Lingerie Market Size – By Product Type, By Material, By Price, By Distribution Channel Analysis, Share, Growth Forecast, 2024 - 2032

Lingerie Market Size

The global lingerie market was valued at USD 7.2 billion in 2023. The market is expected to grow from USD 7.6 billion in 2024 to USD 11.7 billion in 2032, at a CAGR of 5.5%.
 

Consumer preferences, advancements in fabric technology, and the growth of online shopping are some of the reasons propelling global market growth. These factors are shaping the lingerie market, elevating it from simply being undergarments to stylish and comfortable apparel. Today, lingerie is much more than an item of trade; it is an essential component of fashion.
 

The primary consideration behind adopting lingerie is the need for comfortable and practical yet stylish lingerie. Shoppers, especially those from developed countries, are increasingly shifting towards well-fitting, comfortable, and good-quality fabric over just aesthetics. The appropriate response is to proactively include moisture management fabrics, seamless production, and innovative designs like shapewear that provide comfort to all body types. The shift is also driven by body positivity movements, which emphasize the need for greater inclusivity in fashion, thus putting more pressure on brands to expand their sizing and styling options.
 

Also, novel advances in textile as well as manufacturing techniques are critical. The introduction of smart textiles such as controllable temperature and antimicrobial fabrics show lingerie far more appealing than ever. Additionally, advancements in 3D knitting and laser cutting technologies are providing unrivaled seamless making combined with the best fit and durability. This is leading to high-quality lingerie being readily available, particularly to the large population of middle-class consumers. With these alterations, the manufacturers can expand their target population as well as cater to their current clientele.
 

Furthermore, online commerce has expanded rapidly; e-commerce websites also ease the shopping process by presenting comprehensive size charts, AI-based recommendations, and even virtual fitting that help address most of the problems associated with purchasing intimate garments.
 

According to the Americas E-Commerce report, the e-commerce industry is projected to be the next growth driver in retail, reaching an estimated market size of nearly USD 2.2 billion by 2027. This growth is supported by its counterpart’s e-commerce companies that are responsive to emerging market needs and primarily focused on convenience and superior experiences. It is predicted that over the forecast period, the fashion industry will have the largest share of that market in this region. The U.S. is the second largest market for e-commerce after China, standing at a staggering revenue of USD 862.4 billion in 2021.
 

Lingerie Market Trends

• The most prominent change in the lingerie business is the shift towards eco-friendly lingerie. Customers are inclined towards using eco-friendly and ethical materials, proper manufacturing processes, and sustainable packaging. Therefore, many lingerie brands have started to incorporate organic cotton, bamboo, or even recycled materials.
   
• Wider provision of body identity, self-expression, and self-image through new forms of technology is another notable development. Customers want lingerie that speaks to their distinct shapes and styles. And in return, brands have been providing customers with custom-made lingerie, adjustable bras, and even app-based fitting services. ThirdLove and True&Co., capitalize on AI and Big Data to provide a solution that is unique to every customer and their needs.
   

Lingerie Market Analysis

Based on the type of segment, the market is further bifurcated into bras, panties, shapewear, and others. The bras segment was valued at USD 3.1 billion in 2023 and is projected to reach USD 4.9 billion by 2032.
 

• The bras segment holds the largest share of the global lingerie market due to the growing consumer preference for comfort, functionality, and aesthetics. Women from different age groups have become more health conscious and need well-fitted bras, which has led to technological, fabric, and design advancements.
   
• The rising acceptance of bralettes, sports bras, and other types of wireless bras have also expanded the segment and cater to diverse lifestyles and preferences. Moreover, fabric technology's development in moisture control and breathability has made bras more appealing for everyday casual clothing. The market is also ignoring body shaming by providing size-adjustable and custom-made bras and further cementing its power in the market.
   

Based on the distribution channel, the global lingerie market is categorized as offline and online. The offline segment was valued at USD 3.9 billion in 2023 and is anticipated to grow with a CAGR of 5.4% during the forecast period.  
 

• The offline channel of distribution possesses a major share of the global lingerie market as consumers are more inclined to use lingerie during shopping. Like other personal items, one is required to consider size, comfort, and fabric quality, which affects decision-making for purchasing lingerie. Specialty boutiques, department stores, and multi-brand shops allow customers to try on the lingerie and get assistance from trained professionals while also being able to purchase different sizes and types.
   
• Furthermore, the brand and higher-end luxury lingerie labels tend to offer more physical services concerning the selling of collections needing specific and personal attention to service. The growing branded phenomenon and focus on the customer's experience when fitting has strengthened the offline market. There is a new wave of exclusive brand shops that focus on experiential shopping, offering clients tailored fitting instructions. And while e-commerce continues to grow, the offline channel is preferred for those looking to make immediate purchases with quality guarantees.
   

• The U.S. dominated the North American market which was valued at USD 1.7 billion in 2023 and is estimated to grow at a CAGR of 5.3% from 2024 to 2032.
   
