
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 14.54 Billion |
Market Size (2030) | USD 17.94 Billion |
CAGR (2025 - 2030) | 4.29 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
North America Lingerie Market Analysis
The North America Lingerie Market size is estimated at USD 14.54 billion in 2025, and is expected to reach USD 17.94 billion by 2030, at a CAGR of 4.29% during the forecast period (2025-2030).
The North American lingerie industry is experiencing a significant transformation driven by technological innovation and personalization. Advanced technologies like artificial intelligence and 3D scanning are revolutionizing the traditional fitting experience, enabling brands to offer customized solutions through digital platforms. In March 2024, DOUBL, a Canadian company, launched the first AI-fitted bra, allowing customers to receive perfectly fitted bras through an app that creates 3D body renderings without storing photos or videos. This technological integration is reshaping consumer expectations and shopping experiences, while addressing long-standing fit issues in the intimate apparel industry. The adoption of such technologies is particularly crucial as studies indicate that a significant portion of women wear incorrectly sized bras, affecting both comfort and confidence.
The market is witnessing a profound shift toward body positivity and size inclusivity, reflecting changing consumer attitudes and demands. According to industry data from CUUP Company, approximately 66% of women in the United States wear a D cup or larger size brassiere, highlighting the importance of diverse size offerings. Brands are responding by expanding their size ranges, incorporating more inclusive marketing campaigns, and featuring models of various body types in their promotional materials. This evolution has led to the development of new product lines specifically designed for different body shapes and sizes, moving away from the traditional one-size-fits-all approach.
The retail landscape in the lingerie sector continues to evolve with an emphasis on omnichannel presence and experiential shopping. Major retailers are adopting hybrid approaches, combining traditional brick-and-mortar stores with digital capabilities to enhance customer experience. The establishment of pop-up stores and boutique platforms offering premium lingerie and luxury lingerie pieces, along with personalized fitting services, demonstrates the industry's adaptation to changing consumer preferences. These specialized retail formats provide expert consultation and customized recommendations, creating a more intimate and personalized shopping experience.
The premium and luxury segments of the lingerie market are experiencing substantial growth, driven by increasing disposable income and changing consumer preferences. According to the National Travel and Tourism Office (NTTO), the United States witnessed an increase in inbound international visitors to 22.1 million in 2021, contributing to luxury lingerie sales as international tourists often prefer purchasing premium brands during their visits. This trend has encouraged established brands to expand their premium offerings and new designer lingerie brands to enter the market. The focus on high-quality materials, craftsmanship, and exclusive designs is becoming increasingly important as consumers seek lingerie that combines comfort with luxury.
North America Lingerie Market Trends
Emergence of Social Media
Social media has become a pivotal force in shaping consumer purchasing decisions within the North American lingerie market, with platforms like Instagram leading the charge in influencing buying behavior. The platform's reach is particularly strong among younger demographics, with approximately 71.95% of users aged 18-29 and 49.12% aged 30-49 actively engaging with content. Major lingerie brands are leveraging this demographic advantage by implementing sophisticated social media strategies that combine celebrity endorsements, user-generated content, and interactive campaigns to build brand awareness and drive sales. For instance, in March 2024, Victoria's Secret strategically launched its latest bridal collection featuring Hailey Bieber on Instagram, demonstrating the power of celebrity partnerships in creating viral marketing moments.
The evolution of social media marketing in the lingerie industry has created a more personalized and interactive connection between brands and consumers. Companies are increasingly utilizing social media platforms to provide detailed product information, size guides, and styling tips through dedicated YouTube channels and Instagram content series. Brands like ThirdLove have established dedicated social media channels that offer educational content about bra sizing and fit, helping consumers make informed purchasing decisions. Additionally, the rise of social media has enabled brands to showcase their products on diverse body types and engage in real-time conversations with customers through comments, direct messages, and live shopping events, fostering a more inclusive and transparent shopping experience.
Strong Sports Culture's Positive Impact on Activewear Lingerie
The robust sports culture in North America has significantly influenced the evolution of the lingerie market, particularly in the activewear segment. The increasing participation of women in sports and fitness activities has created a substantial demand for specialized sports lingerie that combines functionality with style. According to the Bureau of Labor Statistics, women's participation in sports and exercise activities has shown consistent growth, with 19.6% of women engaging in daily sports and recreational activities. This trend has prompted major brands to invest in research and development to create innovative sports lingerie products that cater to various intensity levels and workout types. For example, in August 2023, Under Armour launched its revolutionary HeatGear Armour high sports bra, specifically designed to provide superior support for female athletes during high-intensity activities.
