While young women often put fashion ahead of comfort, their mothers and grandmothers rarely make such sacrifices, preferring economical but relaxing attire.

While the casual observer might never know the distinction, the difference is most pronounced in the world of underwear.

At the Guanyuan Wholesale Market, a new line of women's spring season underwear waits on the shelves. Items sell for as little as 10 yuan for a pack of three and rise to about 12 yuan each.

Made of cotton and synthetics and even a new material called modal, the underwear is specifically designed to be comfortable and healthy as well as cheap and is most popular among seniors.

"We haven't reached the whole market of older women," said one of the traders. "Most of our customers are regulars who return every three to six months.

"The designs are not as cute or sexy as the ones for young girls. Older customers only care about comfort, not style."

Young women working at the market said they only stocked brands from smaller factories selling so-called old fashioned briefs but they were adamant that the underwear was not inferior to big-name briefs that sell for much more in more fashionable malls.

"We only sell affordable and desirable underwear", said one of the girls. "Our undies work wonders for the older generation. The basic styles are practical, affordable and comfortable. There is no reason why older people wouldn't want to buy such products from market stalls."