Intimate Lingerie Market Size By Product Type, By Price Range, By Distribution Channel, Forecast 2024 – 2032

Intimate Lingerie Market Size

The global intimate lingerie market was valued at USD 15.1 billion in 2023. The market is expected to grow from USD 15.5 billion in 2024 to USD 23.1 billion in 2032, at a CAGR of 5.1%.
 

Due to the rise in acceptance of different body shapes, consumers expect lingerie that expresses their individuality while supporting their unique body shapes and boosting their confidence which has widened the scope of clientele for the industry. At the same time, the increasing millennial population is also driving growth in the intimate lingerie industry because this consumer group focuses on self-expression, body positivity, and inclusivity which increases the demand for chic and stylish lingerie that defines their preferred aesthetic. 
 

Companies that sell lingerie, such as Savage X Fenty, ThirdLove, and Knix, have expanded the scope of their product offerings in size and shapes due to heightened emphasis on body positivity and inclusivity. The growing levels of disposable income in the developing countries within the Asia Pacific region have also contributed to market growth, as more customers can afford quality and beautifully designed lingerie. In 2023, the Asia Pacific region spent approximately USD 5.81 Billion on intimate lingerie products. Furthermore, with the e-commerce aspect that Instagram and Pinterest introduced, shopping for lingerie on social media has become considerably more convenient.
 

The market is also growing because influencers collaborating with lingerie companies to advertise products and share their stories helps to reach a large audience. Consider, for example, the collaboration that SKIMS had with its influencer’s such as Ashley Graham and La La Anthony. With their real-life testimonials and demonstrations, they were able to capture and market the need and value as well as the sales of SKIMS' products increasing business revenue significantly.
 

Intimate Lingerie Market Trends

• Producers are adopting more flexible materials such as spandex and nylon for lingerie products. For example, in June 2023, Hung Yen Knitting & Dyeing along with Hyosung formed a new exclusive partnership to deliver a sustainable innovation in textiles called – N850 FishTale which is a fabric created from regenerated fishing nets blended with spandex. This fabric is made of an 80/20 blend of identified fishing nets and and RCS certified 100 % recycled creora regen spandex.
   
• Further, the introduction if the virtual fitting technology alongside the 3D scanning technology where consumers can sample apparel from their smartphones via AR is anticipated to contribute positively towards market growth. These companies are following such practices today: Victoria’s Secret Co., Savage X Fenty, Wacoal et cetera. Victoria’s Secret & Co. has partnered with NetVirta to integrate a new bra fit technology, Verifyt, into the retailer's app where customers will be scanned with 3D cameras to automatically generate their perfect bra size, thus greatly enhancing the shopping experience.
   

Intimate Lingerie Market Analysis

• The intimate lingerie industry is segmented based on product type to bras, briefs, shapewear, and others, such as swimwear and loungewear. Among these, bras have emerged as the frontrunner, holding the largest market size of USD 6.5 billion in the year 2023. This dominance is given to bras that serve different purposes due to their category. As back pain is most prevalent in women, wearing the right supportive bra offers comfort as it reduces tension headaches. On top of support, bras also offer back and shoulder pain relief using a wide range of styles and functionalities for certain activities and aesthetic purposes.         
   

• Based on distribution channels the intimate lingerie market is separated into online channels and offline channels. The offline channels hold the largest market share in the year 2023 of about 58.6%. Shoppers value the opportunity to examine and fit the items before buying them with the help of knowledgeable store clerks. The combination of these factors greatly influences purchase intentions, which in turn helps this market segment grow. In addition, offline stores allow customers to guarantee the product size and fitness, as well as inspect its quality.
   

• U.S. leads North America intimate lingerie market accounting for market size of USD 1.8 billion in 2023, due to combination of factors such as consumer spending, glowing fashion changes, and booming body positivity movements. The integration of e-commerce and social media marketing has enhanced the accessibility of lingerie brands to numerous people and digital platforms. In addition, the increasing sales and market growth is also a result of celebrity endorsements, the expansion of product lines to cover larger sizes and other factors. This partiality is also confirmed by the steep increase in spending on luxury brands and lingerie as more and more people are earning higher disposable incomes.
   
• China leads the Asia-Pacific intimate lingerie market due to increasingly spending consumers coupled with the changing fashion attitude. The increase in the middle-class population has resulted in heightened sales of chic lingerie. The growing self-care and wellness trend is also helping the shift. The widening adoption of e-commerce through Alibaba and JD.COM is resulting in easy availability of lingerie from both local and international brands. The emergence of western culture and a renewed focus on body inclusivity continues to shift consumer attitudes toward new styles of lingerie. With an increased focus on quality, functionality, and style, China’s lingerie market will continue to grow in the future
   

Intimate Lingerie Market Share

• In 2023, the top 5 players, such as Victoria’s Secret & Co., Hanesbrands Inc., Jockey International Inc., and Hennes & Mauritz AB hold a market share of ~28%.
   