The convergence of athleisure trends and wellness consciousness has further accelerated the development of sports lingerie products that transition seamlessly between workout sessions and daily wear. Major brands are responding to this demand by introducing versatile collections that incorporate advanced materials and construction techniques. These innovations focus on moisture-wicking capabilities, breathability, and compression features while maintaining aesthetic appeal. The growth in female gym membership, which has increased by 32.2% compared to male membership at 23.2%, has created a robust market for sports bras and other athletic lingerie pieces that cater to diverse workout preferences and body types. This trend is also reflected in the rising demand for intimate fashion that aligns with active lifestyles.
Increase in Strategic Investments and Wider Product Availability
The North American lingerie market has witnessed a surge in strategic investments, particularly in brands that emphasize inclusivity, sustainability, and innovation. Major investments have been directed toward expanding product lines, improving distribution networks, and enhancing the overall shopping experience. For instance, Rihanna's Savage X Fenty brand secured significant funding for expanding its brick-and-mortar presence, while brands like Sofia Vergara's EBY received substantial investment to develop their proprietary technologies. These investments have enabled brands to introduce more diverse product ranges that cater to various consumer preferences, body types, and occasions, from everyday wear to special occasions.
The expansion of product availability has been marked by innovative approaches to retail distribution and sizing inclusivity. Brands are increasingly adopting omnichannel strategies, combining physical store experiences with digital platforms to provide seamless shopping experiences. For example, retailers like Walmart have launched private label brands like Joyspun, offering 300 styles of sleepwear, bras, panties, socks, hosiery, and maternity intimates in an extensive size range from 34A to 46DDD. This strategic approach to product development and distribution has been complemented by the introduction of new technologies for better fit and comfort, such as advanced fabric innovations and sizing solutions. The industry has also witnessed a significant shift toward sustainable and eco-friendly materials, with brands incorporating recycled materials and implementing environmentally conscious manufacturing processes in response to growing consumer demand for sustainable fashion options. Additionally, the market has seen a notable increase in the availability of shapewear and loungewear, catering to the evolving needs of consumers seeking comfort and style.
Segment Analysis: Product Type
Brassiere Segment in North America Lingerie Market
The brassiere segment continues to dominate the North American lingerie market, holding approximately 53% market share in 2024. This significant market position is driven by continuous innovation in design, patterns, styles, and other factors that enhance both comfort and aesthetics. The rise in consumers' income levels and growing discretionary spending toward fashionable and comfortable foundation garments have resulted in increased demand for premium fabric-derived bras. Manufacturers are focusing on developing brassieres with improved materials and construction techniques to provide better support and comfort, while also incorporating fashion-forward designs to meet evolving consumer preferences. The segment's strong performance is further supported by the increasing awareness of proper fit and sizing, leading consumers to invest in quality brassieres that offer both functionality and style.

Briefs Segment in North America Lingerie Market
The briefs segment is projected to experience the fastest growth in the North American lingerie market during 2024-2029, with an expected growth rate of approximately 5% annually. This accelerated growth is attributed to increasing consumer preference for comfortable and versatile undergarment options. Manufacturers are introducing innovative designs that combine comfort with style, incorporating advanced materials and technologies to enhance breathability and moisture-wicking properties. The segment is also benefiting from the growing trend of body positivity and size inclusivity, with brands expanding their size ranges and offering diverse styles to cater to various body types. Additionally, the rising demand for sustainable and eco-friendly materials in intimate wear is driving innovation in the briefs segment, with manufacturers introducing products made from organic and recycled materials.
Remaining Segments in Product Type
The other product types segment in the North American lingerie market encompasses a diverse range of intimate wear including babydolls, bodysuits, bustiers, camisoles, and corsetry. This segment plays a crucial role in providing consumers with specialized options for various occasions and preferences. The segment's growth is supported by increasing demand for fashion-forward designs and the rising popularity of lingerie as outerwear trends. Manufacturers in this segment are focusing on developing innovative designs that combine functionality with aesthetic appeal, while also incorporating comfortable materials and construction techniques. The segment also benefits from the growing influence of social media and celebrity endorsements, which have helped popularize various styles and designs of specialty lingerie pieces.
