Lingerie Market Report: Trends, Forecast and Competitive Analysis to 2031

The global lingerie market is expected to reach an estimated $122.8 billion by 2031, with a CAGR of 5.7% from 2025 to 2031. The major drivers for this market are the increasing knowledge about the optimal fit of items, a growing number of millennials and women's growing purchasing power, as well as rising urbanization and consumer spending power worldwide.

The future of the global lingerie market looks promising, with opportunities in the online and offline markets.

• Within the distribution channel category, offline will remain a larger segment over the forecast period due to benefits such as product scanning and product trial before purchase.
• Within the product category, briefs will remain the largest segment due to the availability of various products made of comfortable fabrics such as cotton and nylon.
• In terms of regions, APAC will remain the largest region over the forecast period due to growing awareness of best practices, changing lifestyles of working millennials, rising incomes to invest in the best products available, and an obsession with maintaining a well-maintained structure.

Emerging Trends in the Lingerie Market

The lingerie market is evolving with several emerging trends that reflect changes in consumer preferences, technology, and societal attitudes. These trends are reshaping how lingerie is designed, marketed, and consumed, offering new opportunities and challenges for industry players.

• Sustainability and Ethical Production: The shift toward sustainability is a major trend in the lingerie market. Consumers are increasingly demanding eco-friendly materials and ethical manufacturing practices. Brands are responding by using recycled fabrics, reducing waste, and ensuring fair labor practices. This trend not only addresses environmental concerns but also appeals to a growing segment of environmentally conscious consumers, driving market growth and innovation.
• Inclusivity and Body Positivity: There is a growing emphasis on inclusivity and body positivity within the lingerie market. Brands are expanding their size ranges and offering diverse styles that cater to various body types and shapes. This trend reflects a broader societal shift toward embracing all forms of beauty and diversity, enhancing customer satisfaction, and broadening market appeal.
• Technological Integration: The integration of technology in lingerie design is becoming increasingly prevalent. Innovations such as smart fabrics that regulate body temperature and 3D-printed custom-fit lingerie are transforming the market. These technological advancements offer enhanced comfort, functionality, and personalization, attracting tech-savvy consumers and driving industry innovation.
• Direct-to-Consumer (DTC) Models: The rise of direct-to-consumer models is reshaping the lingerie market. Brands are leveraging e-commerce platforms and social media to reach consumers directly, bypassing traditional retail channels. This approach allows for greater personalization, improved customer engagement, and more competitive pricing. DTC models are also facilitating more detailed customer feedback and faster product iterations.
• Fusion of Lingerie and Outerwear: The blending of lingerie with outerwear is an emerging trend in fashion. Designers are incorporating lingerie-inspired elements into everyday wear, such as lacy tops and sheer fabrics. This trend reflects a shift toward more versatile and stylish lingerie options that can be worn both as intimate apparel and as fashion statements, expanding the market’s appeal and application.

These emerging trends are reshaping the lingerie market by driving innovations in sustainability, inclusivity, and technology. The integration of direct-to-consumer models and the fusion of lingerie with outerwear are further expanding market opportunities. As these trends continue to evolve, they will influence consumer preferences and industry dynamics, fostering a more diverse and innovative lingerie market.

Recent Developments in the Lingerie Market

Recent developments in the lingerie market highlight key shifts in consumer preferences, technology, and industry practices. These developments reflect broader trends and challenges within the market, impacting product design, marketing strategies, and consumer engagement.

• Sustainability Initiatives: Many lingerie brands are adopting sustainability initiatives to address environmental concerns. This includes the use of organic and recycled materials, as well as implementing ethical manufacturing processes. By focusing on sustainability, brands are meeting the growing consumer demand for eco-friendly products and positioning themselves as responsible industry players.
• Expansion of Size Ranges: The expansion of size ranges is a significant development in the lingerie market. Brands are increasingly offering a wider variety of sizes and styles to accommodate diverse body types. This shift toward inclusivity reflects changing consumer attitudes and helps brands tap into previously underserved segments of the market.
• Technological Innovations: Advances in technology are driving innovation in lingerie design. Features such as smart fabrics, which offer temperature regulation and moisture-wicking properties, are becoming more common. Additionally, 3D printing is being used to create custom-fit lingerie, enhancing comfort and personalization for consumers.
• Growth of E-commerce: The growth of e-commerce is transforming the lingerie market. Online shopping platforms are becoming the primary channel for lingerie purchases, offering convenience and a broader range of options. Brands are investing in digital marketing and online customer experiences to capture this growing segment and drive sales.
• Luxury and High-End Segments: There is a noticeable growth in the luxury and high-end segments of the lingerie market. Consumers are increasingly seeking premium products with high-quality materials and intricate designs. This trend reflects a desire for exclusivity and craftsmanship, driving brands to focus on luxury offerings and personalized experiences.

