The global lingerie market has been experiencing significant growth, driven by evolving fashion trends, increasing consumer awareness, and the rise of e-commerce. In 2022, the market was valued at US$ 40.4 billion and is projected to reach US$ 71.1 billion by 2031, growing at a CAGR of 6.5%. With more consumers shopping online, lingerie brands are focusing on direct-to-consumer marketing strategies to capitalize on digital retail expansion. Additionally, lingerie is increasingly being seen as more than just an undergarment; it is now considered an expression of empowerment and self-confidence. Many marketing campaigns emphasize individuality, self-love, and inclusivity, further strengthening the connection between lingerie and personal identity.
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Global Lingerie Market: Growth Drivers
Fashion Evolution & Consumer Preferences
The lingerie market is highly influenced by changing fashion trends and evolving consumer preferences. Stylish, contemporary lingerie with innovative designs, materials, and features attracts fashion-conscious buyers. Many consumers seek lingerie that complements their lifestyle, whether it’s seamless bras for daily wear, lace lingerie for special occasions, or functional shapewear. As fashion continues to evolve, lingerie brands must stay ahead by introducing fresh styles that cater to diverse needs and aesthetics.
E-Commerce Boom
The rise of online shopping has significantly impacted the lingerie industry, making products more accessible to a global audience. E-commerce platforms allow consumers to browse and purchase lingerie discreetly, with features such as virtual fitting tools and size guides improving the online shopping experience. The convenience of doorstep delivery, combined with easy return policies, has encouraged more consumers to shop for lingerie online rather than in physical stores. As digital retail expands, brands are investing in personalized recommendations, AI-driven customer service, and interactive shopping experiences to enhance engagement and drive sales.
Body Positivity Movement
The body positivity movement has reshaped the lingerie industry, pushing brands to offer a wider range of sizes, fits, and styles that celebrate all body types. Consumers are demanding more inclusive representation in advertising, with models of different shapes, sizes, and ethnic backgrounds featured in campaigns. This shift has led to the rise of size-inclusive brands that prioritize comfort, confidence, and accessibility for all customers. By promoting diversity and body acceptance, lingerie brands can build a loyal community of consumers who feel seen and valued.
Focus on Comfort & Health
Modern consumers are prioritizing comfort and health when choosing lingerie. Wireless bras, breathable fabrics, and ergonomic designs are increasingly in demand as consumers seek products that align with their active lifestyles. Lingerie that offers support without compromising comfort is particularly popular among individuals who work long hours, travel frequently, or engage in sports. Additionally, brands incorporating antibacterial, moisture-wicking, and skin-friendly materials are gaining traction, as consumers become more aware of the impact of lingerie on skin health and overall well-being.
Social Media Influence
Social media has become a powerful tool for lingerie marketing, with influencers, celebrities, and fashion bloggers shaping consumer preferences. Many lingerie brands collaborate with influencers to showcase their products in real-life settings, providing social proof and credibility. Instagram, TikTok, and YouTube are key platforms where lingerie trends emerge, with viral campaigns driving sales and brand recognition. By leveraging social media engagement, brands can connect with younger audiences, build brand awareness, and influence purchasing decisions.
Regional Insights
Asia Pacific
The Asia Pacific region is expected to drive significant demand in the coming years, influenced by Western fashion trends and a growing e-commerce sector. As globalization continues, lingerie styles in this region are becoming more diverse and fashion-forward. The convenience of online shopping is making lingerie more accessible, attracting a wider consumer base. However, cultural differences within the region play a major role in shaping preferences, requiring brands to tailor their offerings accordingly.
North America & Europe
In North America and Europe, consumers place high importance on sustainability, quality, and innovation. Established lingerie brands continue to dominate, but newer brands focusing on ethical production and inclusive sizing are gaining traction. Digital-first brands and subscription-based lingerie services are also reshaping the industry, providing consumers with a more personalized and convenient shopping experience.
Global Lingerie Market: Key Players
Most firms spend substantial amounts on comprehensive research and development, primarily to develop innovative products. The key strategies manufacturers adopt in the global market are the expansion of product portfolios and mergers and acquisitions.
Calvin Klein
Hanesbrands, Inc.
Hennes & Mauritz AB
Jockey
L Brands, Inc.
LVMH Moet Hennessey Louis Vuitton SE
Marks and Spencers Group PLC
PVH Corporation
Ralph Lauren Corp.
Triumph
Victoria’s Secret
Other Key Players
Key Developments
In November 2023, PVH Corp., a manufacturer and distributor of apparel for consumer brands, agreed to sell its Warners, Olga, and True & Co businesses to Basic Resources. A trio of American lingerie and intimate brands, True & Co, Warners, and Olga, all focus on inclusivity in their product ranges.
In January 2024, Swiss-based Triumph International opened its first franchise store in Hyderabad at the GVK Mall. It is the brand’s 18th franchise store in the country and covers 642 square feet. The store showcases more than 150 styles of innerwear and loungewear.
Global Lingerie Market: Segmentation
By Product Type
- Bra
- T-Shirt Bras
- Sports Bra
- Minimizer Bras
- Push-up Bras
- Bralettes
- Nursing Bras
- Others
- Knickers and Panties
- Briefs
- Thongs
- Boy Shorts
- Others
- Lounge Wear
- Pajamas and Shorts
- Onesies
- Tees
- Others
- Others
By Material
- Cotton
- Satin
- Muslin
- Silk
- Others
By Distribution Channel
- Online
- E-commerce Websites
- Company-owned Websites
- Offline
- Specialty Stores
- Hypermarket/Supermarket
- Other Retail Stores
By Region
- North America
- Europe
- Asia Pacific
- Middle East & Africa
- South America
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