Lingerie Market

Industry Outlook

Lingerie is an article of clothing that is both fashionable and functional. The global lingerie market was worth US$ 38.69 billion in 2017 and is expected to expand at a 4.5% CAGR from 2018 to 2026. Latest trends show women are keen on selecting the correct lingerie that is suitable for their outerwear. This is mainly because lingerie has become more of a cultural and psychosocial necessity for women.

Lingerie is one of the high-growth categories among other apparel segments and promises innovation and growth in the coming years. The rise in consumer income, combined with an increase in discretionary spending on fashionable clothing, has resulted in an increase in demand for lingerie. Several companies adopt visual merchandising as a strategic move to gather more customers. The use of colorful backgrounds in retail stores, as well as the use of mannequins to display products, attracts more customer attention.

The penetration of online channels is expected to boost the market growth in the coming years. In order to strengthen the online channel, companies take help from digital agencies that help with the display of the products. For instance, Intimatology, a digital agency in the U.S., helps with rebranding, web design, packaging, photography, copywriting, and developing sales collateral for lingerie. In addition to this, the company also recommends the incorporation of videos and interactive content to engage more customers on the websites.

Women’s participation in sports has increased the demand for appropriate lingerie, such as sports bras. Exercises induce breast motion and the breast pain associated with it. In order to minimize such problems, sports bras were introduced that provide female athletes with comfort and better performance during sporting activities.

However, the high cost associated with advertisements and promotion of the products is a major restraint for the global market. The advertisements of lingerie through different media involve the hiring of models, which results in an increase in the cost of production, which is a major setback for the new entrants to the market.

Major players in the lingerie market include Adore Me, L Brands, Philips Van Heusen, Jockey International, American Eagle Outfitters, Triumph International, Wacoal, Hanesbrands, Groupe Chantelle, and Fruit of the Loom, among others.

Market Snapshot: Global Lingerie Market Value

Bras dominated the global lingerie market in 2017.

Based on different product types, the market is segmented into bras, knickers & pants, shapewear, and loungewear, among others. Bra dominated the market in 2017 and is expected to retain its dominance throughout the forecast period. Bras are further categorized into padded bras and non-padded bras. Non-padded bras are preferred by women as they can use them on a regular basis and because they have soft fabrics that provide comfort. Additionally, the versatility enhanced support, and low price of non-padded bras attract more customers’ attention. However, changes in preferences for different outerwear have resulted in the purchase of padded bras, and this segment is expected to grow rapidly during the forecast period. Victoria’s Secret is known for manufacturing heavily padded bras. However, in 2016, the sales of Victoria’s Secret faced a major setback due to the rising demand for bralettes and sports bras.

Online distribution is the fastest-growing segment for lingerie.

Traditionally, women purchased lingerie from salespersons who had little knowledge regarding the product. The lingerie industry suffered greatly as a result of conservative women’s preference for privacy due to fear of judgment. However, modern offline retail chains such as Macy’s and Victoria’s Secret, among others, reduced such problems but were limited by their reach. These channels also had limited shelf space, preferred brands, and sizes.

E-commerce websites gained more attention among some sections of women as they featured product details, a questionnaire regarding sizes, a wider selection of different brands, and a broader array of designs and colors. The return policy in online channels is also important in triggering the current growth rate of the online segment. Third-party e-retailers like Amazon introduced private-label lingerie brands in 2017. The company has approximately 63 million registered prime members and consumer intelligence retail partners that continuously monitor market performance. The prices offered by Amazon are also low compared to those of brands such as Victoria’s Secret. For instance, Amazon offered bras for US$8 while Victoria’s Secret offered the same at US$40.

However, there are people who are still skeptical regarding fit and material and thus prefer purchasing lingerie from physical stores. Thus, this poses a major challenge for the online channel to gain dominance over hypermarkets and specialty stores.

Europe dominated the global lingerie market in 2017.

Europe accounted for the largest market share in 2017. In terms of volume and value consumption, North America and Asia Pacific trailed Europe. France is the largest market for lingerie in Europe, followed by Germany in 2017. The French market is highly consolidated and consists of high-end brands such as Chantelle and Eres, among others. Women in France are involved in discretionary spending and spend approximately 20% of their income on lingerie.

Asia Pacific is expected to witness the fastest growth during the forecast period. China, among other countries, dominated the market in Asia-Pacific in 2017. The change in mindset toward purchasing different types of lingerie is creating opportunities in the Asia-Pacific region. Additionally, low-priced products exported from countries such as China and Turkey are a major competition for European brands. China accounted for more than 40% of the exports of lingerie in 2016. On the other hand, shifting preferences toward colored lingerie is one of the key factors fueling the demand for lingerie in Turkey. The Turkish Lingerie Association made $8 million in revenue from the sale of red lingerie in 2017. Earlier in 2016, the Turkish lingerie industry generated a profit of US$ 6 million, with the colored lingerie segment generating $3.5 million in revenue.

