a deal on 29 March.

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A report by the University of Southampton conducted to show the Sri Lankan apparel sector ethical codes.

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Ethical Codes: Reality and Rhetoric - The Sri Lankan Story - Edinburgh Research Explorer

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'Garment Without Guilt" is an initiative for Sri Lankan Apparel to protect workers rights, to create opportunities for education and personal growth.

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Sri Lanka Apparel - Garments Without Guilt

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Sri Lanka Apparel - Garments Without Guilt

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The National Policy on Elimination of Child Labor in Sri Lanka was launched and published by the government 2016 Child Activity Survey. The 2016 survey shows that 0.8% of children between 5-14 were working and 21.9% of those were in industry.

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Findings on the Worst Forms of Child Labor - Sri Lanka | U.S. Department of Labor

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In 2017, Sri Lanka made a moderate advancement in efforts to eliminate the worst forms of child labor. The government published the 2016 Child Activity Survey, launched the National Policy on Elimination of Child Labor in Sri Lanka, and drafted a revised list of hazardous work prohibited for children.

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Artificial Intelligence (AI) and robots are replacing humans on factory floor. An increase in production efficiency will mean faster delivery and custom clothing, however, this will be a more expensive method which could potentially increase charges from the supplier.

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View(s):

COLOMBO - For many years, discussion of the global garment industry has been dominated by the following question: Where were your clothes made, and by whom? But today, there is a more relevant question: How were your clothes made, and by what?

What you wear is going high-tech, whether you know it or not. After decades of labor-intensive production by workers in the Global South, artificial intelligence (AI) and robotics are replacing humans on the factory floor. But, while these shifts will bring new benefits to consumers - such as faster delivery and custom clothing - they will come with costs. Changes to the garment industry's business model are threatening the livelihoods of millions of people in low- and middle-income countries, and how these economies adapt will have far-reaching implications.

Today, more than half of the world's textile exports, and about 70% of its ready-made apparel exports, come from developing economies. In Asia, some 43 million people are employed in the garment, textile, and footwear industries, with women accounting for three-quarters of the workforce. From China to Bangladesh, textile and apparel manufacturing has facilitated female empowerment and lifted entire generations out of poverty. Simply put, the end of these jobs would be devastating.

But keeping them will not be easy. To understand what businesses in the Global South are up against, consider the competition they face. For example, last year the online retailer Amazon was granted a patent in the United States for an "on demand" apparel manufacturing system that can customize orders and optimize production from anywhere, for less. The company has already won permitting approval for its first production plant, which will be in Norristown, Pennsylvania.

These moves come two years after Amazon announced its own clothing line. And, with futuristic inventions like AI analysis of fashion trends and even a "blended-reality" mirror to dress online shoppers virtually, Amazon's engagement in - and influence on - the clothing business will only deepen.

In many ways, these innovations will be good for the textile and apparel industry. Not only will they make shopping more fun; they will also increase production efficiency and lower costs. Major brands will eventually be able to respond more quickly to consumer tastes while keeping inventories low and limiting the production of excess clothing. In fact, it may be only a matter of time before high street fashion brands swap the "made in" labels from developing countries for "Made by Amazon Manufacturing Services."

The trouble is, all of these changes will mean fewer jobs for many people. As factories face closure, communities will lose income and economies will teeter. The question now is what policymakers should do about it.

For many industries, navigating what the World Economic Forum's Klaus Schwab has called the Fourth Industrial Revolution means regulating technology. But in the textile and apparel trade, that alone will not solve the problem. Instead, the industry must adopt a more human-centric, globally conscious approach to business. New technologies should be evaluated with human costs in mind - measured in terms of lost incomes, shattered livelihoods, and uprooted families.

Moreover, technology companies must do better at collaborating with apparel manufacturers to manage future platforms. As traditional factory jobs evolve, technology-servicing roles will become more important. Just as sewing machines break and need calibration, so, too, will the apparel printers and packaging systems of the future.

Finally, to help ease the transition from manual to modern manufacturing, businesses and governments must begin improving current employees' tech literacy. If today's workforces are to remain relevant in the economies of tomorrow, employees will need the skills to contribute.

And yet, to make any of this possible, leaders in developing countries must come to terms with a hard truth: large pools of cheap labor are no longer a strategic advantage in the global economy. Industrial reinvention is urgently needed. Governments should advocate for trade agreements that cushion the impact when manufacturing jobs are lost, while laying the groundwork for the transition to more tech-heavy industries.

From factory floors to government offices, bold measures are needed if the Global South is to remain relevant to the global garment industry. Change is not coming to the world of apparel manufacturing; it is already here.

Heshika Deegahawathura is a business consultant at MAS Holdings, one of South Asia's largest apparel manufacturing companies.
Copyright: Project Syndicate, 2018.
www.project-syndicate.org

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The garment Industry's technology challenge

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View(s): COLOMBO - For many years, discussion of the global garment industry has been dominated by the following question: Where were your clothes made, and by whom? But today, there is a more relevant question: How were your clothes made, and by what? What you wear is going high-tech, whether you know it or not.

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An article on Sri Lanka Apparel shows the efforts they are making to be more environmentally conscious with their factories, for example: a number of Sri Lankan factories are committed to being zero-carbon factories as well as zero-waste policies in place. Sri Lanka has also made conscious efforts to invest in more use of sustainable and renewable energy sources such as solar, wind and hydro power.

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Sri Lanka Apparel has championed the cause of sustainable manufacturing for many years. This commitment has seen impressive changes in manufacturing processes, sourcing strategies and product innovation, making Sri Lanka a leading destination for brands that care about the environmental impact of their garments.

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Sri Lanka has a mixed legal system - with both Civil Law and Common Law aspects.

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The attached link shows where in the UK women are mostly affected by Breast Cancer, this will help to determined which stores to allocate the mastectomy bras to, as the results show that certain areas of the UK such as the South East and South West have the highest cases of Breast Cancer.

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Figures provided by Cancer Research UK shows the highest number of people affected by breast cancer live in the south west of England.

In this area, 178 people per every 100,000 suffer, or suffered with prostate cancer in the years between 2012 and 2014.

This area includes the cities and towns of Bristol, Plymouth, Bournemouth and Poole, Swindon, Gloucester and Bath.

The annual average number of people affected every year by the disease in the region is 5,210.

However, the second highest affected area is the south east of England, with 176.5 people per every 100,000 affected by the disease.

Over 7,000 people - 7,850 - were affected on average every year between 2012 and 2014.

Yorkshire and the Humber has the fewest affected by the breast cancer, with 161.6 people per every 100,000 and an average of 4,235 people affected every year.

London also has a relatively low number of people affected by the disease, with 162.7 people in every 100,000 being affected.

The rates could signify differences in NHS care across the country, ageing populations - with many people retiring to the south coast and awareness of symptoms.

Signs and symptoms of Breast cancer
Thu, October 6, 2016
Breast cancer is the most common cancer in women; and one in eight women in the UK will develop the disease during their lifetime. These are the symptoms to check for.

Cancer Research UK reports that there were 55,222 cases of invasive breast cancer in 2014 in the UK, with 11,433 deaths from the disease in the same year.

Almost half - 48 per cent - of breast cancer cases in the UK each year are diagnosed in people aged 65 and over (2012-2014).

Since the late 1970s, breast cancer incidence rates have increased by more than half - 54 per cent - in Great Britain, though this includes an increase in females 64 per cent and stable rates in males.

Figures revealed by the ONS show the north east has the highest overall cancer rates, closely followed by the north west and Yorkshire and the Humber.

Cancer Research UK reports that there were 55,222 cases of invasive breast cancer in 2014 in the UK

Cancer Research UK

An average of 637.7 people per every 100,000 were diagnosed with all types of cancer in the north east, which includes Newcastle, Middlesborough, Durham, Gateshead and Stockton-On-Tees.

People least likely to be diagnosed with all types of cancer lives in London, the east of England and the southeast of the country - cities including Norwich, Cambridge and Brighton.

Across England, the average rate of cancer diagnosis was 169.9 per 100,000 people.

The east midlands most closely represents England's average - with 3,925 people affected annually - with 169.6 people in every 100,000 being diagnosed with the disease.

