2020 is a very special year. Due to the COVID-19 outbreak, many things have changed. There should have been weddings, graduation ceremonies, galas, museum openings, and red carpet events. But as the nation’s need for social distancing persists, these occasions have been recast as virtual events, postponed or altogether canceled.

That means fashion needs have shifted, too. And the demand for shapewear has shrunk right along with it. 

“Pre-COVID, I was predicting an uptick in shapewear based on some of the things that digital-native brands [are doing],” said Todd Mick, executive director of the fashion group at the NPD Group. “But now, I’m not sure it’s going to grow.” 

In fact, up until recently, shapewear was having a moment. After years of relatively no innovation — and Spanx continuing its reign as the market share leader — new players began popping up, grabbing the attention of consumers and a slice of the market. 

But it’s not just the reality star who’s squeezing into the shapewear space. Brands such as Yummie, Smart & Sexy, HanesBrands’ Bali and Maidenform, Commando, and even luxury line La Perla have all expanded their assortment of shapewear in the last year. Last fall, Skinnygirl founder Bethenny Frankel said her brand’s shapewear sales were up 200 percent in the last year. In January, lingerie giant Victoria’s Secret started selling shapewear on its web site, a partnership with Colombian intimates brand Leonisa. 

That explains why U.S. sales of women’s shapewear grew 2 percent to $529 million in the 12 months ending in November, according to NPD’s Consumer Tracking service. 

Now, as store closures around the nation continue, many retailers have started canceling orders. Overall product arrivals dropped by 64 percent the week ending April 10, compared with the same time last year, according to retail analytics company Edited. 

And while demand for shapewear has grown in the last year — Shapewear replenishment rates, or how quickly retailers are securing new orders of the same styles after it sells out, have increased 4 percent in the last year. And the number of shapewear styles selling out in the past month has also increased, 12 percent year-over-year, according to Edited — it’s likely won’t offset the losses that are soon to take shape from the coronavirus shutdown. 

U.S. arrivals of shapewear declined 42 percent in April 2020, compared with April 2019, signaling sales will presumably also take a nosedive in coming months. Some firms have already begun citing sales declines. Intimates brand Yummie, which sells bras and loungewear, in addition to shapewear, said sales of firm shaping products were down 40 percent in the last 30 days. 

“It’s more about comfort, more about the base layers. There may still be a bodysuit that people will wear, or maybe a camisole,” Levy Limpert said. “There are some items that are more daywear, offering solutions. Maybe the solution is to work from home. Maybe the solution is over a Zoom conference call or doing a Zoom cocktail hour. We see those styles more as we switch from business casual to business comfortable. It’s a solution, different solution wear. No longer is the solution to wear that it was created for an event or going out for a red carpet. 

“But the true solution wear that is slimming, or instead of that workout, or for dressing, those are — since people aren’t going out — going to have more difficulty selling,” Levy Limpert said.

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