New Product Launch is one of the key strategies adopted by key players in the lingerie market.

The popularity of bralettes and sports bras has resulted in new product launches by major manufacturers. Companies such as Amazon are involved in shopper surveys and gather regular feedback on the products. Shoppers have the opportunity to chat with the experts regarding the sizes and quality of the products through online platforms. Amazon launched new lingerie brands under Mae and Arabelle in 2017. The new competition from Amazon resulted in declining sales for famous brands such as Victoria’s Secret. The revenue of Victoria’s Secret witnessed a decline of 8 percent in February 2018 compared to 2017.

Sports bras have grabbed more attention from women in recent years. Women prefer sports bras that would provide them with more comfort during exercise or sporting activities. In 2017, Nike launched a new sports bra called the FE/NOM FlyKnit bra for female athletes. The bra is soft and provides more support during sporting activities.

Improvement of the product portfolio through strategic acquisition is one of the strategies adopted by the key players in recent years. In 2018, Hanesbrands acquired Bra N Things, an Australian-based lingerie brand that has more than 172 retail stores in New Zealand, Australia, and South Africa. The acquisition helped the company with geographical expansion and an improvement in the product portfolio of swimwear, shapewear, and loungewear, among others.

Report Scope

The report provides a thorough outline of the global lingerie market by categorizing it into the different segments given below:This research report describes leading continents and their major countries, along with profiles of key players operating in the overall market and their planned developments. Our report further defines the overall market dynamics, such as drivers, challenges, and opportunities prevalent in the market, to understand the global lingerie market more explicitly. Our in-depth quantitative and qualitative analysis of each segment up to the country level highlights investment opportunities and revenue pockets in the market.

Key questions are answered in this report.

• What are the current lingerie market trends, and what are the valuable opportunities for players?
• Which is the most lucrative region for investment?
• What are the market size and trends in emerging markets?
• Which are the major product types of lingerie and their market sizes?
• Which are the major distribution channels for lingerie and their market sizes?
• Which are the leading players and their market positions?

Chapter 1 Preface 13
1.1 Report Scope and Description 13
1.1.1 Study Purpose 13
1.1.2 Target Audience 13
1.1.3 USP and Key Offerings 13
1.2 Research Scope 14
1.3 Research Methodology 15
1.3.1 Phase I – Secondary Research 15
1.3.2 Phase II – Primary Research 16
1.3.3 Phase III – Expert Panel Review 16
1.3.4 Market Size Estimation 16
1.3.4.1 Top-Down Approach 16
1.3.4.2 Bottom-Up Approach 17
1.3.5 Assumptions 18
1.4 Market Segmentation 18

Chapter 2 Executive Summary 19
2.1 Snapshot: Global Lingerie Market (Mn Units)( US$ Bn) 20
2.1.1 Global Lingerie Market, by Product Type, 2017 (Mn Units) (US$ Bn) 21
2.1.2 Global Lingerie Market, by Distribution Channel, 2017 (Mn Units) (US$ Bn) 21
2.1.3 Global Lingerie Market, by Geography, 2017 (Mn Units) US$ Bn) 22

Chapter 3 Market Dynamics 23
3.1 Introduction 23
3.2 Market Dynamics 24
3.2.1 Market Drivers 24
3.2.1.1 Rapid Penetration of Online Retail Resulting in Market Growth 24
3.2.1.2 Rise in Participation of Women in Sporting Activities is expected to fuel the Demand for Sport Bras 25
3.2.2 Market Challenges 26
3.2.2.1 High Cost in Advertisements and Promotions of Lingerie 26
3.2.3 Market Opportunities 27
3.2.3.1 Product Innovations Expected to Drive Future Demand for Lingerie 27
Attractive Investment Proposition, by Geography, 2017 28
3.3 Market Positioning of Key Players, 2017 29

Chapter 4 Global Lingerie Market, by Product Type 30
4.1 Overview 30
4.1.1 Global Lingerie Market Value Share, by Product Type, 2017 & 2026 (Value, %) 31
4.1.2 Global Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 31
4.2 Bra 32
4.2.1 Global Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 33
4.2.2 Padded Bra 33
4.2.2.1 Global Lingerie Market, by Padded Bra, 2016 – 2026 (Mn Units) (US$ Bn) 34
4.2.3 Non Padded Bra 34
4.2.3.1 Global Lingerie Market, by Non Padded Bra, 2016 – 2026 (Mn Units) (US$ Bn) 35
4.3 Knickers & Panties 36
4.3.1 Global Lingerie Market, by Knickers & Panties, 2016 – 2026 (Mn Units) (US$ Bn) 36
4.4 Loungewear 37
4.4.1 Global Lingerie Market, by Loungewear, 2016 – 2026 (Mn Units) (US$ Bn) 37
4.5 Shapewear 38
4.5.1 Global Lingerie Market, by Shapewear, 2016 – 2026 (Mn Units) (US$ Bn) 38
4.6 Others (corsets, bikini, etc.) 39
4.6.1 Global Lingerie Market, by Others, 2016 – 2026 (Mn Units) (US$ Bn) 39