Risk factors of breast cancer include getting older, family history - which could mean having an inherited faulty gene, having a previous breast cancer, having a form of cancer other than breast cancer and taking hormone replacement therapy.

Other risk factors include drinking alcohol and smoking, being overweight, and other medical conditions such as diabetes.

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Breast cancer MAPPED: Where in Britain the DEADLY disease is most prevalent...

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BREAST cancer is the most common cancer in females in the UK, but spotting the symptoms of the disease early could give people the best chance of successful treatment. Express.co.uk has exclusively revealed a map of the regions of the UK which has the highest prevalence of the potentially fatal disease.

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This article shows the rise of inclusivity with last years (2018) stats showing that sales that were more inclusive such as plus, petite and tall jumped 37% within 6 months. This points that the market is continually growing on creating more inclusive options within ranges.

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Inclusivity and diversity are rapidly becoming fashion's new watchwords. The industry is targeting a new generation of socially switched-on young shoppers by embracing size inclusivity and body positivity.

Take Collusion, the new "coming of age" brand launched by fast fashion giant Asos in October. The etailer chose to unveil the Generation Z-focused label with an inclusive campaign that captured 100 people - of different genders, ethnicities and, crucially, sizes - who have turned or will turn 18 this year.

The decision to include a variety of sizes in the campaign also makes sense commercially for the etailer, as sales of size-inclusive styles - plus, petite and tall - jumped 37% in the six months to 31 August.

The UK plus-size market was worth £6.6bn last year, professional services firm PwC reports. Plus-size womenswear is set to grow at an annual compound growth rate of between 4% and 5% from 2017 to 2022 and plus-size menswear at 6% to 8% over the same period, compared with 3.3% and 2.4% respectively in the overall clothing market.

The report says this growth is being driven by rising obesity rates, increasing body confidence among plus-size consumers and better media representation of different body shapes.

Competition in the UK plus-size clothing market continues to grow as more and more brands expand their size ranges

Samantha Dover

Samantha Dover, a senior retail analyst at Mintel, agrees, adding that social media is playing a vital role in the shift: "Competition in the UK plus-size clothing market continues to grow as more and more brands expand their size ranges.

"Pressure is mounting on retailers that don't cater to those in need of larger sizes. This is being driven by social media. Those that don't offer their products in a broad range of sizes are now often criticised for not being inclusive. This demand for inclusivity is also filtering into fashion advertising, and retailers are using models which better represent the UK population."

Body beautiful

Plus-size model Tess Holliday hit the headlines when she appeared wearing lingerie on the cover of Cosmopolitan magazine's October issue. Ashley Graham, a fellow plus-size model, has walked for designers including Michael Kors this year, and launched a collaboration in sizes 6 to 28 with fast fashion brand PrettyLittleThing in September.

Known for its fashion-forward product, PrettyLittleThing has also won praise from customers for showcasing styles from another collaboration, a range of glitzy partywear with Hailey Baldwin, on different body types. The brand launched its first plus collection, PLT+, in September 2017, and Baldwin's comes in sizes 4 to 26.

"We've grown our Plus collection over the past year and now offer a range that caters for sizes ranging from 4 to 26," says founder and chief executive Umar Kamani. "The ecommerce campaign showing different-sized models is another step forward in showing our customers that we cater for different body shapes."

Sister brand Nasty Gal (both are owned by the Boohoo Group) has also expanded its sizing range this year, making its autumn collection available in sizes 4-22. The brand previously offered customers sizes 4-16.

"Our customer is confident and fearless, which makes up the core DNA of who we are [as a brand], but size inclusivity has not always been part of the conversation," explains Nasty Gal's head of buying Claire Asher. "It was safe to say, we were overdue for a change, and we're finally joining the party by extending our sizes. As a brand, we wanted to extend our sizes in a move to become more inclusive and empower body confidence, offering an array of styles and key pieces to our customers."

Alongside stars like Holliday and Graham, a wave of curvier influencers, including Callie Thorpe (202,000 Instagram followers), Danielle Vanier (107,000) and Stephanie Yeboah (21,000), are demonstrating the new expectations of the plus-size consumer. Larger shoppers are demanding trend-driven, fashionable products that fit perfectly - just like their "straight-size" counterparts.

"The mistake the majority of retailers make is that they consider this market to be totally different to fashion in general," explains Ralph Tucker, chief product and supply officer at N Brown Group, which owns plus-size brand Simply Be and size-inclusive brands JD Williams and Jacamo.

"These consumers are looking for fantastic on-trend product, great value, convenience in terms of delivery and product that takes into consideration not only size, but shape and fit," he adds. "They also want to feel connected to a brand that understands and relates to them. As such, they want to be represented and championed in the marketing material from the retailer they choose to shop with. Those who ignore this last point are dinosaurs, and do so at their peril."

People who haven't been represented or spoken to by the high street before also want to look good

Plyska Genova

Plyska Genova, marketing executive at plus-size women's etailer Pink Clove, agrees that the rise of social media and influencers is encouraging fashion brands to cater to a more diverse customer base.

"Influencers have given this customer a voice," she says. "People who haven't been represented or spoken to by the high street before also want to look good. This market doesn't want to be treated as separate or different."

Big competition

Menswear brand and supplier Duke Clothing Company has seen demand for plus-size clothing ranges rocket over the past couple of seasons. Plus-size clothing - XL to 8XL - now accounts for half of its orders, compared with just 10% three years ago.

"It used to be only the specialist retailers doing plus size, but there's been a huge increase in mainstream retailers moving into the market," director Rohan Bassi tells Drapers. "Retailers now are looking to cater to as many people as possible. Now, we work with Asos, Boohoo, Zalando and Sports Direct. Retailers aren't differentiating for a plus-size customer, and are targeting their existing markets, so Asos is looking for extremely trend-driven styles regardless of size."

The plus-size customer wants to be able to buy the same range as everyone else.

Sarah Welsh, Oasis

Bassi adds that the success of a plus-size range all hangs on fit: "Fit is so important for this customer and it is very easy to get wrong. We have to constantly adapt our sizing as trends change and people change. You can't just assume the normal [size-scaling] rules apply for big sizes, because they don't."

High street womenswear chain Oasis launched its first Curve collection, catering to sizes 20 to 26, in September this year, following a successful collaboration with specialist Simply Be.

"We had a lot of feedback from customers who wanted to wear Oasis but couldn't, and we are conscious that we have a broad, feminine appeal," brand director Sarah Welsh tells Drapers. "We're a friendly, accessible brand and we want as many customers to people to shop with us as possible. Our approach was to take our bestsellers and making them available to more customers, rather than creating a bespoke plus range that imposed our judgement of what those customers would wear. The plus-size customer wants to be able to buy the same range as everyone else. The whole mindset has shifted. Instead of walking into a shop that only caters for size 20-26, this customer wants to be able to love a brand and be able to buy into it."

Collusion

The combination of specialist brands, big high-street names offering curve collections and fast fashion etailers expanding their sizing ranges means the plus-size market is increasingly competitive. However, plus-size sportswear and occasionwear remain underserved categories and premium brands have been slow off the mark, Mintel's Dover adds.

"Premium retailers have been much slower to embrace the demand for plus-sized clothing, and many are reluctant to offer products in sizes beyond a 16. Those that do tend to have a much more limited assortment at the bigger end of the scale. As a result, there would be an appetite for more brands in this space."

Whistles, Reiss and Jigsaw currently only cater to customers up to a size 16, while Hobbs and LK Bennett offer up to a size 18.

Fast fashion brands such as Asos and the Boohoo Group may cater to the plus-size market, but it is worth noting that the fashion industry still has a long way to go before all customers are represented.

Topshop and Zara are among the high street giants that don't offer a plus-size range, and customers over a size 26 still have limited choice. Generation Z's focus on inclusivity means retailers who ignore plus-size customers risk their sales as well as their brand reputation.

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Ahead of the curve: why fashion is embracing size inclusivity

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Inclusivity and diversity are rapidly becoming fashion's new watchwords. The industry is targeting a new generation of socially switched-on young shoppers by embracing size inclusivity and body positivity. Take Collusion, the new "coming of age" brand launched by fast fashion giant Asos in October.