These recent developments are shaping the lingerie market by emphasizing sustainability, inclusivity, and technological innovation. The growth of e-commerce and the rise of luxury segments further illustrate evolving consumer preferences. As these developments continue to unfold, they will drive market growth and influence industry practices, leading to a more dynamic and diverse lingerie market.

Strategic Growth Opportunities for Lingerie Market

Strategic growth opportunities in the lingerie market are driven by evolving consumer needs, technological advancements, and emerging fashion trends. Identifying and capitalizing on these opportunities can enhance market positioning and drive expansion across various applications.

• Sustainability and Ethical Fashion: The demand for sustainable and ethically produced lingerie presents a key growth opportunity. Consumers are increasingly prioritizing eco-friendly materials and transparent supply chains. Brands that adopt sustainable practices and communicate their environmental efforts effectively can attract a loyal customer base and differentiate themselves in the competitive market.
• Inclusive and Diverse Product Lines: Expanding product lines to include a wider range of sizes and styles offers significant growth potential. By catering to diverse body types and preferences, brands can tap into new customer segments and enhance their market reach. This inclusivity not only meets consumer demand but also aligns with broader societal trends toward body positivity and diversity.
• Technological Integration: Integrating technology into lingerie design presents opportunities for innovation and differentiation. Features such as smart fabrics, 3D-printed custom-fit options, and wearable technology can enhance product functionality and appeal. Brands that leverage technological advancements can offer unique value propositions and attract tech-savvy consumers.
• Direct-to-Consumer Channels: Expanding direct-to-consumer (DTC) channels offers growth potential by providing a more personalized shopping experience and reducing reliance on traditional retail. E-commerce platforms, social media, and subscription models can help brands engage directly with consumers, gather valuable feedback, and drive sales through targeted marketing strategies.
• Fusion of Fashion and Function: The fusion of lingerie with outerwear and everyday fashion creates new growth opportunities. By designing lingerie-inspired pieces that can be worn as part of daily outfits, brands can appeal to fashion-conscious consumers and expand their market presence. This trend allows for greater versatility and increases the visibility of lingerie products beyond traditional settings.

These strategic growth opportunities highlight the potential for innovation and market expansion in the lingerie sector. By focusing on sustainability, inclusivity, technology, and direct-to-consumer models, brands can enhance their competitive edge and capture emerging market trends. Embracing these opportunities will contribute to the dynamic evolution of the lingerie market.

Lingerie Market Drivers and Challenges

The lingerie market is influenced by various drivers and challenges that impact its growth and development. Technological advancements, economic factors, and regulatory considerations shape the industry landscape, presenting both opportunities and obstacles for market players.

The factors responsible for driving the lingerie market include:

• Technological Innovations: Technological advancements drive growth in the lingerie market by enabling the development of innovative products. Features such as smart fabrics, temperature-regulating materials, and 3D-printed designs enhance functionality and comfort. These innovations attract tech-savvy consumers and differentiate brands in a competitive market, fostering growth and expansion.
• Rising Disposable Incomes: Increasing disposable incomes in emerging markets contribute to the growth of the lingerie sector. As consumers have more purchasing power, they are willing to invest in higher-quality and luxury lingerie products. This economic factor drives demand for premium offerings and supports market expansion in regions with growing affluence.
• Shift toward Sustainability: The growing consumer preference for sustainable and ethical products drives market growth. Brands that adopt eco-friendly practices and transparent supply chains can attract environmentally conscious consumers and build brand loyalty. This shift toward sustainability is reshaping the market and influencing product development and marketing strategies.
• E-commerce Growth: The expansion of e-commerce platforms has a significant impact on the lingerie market. Online shopping offers convenience, a wide range of options, and personalized experiences. Brands that effectively leverage digital channels can reach a larger audience, enhance customer engagement, and drive sales, contributing to market growth.
• Increased Focus on Inclusivity: The emphasis on inclusivity and body positivity is driving demand for diverse lingerie products. Brands that offer a wide range of sizes and styles to accommodate various body types can tap into new customer segments and enhance market appeal. This focus on inclusivity reflects changing consumer attitudes and supports market growth.

Challenges in the lingerie market are:

• High Production Costs: The high cost of producing advanced lingerie products can be a challenge for manufacturers. Innovations in materials and technology often involve significant expenses, which can impact pricing and profitability. Balancing production costs with consumer affordability is crucial for maintaining competitiveness and market growth.
• Regulatory Compliance: Navigating regulatory requirements and standards can be challenging for lingerie brands. Different regions have varying regulations related to product safety, labeling, and manufacturing practices. Ensuring compliance with these regulations requires resources and expertise, and failure to meet standards can result in legal issues and market entry barriers.
• Intense Competition: The lingerie market is highly competitive, with numerous brands vying for market share. Differentiating products and capturing consumer attention can be challenging, particularly with the rise of new entrants and changing consumer preferences. Brands must continuously innovate and adapt to stay ahead in a crowded market.