Chapter 5 Global Lingerie Market, by Distribution Channel 40
5.1 Overview 40
5.1.1 Global Lingerie Market Value Share, by Distribution Channel, 2017 & 2026 (Value, %) 41
5.1.2 Global Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 41
5.2 Online Channel 42
5.2.1 Global Lingerie Market, by Online Channel, 2016 – 2026 (Mn Units) (US$ Bn) 43
5.3 Hypermarkets 44
5.3.1 Global Lingerie Market, by Hypermarkets, 2016 – 2026 (Mn Units) (US$ Bn) 45
5.4 Specialty Stores 45
5.4.1 Global Lingerie Market, by Specialty Stores, 2016 – 2026 (Mn Units) (US$ Bn) 46
5.5 Others (unorganized retail stores, independent retail stores etc) 47
5.5.1 Global Lingerie Market, by Others 2016 – 2026 (Mn Units) (US$ Bn) 48

Chapter 6 Global Lingerie Market, by Geography 49
6.1 Overview 49
6.1.1 Global Lingerie Market Value Share, by Geography, 2017 & 2026 (Value %) 50
6.1.2 Global Lingerie Market, by Geography 2016 – 2026 (Mn Units) (US$ Bn) 50
6.2 North America 51
6.2.1 North America Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 52
6.2.1.1 North America Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 53
6.2.2 North America Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 53
6.2.3 North America Lingerie Market, by Country, 2016 – 2026 (Mn Units) (US$ Bn) 54
6.3 Europe 55
6.3.1 Europe Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 55
6.3.1.1 Europe Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 56
6.3.2 Europe Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 57
6.3.3 Europe Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) (US$ Bn) 57
6.4 Asia Pacific 59
6.4.1 Asia Pacific Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 59
6.4.1.1 Asia Pacific Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 60
6.4.2 Asia Pacific Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 61
6.4.3 Asia-Pacific Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) (US$ Bn) 61
6.5 Latin America 63
6.5.1 Latin America Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 63
6.5.1.1 Latin America Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 64
6.5.2 Latin America Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 65
6.5.3 Latin America Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) (US$ Bn) 65
6.6 Middle East & Africa 67
6.6.1 Middle East & Africa Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Bn) 67
6.6.1.1 Middle East & Africa Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) (US$ Bn) 68
6.6.2 Middle East & Africa Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) (US$ Bn) 69
6.6.3 Middle East & Africa Lingerie Market, by Region, 2016 – 2026 (Mn Units) (US$ Bn) 69

Chapter 7 Company Profiles 71
7.1 Adore Me 71
7.2 American Eagle Outfitters 73
7.3 Berkshire Hathaway 74
7.4 Groupe Chantelle 75
7.5 Hanesbrand Inc. 76
7.6 Jockey International 77
7.7 L Brands Inc. 78
7.8 PVH Corporation 79
7.9 Triumph International 80
7.10 Wacoal 81

List of Figures

FIG. 1 Global Lingerie Market: Research Methodology 15
FIG. 2 Market Size Estimation – Top Down & Bottom up Approach 17
FIG. 3 18
FIG. 4 Global Lingerie Market, by Product Type, 2017 (Mn Units) (US$ Bn) 21
FIG. 5 Global Lingerie Market, by Distribution Channel, 2017 (Mn Units, US$ Bn) 21
FIG. 6 Global Lingerie Market, by Geography, 2017 (Mn Units, US$ Bn) 22
FIG. 7 Attractive Investment Proposition, by Geography, 2017 28
FIG. 8 Competitive Landscape: Market Positioning of Key Lingerie Manufacturers, 2017 29
FIG. 9 Global Lingerie Market Value Share, by Product Type, 2017 & 2026 (Value, %) 31
FIG. 10 Global Lingerie Market, by Padded Bra, 2016 – 2026 (Mn Units) (US$ Bn) 34
FIG. 11 Global Lingerie Market, by Non Padded Bra, 2016 – 2026 (Mn Units) (US$ Bn) 35
FIG. 12 Global Lingerie Market, by Knickers & Panties, 2016 – 2026 (Mn units) (US$ Bn) 36
FIG. 13 Global Lingerie Market, by Loungewear, 2016 – 2026 (Mn Units) (US$ Bn) 37
FIG. 14 Global Lingerie Market, by Shapewear, 2016 – 2026 (Mn Units) (US$ Bn) 38
FIG. 15 Global Lingerie Market, by Others, 2016 – 2026 (Mn Units) (US$ Bn) 39
FIG. 16 Global Lingerie Market Value Share, by Distribution Channel, 2017 & 2026 (Value, %) 41
FIG. 17 Global Lingerie Market, by Online Channel, 2016 – 2026 (Mn Units) (US$ Bn) 43
FIG. 18 Global Lingerie Market, by Hypermarkets, 2016 – 2026 (Mn Units) (US$ Bn) 45
FIG. 19 Global Lingerie Market, by Specialty Stores, 2016 – 2026 (Mn Units) (US$ Bn) 46
FIG. 20 Global Lingerie Market, by Others, 2016 – 2026 (Mn Units) (US$ Bn) 48
FIG. 21 Global Lingerie Market Value Share, by Geography, 2017 & 2026 (Value %) 50