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more than 80% of breast cancer cases are in women over 50 years old which could be a leading contribution to the lack of fashionability with mastectomy bras. This is because age is coming into the product cycle and brands are almost portraying that when you get to a certain age you're no longer included in the option of fashionable pieces or that your femininity matters anymore.

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The three main risk factors for breast cancer

1. Being a woman - over 99% of new cases of breast cancer are in women.

2. Getting older - more than 80% of breast cancers occur in women over the age of 50. Most men who get breast cancer are over 60.

3. Significant family history - this isn't common, around 5% of people diagnosed with breast cancer have inherited a faulty BRCA1 or BRCA2 gene.

Breast cancer diagnosis

Breast cancer is the most common cancer in the UK, one person is diagnosed every 10 minutes.

1 in 8 women in the UK will develop breast cancer in their lifetime.

This Breast Cancer Awareness Month around 5,000 people will be diagnosed.

B reast cancer and survivorship

Breast cancer survival is improving and has doubled in the past 40 years in the UK.

Almost 9 in 10 women survive breast cancer for five years or more.

Every year around 11,500 people die from breast cancer in the UK.

An estimated 691,000 are alive in the UK after a diagnosis of breast cancer. This is predicted to rise to 840,000 in 2020. For many the overwhelming emotional and physical effects of the disease can be long-lasting.

A Breast Cancer Care survey found 1 in 4 women (26%) found the end of treatment the hardest part of breast cancer and only 1 in 10 (10%) said they felt positive and ready to move on when they were discharged from hospital treatment. More than half (53%) struggled with anxiety at the end of treatment and nearly a third (31%) with depression.
Breast cancer signs and symptoms
Knowing the signs and symptoms of breast cancer can lead to diagnosing the cancer sooner. This can be crucial in providing more effective treatment and, ultimately, saving lives. But a Breast Cancer Care survey found a third (33%) of women aren't regularly checking. A fifth (20%) say it's because they don't know how to check their breasts.

Breast cancer doesn't always mean a lump. Other less well known symptoms include a nipple becoming inverted or a change in texture of the skin.
" Download our signs and symptoms infographic
Breast cancer and younger women

Around 2,200 women in the UK are diagnosed aged 39 or under, or just 4% of all cases.

A Breast Cancer Care survey found just over half (53%) of younger women diagnosed with breast cancer have no discussion with healthcare professionals about fertility preservation options, which include freezing embryos or eggs.

Breast cancer and men

Breast cancer in men is very rare with just 370 new cases in the UK each year, compared to nearly 55,000 new cases in women.

Three quarters (75%) of male breast cancer deaths in the UK are in men aged 65 and over.

A Breast Cancer Care survey found nearly three-quarters (73%) of men don't check their breasts for signs and symptoms of breast cancer, even though the same number (73%) know that men can get the disease.

Secondary breast cancer

Secondary breast cancer is when breast cancer cells spread to other parts of the body, most commonly the bones, brain, lungs or liver. It cannot be cured but it can be treated, sometimes for a number of years.

Two thirds (66%) of Hospital Trusts in England do not know how many of their patients have incurable secondary breast cancer, according to Breast Cancer Care findings. It's estimated there are around 35,000 people in the UK living with the disease, but with such incomplete data collection, we can't be sure.

Close to half (42%) of NHS Trusts and Health Boards surveyed by Breast Cancer Care do not provide specialist nursing care for people with incurable breast cancer.
For care, support and information, call Breast Cancer Care's free Helpline on 0808 800 6000

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1. Being a woman - over 99% of new cases of breast cancer are in women. 2. Getting older - more than 80% of breast cancers occur in women over the age of 50. Most men who get breast cancer are over 60. 3.

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The below link shows the suppliers and competitors which breast cancer care are recommending for post mastectomy surgery bras, clothes and prosthesis'.

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Below are some suppliers of bras, prostheses, clothes and swimwear. Most are specifically for women who have had breast surgery.

Mastectomy bras are available from specialist suppliers or many high-street shops, which can often be a cheaper option.
Clicking on the links will take you to external websites. We aim to ensure the links are up to date and that all suppliers are reputable. But we're not responsible for the content of external sites. Nor does it mean we endorse a company or any of its products, services or websites because it's included on this page.
Please note that these are third-party suppliers. If you have a query regarding your order please contact the retailer directly.

Prices are subject to change and most suppliers will also apply a postage and packing charge so please check the total price with the retailer before placing your order.

Bra, prosthesis, clothing and swimwear suppliers

All about - Silima

Amoena (UK) Ltd

Anita UK Ltd

Asda (George at Asda)

Website: direct.asda.com/george
Products: post-surgery bras.
Availability: stores nationwide.

Betty and Belle Ltd

Chantilly

Debenhams

Website: debenhams.com
Products: surgical bras, mastectomy bras and mastectomy swimwear.
Availability: online shop.

Eloise

Figleaves

Flowerbags

John Lewis

Website: johnlewis.com
Products: surgical bras, mastectomy bras and mastectomy swimwear, bra accessories.
Availability: in store and online shop. Fitting service by appointment.

Knitted Knockers UK

Website: kkukciowix.com
Products: provide free soft, lightweight, 100% cotton knitted prostheses, made by volunteers.

Liberty Custom Breast Prosthesis

Little Women

Marks and Spencer

Medasun

Nicola Jane

Pink Ribbon Lingerie

Recoheart Ltd

Website: recoheart.com
Products: post-surgery recovery bras
Availability: online shop.

Royce Lingerie Ltd

Sainsbury's

Something Pretty

Telephone: 0141 440 1999
Website: something-pretty.co.uk
Products: specialist pocketed bras, swimwear and prostheses.
Pocketing service available.
Availability: online shop, catalogue order or from their Glasgow shop.
Free measuring and fitting service in Glasgow shop.

Tesco

Trulife

Wacoal Europe Factory Shop

Telephone: 01536 761 252
Website: wacoal-europe.com
Products: specialist lingerie and bra-sized swimwear.

Womanzone

Telephone: 01925 220 932
Website: woman-zone.co.uk
Products: specialist, made-to-measure swimwear, plus some bras, prostheses and accessories.
Pocketing service available.
Availability: online shop, catalogue order or from their Warrington shop.
Fitting service at Warrington shop, by appointment.

Recycling bras and prostheses

Against Breast Cancer

Website: againstbreastcancer.org.uk/recycling/bra-recycling

Request a bra bank, or search for one in your area on their website. Bras can also be sent to:

Recycling Scheme, Against Breast Cancer, Leatham House, 13 Napier Court Barton Lane, Abingdon OX14 3YT

Bravissimo

Website: bravissimo.com/doing-our-bit

In store bra recycling scheme, with proceeds going to charity.

Hospices of Hope

Website: hospicesofhope.co.uk
Telephone: 01959 525 110

Unused breast prostheses and recycled breast prostheses in good condition can be sent to their Head office at:

11 High Street, Otford, Kent TN14 5PG

Nicola Jane

Telephone: 0345 265 7595
Email: customerservice@nicolajane.com
Website: nicolajane.com

A lingerie company that sends prostheses, bras and swimwear directly to Hospices of Hope in Romania and surrounding countries and THE Bricon Foundation Whole Women Project in Nigeria.

Send your unwanted bras to:

Nicola Jane Mail Order Office, Southern Gate, Terminus Road, Chichester, West Sussex PO19 8SE

Oxfam

Telephone: 0300 200 1292
Email: enquiries@oxfam.org.uk
Website: oxfam.org.uk

Oxfam shops will take bras that are then recycled either in the UK or sent abroad to Oxfam-run social enterprise schemes such as Frip Ethique in Senegal.

Smalls for All

Website: smallsforall.org

A charity that distributes underwear, including new and hardly worn bras, to women in Africa.

Send items to:

108 Buchanan Crescent, Eliburn, Livingstone, West Lothian EH54 7EF

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Suppliers: bras, prostheses, clothes and swimwear

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Below are some suppliers of bras, prostheses, clothes and swimwear. Most are specifically for women who have had breast surgery. Mastectomy bras are available from specialist suppliers or many high-street shops, which can often be a cheaper option. Clicking on the links will take you to external websites.

