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Add to CartLingerie Market
By Product Type;
Briefs, Bras, Shapewear, and OthersBy Psychographic;
Lifestyle, Values, and AttitudesBy Economic;
Income Level and Insurance CoverageBy Distribution Channel;
Online and OfflineBy Geography;
North America, Europe, Asia Pacific, Middle East & Africa, and Latin America - Report Timeline (2021 - 2031)Lingerie Market Overview
Lingerie Market (USD Million)
Lingerie Market was valued at USD 64,512.37 million in the year 2024. The size of this market is expected to increase to USD 114,196.07 million by the year 2031, while growing at a Compounded Annual Growth Rate (CAGR) of 8.5%.
Lingerie Market
*Market size in USD million
CAGR 8.5 %
| Study Period | 2025 - 2031 |
|---|---|
| Base Year | 2024 |
| CAGR (%) | 8.5 % |
| Market Size (2024) | USD 64,512.37 Million |
| Market Size (2031) | USD 114,196.07 Million |
| Market Concentration | Medium |
| Report Pages | 329 |
Major Players
- Hansbrands Inc
- Jockey International Inc
- Victoria's Secret & Co
- Triumph International
- MAS Holdings
- Berkshire Hathaway Inc
- Zivame
- PVH Corp
- Aimer Group
- Wacoal Holdings Corp
Market Concentration
Consolidated - Market dominated by 1 - 5 major players
Lingerie Market
Fragmented - Highly competitive market without dominant players
The Lingerie Market is witnessing remarkable expansion as consumer expectations evolve towards stylish, functional, and inclusive products. The focus on innovative designs and premium materials has accelerated the demand for differentiated lingerie offerings. A shift in lifestyle preferences has driven a 17% increase in demand for custom-fit and comfort-oriented undergarments across a wide consumer base.
Growth Drivers
The influence of digital platforms and cultural trends has redefined the market, encouraging purchases driven by self-confidence and personal identity. A reported 42% of customers prefer lingerie that aligns with their unique expression. Marketing strategies such as celebrity campaigns and influencer partnerships have helped boost brand interaction by 24%, alongside a visible uptick in sustainability-conscious buying.
Innovation and Product Evolution
There is growing consumer attention on seamless and non-restrictive designs, supported by advances in fabric technologies. More than 31% of shoppers now prioritize lingerie that combines ease and elegance, with wire-free designs becoming mainstream. Product evolution has also introduced adaptive fits and breathable materials, enhancing user comfort and design innovation.
Branding and Market Influence
A strong emphasis on ethical production and inclusive narratives is reshaping the market’s value proposition. Approximately 46% of consumers prefer brands that are transparent and eco-conscious, favoring businesses that communicate both authenticity and sustainability. As a result, the lingerie industry is being redefined through branding that reflects comfort, empowerment, and lifestyle harmony.
Lingerie Market Recent Developments
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In 2023, Victoria’s Secret acquired Adore Me for USD 400 million, aiming to rejuvenate its brand with tech-enabled inclusivity and win over Gen Z and millennial shoppers.
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In October 2024, UK brand Pour Moi teamed up with Marks & Spencer, driving a 12 % sales jump and earning over £5 million in just six months through widespread retail expansion.
Lingerie Market Segment Analysis
In this report, the Lingerie Market has been segmented by Product Type, Psychographic, Economic, Distribution Channel, and Geography.
Lingerie Market, Segmentation by Product Type
The Lingerie Market has been segmented by Product Type into Briefs, Bras, Shapewear, and Others.
Briefs
The briefs segment dominates the lingerie market, accounting for over 35% of the global share. These are widely preferred for daily wear due to their comfort, breathability, and availability in various styles like bikini, hipster, and boyshorts. Increasing demand for fashionable and functional underwear continues to drive growth in this segment.
Bras
Bras hold a significant share of approximately 40% in the lingerie market. The category includes various styles such as push-up, sports, and bralettes, catering to both comfort and fashion-conscious consumers. The rising adoption of premium and supportive bra designs has fueled expansion, especially among millennials and working women.
Shapewear
Shapewear represents about 15% of the lingerie market, driven by increasing awareness of body contouring and enhanced body appearance. Products like tummy tuckers and bodysuits are gaining traction due to rising demand for sleek silhouettes under form-fitting outfits. The segment has seen a boost from social media trends promoting body confidence.
Others
The ‘Others’ segment, comprising camisoles, lingerie sets, and specialty items, contributes nearly 10% of the market. Growth is supported by evolving fashion trends and increased consumer willingness to spend on intimate apparel for special occasions. Customization and premium fabrics also play a role in enhancing demand in this category.
