Lingerie Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Lingerie Industry Report & Growth and is Segmented by Product Type (Brassiere, Briefs, and Other Product Types); by Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels); and by Geography (North America, Europe, Asia-Pacific, South America, and the Middle East and Africa). The Report Offers the Market Size and Values in (USD) During the Forecasted Years for the Above Segments.

Lingerie Market Size

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Lingerie Market Summary
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Study Period 2019 - 2029
Market Size (2024) USD 94.78 Billion
Market Size (2029) USD 142.44 Billion
CAGR (2024 - 2029) 8.49 %
Fastest Growing Market Asia-Pacific
Largest Market Asia Pacific

Major Players

Lingerie Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Lingerie Market Analysis

The Lingerie Market size is estimated at USD 94.78 billion in 2024, and is expected to reach USD 142.44 billion by 2029, growing at a CAGR of 8.49% during the forecast period (2024-2029).

Consumer behavior towards innerwear lingerie has transformed substantially in recent years, primarily influenced by commercial advertisements, social media, and increased disposable income. As a result, the per capita spending on lingerie globally has increased substantially. Moreover, with the increasing participation of individuals in sports and the rising trend of athleisure, there has been an increase in the demand for intimate wear, which is comfortable and stretchable yet stylish. Furthermore, the emergence of several independent and private-label players has spurred competition through product innovations. Moreover, market players emphasize a structural transformation through digitalization to capture a younger target internationally via social networks. For instance, in 2022, Adidas launched an extensive sports bra collection featuring different new styles across several product franchises to support active women's specific needs better. The company also launched an online bra-fitting service to ensure the correct size for women shoppers and extend its in-store fitting service. 

Lingerie Market Trends

Growing Influence of Endorsements and Aggressive Marketing

In an age of diversity, companies are evolving their advertising and endorsement strategies across distribution channels to garner consumer attention. Celebrities endorsing or promoting products have increased drastically, helping brands build consumer trust and influence purchasing decisions. Consumers feel more sympathetic toward a brand if their products are promoted by a celebrity they admire or relate to. According to a study by the University of Arkansas in collaboration with the Manchester Business School in London, consumers between 18 and 24 years old actively develop their identities and appearance based on celebrities. They are more susceptible to celebrity brand endorsements than other age groups. As a result, brands are partnering with celebrities to endorse their products. For instance, in March 2023, Lingerie retailer Zivame launched its largest scale sale of the year, the 'Grand Lingerie Festival.' Bollywood celebrity Kriti Sanon endorsed the online sale event and featured over 50,000 styles. 

Lingerie Market: SPENDING ON MARKETING CAMPAIGNS and ENDORSEMENTS, in USD million, Global, 2021-2022

Asia-Pacific is the Biggest Market for Lingerie

Asia-Pacific is the largest market for lingerie due to the growing penetration of e-commerce and rising disposable incomes. Moreover, with various popular brands entering the regional market with their online retailing websites and attractive discounts, the market is anticipated to witness higher growth in the coming years. For instance, in September 2023, the United States-based lingerie and lifestyle brand Victoria's Secret launched its women's lingerie and sleepwear ranges on its India e-commerce store to offer its entire product range to shoppers across India. Furthermore, manufacturers are introducing body-inclusive, sustainable variants for environmentally conscious consumers, especially millennials and the growing Generation Z population. Therefore, brands like "Inner Sense,' the flagship brand of Green Ideology, an organic cotton and bamboo fiber manufacturing company, claim to offer skin-friendly lingerie with unique fiber with natural anti-bacterial and anti-microbial properties. The brand claims to provide India's first premium organic anti-microbial lingerie. Such factors are expected further to boost the market growth during the forecast period.

Lingerie Market: Market CAGR (In %), By Region, Global, 2023

Lingerie Industry Overview

The lingerie market is highly fragmented and intensely competitive, with the presence of numerous local and international players competing for a leading position in the market. Hansbrands Inc., Victoria's Secret & Co., Jockey International Inc., Triumph International, and PVH Corp. The key industry participants operate across various geographies with wide-ranging product lines across multiple stores to gain a competitive advantage. Moreover, leading companies are focused on new product launches by directing their investment in new materials and design technology to cater to evolving consumer needs.

Lingerie Market Leaders

  1. Jockey International Inc.

  2. Hansbrands Inc.

  3. Victoria's Secret & Co.

  4. Triumph International

  5. PVH Corp.

*Disclaimer: Major Players sorted in no particular order

Lingerie Market Concentration
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Lingerie Market News

  • March 2024: Hanesbrands Inc. launched Hanes Original with SuperSoft fabrics featuring a collection of body basics in modern styles, soft fabrics, and luxurious colors. The range includes high-quality bras for women, available on the company's website, Hanes retail stores, and authorized retailers, including Amazon, Target, Walmart, and Kohl's.
  • March 2024: Wacoal launched its new Comfortable Cool Underwire Bra to cater to women experiencing menopausal symptoms that come with cooling capabilities, moisture-wicking fabric, and endless support.
  • February 2024: Calvin Klein launched the first installment of the Spring 2024 campaign with the global brand ambassador and musical sensation Jennie in Calvin Klein underwear and jeans.

Lingerie Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

      1. 4.1.1 Influence of Endorsements and Aggressive Marketing

      2. 4.1.2 Inclination Toward Healthy Lifestyle And Athleisure

    2. 4.2 Market Restraints

      1. 4.2.1 Prevalence of Counterfeit Goods

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Brassiere

      2. 5.1.2 Briefs

      3. 5.1.3 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialty Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Russia

        5. Spain

        6. Italy

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East and Africa


    1. 6.1 Strategies Adopted By Leading Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Hansbrands Inc.

      2. 6.3.2 Jockey International Inc.

      3. 6.3.3 Victoria's Secret & Co.

      4. 6.3.4 Triumph International

      5. 6.3.5 MAS Holdings

      6. 6.3.6 Berkshire Hathaway Inc.

      7. 6.3.7 Zivame

      8. 6.3.8 PVH Corp.

      9. 6.3.9 Aimer Group

      10. 6.3.10 Wacoal Holdings Corp.

    4. *List Not Exhaustive

**Subject to Availability
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Lingerie Industry Segmentation

Lingerie is a category of women's clothing that includes shapewear, undergarments, and others. 

The lingerie market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into brassiere, briefs, and other product types. Based on distribution channels, the market is segmented into supermarkets/hypermarkets, specialty stores, online retail stores, and other distribution channels. Based on geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and the Middle East and Africa.

The market sizing has been done in value terms in USD for all the abovementioned segments.

Product Type
Other Product Types
Distribution Channel
Specialty Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
United Arab Emirates
Rest of Middle East and Africa
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Lingerie Market Research FAQs

The Lingerie Market size is expected to reach USD 94.78 billion in 2024 and grow at a CAGR of 8.49% to reach USD 142.44 billion by 2029.

In 2024, the Lingerie Market size is expected to reach USD 94.78 billion.

Jockey International Inc., Hansbrands Inc., Victoria's Secret & Co., Triumph International and PVH Corp. are the major companies operating in the Lingerie Market.

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the Asia Pacific accounts for the largest market share in Lingerie Market.

In 2023, the Lingerie Market size was estimated at USD 86.73 billion. The report covers the Lingerie Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Lingerie Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Underwear Industry Report

Statistics for the 2024 Lingerie market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Lingerie analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Lingerie Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)