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This post talks about what makes the 66 million Gen X spend their money, as well as how brands are caputuring this generations attention by tailoring their market for this audience.

Gen X are the first generation that can really indulge in their nostalgia through their retro music and sitcoms. One way companies are doing this is by using old movies clips with their new modern products; the clips reach the nostalgia in this generation whilst cleverly promoting the new. Nostalgia is the one thing everyone can enjoy.

"These latchkey kids were left alone for vast amounts of time, with their parents busy working, or simply taking a backseat approach to parenting - which was the way to do things back then. This turned them into the generation of parents who liked to hand out participation trophies, and never say “no” to their toddlers. A total 180 from their own upbringings. But, this built in need to rebel and nurture all at once makes wooing this audience a bit tricky.

While many may forget or overlook Generation X, they aren’t going anywhere. They not only have massive spending power right now, and if if they seem a little elusive at times, smart marketing teams would do well to target them."

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The Shelf Full-Funnel Influencer Marketing

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Born between 1965 and 1980, Generation X is thought to some of as the "middle child generation". They are often overlooked for the cooler, trendier Millennial market. And believe it or not, Gen Xers won't overtake Boomers by number for another ten years, according to Pew Research . But Gen Xers wield a significant amount of influence in the market, with spending power that tops $2.4 trillion .

In this post, let's take a look at what makes the 66 million adults known as Generation X spend their hard-earned money, and how brands and businesses can capture the attention of the Digital Age's first adopters by tailoring their marketing specifically for this booming audience.

Trait #1: Gen Xers Are a Nostalgic Bunch (Sorta)

It's no secret people love reliving the good old times. Studies have found that that we spend more money when we're feeling nostalgic. While nostalgia is nothing new (haha - pun), Gen Xers are the first generation to be able to indulge in their nostalgia by accessing retired sitcoms and music videos from the 80s and 90s on demand.

(Like when Ozzy got his own show... and it was both startling and hilarious? On the one hand, Ozzy was BACK! On the other hand, Ozzy was OLDER and didn't know how to operate his own remote-controlled house.)

And it's not just the music. Sony released an updated PlayStation Classic. Reboots of popular franchises like Star Wars, Transformers, and Full House grace our screens - big and small. Wonder Woman, Aquaman, and Iron Man are back. Nostalgia is a growing market, and people are buying into it in spades.

One great example of this was the marketing campaign from to advertise the new Domino's Tracker app. Modeling its commercial on the classic 80's movie Ferris Bueller's Day Off and casting one of the original cast members alongside Stranger Things star Joe Keery, the company effectively covered all of their bases by appealing to people across generations.

Gen Xers were the last generation to grow up on Saturday morning cartoons, and the amazing storytelling that came with them. To this day, Gen Xers can be swayed with a great story... and even more if the great story you're telling is a throwback. Ideally, you never want to alienate anyone from your marketing, even when targeting it at a specific group. Nostalgia is one thing that everyone can enjoy - if it's executed well.

Trait #2: Gen Xers are BIG on Family

Gen Xers are still knee-deep in family matters. The majority of Gen Xers are married and have an average of 2.5 children per household . Many older Gen Xers have also assumed the role of primary caretaker for their own parents. But here's the thing that sort of rattled the personal finance world a few months ago: According to a recent study released by Merrill Lynch, there is actually what is referred to as an "economy of support". Millennials and adult Gen Zers are relying on their Gen X and Boomer parents to help them meet financial obligations, to the tune of $500 million a year. The money Gen Xers and Boomers would otherwise earmark for personal purchases and retirement is being reallocated to financially support adult children.

Gen Xers make up around 20 percent of the population , and control 14% of the nation's wealth. But, 75 percent of them also help their parents financially, and 52 percent support their adult Millennial children struggling to make it on their own. Add to that the 54 percent of Gen Xers still controlling the spending of younger Gen Z children who are now teens and in their early 20s, entering high school, college and the workforce and you can see why Gen Xers have to be smart about their spending.

Many Gen Xers live in multi-generational households, really keeping their families as close as possible. This is why a lot of that family support spending happens. Family is incomparably important to this generation (we're not going to mention the helicopter parenting thing), so keeping a focus on that is essential if you want to appeal to Gen X.

This doesn't mean that you have to fill every commercial with the beaming faces of a happy family. What it does mean is that appealing to this generation as parents, adults (who are STILL rebels, by the way), and individuals.

Trait #3: Gen Xers Pretty Much HAVE to Be Smart Shoppers

Let's talk about that $2.4 trillion in spending power. Despite being the hardest hit by the Great Recession, most Gen Xers count the cost of home ownership among their many financial responsibilities... in addition to college tuition, business costs (they're the entrepreneurial generation who invented hustling), and saving for retirement.

This may explain why Gen Xers are so likely to zero in on good deals and thrifty spending... despite their ample incomes. You're likely to find Gen X coupon clippers, so if you want to channel their spending power into your brand, you'll need to offer them a great deal because these guys do their due diligence. They love comparing companies, products, and prices online to ensure they get the BEST possible deal.

That said, it's pretty safe to assume that Generation X will respond positively to the use of compelling in your digital marketing campaigns. They put a lot of stock into researching brands to figure out which companies are worth patronizing. Positive (and negative) customer reviews matter, so make sure you're set up to receive recommendations and reviews. . Learn how to effectively use user-generated content , and you'll be appealing to what these savvy shoppers find important.

Right now, the average Gen Xer is on the verge of big life changes, and these kind of changes always come with a price tag. Whether that's focusing on personal investment, organizing retirement funds, or sending kids off to college. Money stays on the mind of Gen Xers.

Brands like Amazon (headed by borderline Gen Xer Jeff Bezos) have the market cornered when it comes to online shopping. Their unique mixture of great deals and customer reviews makes this a popular spot for Gen Xers to spend their time and money. It's easy for them to research the products, they can save money compared to buying elsewhere, and with the option of free delivery, they can be confident with every purchase that they have either gotten the best deal or they've gotten the best value. Both are wins.

Trait #4: Gen Xers Prefer Analog... and Digital

Analog was a bit of a reach, I know. But it's totally true for Gen Xers. This generation didn't grow up with the internet. There was no wi-fi, no smartphone, and no social media. But, they've adapted better to this new technology than the Baby Boomers who came before them.

All the technologies that we take for granted as part of our everyday lives came to fruition as most Gen Xers were already adulting. They had to either adapt or be left behind... typical choices for Gen Xers.

Despite this, they've have developed an intense affinity for tech and gadgets, while still nurturing a sort of inborn appetite for traditional live TV, old school radio, and even lo-fi vinyl records.

Gen Xers aren't afraid of technology, but they still have old school boundaries in place from when they were growing up. They come from a time when there was only one telephone in the house that everyone used, and today 85 percent of Gen Xers use smartphones. They really are great at straddling both the traditional and digital worlds. This is the type of fluid duality marketers complain about when it comes to reaching Gen Xers, but the truth is being able to reach your target audience across multiple platforms isn't a disadvantage.

Gen Xers are masters of cross-channel living. They will happily research the best product and price online before heading into the store to purchase. They all have social media accounts that they check throughout the day, but will also still put pen to paper and actually mail a handwritten letter. They survived Oregon Trail (or rather, they died of dysentery, but kept trying time and time again to make it), and played Monopoly, Clue, and Catan on the weekends... that was before they switched to The Sims, Candy Crush, and 2048.

Brands only have to make it easy for Gen Xers to find them and that means doing some savvy omni-channel marketing and beefing up your voice search and AI chops. In the next few years, 50 percent of online searches will be conducted by voice, rather than by typing. No surprise there. In January 2018, 39 percent of US adults said they were very likely or somewhat likely to buy voice-activated smart speakers in 2018, and 61.1 million Americans (nearly 20 percent of the population) expected to use a smart speaker in 2018.

This shows a considerable shift in the way that we use everyday tech... and where brands should be aiming their marketing. Even when working in the digital space, keeping it personalized and human, while combining it with the newest tech or digital practices inspires Gen X to take action.