The major drivers and challenges impacting the lingerie market highlight the dynamic nature of the industry. Technological innovations, rising incomes, and shifts toward sustainability and inclusivity are driving growth, while high production costs, regulatory compliance, and intense competition pose challenges. Addressing these factors effectively will be essential for navigating the market and achieving sustained growth.

List of Lingerie Companies

Companies in the market compete based on product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, lingerie companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base.

Some of the lingerie companies profiled in this report include:

• Jockey
• Victoria’s Secret
• Zivame
• Gap
• Calvin Klein
• Bare Necessities
• Hunkemoller

Lingerie by Segment

The study includes a forecast for the global lingerie market by product, distribution channel, and region.

Product [Analysis by Value from 2019 to 2031]:

• Briefs
• Bras
• Shapewear
• Others

Distribution Channel [Analysis by Value from 2019 to 2031]:

• Online
• Offline

Region [Analysis by Value from 2019 to 2031]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country-Wise Outlook for the Lingerie Market

Recent developments in the lingerie market reflect evolving consumer preferences, technological innovations, and regional market dynamics. As the industry adapts to new trends, different countries showcase unique advancements influenced by cultural, economic, and regulatory factors. The United States, China, Germany, India, and Japan each have distinct developments that contribute to the global lingerie market, emphasizing shifts in design, material use, and consumer engagement.

• United States: In the United States, the lingerie market has seen significant growth in inclusivity and diversity. Major brands are expanding their size ranges and offering more customizable options to cater to a broader spectrum of body types. Additionally, there has been a noticeable shift toward sustainable practices, with many companies using eco-friendly materials and ethical manufacturing processes. The rise of direct-to-consumer models and digital platforms has also transformed shopping experiences, providing consumers with greater convenience and personalized options.
• China: China's lingerie market is experiencing a surge in demand driven by increasing disposable incomes and changing fashion preferences. There is a growing trend toward luxury and high-quality lingerie, with consumers willing to invest in premium products. Chinese brands are focusing on innovative designs and incorporating traditional elements into modern styles. E-commerce platforms are playing a crucial role in the market, with online shopping becoming a primary channel for lingerie purchases. Additionally, there is a rising interest in lingerie as part of lifestyle and self-care routines.
• Germany: In Germany, the lingerie market is characterized by a strong emphasis on comfort and functionality. German consumers prioritize high-quality materials and ergonomic designs that offer both support and comfort. There is also a growing trend toward minimalism and simplicity in lingerie design, with a focus on timeless pieces that offer durability. Sustainable practices are becoming increasingly important, with many brands adopting eco-friendly materials and transparent supply chains. Additionally, there is a rising interest in lingerie that combines style with practicality, suitable for everyday wear.
• India: India's lingerie market is undergoing rapid transformation, driven by changing societal attitudes and increasing urbanization. There is a growing demand for fashionable and comfortable lingerie, with brands expanding their offerings to include contemporary styles and diverse size ranges. Indian consumers are increasingly seeking international brands and online shopping options, leading to the growth of e-commerce in the lingerie sector. Additionally, there is a rising awareness of body positivity and self-expression, influencing lingerie design and marketing strategies.
• Japan: In Japan, the lingerie market is notable for its focus on intricate designs and attention to detail. Japanese consumers value high-quality craftsmanship and unique styles, often incorporating traditional motifs and modern aesthetics. There is a trend toward luxury lingerie, with an emphasis on delicate fabrics and sophisticated designs. The market is also influenced by technological advancements, such as the use of 3D printing for custom-fit lingerie. Additionally, Japanese brands are exploring new retail concepts, including immersive in-store experiences and innovative packaging.

Features of this Global Lingerie Market Report

• Market Size Estimates: Lingerie market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.
• Segmentation Analysis: Lingerie market size by product, distribution channel, and region in terms of value ($B).
• Regional Analysis: Lingerie market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
• Growth Opportunities: Analysis of growth opportunities in different products, distribution channels, and regions for the lingerie market.
• Strategic Analysis: This includes M&A, new product development, and the competitive landscape of the lingerie market.

Analysis of the competitive intensity of the industry based on Porter’s Five Forces model.

This report answers the following 11 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the lingerie market by product (briefs, bras, shapewear, and others), distribution channel (online and offline), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market, and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years, and what has its impact been on the industry?