This summer’s high temperatures have boosted lingerie sales across Flanders. Figures released by the Mode Unie show that lingerie sales are up 30% from last year. Mode Unie, the clothing branch of the Unizo organisation representing the self-employed in Flanders, attributes the sales boost to a combination of two factors – the summer sales and the high temperatures of recent weeks.
“We’ve had an exceptionally busy period during the July sales and that’s because of the extremely warm weather,” lingerie store assistant Arlette Daniëls told the regional news station Limburg TV. “Women sweat a lot more because of the heat, as a result of which they need many more bras.”
Daniëls explained that the warm weather also pushes women toward wearing more low-cut dresses and tops. “So that means you need more special bras, such as a strapless bra or a bra with adjustable straps,” she added.
The warm summer temperatures have also boosted swimwear sales, also sold in most lingerie stores.
Today, July 31, is the final day of Belgium’s summer sales period. The next sales will be the winter holiday ones, which will start January 1, 2019.