Trait #5: Gen Xers Prefer Live TV... When They're Not Streaming

Once branded the "MTV Generation", it's no surprise that Gen Xers are big live TV watchers. In fact, according to data from , this generation watches more traditional live TV than Millennials . This does not, however, mean they're not also indulging in streaming services like Netflix, although older Gen Xers still prefer traditional pay TV services over streaming.

So, when building your marketing campaign for this generation, traditional TV ad spots can work to your advantage. This generation grew up on massive amounts of TV, and are more than used to sitting through countless commercials, and seeing them become more and more inventive and interesting. They pay attention to what you're saying in a commercial, but only if you stand out some. Make your ad original and appealing, and this generation will sit up and listen.

Alongside traditional TV, YouTube offers an amazing opportunity for brands to interact with Gen Xers. Of all the the most popular platforms (most of which are social networks), YouTube is one of the most effective ways for brands to reach Gen Xers, moreso than any other demographic. This is because Gen Xers rely on YouTube to improve their personal and professional performance and to find better ways to connect with their children and those around them.

Seventy-three percent of Gen Xers go to YouTube for DIY tutorials, according to Think with Google. They learn new skills by following DIY tutorials, which in turn could save them money.

Seventy-five percent of Gen Xers watch YouTube videos that relate to past events or people. They can rewatch old favorites that have been uploaded onto the platform for new generations to enjoy.

Sixty-eight percent of Gen Xers use YouTube to stay on top of current events, get the news, and keep up with what their kids are watching.
"I sat through what turned out to be a pretty fun night of YouTubing Carpool Karaoke with my nieces and nephews, which introduced me to both Cardi B and Migos. Weirdly enough, a few days later, my teenager met Quavo from Migos at the Pacers game, and you know what - I didn't have to ask, 'What the hell is a Quavo?' Cool Mom moment." -Sorilbran, The Shelf team member and Gen Xer.
Most Gen Xers aren't fans of digital advertisements in the way that their Millennial, Gen Z, and Alpha counterparts are, but YouTube manages to get around this by toeing the line between traditional TV commercials and customer reviews.

Trait #6: Gen Xers Have a Tech-Driven Split Personality

While Generation X is no larger than any of the other defined generations we work with, the difference between the oldest and youngest of the group is much more defined.

Between the 1970s and the 1990s, the evolution of digital technology happened was much faster than in previous years, resulting in very different landscapes from the 70s to the 90s. It's because of this split that we even have a microgeneration within Gen X - the Xennials; a mixture between Gen X and Millennials.

Xennials were finishing high school in the 1990s. Many are now looking after young kids, and being extra wary of their money after the Great Recession back in 2008 when they were first building up their careers and savings.

Compare this to the older Gen Xers who enjoyed an almost Boomer-esque economic period of stability and were able to climb onto the property ladder in the midst of an upswing - lucky them. Now they're getting ready for retirement, with their own kids heading off into the world on their own.

Understanding these differences is key to understanding this generation. Younger Gen Xers and older Gen Xers can be vastly different from one another. These are the differences that make it a challenge to target Gen Xers.

Their parents may have ignored them after school, helping them to attract the title of "latchkey kids", but marketers really shouldn't follow suit. As with middle children in real life, this generation has had to fight for attention, breeding a collective of "I'll do it myself" entrepreneurs, go-getters, and people who have no trouble bucking tradition and dismissing both the prevailing wisdom and authority. Gen Xers have launched over half of all U.S. startups, eschewing Boomers who refuse to leave their jobs, and creating roles for those digitally advanced Millennials to fill.

Let's Wrap This Up

As youths, they were disinterested in what "the man" was doing to our country, rebelling through the pop punk movement, skateboards, and bags of teen angst. You can see this perfectly mirrored in the hit movie of the era, The Breakfast Club which shows a group of misfit teens learning that they want to be themselves, and that's what will make them "cool".

These latchkey kids were left alone for vast amounts of time, with their parents busy working, or simply taking a backseat approach to parenting - which was the way to do things back then. This turned them into the generation of parents who liked to hand out participation trophies, and never say "no" to their toddlers. A total 180 from their own upbringings. But, this built in need to rebel and nurture all at once makes wooing this audience a bit tricky.

While many may forget or overlook Generation X, they aren't going anywhere. They not only have massive spending power right now, and if if they seem a little elusive at times, smart marketing teams would do well to target them.

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What Makes Them Buy: Gen X - The Shelf Full-Funnel Influencer Marketing

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Born between 1965 and 1980, Generation X is thought to some of as the "middle child generation". They are often overlooked for the cooler, trendier Millennial market. And believe it or not, Gen Xers won't overtake Boomers by number for another ten years, according to Pew Research .

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40 over 40: The best Gen X instagrammers

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40 over 40: The best Gen X instagrammers

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The below link shows the type of customer audience Lovel Intimates is focusing on, the Gen X influencer.

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We've done Gramlists on the women of "Advanced Style" and our very aptly-named "Gramlist 'Gram' List," but to negate the generation of women between thirty- and sixty-something on Instagram seems like a callous mistake. While Millennials make up the majority of platform's user base, as our inaugural "40 Over 40" list proves, Gen X women have a pronounced foothold on Instagram. #GenX #over40 UPDATE: A previous version of this article misidentified @fashiononthe4thfloor as her friend, @kyrzayda_. We've updated the work to correct the error.

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40 Over 40: The Best Gen X Instagrammers - The Gramlist

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We've done Gramlists on the women of "Advanced Style" and our very aptly-named "Gramlist 'Gram' List," but to negate the generation of women between thirty- and sixty-something on Instagram seems like a callous mistake. While Millennials make up the majority of platform's user base, as our inaugural "40 Over 40" list proves, Gen X women have a pronounced foothold on Instagram.

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Acorn's profiling - Wealthy countryside commuters:

wealthy older couples living in small rural areas, will be self-employed or company directors with an above average income. May not use social media often but use the internet frequently and will enjoy gold, gardening, wine as well as shopping in upmarket department stores.

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CACI's Acorn is a powerful consumer classification that segments the UK population. By analysing demographic data, social factors, population and consumer behaviour, it provides information and understanding of different types of people.

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Acorn's profiling - Asset Rich Families

Older generation and many retired with children living at home, living in large detached houses valued above average. Professional and managerial jobs bringing in a high level of income. will read the financial news and mange banking online. Moderate phone users and with use apps for shopping, fashion and lifestyle. They will research purchases such as travel, holiday and gardening and can afford to spend frequently, mostly in John Lewis.

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The below link shows the most popular cities in the UK which helps to decide on which products will be going to which John Lewis stores. The article suggests the most popular cities in the UK and most John Lewis department store are within those cities. This will be kept in mind when allocating trend/fashion products.

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The Office of National Statistics, which keeps track of such things, has named the UK cities most visited by international visitors. You'd expect London to be number one and Edinburgh, coming in at number two isn't much of a shock either. But some of the other destinations in the UK Top 20 list, may surprise you. Check out their profiles to find out what makes each of them so popular.

Home of the Houses of Parliament, Big Ben, The Tower of London, Westminster Abbey, The British Museum and more British Icons, London is a world center of theatre, art, music, literature and culture. It's also a city of colorful markets, great shopping, green open spaces and a cosmopolitan culture.

London is home to 7.5 million people, or 12.5 per cent of the UK's population. Not counting visitors, more than 1.5 million Londoners come from abroad. They speak 300 different languages. On top of its cosmopolitan locals, London welcomes more than 25 million visitors a year through its five airports, national rail stations and Eurostar terminal, the gateway to the continent.

When visitors think of Liverpool, the Beatles come immediately to mind. And, of course, there's plenty to do that's Beatles related - not least of which is is visit to the famous Cavern Club.

In 2008, the mantle of European Capital of Culture landed on Liverpool, revitalizing this city in England's northwest, as the award often does. Liverpool's Albert Docks area became a UNESCO World Heritage Site for its role in the maritime history of Britain's. Visitors to the area can explore Liverpool's part in the history of the slave trade, commemorated in the world's only International Slavery Museum, in emigration to the New World and in the spread of trade and culture across the British Empire. The spotlight on the dock's history has also brought trendy clubs, hotels, shopping, dining and a Liverpool branch of the famous Tate Gallery to the immediate surrounding area.

