Intimate Lingerie Market - By Product Type (Bras, Briefs, Sleepwear, Shapewear, Others), By Price Range (Low {<25$}, Mid {25$-50$}, High {>50$}), By Distribution Channel (Online channel, Offline channel), Forecast 2024 – 2032

Intimate Lingerie Market Size

Intimate Lingerie Market size was valued at USD 15.1 billion in 2023 and is anticipated to register a CAGR of over 5.1% between 2024 and 2032. With an increased awareness and acceptance of diverse body types, consumers are now seeking lingerie that embraces their individuality, supports their body shape, and promotes self-confidence, which has expanded the customer base for this market.
 

Additionally, the increasing population of millennials is propelling the growth of the market as they value self-expression, body positivity, and inclusivity, leading to a higher demand for diverse and trendy lingerie options that align with their personal styles.
 

With the rise in emphasis on body positivity and inclusivity, lingerie brands like Savage X Fenty, ThirdLove, and Knix have diversified their offerings to accommodate a broader range of sizes, shapes, and styles. Additionally, the rise in disposable incomes in the developing regions of Asia Pacific has empowered consumers to invest in higher quality, aesthetically pleasing lingerie, driving market expansion. People in the Asia Pacific region have spent around USD 5.81 Billion on intimate lingerie products in the year 2023.
 

Furthermore, the integration of e-commerce features on platforms like Instagram and Pinterest which allows them to directly shop for products without leaving the platform has streamlined the shopping experience for consumers, allowing them to explore and purchase lingerie seamlessly within the social media environment. As influencers collaborate with lingerie brands to showcase products, share personal experiences, and connect with a vast audience, the market has witnessed significant growth.
 

For instance, SKIMS collaborated with influencers like Ashley Graham and La La Anthony to promote its products. Their authentic testimonials and demonstrations showcased the functionality and inclusivity of SKIMS' offerings, reaching a wider audience and driving significant sales progress.
 

The intimate lingerie market faces significant challenges, with one being the limited availability of lingerie in plus sizes, failing to cater to the diversity of body shapes and sizes. This disregards the fact that beauty and confidence come in all sizes. Another restraint in the lingerie industry is the high price point. Lingerie is often manufactured using sophisticated and expensive machinery, contributing to the elevated costs. This poses a barrier for many consumers, restricting access to quality intimate apparel.
 

Intimate Lingerie Market Trends

The manufacturers are increasing the use of flexible fabrics like nylon and spandex in manufacturing of the lingerie products. For instance, in June 2023, Hung Yen Knitting & Dyeing and Hyosung joined together in an exclusive partnership to deliver a successful sustainable textile innovation — N850 FishTale — a fabric made from an 80/20 blend of Hyosung regen ocean 100-percent post-consumer nylon made from discarded fishing nets, and RCS-certified 100-percent recycled creora regen spandex.
 

Technological advancements like the integration of virtual fitting technology and 3D scanning technology, where customers can try out clothes from their smartphones or ARs, is expected to drive the market growth in the forecast period. Companies like Victoria’s Secret Co., Savage X Fenty, Wacoal, etc. use these technologies. Victoria’s Secret & Co. partnered with NetVirta to introduce new bra fit technology Verifyt within the retailer’s app in which the retailer will use this 3D scanning technology to provide shoppers with personalised bra size recommendations and to simplify the process of finding the right-sized bra.
 

Intimate Lingerie Market Analysis

The market 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 share of 43.4% in the year 2023. This dominance is due to bras provide essential support and shaping, playing a crucial role in both comfort and confidence. As back pain most often occurs in women, choosing a right, supportive bra provides comfort and relief as it lifts and supports your bust, reducing stress on your spine and lessening tension headaches. Additionally, with a spectrum of styles and functionalities catering to various activities and aesthetic preferences, bras hold a wider appeal compared to other segments.  
       

Based on distribution channels the 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%. Customers appreciate the ability to physically scan and try products before making a purchase, coupled with the assistance of knowledgeable store associates in selecting the right items. These factors have a substantial impact on purchasing decisions, contributing to the growth of this segment. Additionally, opting for offline stores offers the advantage of ensuring the correct size and fit of a product, as well as the opportunity to assess its quality firsthand.
 

Currently, Asia Pacific leads the Intimate Lingerie market with a revenue of USD 5.81 billion, driven by the younger generation which embraces body positivity and seeks lingerie that celebrates individuality and comfort, driving market expansion. Furthermore, the increasing population of working women in developing economies like China and India, contribute significantly to the regional market's growth. The surge in awareness about optimal fits, coupled with shifts in the lifestyles of working millennials and a rise in disposable income for investing in premium products, is propelling the demand for intimate apparel. Additionally, consumers are increasingly willing to invest in cutting-edge products with innovative features which propels the market in this region.
 

Intimate Lingerie Market Share

The global intimate lingerie industry is highly fragmented. In 2023, dominant market players include Victoria’s Secret & Co., Hanesbrands Inc., Jockey International Inc., and Hennes & Mauritz AB. These players collectively hold about 28% of the total market share. These industry leaders dominate the market through their extensive distribution networks, strong brand recognition, and diverse product portfolios. However, the market also sees constant innovation and disruption from niche brands catering to specific needs and preferences, such as sustainable materials, body positivity, and inclusivity.
 

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
   

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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By Product type, (USD Billion; USD Million)

• 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.)

By Price Range, (USD Billion; USD Million)

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

By Distribution channel, (USD Billion; USD Million)

• 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