Segment Analysis: Distribution Channel
Specialty Stores Segment in North America Lingerie Market
Specialty stores continue to dominate the North American lingerie market, commanding approximately 42% market share in 2024. These stores have gained significant prominence due to their tailored approach, specialized and specific items, and individualized services catering to various body types and sizes. The ability to scan products and provide product trials before purchases has been a key differentiator for this channel. Additionally, the assistance of store workers in making proper product selections significantly influences customer decisions, promoting segment growth. Large organized specialty stores carry a variety of brands, sizes, and styles of lingerie wear under one roof, including bras, briefs, camisoles, bodysuits, and baby dolls, providing customers with extensive options. The segment's strength is further reinforced by premium lingerie brands establishing their own chain of offline specialty stores to increase their product lines and expand their market presence.
Online Retail Stores Segment in North America Lingerie Market
The online retail stores segment is projected to experience the highest growth rate of approximately 7% during the forecast period 2024-2029. This remarkable growth is attributed to the increasing convenience of purchasing from home and the comprehensive product descriptions and size questionnaires available on digital platforms. The channel offers a more thorough selection of different brands, greater diversity in materials and patterns, and requires no capital investment for setting up physical stores. The segment's growth is further propelled by attractive exchange/return policies, compelling offers, and incentives provided by online retailers. Major players are increasingly adopting online retail strategies to reduce capital costs associated with offline stores and increase their profit margins. The trend is supported by strategic partnerships between lingerie brands and major online retailers to enhance customer reach and product visibility, while also providing detailed product exhibits and information to aid purchase decisions.
Remaining Segments in Distribution Channel
The remaining distribution channels in the North American lingerie market include supermarkets/hypermarkets and other distribution channels such as department stores and warehouse clubs. Supermarkets and hypermarkets serve as crucial retail spaces that accommodate a wide range of preferences and offer exclusive discounts due to their high-volume procurement capabilities. These channels effectively segment their product offerings based on functionality, age, gender, fabric, and design formats. Department stores contribute significantly through their systematic division into various sections and aisles, making it easier for customers to locate desired products. Additionally, warehouse clubs maintain a strong position in the market through their unique approach of selling brand products in bulk packages at competitive prices, supported by membership benefits and personalized recommendations that drive consumer loyalty.
North America Lingerie Market Geography Segment Analysis
North America Lingerie Market in the United States
The United States dominates the North American lingerie market, commanding approximately 84% of the total market share. The country's women's innerwear market is characterized by a strong presence of both global and domestic players offering diverse collections of intimate wear. The market benefits from a robust retail infrastructure combining traditional brick-and-mortar stores with sophisticated e-commerce platforms. Consumer preferences in the US market are increasingly shifting towards comfort-focused designs, particularly in sports bras and wireless options, while maintaining fashion-forward aesthetics. The country's lingerie sector is also witnessing significant innovation in terms of sustainable materials and inclusive sizing options, responding to growing consumer demand for environmentally conscious and body-positive products. Major retailers and brands are expanding their digital presence and implementing omnichannel strategies to enhance customer experience and accessibility. The market is also seeing increased customization options and personalized fitting services, leveraging advanced technology and data analytics to better serve consumer needs.
North America Lingerie Market in Canada
Canada's lingerie market is projected to demonstrate robust growth with an expected CAGR of approximately 5% during 2024-2029. The Canadian market is experiencing a significant transformation driven by changing consumer preferences and increasing awareness of sustainable fashion choices. The country's women's underwear sector is witnessing a notable shift towards inclusive sizing and diverse representation in marketing campaigns, reflecting its multicultural consumer base. Canadian consumers are increasingly prioritizing comfort and functionality alongside style, leading to growing demand for athleisure-inspired intimate wear. The market is characterized by a strong presence of both international brands and local Canadian designers who are gaining recognition for their innovative designs and sustainable practices. Digital transformation in the retail sector has significantly influenced purchasing patterns, with many Canadian consumers embracing online shopping platforms for lingerie. The market also benefits from the country's strong economy and high consumer spending power, particularly in major metropolitan areas like Toronto, Vancouver, and Montreal.
North America Lingerie Market in Mexico
Mexico's lingerie market demonstrates strong potential with its expanding middle class and growing fashion consciousness among consumers. The market is characterized by a blend of traditional retail channels and emerging e-commerce platforms, catering to diverse consumer preferences. Mexican consumers show particular interest in fashionable and modern women's innerwear designs, especially those incorporating local aesthetic elements and handmade embroidery. The country's women's underwear sector benefits from its strategic location and trade agreements, making it an attractive market for both domestic and international brands. Major industry players are increasing their focus on producing aesthetic, comfortable, and appealing intimates, particularly for teenagers and plus-size women. The market is witnessing significant developments in distribution channels, with both online and offline retailers expanding their presence. Local manufacturers are also gaining prominence by offering unique styles with contemporary twists, catering to specific regional preferences and needs.