Over the years, Liverpool has had its ups and downs, so there are good bits and not so good bits. But the recent revival of interest in this historic city means there are quite a few new and trendy hotels.

People sometimes dub Leeds The Knightsbridge of the North because this city, built on a tradition of wool, textile and clothing manufacture, is one of the UK's major retail and fashion hubs. Glamorous shops are housed in some of the most splendid Victorian arcades in Europe. Famous Harvey Nichols established its first store outside of London here. And one of Britain's most famous businesses, Marks & Spencer, began its life as a humble market stall in Leeds Kirkgate Market.

Leeds is a thoroughly wired up place. Leeds IT companies host more than a third of all UK Internet traffic and there are more ISDN lines per head of population than any other major city in the world. A new Internet Quarter, full of call centers and server farms, is in the works.

Currently the UK's third largest city, Leeds is also the fastest growing city in Britain. Its population of three quarters of a million includes more than 100,000 university and college students who support a lively music scene. There are about 1,500 bands currently active in Leeds. Among the city's recent success stories, the Kaiser Chiefs and Corinne Bailey Rae hail from this Yorkshire city.

Leeds is well placed for some nightlife and retail therapy as part of a tour of the beautiful Yorkshire countryside. It's also less than half an hour, by train or car, from the Medieval, walled city of York.

On it's own, it might be hard to understand why Inverness, on the River Ness near the head of the Moray Firth, is among Britain's top 20 cities for visitors. But Inverness is more than a quiet provincial city. It is the unofficial capital of the Highlands and the gateway to all that - for visitors at any rate - is Scottish about Scotland.

Just outside of Inverness, the Culloden battlefield bears witness to one of the great lost causes in Scottish history. In 1746, the clans who supported a restoration of the Stuarts to the throne rallied behind Prince Charles Edward Stuart - known as Bonnie Prince Charlie - in what was known as the Jacobite cause. The climax, at Culloden was an hour-long battle in which at least 1,000 died. It led to the brutal "pacification" of the Highlands, the banning of clan chiefs and tartans and the attempted destruction of Highland culture. The story is explained at an outstanding visitors center, run by the National Trust of Scotland, on the iconic Culloden Battlefield site.
Read a description of eve of battle and the battle itself, in Sir Walter Scott's novel, "Waverley".

A few miles southwest of Inverness, Loch Ness marks the last great body of water at northern end of the Great Glen, the deep channel of interconnected lochs and waterways that cuts across southwest to northeast across Scotland, from the North Atlantic to the North Sea. Coach and Caledonian Canal tours can be arranged to visit the loch to have a look out the legendary Loch Ness monster. Even if you don't spot Nessie, Loch Ness is a beautiful place to visit and home to Rock Ness - a rock festival with its own sea monster. Urquhart Castle is known to be a particularly good place for Nessie watching.

East of Inverness, the area surrounding the River Spey, is prime territory for Scotch whisky tourism. Speyside distilleries make some of the most famous and most treasured whiskies in the world. Many are open to the public. The area is also popular for salmon fishing and shooting holidays.

Inverness also within easy striking distance of the Cairngorms and Cairngorm National Park - a popular skiing destination and home to Balmoral, the Queen's Scottish vacation home. And, if you are heading for Orkney, flying from Inverness is the fastest way to get there.

But one word of advice. Inverness on weekend nights can be an incredibly noisy place. If you are planning an early start for a cruise or a tour, find yourself a quiet hotel, away from the center.

Find out more about Loch Ness and Inverness

Book a three-day London to Loch Ness tour

Tour Glencoe, Loch Ness and the the Highlands from Edinburgh

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Top 20 Most Popular Cities in the UK for International Visitors

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The Office of National Statistics, which keeps track of such things, has named the UK cities most visited by international visitors. You'd expect London to be number one and Edinburgh, coming in at number two isn't much of a shock either. But some of the other destinations in the UK Top 20 list, may surprise you.

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A list of the major cities in the UK

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United Kingdom: Countries and Major Cities

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United Kingdom: Countries and Major Cities with population statistics, maps, charts, weather and web information.

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The attached link shows the main cities in the South West of England, another major city which shows a high case of Breast Cancer. John Lewis have stores in the cities here in Poole and Exeter. This is something to keep in mind when allocating the mastectomy underwear.

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For other places with the same name, see South West (disambiguation).

The West Country is an unofficial name for southwest region of England although Cornwall is a distinct entity in its own right and one of the modern-day Celtic nations. Its main draws for travellers are its countryside and coastlines, but it is home to several cities as well.

The following counties are generally considered to form the West Country:

Stonehenge - the most famous prehistoric standing stones in the world and a World Heritage site

The Forest of Dean - the "Queen of Forests" and one of England's few remaining ancient forests

Dartmoor and Exmoor National Parks

Isles of Scilly - a glorious set of islands out in Atlantic Ocean off Cornwall, one of Britain's best kept secrets.

Land's End - where Cornwall tumbles into the Atlantic

Lundy - a rugged and very scenic island off the North Devon coast.

Exmoor - the rolling bare moors of West Somerset and North Devon meet the Bristol Channel at the hog back cliffs of the West Country's highest coastline, peaking at the 1043 ft Great Hangman.

The White Horses of Wiltshire - white horses created by removing the grass on hills to reveal the white chalk underneath, most a few hundred years old although the Uffington White Horse is at least 3,000 years old.

The Jurassic Coast in Dorset and East Devon - designated a World Heritage site

Bideford Bay - like its neighbours in North Cornwall and the Gower Peninsula (across the Bristol Channel in Wales), Britain's premier Atlantic coast surf zone, with beaches such as Woolacombe, Croyde, Staunton and Westward Ho!

The exact boundary of the West Country is unclear, which is often a source of heated debate between the different counties, many of which have strong identities. However, a good definition of the West Country is the coastline directly south of Wales across the Bristol Channel (on a clear day Wales can be seen from most of Somerset, North Devon and even the Bude area around Cornwall), which is Somerset, North Devon and North Cornwall, and the coastline directly north of Brittany and Normandy (South Cornwall, South Devon and West Dorset).

What can be said is that it is an area that shares many interesting cultural similarities. Most noticeably the dialect; in the West Country, valleys are called combes or nants and plimsolls are called daps or dappers (like its neighbour in Wales).

The West Country historically had strong immediate trading links with Wales, Brittany, Ireland and the Basque Country, and it shares many similarities with these areas (cider production, pastry snacks, a love of fish dinners, smuggling, wrecking).

West Country dialects can vary but share many similarities, most noticeably the rhotic pronunciation (the R in words like "bar" and "pork" is pronounced) and 'drawled' manner of speech, often stereotyped as rural or pirate speech. They can also be found in neighbouring counties, but they are more uncommon due to the influence of large population shifts out of London.

West Country people are often portrayed as warm, welcoming, forgiving and easygoing folk, and certainly, that reputation has helped enhance the tourist industry. Other aspects of the culture include an almost religious obsession with rough farm produced scrumpy cider. Many folk songs about the juice of the apple are widely known and will be readily preformed by the locals.

West Country people are often portrayed in the British media as simple country folk, but be aware that people are not comfortable with this Londoncentric view and might well find such comparisons extremely offensive .

Probably the cheapest way of getting to the South West, National Express and Megabus operate many services into the region, including routes from airports.

First Great Western operates most services into and around the region along with South West Trains (which cover mainly the east of the region) and CrossCountry, which provide long-distance services from the north.

The M5, M4, A303 and A31 provide motorway and trunk road access to South West England.

Bournemouth, Bristol, Exeter and Newquay all have airports with services from the rest of the UK and abroad.

Stonehenge - one of the world's most famous prehistoric monuments, in Wiltshire.

Roman Baths - Roman spa complex constructed on hot springs, now a museum, in Bath.

The South West, with its long Jurassic coastline, is a haven for tourists, and many tourist attractions can be found here. One of the most popular attractions is the Eden Project[1] in Cornwall.

Other attractions include Crealy Great Adventure Parks[2], with two locations.

The surrounding area (especially Truro) are very religiously conservative and see homosexuality as a sin. You will face discrimination since all public accommodations are not LGBT friendly. Also there is a rare chance you could face attacks and police will be complicit or unsympathetic. LGBT should keep their sexuality private.