Lingerie Market, Segmentation by Psychographic
The Lingerie Market has been segmented by Psychographic into Lifestyle, Values, and Attitudes.
Lifestyle
The lifestyle segment plays a vital role in shaping consumer preferences, contributing to nearly 40% of the lingerie market demand. Consumers with active, fashion-forward, or comfort-oriented lifestyles influence design, fabric, and functionality choices. The rise in wellness and fitness lifestyles has particularly driven interest in sports and comfort lingerie lines.
Values
Values-based segmentation accounts for approximately 30% of the market, reflecting consumer inclination toward sustainability, ethical sourcing, and body positivity. Brands promoting eco-friendly lingerie and inclusive sizing benefit from growing demand among conscious buyers who align their purchases with personal principles.
Attitudes
Attitudes contribute to around 30% of the lingerie market, with consumer perceptions around confidence, self-expression, and femininity shaping buying decisions. Modern consumers are increasingly choosing bold designs and innovative styles to reflect individuality and personal empowerment, pushing brands to evolve beyond traditional aesthetics.
Lingerie Market, Segmentation by Economic
The Lingerie Market has been segmented by Economic into Income Level and Insurance Coverage.
Income Level
Income level significantly impacts lingerie purchasing behavior, with the mid- to high-income segments contributing over 60% of the market share. Consumers in these brackets are more inclined to spend on premium, branded, and designer lingerie offering enhanced comfort, aesthetics, and quality. Economic stability and rising disposable income continue to support market expansion in this segment.
Insurance Coverage
Although a niche factor, insurance coverage influences around 5–10% of the lingerie market, particularly for post-surgical lingerie and mastectomy bras. In regions with advanced healthcare systems, insurance-backed purchases aid women recovering from medical procedures in accessing supportive and specialized lingerie, thereby creating a unique sub-market within the category.
Lingerie Market, Segmentation by Distribution Channel
The Lingerie Market has been segmented by Distribution Channel into Online and Offline.
Online
The online segment accounts for over 45% of the lingerie market and is growing rapidly due to convenience, privacy, and a wide product range. E-commerce platforms and brand websites offer virtual fitting tools and exclusive discounts, attracting younger demographics and tech-savvy shoppers. Social media marketing and influencer collaborations further drive online sales.
Offline
Offline channels still dominate with approximately 55% of the market share, especially in regions where consumers prefer in-store fitting and tactile product assessment. Department stores, lingerie boutiques, and multi-brand outlets provide personalized services and help in building brand trust, particularly among older and traditional shoppers.
Lingerie Market, Segmentation by Geography
In this report, the Lingerie Market has been segmented by Geography into five regions; North America, Europe, Asia Pacific, Middle East and Africa and Latin America.
Regions and Countries Analyzed in this Report
Lingerie Market Share (%), by Geographical Region
The Asia-Pacific lingerie market, which amounted to a significant value, is projected to witness substantial growth during the study period, driven by factors such as increasing awareness of ideal fits, evolving lifestyles of millennial workers, rising disposable incomes, and a growing emphasis on personal grooming.
North America
North America holds a substantial share of over 30% in the lingerie market, driven by high disposable income, strong brand presence, and a growing demand for premium and inclusive lingerie. The U.S. leads the region with evolving fashion preferences and a mature retail infrastructure supporting both online and offline sales.
Europe
Europe contributes around 25% to the global market, with countries like France, Germany, and the UK known for their luxury lingerie heritage. Consumers in this region value style, quality, and sustainability, fueling demand for eco-conscious and fashionable lingerie collections across various price points.
Asia Pacific
Asia Pacific is the fastest-growing region, accounting for nearly 20% of the market share. Rising urbanization, an expanding middle-class population, and increasing awareness of intimate wear are driving the adoption of branded lingerie. Countries like China, India, and Japan are emerging as key markets with high growth potential.
Middle East and Africa
The Middle East and Africa region holds approximately 10% of the market, with growth fueled by changing cultural perceptions, increasing women's workforce participation, and rising fashion consciousness. The demand for modest yet stylish lingerie is on the rise, especially in urban centers.
Latin America
Latin America contributes about 10% to the lingerie market, led by Brazil and Mexico. The region’s market is shaped by an affinity for vibrant, expressive lingerie designs and a growing emphasis on self-care and body positivity. Retail expansion and digital adoption further support market development.
Lingerie Market Trends
This report provides an in depth analysis of various factors that impact the dynamics of Lingerie Market.These factors include; Market Drivers, Restraints and Opportunities Analysis.
