"Society's view has changed," Osmond said. "Everything used to be so conservative; now everybody is a lot more open and women are not as shy or embarrased about shopping for underwear."

Underwear consumers say they feel more comfortable shopping for their intimate apparel than ever before. With buckets of lacy, silky, printed underwear and racks of different bras, underwear stores have become popular havens for women of all ages to come and buy their necessities.

Senior Kelsey Fluke said she never feels embarrased or uncomfortable about going to buy bras and underwear. She said shopping for intimate apparel has changed in the past five or 10 years and has become a trend that people everywhere are following.

"Whenever there is a trend, you see everyone following it, especially now that people are going for the sex appeal, the cute lingerie, cute underwear, just following the trend," Fluke said.

This trend reflects many USD students' demands for feeling sexy, even when they're not trying to impress anybody.

"There's a lot of people that go for the look and not necessarily the comfort," Fluke said. "I'm a person who goes for the look. If it's cute, I buy it, as long as it's not ridiculously overpriced."

Out of 57 USD students surveyed, more than one half said they shopped at Victoria's Secret. But intimate apparel stores like Victoria's Secret are in a run for their money with new competing stores, like aerie by American Eagle and Gilly Hicks by Abercrombie & Fitch.


PRICE MATTERS

Forty of the 57 students surveyed said price influenced their decisions when it comes to buying underwear.

Freshman Staci Dubbe says she always shops at Victoria's Secret because they have the best sales. When she buys her underwear, she waits for the semi-annual sales or the 5/$25 deals.

Osmond said their panties are usually bundled in the 5/$25 deal or the 3/$30 deal. She said their bras and lingerie cost anywhere from $45 to $65, with the most expensive style of bra costing $98.

Fluke said she always makes sure to check out the big sales at Victoria's Secret and she'll shop anywear for her intimate apparel, as long as it's cute.

"I think $98 is a little ridiculous, but you are paying for what you get," she said. "If you buy a $40 bra, you'll get pretty good wear out of it."

Not only does price factor into purchases, but style does as well. Popular underwear choices include bikinis, boyshorts, briefs, cheekies, garter belts, hip-huggers, low-rise, thongs, v-strings, no-show panties and cotton.

Freshman Siera Nelson says buying necessities like underwear and bras is no longer just about the basics. With so many options, it takes her longer to make her purchases.

"Underwear has turned into the new jean when it comes to shopping," she says. "There's just more decisions to make on where to buy (underwear) with all the variety out there now."

The styles of intimate apparel have to keep up with the clothing style changes, Osmond says. The clothing market determines the intimate apparel market.


NEW STORES

So far, there are 15 standalone aerie stores with plans of increasing it to more than 350 stores by 2012.

Five Gilly Hicks stores opened in February and 16 are planned to be opened by the end of 2008. Both Gilly Hicks and aerie are open right now in The Mall of America.

Nelson says underwear shopping has changed dramatically over the past decade.

"Shopping used to be boring and the same stuff everywhere. Now, people are looking for something new to wear under their jeans and shopping has become fun again. I'm always buying new stuff with all the stores out there to choose from," Nelson said.

Angela Karr, aerie manager from the Mall of America, says American Eagle and aerie are relatively different.

"We branch off from American Eagle with the slogan, 'Live The Life You Love.' Aerie f. i. t. stores feature everything from undies and bras to activewear and dorm wear," Karr said.

Aerie targets the 15-25-year-old demographic segment, Karr says.

Abercrombie and Fitch hit this young adult age demographic a bit differently with their new intimate apparel store, Gilly Hicks. The store features an Australian "Down Under" theme.

The company targets young adults who want to feel sexy through a suggestively sexual campaign. The Web site gillyhicks.com flashes an age restriction ban that comes up saying, "Are you old enough? This site shows a lot of skin. Enter the information below to see what we're wearing underneath our clothes."


CUSTOMER SERVICE

With a huge variety of women buying lingerie, intimate apparel stores are doing their best to cater to customers. Osmond said Victoria's Secret customer range in age from 16 all the way up to 70 years old.

"We are learning to handle our customers better," Osmond said. "We're working hard to make the client more comfortable shopping in our store."

Fluke said the atmosphere of an intimate apparel store is important in making her feel comfortable.

"I like when it's a friendly atmosphere, they are just there in case you need any help," she said."