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Business lessons from the history of underwear
People queue outside a Desigual fashion store in central London for the ‘Arrive Half-Naked, Leave Fully Dressed’ offer on June 16, 2011. About two centuries ago, underwear was a luxury item only worn by the rich, today it is worn by almost everyone. Photo/AFP
Last week I was in Atlanta, US, for the ESOMAR World Research Congress. Top researchers in the world met to share their experiences and reward excellence in social and market research. One of the papers presented was about the history of men’s underwear and what we can learn from it.
It caught my attention because of a past Market Talk article where we looked at the unconventional economic indicators. One of them is the sales of men’s underwear, whereby rising sales indicate that the economy is about to take off.
