The Wearing Status and Satisfaction of Women Wearing Panties in the MZ Generation

As women&quots economic and social positions improve, their interest in underwear also increases. With the recent rise of the corset-free and feminist movements, there is a growing tendency to prioritize functionality and comfort in underwear. The MZ generation is considered to be the latest consumer group after the X and Y generations, and each is believed to demonstrate different consumer characteristics. This study analyzes the purchasing behavior of Korean MZ generation women in today’s panties market. To support this analysis, basic data needed for planning panties for these women are investigated and presented. Generation M, who are mostly in their 20s, and Generation Z, who are mostly in their 30s, share a common digital culture, despite their age difference. The consumer, place of purchase, information sources, considerations, and expected image purchase status, were investigated. In addition, the wearing status of size recognition, size, wearing time, the shape of underwear, material, lace presence, and pattern were investigated. The difference in consideration and satisfaction when purchasing was also analyzed according to generation, lace presence, material, and size. Based on the results, panty brands will be able to set sophisticated consumer targets tailored to the consumer needs of each generation, ultimately, contributing to improved consumer satisfaction with panty products.