Don't underestimate your underwear
The average British woman spends £174.42 on new underwear each year according to research from Sheilas' Wheels Home Insurance. This adds up to a far from scrimpy £15,000[2] on lingerie in an adult lifetime even though the frillies become more functional in later life.
The research reveals that over half of women (51 per cent) claim it's the most important part of their outfit even if it's not on show. Women admit to treating themselves to an average of 13 new pairs of knickers each year, on top of the 24 pairs they already own. And when it comes to bras, four are bought each year on top of the 13 that are already busting out of their underwear drawer.
Over a quarter (27 per cent) of women polled admit they probably spend more than they should on their lingerie, with one in ten (11 per cent) saying they refuse to sacrifice their scanties, despite the current recession.
A whopping 82 per cent of women admit they feel more confident and desirable when they are wearing nice underwear, with almost two thirds (65 per cent) thinking it is even important to wear nice underwear to work.
Women have such a close relationship with their lingerie that nearly half (43 per cent) have certain lingerie for different moods, whether it be the practical set or the sexy, slinky set. Over half of women also admitted their underwear collection held special memories for them which may explain why one in ten (12 per cent) women keep certain items of their lingerie for 10 years or more.
Jacky Brown at Sheilas' Wheels home insurance, said: "With such a variety of prices and styles of lingerie in the shops these days, and women wanting to look and feel their best, it is so important not to underestimate the value of the underwear drawer.
It seems that even in the economic downturn women won't cut back on their underwear spend which is why the new for old cover[3] on your home insurance can be invaluable."
Women should not underestimate the cost to replace their lingerie as the value of bras, knickers and matching sets really does add up. That's why it’s important to have ample contents insurance. Sheilas' Wheels home insurance provides 'new for old' cover as standard.
| City | £ Per year | £ Per lifetime | |
|---|---|---|---|
| 1 | London | 232.72 | 14,661.36 |
| 2 | Aberdeen | 179.39 | 11,301.57 |
| 3 | Glasgow | 178.86 | 11,268.18 |
| 4 | Birmingham | 175.59 | 11,062.17 |
| 5 | Belfast | 162.16 | 10,216.08 |
| 6 | Manchester | 164.34 | 10,353.42 |
| 7 | Liverpool | 160.86 | 10,134.18 |
| 8 | Edinburgh | 160.25 | 10,095.75 |
| 9 | Leicester | 159.52 | 10,049.76 |
| 10 | Leeds | 156.61 | 9,866.43 |
| City | £ Per year | £ Per lifetime | |
|---|---|---|---|
| 1 | York | 115.12 | 7,252.56 |
| 2 | Portsmouth | 120.22 | 7,573.86 |
| 3 | Southampton | 121.75 | 7,670.25 |
| 4 | Swansea | 122.51 | 7,718.13 |
| 5 | Bristol | 129.61 | 8,165.43 |
| 6 | Plymouth | 130.50 | 8,221.50 |
| 7 | Cardiff | 130.82 | 8,241.66 |
| 8 | Cambridge | 133.04 | 8,381.52 |
| 9 | Oxford | 141.86 | 8,937.18 |
| 10 | Newcastle | 142.17 | 8,956.71 |
- ends -
Sheilas' Wheels press contacts:
Emma Lloyd, Assistant Communications Officer: 01737 641309
Asia Manzoor, Public Relations Officer: 01737 641305
Niki Bolton, Corporate Communications Manager: 01737 235070
Adrian Webb, Head of Corporate Communications: 01737 641000
Email: pr@sheilaswheels.com
Visit the official fansite for Sheilas' Wheels: www.ilovesheilas.com
An ISDN line is available for radio interviews.
Notes to Editors:
- SWNS conducted an online research survey via Onepoll which interviewed a random sample of 3000 women aged 18+ between 27th and 29th May 2009. Calculations based on 17,051,810 adult women in the UK x £14,661.20 (average spend by women on lingerie in their lifetime) = £249,999,996.
- Based on the findings from the research showing that women in London spend an average of £14,661.20 on lingerie in their adult lifetime.
- Sheilas' Wheels provides new for old cover as standard.
- Calculations based on the average woman's adult life aged 18 - 81 (63 years adult life).
- Calculations based on the average woman's adult life aged 18 - 81 (63 years adult life).
About Sheilas' Wheels:
Sheilas' Wheels was launched in October 2005 to offer women drivers cheaper car insurance and female targeted product enhancements. In February 2008, the brand moved beyond car insurance to also offer home insurance with product enhancements including alternative accommodation (buildings and contents cover) in the event of loss of utilities in the home (terms and conditions apply), new for old cover on clothes (contents cover) and family legal protection cover which also includes assistance in finding emergency registered childminders while the insured person is attending jury service, and legal representation for a customer’s child if they do not gain entry to the school of their choice (terms and conditions apply).
Sponsorship:
Sheilas' Wheels sponsors the ITV National and Channel 4 Weather bulletins: "The weather you can never choose, but Sheilas' Wheels is all good news!"