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The following counties are generally considered to form the West Country: {| |- |width="32px" bgcolor="#87cdde" | || Gloucestershire |- |bgcolor="#aaeeff" | || Wiltshire |- |bgcolor="#80e5ff" | || Somerset |- |bgcolor="#216778" | || Dorset |- |bgcolor="#0088aa" | || Devon |- |bgcolor="#2ad4ff" | || Cornwall |- |bgcolor="#162d50" | || The Isles of Scilly |}

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The attached link shows the main cities in the South East of England, a major area which has the highest rates of breast cancer. John Lewis Oxford, Milton Keynes, Reading etc.

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The South-East of England [1] is one of the most-visited regions of England and the United Kingdom, being situated around the English capital city of London and located closest to mainland Europe. Together with London, the South-East represents the main economic powerhouse of the country and is one of the most densely-populated of the English regions. The region holds much of interest to the traveller, from varied landscapes to historical towns and cities.

The South East England region consists of the following counties (from top left):

South-East England has a number of major towns and cities of interest to the traveller, the following are ten of particular interest:

Brighton (East Sussex) - Super trendy Brighton on the south coast boasts the best cultural events in the UK outside of London.

Canterbury (Kent) - England's premier cathedral city

Dover (Kent) - gateway to england with castle and white cliffs

Hastings (East Sussex) - Historical seaside resort with cliffs and medieval old town

Milton Keynes - gateway to the Midlands, New town architecture and home to Bletchley Park an important site in the history of computing.

Oxford (Oxfordshire) - the university city

Portsmouth (Hampshire) - the Waterfront City, home to Nelson's HMS Victory, and the UK's newest icon, the Spinnaker Tower

Southampton (Hampshire) - Thriving student city with excellent nightlife and shopping

Reading (Berkshire) - Just west of London and home to the annual Reading festival

Windsor (Berkshire) - location of Windsor Castle and Eton College

Note that although geographically within this region, London is actually a region in its own right.

The Cotswolds - a range of rolling hills

The Chiltern Hills - another range of rolling hills

Waddesdon Manor - popular country manor in Buckinghamshire, an excellent example of neo-renaissance architecture in Britain

Hever Castle - childhood home of Anne Boleyn, and where Henry VIII spent his honeymoon(s)

Blenheim Palace - birthplace of Sir Winston Churchill and a World Heritage site

The New Forest - home to wild ponies, and not particularly new (William the Conqueror designated it a royal forest over 900 years ago)

The Thames[2] - it flows through more than just London. It goes through Berkshire, Buckinghamshire and Oxfordshire to be precise

The Downs Sweeping through Hampshire and Sussex (the South Downs) and Surrey, Sussex and Kent these majestic hills are popular with walkers, cyclists and people trying to Escape London

The South of England is well serviced by air by virtue of sharing London's international and domestic airports and also Southampton International Airport

The Eurostar [3] runs from mainland Europe to Ebbsfleet, Ashford and St. Pancras Station in London.
Services to and from the rest of the UK are good; with trains from the North through Buckinghamshire, Berkshire and Oxfordshire and from the West (and Wales) to Berkshire and the South Coast.
London is never too far way

The South's major passenger ports are Dover ( Boulogne and Calais), Portsmouth ( Cherbourg, Caen, Le Havre, St. Malo and Santander), Southampton (services to the Isle of Wight) and Newhaven ( Dieppe).

There are taxi firms everywhere (many are by booking only - find the phone number of the local company and phone ahead).

Every town has a bus service, although these are - confusingly - privatised and you will need to make sure you contact the right company for information. This does mean that when you get away from the bigger towns bus services very often tend to be limited or non existent.

Hampshire (Stagecoach) [4]

Isle of Wight (Southern Vectis) [5]

East and West Sussex (Stagecoach) [6]

Surrey, Kent and Sussex (Arriva) [7]

Surrey and East Sussex (Metrobus) [8]

East Kent (Stagecoach) [9]

Southampton area (Solent Blue Line) [10]

Southampton area (First) [11]

Brighton and Hove (Brighton & Hove) [12]

Hastings and Bexhill (Stagecoach) [13]

Eastbourne and Hailsham (Eastbourne) [14]

The South-East has a very dense and usually easy-to-navigate road network. The M2, M3, M4, M20 and M23 motorways all connect the region radiating around London via the M25 peripheral road. Be aware that the M25 is nearly always busy, and there is congestion, sometimes severe, during the rush hours virtually every day.

As well as the M25, the M20 (the main motorway link between Dover and London) is occasionally clogged up by lorries, often due to French ferry workers going on strike. (Operation Stack is the name to listen out for on the radio if travelling). Other motorways that can get very congested at rush-hour include the M3 (connecting Southampton to London) and the M27 around Southampton and connecting the city with Portsmouth.

England has one of the highest densities of railway lines per square mile in the world, so rail travel is a very viable option...but much of it dates back to the early 20th century and as such there are frequent train delays and cancellations due to engineering works. Also, signalling equipment breaking has become a common occurrence in recent years, with passengers placing the blame on the 1990s Privatisation, in which less money has been spent maintaining the infrastructure as frequently as before when the railways were publicly owned. These costs are passed on to the customer - be prepared for the most expensive tickets in Europe (per mile/km).

Be aware that the train lines in the South and South East are some of the busiest and most overcrowded in Britain, especially during the week day rush hours (7:00 to 9:00 and then 16:30 to 18:30). This is not only due to passenger numbers, but also train companies deciding to run the service on a shoestring, in which the trains are often too short for the most busiest routes. For example, the Ashford International to Brighton service is the most busiest, but only because its two carriages long when other less busy routes have at least four. Therefore, if possible and you are not prepared to stand for a long time, avoid this service and seek alternative routes.

Also buy tickets before boarding the train to avoid risking a nasty shock. Some guards can sell you tickets on the train, but others can issue a penalty fare, which are known as Revenue Protection Officers. It is not made clear by the uniforms these wear, apart from a badge bearing their name and job position which is hard to see at the best of times and when they approach you asking for tickets, it's too late. If your originating station has no ticket facilities, the guard has to sell you a ticket on board regardless. If the station is closed and the ticket self-serve machines are not in order, you will need to purchase a "Permit to Travel" from a coin-operated machine if available, which you then exchange on the train for a ticket.

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The South-East of England [http://www.visitsoutheastengland.com/] is one of the most-visited regions of England and the United Kingdom, being situated around the English capital city of London and located closest to mainland Europe. Together with London, the South-East represents the main economic powerhouse of the country and is one of the most densely-populated of the English regions.

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the edited article attached shows lingerie statistics and which style were the most popular/in demand.

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Do we need an excuse to discuss the lingerie market? If yes, how about April 24th, the third 'National Lingerie Day'. Mmhm, you heard right.

Certainly retailers shouldn't be considering the category once yearly. Today underwear makes up a larger proportion of the US market - 4% - than it has at any point over the last four years.

That 4% might seem small, but we're talking a segment worth $12 billion to the US.

And on a global scale, lingerie is expected to hit $55.83 billion by 2024. It's a 4% worth having. We've checked out the opportunities in it.

Push-up, sports bra or bralette?

In the last few years, the increase in active lifestyles have seen consumers and retailers alike move away from the bust-emphasising bra styles so popular in the 90s. Primarily, the push-up.

It's fallen down the hit list, replaced by sports bras (the third most-stocked bra style right now) and the softer lines of the triangle bra/bralette.

The first chart shows how closely aligned new arrivals of triangle bras and push-up bras were at the start of 2016.

By late 2016 that had shifted, with triangle styles forging ahead. Push-up bras have now flatlined and are unlikely to see further change, after all there will always be a consumer who has a place for this style in her wardrobe, regardless of dominant trends.

At the start of 2016, a push-up bra was averaging $32.60. It's now declined to $29.49, coming in on average cheaper than its less technical but more popular rival, the bralette, at $32.88.

Sports bras, which have seen growth focused around summer and January spikes, have increased average price point by 5% from $44.95 to $47.37. Comfort and functionality is winning out right now.

Briefs & Padded Bras

Even though push-up styles are declining, padded bras are the most significant style of bra currently on the market, as the chart below shows.