North America Lingerie Market in Other Countries
The lingerie market in other North American territories, including various Caribbean nations and smaller continental markets, exhibits unique characteristics and opportunities. These markets are influenced by diverse cultural preferences, tourism dynamics, and varying economic conditions. Consumer behavior in these regions shows increasing sophistication, with growing demand for both premium and value-segment products. The retail landscape in these markets is evolving, with a mix of traditional retail formats and emerging digital platforms. International brands are establishing their presence through various distribution channels, while local players are carving out niches by offering products tailored to regional preferences. These markets also benefit from growing tourism sectors, which influence purchasing patterns and brand preferences. The increasing adoption of e-commerce platforms is helping overcome traditional distribution challenges, making a wider range of products accessible to consumers in these regions.
North America Lingerie Industry Overview
Top Companies in North America Lingerie Market
The North American lingerie market is characterized by continuous product innovation and strategic expansion initiatives from major players like Victoria's Secret, Hanesbrands, PVH Corp, and American Eagle Outfitters. Companies are increasingly focusing on developing sustainable and inclusive product lines, incorporating advanced materials and technologies to enhance comfort and functionality. The industry has witnessed a significant shift towards digital transformation, with brands strengthening their online presence and implementing omnichannel strategies. Market leaders are expanding their retail footprint through both company-owned stores and strategic partnerships, while simultaneously investing in direct-to-consumer channels. Additionally, brands are emphasizing body positivity and size inclusivity in their product development and marketing strategies, responding to evolving consumer preferences and social movements.
Fragmented Market with Strong Global Players
The North American intimate apparel market exhibits a moderately consolidated structure, dominated by established global brands while maintaining space for specialized local players and emerging direct-to-consumer brands. Major conglomerates leverage their extensive distribution networks, brand recognition, and economies of scale to maintain market leadership, while specialized players carve out niches through product differentiation and targeted marketing approaches. The market demonstrates a dynamic competitive environment where traditional retail giants compete with digitally native brands that offer personalized experiences and innovative sizing solutions.
The industry has experienced selective merger and acquisition activities, primarily focused on technological integration and supply chain optimization. Global players are increasingly acquiring innovative startups to enhance their digital capabilities and expand their product offerings. Meanwhile, established brands are forming strategic partnerships with technology companies and fashion designers to strengthen their market position and appeal to younger demographics. The market also sees continuous entry of new players, particularly in the direct-to-consumer space, challenging traditional retail models with data-driven approaches and personalized shopping experiences.
Innovation and Digital Presence Drive Success
Success in the North American intimate wear market increasingly depends on brands' ability to combine product innovation with strong digital capabilities and sustainable practices. Incumbent players must focus on developing technologically advanced products while maintaining a strong omnichannel presence and efficient supply chain operations. Companies need to invest in data analytics and artificial intelligence to better understand consumer preferences and optimize inventory management. Additionally, establishing a strong social media presence and engaging marketing campaigns has become crucial for maintaining market share and brand relevance.
For emerging players and contenders, differentiation through specialized product offerings and unique value propositions remains key to gaining market share. Success factors include developing strong direct-to-consumer relationships, implementing efficient digital marketing strategies, and offering innovative sizing solutions. The market shows moderate substitution risk, primarily from athleisure and comfort wear segments, requiring companies to adapt their product portfolios accordingly. While regulatory requirements regarding product safety and labeling exist, they don't significantly impact market dynamics, though increasing focus on sustainability and ethical manufacturing practices may influence future regulatory frameworks.
North America Lingerie Market Leaders
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Victoria's Secret & Co.
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Hanesbrands Inc.
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PVH Corp.
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AEO Inc.
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Nike Inc.
- *Disclaimer: Major Players sorted in no particular order

North America Lingerie Market News
- March 2024: ThirdLove partnered with Neiman Marcus to expand its reach and gain access to luxury shoppers through the department store across America.
