"From Andreessen Horowitz to First Round, over 100 venture firms and angel investors closed deals for underwear startups since 2012, according to CrunchBase data." - Christine Magee, "Underwear Startups Have Investors Hot And Bothered," in TechCrunch, February 25, 2015. Here is the article.
Conventional financial wisdom is that sales of underwear are an economic indicator. When they go up, you can bet that the GDP is on an upward trajectory. So, both proliferation of startups in the undies niche and investor interest shout that the recovery may be for real.
Unlike dresses and slacks, undies represent a less complex transaction online. After all, the fit doesn't have to be exact. And even if it isn't, like, no big deal. Also, there is no benefit from going to brick and mortar to make the purchase. You can't try on the merchandise.
There can be a lot of fun in this category. The old-fashioned cheap cotton panties can be positioned and packaged as low-tech devices for impulse control. You aren't even going to flirt in the office on the days you wear those cotton undies.
Or, they could send a cool signal that you are playing hard to get. Soon enough some tech fashionista will have us wearing our cotton panties on the outside. Only the most confident potential lover will come hither.