In 2026, the underwear business continues to show a broadly balanced split between Never Out of Stock (NOS) and seasonal products, with a slight prevalence of NOS. Overall, continuous styles account for 55% of sell-in, compared with 45% for seasonal products. In 2025, the split was 52% and 48% respectively, meaning that the share of NOS has increased by 3 percentage points.

The Men’s and Women’s segments now show a very similar composition, although their evolution is progressing at different rates. In Men’s, where NOS was already the leading component, its share rises from 55% in 2025 to 56% in 2026, while seasonal products decrease from 45% to 44%, confirming a largely stable picture.

The most significant change can be seen in the Women’s segment. In 2026, NOS reaches 53% of sell-in, compared with 47% for seasonal products. This marks a clear reversal from 2025, when NOS accounted for 42% and seasonal products for 58%. In just one year, the share of NOS has therefore increased by 11 percentage points, becoming the leading component in womenswear as well.

The figures highlight the growing importance of continuous styles in assortment planning, particularly in the Women’s segment, which is moving closer to the structure already established in Men’s. A greater share of NOS may reflect retailers’ search for greater continuity of offer, more replenishment opportunities and greater flexibility in managing the product mix throughout the season, while seasonal collections continue to play an important role in refreshing the assortment.

The 3A Observatory

Thanks to its expertise across kidswear, sportswear, underwear, accessories, footwear and swimwear, 3A operates as a strategic distribution partner for some of the world’s leading international brands.

The company’s portfolio includes, among others, Nike, Jordan, Converse, Lacoste, Calvin Klein, Tommy Hilfiger, Clarks and A Bathing Ape.

Its long-standing relationships with brands and retailers, combined with an extensive presence across the market, allow 3A to closely monitor changes in demand and turn the data generated through its distribution activities into valuable insights for understanding the market and supporting business development strategies.

Market Snapshot was created with this objective in mind: to bring together the company’s knowledge and share it through regular insights focused on categories, markets and the key dynamics shaping the industry.