• The American ladies’ lingerie market is led by the U.S. mainly due to its well-functioning fashion sector, high living standards, and global brand presence. American customers focus on comfort, inclusivity, and premium quality, which constantly enhances the lingerie design, material, and fit. In addition, the growth of the market is attributed to the advanced retail infrastructure, both offline and online. There has also been the emergence of direct-to-consumer (DTC) brands in the U.S., which improves market reach and customer interaction.
   
• Germany has emerged as a dominant market in lingerie sales owing to its booming textile and fashion industry, robust consumer purchasing power, and a shift towards premium and eco-friendly lingerie. Quality, comfort, and durability are the key factors for German Consumers, thus compelling brands to invest in high-quality performance fabrics and innovative designs. In addition, increased focus on sustainable fashion has broadened the scope of purchasing eco-friendly lingerie brands. German brands are already actively using organic cotton, recycled fabrics, and ethical practices.
   
• In the Asia-Pacific region, China ranks first in the consumer share owing to its extensive population, boost in income rate, and growing fashion sector. The West is adopting new and more comfortable fashion trends, which are catered by high-end lingerie brands. Aimer, Cosmo Lady, and Victoria’s Secret are lines that emerged from this lucrative market by segmenting their products for different class groups. The boom of e-commerce and online shopping has also made a great impact on the development of the sector.
   

Lingerie Market Share

In 2023, Victoria's Secret, Hanesbrands, PVH, Jockey, and Triumph collectively held a 5% to 10% share of the global lingerie industry. These companies have taken a more proactive approach to strengthening their market positions, which includes focusing on innovations, forming strategic partnerships, and expanding into new developing economies.
 

Victoria’s Secret & Co. has gone through various operational adjustments ranging from the restructuring of the company’s hierarchy to the augmentations of various business endeavors.
 

HanesBrands, including Playtex, Bali, and L’eggs, have a very wide consumer appeal. This company seeks to deliver economical solutions and products for value-seeking consumers, providing comfortable and sturdy lingerie. Because of its global supply chain, HanesBrands can maintain competitive pricing across all markets.
 

The company that owns brands such as Tommy Hilfiger and Calvin Klein, PVH Corp., offers lingerie among other pieces of fashion collection. The company has formulated a strategy whereby recognition of its strong brand is used for marketing lingerie that matches the brand’s modern and minimalist design aesthetic. At PVH, lingerie is positioned as a high-quality and stylish product appealing to the upper tier of the market.
 

Jockey emphasizes comfort and fit by innovating and creating a line of intimate apparel suitable for daily use. The company seeks to vary its product lines to fill the gap in the market’s differing consumer needs and preferences. Jockey also has strong retail outlets and invests in advertising to show satisfaction with the qualitative marketing of the firm.
 

Triumph International is one of the most prominent global players in intimate apparel, which shows quality and class in its lingerie. Through marketing sophistication, Triumph sells broadly in regions with great expansion opportunities, drawing upon its large distribution network.
 

Lingerie Market Companies

Major players operating in the lingerie industry are:

• Aerie
• Agent Provocateur
• Calvin Klein
• Chantelle
• Cosabella
• Hanesbrands
• Hanky Panky
• Jockey
• La Perla
• PVH
• Savage X Fenty
• ThirdLove
• Triumph
• Victoria's Secret
• Wacoal 
   

In the global lingerie market, companies are adopting various strategies to increase their competitive edge and meet the ever-changing needs of consumers. Brands are focused on product innovation and sustainability. Several investments are made into environmentally friendly materials and new sizing and textile technologies that are more comfortable and durable. Furthermore, digital transformation in retail has increased focus on DTC models, AI-based personalization, and effortless shopping through websites and apps. Brand collaborations and increased focus on premium products are also growing as brands seek to expand their target customers.
 

In October 2022, Lifestyle brand Playboy is set to debut its first owned-and-operated lingerie brand, marking a strategic expansion into the intimate apparel segment. This launch aligns with the company’s efforts to broaden its presence in new apparel categories, offering stylish, high-quality lingerie that embodies Playboy’s signature bold and sophisticated aesthetic while catering to evolving consumer preferences in the fashion industry.
 

Lingerie Industry News

• In August 2024, Bali (HanesBrands), America’s leading national bra brand, introduced Bali Breathe, its airiest and most breathable collection yet. The new line combines nearly a century of design expertise with a modern approach to comfort and style. Features light-air bras, underwear, and shapewear, Bali Breathe redefines luxurious innerwear with innovative breathable fabrics for all-day comfort.
   
• In July 2023, Swiss innerwear brand Sloggi, part of Triumph International, launched ‘Move Comfortably Through Our World,’ a campaign aimed at redefining the innerwear category. Targeting Gen Z, the brand emphasizes comfort and innovation while expanding its product line across global markets, including India. With a focus on modern design and functionality, Sloggi aims to set new standards in everyday innerwear.
   

The Lingerie Market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) and volume (Million Units) from 2018 to 2032 for the following segments:

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Market, By Product Type

• Bras
• Panties
• Shapewear
• Others

Market, By Material

• Cotton
• Lace
• Silk
• Others

Market, By Price

• Low
• Medium
• High

Market, By Distribution Channel

• Online
• Offline

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

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