By Deborah Arthurs - Published on http://www.dailymail.co.uk/ on 8th April 2009
It may seem as far fetched as fairies, but if research from men's underwear brand Jockey is to be believed, sales of pink pants are soaring as men use their undergarments to cheer them up in the economic crisis.
Jockey claim that sales of their coloured Y-front briefs have rocketed by an average of 60 per cent over the last six months - and the baby pink pairs have sold more than any other, seeing a 62 per cent boost in sales over the past three months.Underwear brand Jockey have seen a rise in the sale of their coloured briefs of over 60 per cent, with sales of baby pink pants up 62 per cent
Other colours that have seen a hike in sales are baby blue, orange, and a very fetching pistachio green.
If claims that men are perking themselves up using their pants is true, it adds a new dimension to lipstick economics - the theory market -watchers attribute to sales of small cosmetic items rising in a recession, or the fact that hemlines rise and fall with the economic state of the country.
According to Jockey, this sales spike mirrors a similar effect seen in America during the great depression of 1935. Back then, sales of boxer shorts printed with an image of the world went through the roof as men chose the pattern over their usual plain briefs, a result, said market analysts, of men seeking a soupcon of exotic escapism, albeit vicariously, via their pants.
Men use their colourful pants to cheer them up, says Jockey. 'When the economy’s gloomy, shoppers tend to make small, often unconscious, decisions in their consumer habits,' said Ruth Stevens, brand manager at Jockey Underwear. 'Men may feel out of control during the recession so they make small choices which may lighten their mood and one of these is evidently choosing brighter underwear.'
So - If statistics are to be believed, there's likely to be a pink panter sitting in your office right now. Question is, can you guess who it is?