Many know more or less about the lipstick index, or the hemline index that both indicate certain relationship between economics and female fashion trends. Has anyone ever wondered what men’s fashion have to do with the economics? The Men’s Underwear Index tells you everything about the hidden ties between the sales of men’s underwear and current economic conditions.

 

The revenue generated by men’s underwear usually stays stable because they are regarded as daily necessity instead of luxury items. However, when the economy faces a downturn, men’s underwear industry is likely to suffer from a “prolonged purchase”, according to Marshal Cohen, because male tend not to purchase new pairs of underwear until the economy gets better. As a result, men’s underwear industry is likely to witness a decrease in sales when economy is bad.

 

On the other hand, however, since men’s underwear companies have discovered the underlying connection between the Men’s Underwear Index (MUI) and the economics, they start to utilize predictions for men’s underwear sales as an indicator for economy conditions as a whole. In the early 2000s, men start to explore a world where their choices of underwear are no longer limited to basic black and white boxers, since companies started to make colorful and modern designs underwear with high-tech materials. These advancements signify a growing economy, which is reflected by increasing sales numbers during the time. Had the economy been growing at a stable rate, the estimated sales of men’s underwear would look like this:

 

However, as time approaches the year of 2008, the relatively stable men’s underwear industry has observed a phenomenon, which men are increasingly willing to purchase single pairs of underwear instead of multi-packs of underwear. During the recession, men’s underwear sales dropped by 2.3 percent; and it is not until in 2010 when sales began to slowly climb up again. This transition represents the change of men’s habits during times when smooth economic growth is challenged: they tend to purchase underwear only when they absolutely need to. Of course, there are men who still purchase underwear regular basis during times when economy is slowing down; but what the MUI indicates is a big picture from which people can tell the economic conditions according to increase/decrease in men’s underwear sales numbers.

Overall, the Men’s Underwear Index can be regarded as a reliable economic indicator, thanks to its stable sales behavior throughout the years. When an economic downturn arrives, men are less likely to shop for underwear on a frequent basis, therefore extending the purchasing cycle and lowering sales in the long run.

 

http://www.huffingtonpost.com/2012/10/09/underwear-sales-growth-economy_n_1952214.html

 

http://www.washingtonpost.com/wp-dyn/content/article/2009/08/30/AR2009083002761.html?hpid=topnews

 

http://www.businessinsider.com/mens-underwear-index-economy-indicator-2014-9