The number of padded styles in stock has grown by 17% since this time two years ago. Meanwhile, nursing bras are up 36% and bralettes are up 123%.

Meanwhile thongs are, erm, climbing, up by 15% since 2016. That's the same pace at which briefs are growing. Both trail behind shapewear, a small but growing proportion of the underwear market, up 29% in two years.

Increase in nude colors

Another interesting development in the category is the recent increase in best selling nude shades of women's underwear. In fact, best selling nude tones were up by 101% in the last three months.

Best selling nude tones in underwear were up by 101% in the last three months. tweet

Without question, there's still a long way to go. Target define five skin tones in its nude offering, which is the same number of colorways on the most diverse lines at Nordstrom.

However, recent news that Rihanna is pairing up with TechStyle Fashion Group on a lingerie line suggests greater diversity is on way. The star's incredibly successful Fenty Beauty line has 40 shades of foundation.

Victoria's Secret is Out

There has been some shifts in retailers' underwear assortments, with ASOS having grown its own brand assortment 24% in the US in the last year and Forever 21 up 49%.

That's put pressure on these guys:

In fact, Victoria's Secret is declining emphasis on underwear categories. At VS, underwear currently represents 39% of the offering. A year ago, it accounted for 44% of the offering. Tops, bottoms and accessories are all expanding as the retailer loses market share thanks to its former emphasis on push-up styles.

Across the VS portfolio, bras and knickers are declining in price point. Bras at Victoria's Secret are priced $30.04 on average today, down 4% from a year ago, and $23.96 at Pink, down 12%. Knickers have declined 24.5% at Victoria's Secret, to $10.59, and are down 14.2% at Pink, to $9.93.

Thinking of launching an underwear category? Consider this first:

Take a close look here. It shows the proportion of product currently in stock that the US and UK place on each price point (up to $160). For example, both the US and UK price 29% of underwear at below $20.

Alongside that information is a breakdown of pricing of the best selling underwear - stuff that sold out full price.

Analyzing the way each market stocks into price and sells out of price points highlights some opportunities.

For one, the US could push harder into its upper price brackets, given that the popularity of these outstrip the weighting given to options. Big opportunity here for the luxury retailers, like Farfetch (already up 193% from 2016) and Net-a-Porter (up 26%).

In the UK, retailers can probably buy deeper into the lowest price point, given how much of full-priced sell outs it accounts for. At this lower end, underwear styles that sell well should be moved into retailers' core and shouldn't sell through.

The UK too could build out the upper ranges of its pricing, specifically $60-80.

What next?

The underwear market is going to receive pressure from two directions: one, the digitally native entrants to the market, like Lonely, The Nude Label, Lively and Negative Project. They have easy-to-shop assortments focused on comfort and strong online communities centered around body positivity.

The second pressure will come directly from consumers, specifically younger consumers who will demand greater inclusivity and diversity and a reassessment of the traditionally sexualized imagery of the industry.

Serena Rees, former co-founder of luxury brand Agent Provacteur, has seen the opportunity coming. Her new brand Les Girls Les Boys is a range of underwear for gender fluid millennials. Times are a-changing!

EDITED Tip: Here are the top 5 lingerie lessons we learned.

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The lingerie market today, explained in 7 charts - EDITED

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Certainly retailers shouldn't be considering the category once yearly. Today underwear makes up a larger proportion of the US market - 4% - than it has at any point over the last four years. That 4% might seem small, but we're talking a segment worth $12 billion to the US.

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Bluebella has conducted research which shows how the average body of the woman in the UK has changed in weight, size, etc and is still evolving. The article suggests that women are now on average bigger than what they were in 1960's as the average woman is now a size 16.

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How has the average woman changed since the 60's?

If we consider what beauty ideals and standards were back in the 1950s, the blonde bombshell that was Marilyn Monroe takes centre stage. During the height of cinema in the decade, she was widely regarded the most famous movie star in the world, and her penchant for fashion, lingerie, and Chanel no 5 made her figure one of the most covetable. Yet, apart from her incredibly tiny 22-inch waist, her body type and measurements were much more similar to the average size of women today. Standing at 5'5 with a 36D bust, she was widely different to the average woman of 1957, as discovered in a report by Bluebella.

In the last 60 years, the quintessential British woman has grown 3 inches, gained a stone and has increased her bra size from a 34B to a 36DD. Although many runway models and advertisements might suggest that the average woman is a small size 8, in reality, the report found that Ms. Average in the UK is actually a size 16. She also lives a much healthier lifestyle; she is likely to exercise at least twice a week and will consume 2,300 calories a day compared to the 1,800 calories consumed on average 60 years ago. Modern culture's emphasis on health and fitness, as well as women having the freedom to live their lives however they please, means we're looking much more like Kim Kardashian in 2017, arguably the Marilyn of our time.

Speaking to Emily Bendell, Bluebella's chief executive, it seems the dramatic shift in size, shape, and lifestyle of the average woman has had an effect on the fashion industry, "she has changed from being quite petite to [having] a much more fuller figured silhouette which has presented real challenges for designers and lingerie brands."

But our bodies are not the only things that have caused the fashion industry to grow; the invention of the washing machine as well as women entering the workforce and having their own disposable income has altered spending habits on clothes and fashion. Compared to an average £10 weekly wage in 1957, an average wage nowadays would be placed at around £530, and she will devote 30% more of her income to her wardrobe as a result. "This is reflected in the size of her lingerie collection, which is twice the size of a 1950s woman," Emily says, "she now has an average of 12 bras compared to just six in the 1950s."

"Today's women see lingerie and nightwear as fashion crossover pieces, a trend not seen back in the 1950s," continues Emily. "At Bluebella we are creating lingerie and nightwear collections to reflect this changing body shape from stylishly chic everyday pieces to show-stopping provocative items designed to inspire and empower."

So we're taller, healthier and apparently much bustier, but how else have our bodies changed? According to the report, whilst Marilyn Monroe was the biggest movie star of her time, and Jennifer Lawrence is notably ours, brunette beauty Natalie Wood was a lot closer to the national average. In 1957, the average-sized British woman was 5ft 2ins tall, weighed 9stone 10lbs, had size 3 feet and wore a dress size 12, with a slim waist of 28 inches. Her life expectancy was also capped at 68, while luckily women these days now grace 83 on average. We're also sporting much larger feet at size 6 (to balance out our new found height) and our waist is at a 34 to match a size 16 average.

Natalie Wood in 1957 Kim Kardashian

So from Marilyn Monroe to Jennifer Lawrence and Kim Kardashian, the extraordinary ways our bodies have changed encompass a wide range of sizes and shapes that are all undeniably sexy. Bluebella has adapted to the changing shape of modern women by creating MORE by Bluebella for the fuller busted woman, bringing its design ethos to the DD-G cup market.

How we lived in 1957

1 Just 33% of households had a washing machine
2 Only 10% of homes had a telephone
3 Average wage was £10 a week
4 Life expectancy was just 68 years for men and 71 for women
5 Biggest female movie star in the world was Marilyn Monroe

How we live in 2017

1 78% of us have smartphones
2 Average wage is £530
3 Life expectancy for men is 79 years and 83 years for women
4 Biggest movie star in the world is Jennifer Lawrence
5 98% of homes have a washing machine

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If we consider what beauty ideals and standards were back in the 1950s, the blonde bombshell that was Marilyn Monroe takes centre stage. During the height of cinema in the decade, she was widely regarded the most famous movie star in the world, and her penchant for fashion, lingerie, and Chanel no 5 made her figure one of the most covetable.

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link for the factory that all of the products are sourced from in Sri Lanka. They have previous customers that include M&S and Victorias Secret.

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Our Factories - Intima | Finest Intimate Apparels

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This trading company is a joint venture between intima's shareholders, Ciel Dazur of Korea and Bonitex Fareast of Hong Kong. Textrim supplies fabrics and accessories to the garment industry in Sri Lanka, India, Bangladesh and Morocco, specializing in raw materials for lingerie. It operates offices in China, Hong Kong and Korea.

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Padlet will not allow me to upload my Excel spreadsheet so I have screenshot them and placed.

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Padlet will not allow me to upload my Excel spreadsheet so I have screenshot them and placed.