• Victoria’s Secret & Co. is a leading company in intimate lingerie industry with annual revenue of 514.6 billion in 2023, continuously work on its product offering to meet consumer preferences. To capitalise on new developments, the company has started focusing on inclusivity and body positivity by featuring women of diverse backgrounds and expanding their size range. The firm does not compromise on quality as well, making comfort-driven designs while also investing in sustainability. Moreover, Victoria’s Secret uses advanced marketing techniques, collaborates with numerous influencers, and depends on its established network of stores to dominate the market both online and at physical locations. For example, to improve the shopping experience of their customers, Amazon Fashion teamed up with the infamous Victoria’s Secret in June 2023. Underwear, swimsuits, loungewear and sleepwear will now be available on Victoria's Secret and PINK brands. Additionally, some bras and clothing items will be added on Amazon Prime’s Try Before You Buy feature. Over 4,000 items of clothing will be accessible to the customers.
   
• Jockey International Inc. is another leading company in the intimate lingerie industry stands out by focusing on affordable comfort and durable products. The brand concentrates on high-end fabric innovations to moisture-wicking and stretchable materials. Jockey’s reputation and brand loyalty ensures the retention of loyal customers. Its multi-channel retail modules through offline and online stores and even department stores capture consumers of all classes. In addition, the company adopts new fashion trends by frequently changing its design offers while ensuring everyday comfort.
   
• Hennes & Mauritz AB (H&M) stay competitive in fast-growing market of lingerie by introducing chic, cost friendly and ecofriendly ladieswear collections that are stylish and affordable. The brand caters to its blitz customers with multiple collections every season. The lingerie collection offered by H&M also embraces sustainability with organic cotton, recycled materials and green relations.  For example, HanesBrands Inc. launched Hanes Originals in February 2023 which features undergarments like a new line of women’s bras, men’s T-shirts, woman’s tank tops and even children’s t-shirts. This concept was motivated by inspirational prints, colors and style innovations. This also includes men’s boxer briefs, trunks with a youthful contemporary low rise fit, soft cotton print, women’s bra tops, bralettes, skirts, bikinis and thongs.
   

Intimate Lingerie Market Companies

Major players operating in the intimate lingerie industry include:

• Calvin Klein
• Chantelle
• Fashion Nova LLC
• Gap Inc., The
• Hanesbrands Inc.
• Hennes & Mauritz AB
• Hunkemoller International B.V.
• Jockey International Inc.
• MAS Holdings
• Marks & Spencer
• PVH Corp.
• Triumph International
• Victoria’s Secret & Co.
• Zivame
   

Manufacturers operating within the intimate lingerie industry remain competitive through the adoption of innovation, quality, and shifting consumer tendencies. They purchase moisture-wicking, seamless and sustainable fabric technologies to improve comfort and functionality. Moreover, will-include policies and customization have also become fundamental to meet different body types and preferences. In addition, manufacturers work alongside fashion brands and retailers to produce trendy and stylish limited-edition pieces that appeal to fashion focused consumers. Low barrier entries into the market have also made it easier for manufacturers to enhance their supply chains to allow for more efficient production and delivery. Furthermore, responsible consumption has made eco-friendly fabric and production processes important in remaining competitive. This is as most modern consumers have shown a caring attitude towards sustainable fashion.
 

Intimate Lingerie Industry News

• On November 13, 2023, PVH Corp. and Basic Resources, have disclosed that Basic Resources will be acquiring PVH's Warners, Olga, and True & Co. businesses. The entire transaction will be completed in cash, with an agreed-upon purchase price of $160 million.
   
• In June 2023, a partnership was made between Victoria's Secret and Amazon Fashion, aiming to enhance the overall shopping experience for customers. This collaboration encompasses an extensive selection of over 4,000 fashion items, including panties, bras, swimwear, loungewear, and sleepwear from both Victoria's Secret and PINK. Notably, specific bra and apparel styles will be featured in Amazon Prime's innovative Try Before You Buy program.
   
• In February 2023, HanesBrands Inc. launched the Hanes Originals collection, featuring a vibrant range of innerwear for women, men, girls, and boys. The collection includes bras, underwear, T-shirts, and tanks, incorporating lively patterns and innovative fabrics.
   

The intimate lingerie market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Thousand Units) from 2018 to 2032, for the following segments:

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Market, By Product

• Bras
  • T-Shirt Bra
  • Sports Bra
  • Minimizer Bra
  • Bralettes
  • Others (Push-up Bra, Nursing Bra, etc.)
• Briefs
  • Bikini
  • Hipster
  • Thongs
  • Others (Boyshorts, Boxers, etc.)
• Shapewear
• Others (Swimwear, Sleepwear, etc.)

Market, By Price Range

• Low (25$)
• Mid (25$-50$)
• High (>50$)

Market, By Distribution Channel

• Online channels
  • E-commerce
  • Company websites
• Offline channels
  • Specialty Stores
  • Mega Retail Stores
  • Others (Departmental Stores, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia  
  • Indonesia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • Saudi Arabia
  • UAE
  • South Africa