List of Tables

TABLE 1 Market Volume Synopsis (Mn Units) 20
TABLE 2 Market Value Synopsis (US$ Bn) 20
TABLE 3 Global Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 31
TABLE 4 Global Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 32
TABLE 5 Global Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 33
TABLE 6 Global Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 33
TABLE 7 Global Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 41
TABLE 8 Global Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 42
TABLE 9 Global Lingerie Market, by Geography 2016 – 2026 (Mn Units) 50
TABLE 10 Global Lingerie Market, by Geography 2016 – 2026 (US$ Bn) 51
TABLE 11 North America Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 52
TABLE 12 North America Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 52
TABLE 13 North America Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 53
TABLE 14 North America Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 53
TABLE 15 North America Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 53
TABLE 16 North America Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 54
TABLE 17 North America Lingerie Market, by Country, 2016 – 2026 (Mn Units) 54
TABLE 18 North America Lingerie Market, by Country, 2016 – 2026 (US$ Bn) 54
TABLE 19 Europe Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 55
TABLE 20 Europe Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 56
TABLE 21 Europe Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 56
TABLE 22 Europe Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 56
TABLE 23 Europe Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 57
TABLE 24 Europe Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 57
TABLE 25 Europe Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) 57
TABLE 26 Europe Lingerie Market, by Country/Region, 2016 – 2026 (US$ Bn) 58
TABLE 27 Asia Pacific Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 59
TABLE 28 Asia Pacific Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 60
TABLE 29 Asia Pacific Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 60
TABLE 30 Asia Pacific Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 60
TABLE 31 Asia Pacific Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 61
TABLE 32 Asia Pacific Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 61
TABLE 33 Asia-Pacific Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) 61
TABLE 34 Asia-Pacific Lingerie Market, by Country/Region, 2016 – 2026 (US$ Bn) 62
TABLE 35 Latin America Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 63
TABLE 36 Latin America Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 64
TABLE 37 Latin America Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 64
TABLE 38 Latin America Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 64
TABLE 39 Latin America Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 65
TABLE 40 Latin America Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 65
TABLE 41 Latin America Lingerie Market, by Country/Region, 2016 – 2026 (Mn Units) 65
TABLE 42 Latin America Lingerie Market, by Country/Region, 2016 – 2026 (US$ Bn) 66
TABLE 43 Middle East & Africa Lingerie Market, by Product Type, 2016 – 2026 (Mn Units) 67
TABLE 44 Middle East & Africa Lingerie Market, by Product Type, 2016 – 2026 (US$ Bn) 68
TABLE 45 Middle East & Africa Lingerie Market, by Bra Type, 2016 – 2026 (Mn Units) 68
TABLE 46 Middle East & Africa Lingerie Market, by Bra Type, 2016 – 2026 (US$ Bn) 68
TABLE 47 Middle East & Africa Lingerie Market, by Distribution Channel, 2016 – 2026 (Mn Units) 69
TABLE 48 Middle East & Africa Lingerie Market, by Distribution Channel, 2016 – 2026 (US$ Bn) 69
TABLE 49 Middle East & Africa Lingerie Market, by Region, 2016 – 2026 (Mn Units) 69
TABLE 50 Middle East & Africa Lingerie Market, by Region, 2016 – 2026 (US$ Bn) 70
TABLE 51 Adore Me: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 71
TABLE 52 American Eagle Outfitters: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 73
TABLE 53 Berkshire Hathaway: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 74
TABLE 54 Groupe Chantelle: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 75
TABLE 55 Hanesbrand Inc.: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 76
TABLE 56 Jockey International: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 77
TABLE 57 L Brands Inc.: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 78
TABLE 58 PVH Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 79
TABLE 59 Triumph International: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 80
TABLE 60 Wacoal: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 81