Comprehensive Market Impact Matrix
This matrix outlines how core market forces—Drivers, Restraints, and Opportunities—affect key business dimensions including Growth, Competition, Customer Behavior, Regulation, and Innovation.
| Market Forces ↓ / Impact Areas → | Market Growth Rate | Competitive Landscape | Customer Behavior | Regulatory Influence | Innovation Potential |
|---|---|---|---|---|---|
| Drivers | High impact (e.g., tech adoption, rising demand) | Encourages new entrants and fosters expansion | Increases usage and enhances demand elasticity | Often aligns with progressive policy trends | Fuels R&D initiatives and product development |
| Restraints | Slows growth (e.g., high costs, supply chain issues) | Raises entry barriers and may drive market consolidation | Deters consumption due to friction or low awareness | Introduces compliance hurdles and regulatory risks | Limits innovation appetite and risk tolerance |
| Opportunities | Unlocks new segments or untapped geographies | Creates white space for innovation and M&A | Opens new use cases and shifts consumer preferences | Policy shifts may offer strategic advantages | Sparks disruptive innovation and strategic alliances |
Drivers, Restraints and Opportunity Analysis
Drivers
- Increasing Awareness and Focus on Fit
- Rising Population of Millennials
- Growing Purchasing Power of Women
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Increasing Popularity of Online Channels - The rise of online shopping platforms has significantly transformed the dynamics of the lingerie market, becoming one of its strongest growth drivers. As consumers increasingly prefer the convenience of browsing and purchasing from home, brands have invested in enhancing their e-commerce infrastructure. With improved digital interfaces, interactive size guides, and personalized recommendations, shoppers now enjoy a more informed and comfortable buying experience, especially when it comes to intimate apparel.
The availability of a wide variety of lingerie styles, designs, and price ranges on online channels empowers consumers to explore more options than they typically find in physical stores. Retailers also benefit from lower overhead costs and the ability to target a broader geographic audience, leading to the rapid growth of direct-to-consumer lingerie brands that rely exclusively on digital platforms. Social media and influencer marketing play a crucial role in this ecosystem, helping brands generate engagement and boost visibility among younger demographics.
Online channels are also particularly attractive for consumers who value privacy and discretion in their shopping experience. Buying lingerie can be a personal and sensitive task, and e-commerce provides a setting that eliminates the pressure or discomfort often associated with in-store purchases. Features like virtual fittings, user reviews, and no-hassle returns further reduce hesitation and increase confidence in buying online.
Many lingerie companies are leveraging data from online behavior to fine-tune their inventory, improve customer service, and offer customized promotions. This level of personalization, powered by AI and advanced analytics, boosts customer loyalty and conversion rates. As internet penetration increases across emerging markets, the reach of online lingerie shopping will continue to grow, reinforcing the role of digital retail channels as a pivotal driver in the lingerie industry’s evolution.
Restraints
- Limited Availability of Plus Sizes
- High Manufacturing Costs
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Limited Representation of Body Diversity - A significant challenge facing the lingerie market is the limited representation of body diversity in mainstream advertising and product design. Many brands continue to showcase idealized or narrow beauty standards, alienating a large portion of consumers who do not see their body types reflected in campaigns or store mannequins. This disconnect can lead to diminished confidence among shoppers and reduced brand loyalty, especially in a market as personal and emotionally driven as lingerie.
Consumers today expect greater authenticity and inclusiveness, yet some established lingerie companies are slow to adapt. By not offering visuals that reflect diverse body sizes, ethnicities, and gender identities, brands risk appearing out of touch with cultural shifts and consumer values. This not only limits their reach but can also generate negative press and backlash on social media platforms, where representation is frequently discussed and scrutinized.
The lack of diversity is also apparent in product ranges, where many lines fail to provide well-fitting lingerie options for larger or non-standard sizes. When customers cannot find pieces that meet their body needs or feel welcomed by a brand’s messaging, they often seek out competitors that prioritize inclusivity. This gap represents a missed revenue opportunity and weakens long-term customer retention for traditional retailers.
Body-inclusivity challenges extend beyond marketing into product design and manufacturing. Developing lingerie that fits a wide range of bodies requires thoughtful engineering and sourcing, which some brands avoid due to perceived complexity or cost. However, as more emerging brands successfully prioritize inclusivity, companies that delay these changes may struggle to remain relevant in a competitive market driven increasingly by values and representation.