- March 2024: DOUBL, a Canadian company specializing in made-to-measure bras fueled by AI technology, introduced the first AI-fitted bra. DOUBL developed the first made-to-measure bra that can be fitted and ordered from the comfort of a consumer’s home. Using advanced smartphone technology to capture body measurements directly from an app on the phone, the app creates a 3D body rendering without taking or storing photos or videos, ensuring the customer's privacy. DOUBL, then fits and adjusts the bra pattern to the measurement points, taking note of the customer’s breasts, shoulders, and back.
- January 2024: Victoria's Secret & Co. and Google Cloud announced a strategic, multi-year partnership. Victoria's Secret & Co. leverages Google Cloud's AI and generative AI technologies to create more personalized and inclusive online shopping experiences for its global customers. Through this partnership, VS&Co would also leverage Google Cloud's AI technologies to improve customer and associate experiences and drive operational efficiencies within the business.
North America Lingerie Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Influence of Endorsements and Aggressive Marketing
- 4.1.2 Inclination Toward Healthy Lifestyle and Athleisure
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4.2 Market Restraints
- 4.2.1 Availability of Counterfeit Products
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4.3 Porter's Five Force Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 By Product Type
- 5.1.1 Brassiere
- 5.1.2 Briefs
- 5.1.3 Other Product Types
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5.2 By Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Specialty Stores
- 5.2.3 Online Retail Stores
- 5.2.4 Other Distribution Channels
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5.3 By Geography
- 5.3.1 United States
- 5.3.2 Canada
- 5.3.3 Mexico
- 5.3.4 Rest of North America
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 The Gap Inc.
- 6.3.2 La Perla
- 6.3.3 The Natori Company Incorporated
- 6.3.4 Hanesbrands Inc.
- 6.3.5 Nike Inc.
- 6.3.6 Victoria's Secret & Co.
- 6.3.7 Jockey International Inc.
- 6.3.8 AEO Inc.
- 6.3.9 PVH Corp.
- 6.3.10 Fullbeauty Brands
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
North America Lingerie Industry Segmentation
Lingerie is a niche category of women's clothing comprising undergarments, primarily bras and panties, loungewear, and lightweight robes commonly made using silk or satin materials.
The North American lingerie market is segmented by product type, distribution channel, and geography. By product type, the market is segmented into brassiere, briefs, and other product types. The market is segmented by distribution channel into supermarkets/hypermarkets, specialty stores, online retail stores, and other distribution channels. The report analyzes emerging and established economies across the region, comprising the United States, Canada, Mexico, and the Rest of North America. The market sizing and forecasts have been done for each segment based on value (USD).
By Product Type | Brassiere |
Briefs | |
Other Product Types | |
By Distribution Channel | Supermarkets/Hypermarkets |
Specialty Stores | |
Online Retail Stores | |
Other Distribution Channels | |
By Geography | United States |
Canada | |
Mexico | |
Rest of North America |
North America Lingerie Market Research FAQs
How big is the North America Lingerie Market?
The North America Lingerie Market size is expected to reach USD 14.54 billion in 2025 and grow at a CAGR of 4.29% to reach USD 17.94 billion by 2030.
What is the current North America Lingerie Market size?
In 2025, the North America Lingerie Market size is expected to reach USD 14.54 billion.
Who are the key players in North America Lingerie Market?
Victoria's Secret & Co., Hanesbrands Inc., PVH Corp., AEO Inc. and Nike Inc. are the major companies operating in the North America Lingerie Market.
What years does this North America Lingerie Market cover, and what was the market size in 2024?
In 2024, the North America Lingerie Market size was estimated at USD 13.92 billion. The report covers the North America Lingerie Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the North America Lingerie Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Our Best Selling Reports
North America Lingerie Market Research
Mordor Intelligence provides a comprehensive analysis of the North America lingerie market, utilizing our extensive experience in the intimate apparel industry. Our detailed report covers the full range of intimates, including bras, corsetry, shapewear, and foundation garments. The analysis spans various segments, from luxury lingerie to women's underwear, hosiery, and loungewear. It offers stakeholders crucial insights into market dynamics and consumer preferences within the intimate fashion sector.
Our report PDF, which is easy to download, offers valuable intelligence on emerging trends in bridal lingerie, designer lingerie, and premium lingerie segments. The comprehensive coverage also includes sleepwear, women's nightwear, and bodywear categories, enabling businesses to make informed decisions. Stakeholders gain access to a detailed analysis of intimate clothing trends, focusing specifically on women's innerwear patterns and intimate wear preferences across North America. The report's insights support strategic planning for manufacturers, retailers, and investors in the intimate apparel industry, while providing clear visibility into both mass-market and luxury lingerie segments.