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The aim of this study was to discover consumer profiles and factors influencing the choice of branded underwear. We conducted in-depth interviews with consumers who are engaged in the buying process. Participants were asked to describe their preferences and purchase decisions regarding men’s underwear. The interviews were audio recorded with the participants’ consent and lasted 45-60 minutes. The interview data were analyzed using thematic interpretation and three emergent themes were identified. Themes included brand loyalty, evaluative criteria and silhouette preference.

Men’s branded underwear can come in many different styles and materials. Some are made of soft cotton, which is stretchable and holds its shape all day. Other types of designer underwear feature hybrid fabrics, such as bamboo and modal fabrics. These fabrics help to keep the underwear supportive while wicking perspiration, making them super comfortable to wear.

Bonds is a popular Australian brand that makes branded underwear that looks great on both men and women. The iconic Australian fashion brand is known for its classic and bold prints, and its undies have become a favorite among men of all ages. Recently, however, the brand has redesigned its materials, which means that the underwear feels softer and more comfortable against the skin. Despite being a budget brand, the Bonds underwear line is a reliable choice for men who want to look good and feel comfortable.

Another brand worth considering is American Eagle. The company offers underwear in many different styles, from super long boxer briefs to short briefs. Moreover, it offers a large range of men’s branded underwear and even allows customers to subscribe for a regular supply of its underwear.

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