Opportunities
- Innovation in Fabric Design and Technology
- Emphasis on Sustainability
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Focus on Inclusive Sizing - One of the most impactful opportunities in the lingerie market today is the growing emphasis on inclusive sizing. As consumer expectations evolve, there is a clear demand for lingerie that fits and flatters a broader range of body shapes and sizes. Brands that embrace this shift by offering extended size ranges—from petite to plus and everything in between—stand to capture a more loyal and diverse customer base.
In response to this shift, forward-thinking companies are investing in size-inclusive design practices, involving more diverse models and real-world body data in their product development processes. By doing so, they are not only improving the fit of their garments but also empowering customers to feel seen and valued. This enhances both the emotional connection to the brand and overall customer satisfaction, leading to repeat purchases and stronger word-of-mouth marketing.
Inclusive sizing also aligns closely with modern values around body positivity and self-expression. Shoppers are actively seeking brands that celebrate diversity and encourage confidence regardless of size. Social campaigns that highlight customers of all body types wearing the same lingerie lines can resonate deeply, creating viral marketing opportunities and increasing brand credibility.
Inclusive sizing can open up previously underserved markets, particularly in regions where size representation has historically been limited. Offering better fit options in these areas not only promotes brand growth but also positions the company as a pioneer in accessibility. As inclusivity becomes a baseline expectation rather than a niche, brands that proactively meet these standards are better positioned to thrive and grow in the competitive lingerie landscape.
Lingerie Market Competitive Landscape Analysis
Key players in Lingerie Market include:
- Hansbrands Inc
- Jockey International Inc
- Victoria's Secret & Co
- Triumph International
- MAS Holdings
- Berkshire Hathaway Inc
- Zivame
- PVH Corp
- Aimer Group
- Wacoal Holdings Corp
In this report, the profile of each market player provides following information:
- Company Overview and Product Portfolio
- Market Share Analysis
- Key Developments
- Financial Overview
- Strategies
- Company SWOT Analysis
- Introduction
- Research Objectives and Assumptions
- Research Methodology
- Abbreviations
- Market Definition & Study Scope
- Executive Summary
- Market Snapshot, By Product Type
- Market Snapshot, By Psychographic
- Market Snapshot, By Economic
- Market Snapshot, By Distribution Channel
- Market Snapshot, By Region
- Lingerie Market Dynamics
- Drivers, Restraints and Opportunities
- Drivers
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Increasing Awareness and Focus on Fit
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Rising Population of Millennials
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Growing Purchasing Power of Women
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Increasing Popularity of Online Channels
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- Restraints
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Limited Availability of Plus Sizes
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High Manufacturing Costs
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Limited Representation of Body Diversity
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- Opportunities
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Innovation in Fabric Design and Technology
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Emphasis on Sustainability
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Focus on Inclusive Sizing
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- Drivers
- PEST Analysis
- Political Analysis
- Economic Analysis
- Social Analysis
- Technological Analysis
- Porter's Analysis
- Bargaining Power of Suppliers
- Bargaining Power of Buyers
- Threat of Substitutes
- Threat of New Entrants
- Competitive Rivalry
- Drivers, Restraints and Opportunities
- Market Segmentation
- Lingerie Market, By Product Type, 2021 - 2031 (USD Million)
- Briefs
- Bras
- Shapewear
- Others
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Lingerie Market, By Psychographic, 2021 - 2031 (USD Million)
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Lifestyle
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Values
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Attitudes
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Lingerie Market, By Economic, 2021 - 2031 (USD Million)
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Income Level
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Insurance Coverage
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- Lingerie Market, By Distribution Channel, 2021 - 2031 (USD Million)
- Online
- Offline
- Lingerie Market, By Geography, 2021 - 2031 (USD Million)
- North America
- United States
- Canada
- Europe
- Germany
- United Kingdom
- France
- Italy
- Spain
- Nordic
- Benelux
- Rest of Europe
- Asia Pacific
- Japan
- China
- India
- Australia & New Zealand
- South Korea
- ASEAN (Association of South East Asian Countries)
- Rest of Asia Pacific
- Middle East & Africa
- GCC
- Israel
- South Africa
- Rest of Middle East & Africa
- Latin America
- Brazil
- Mexico
- Argentina
- Rest of Latin America
- North America
- Lingerie Market, By Product Type, 2021 - 2031 (USD Million)
- Competitive Landscape
- Company Profiles
- Hansbrands Inc
- Jockey International Inc
- Victoria's Secret & Co
- Triumph International
- MAS Holdings
- Berkshire Hathaway Inc
- Zivame
- PVH Corp
- Aimer Group
- Wacoal Holdings Corp
- Company Profiles
- Analyst Views
- Future Outlook of the Market