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

The Report Covers North America Lingerie Market Trends & Statistics and is Segmented by Product Type (Brassiere, Briefs, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (United States, Canada, Mexico and Rest of North America). The Report Offers the Market Size in Value Terms in USD for all the Abovementioned Segments.


North America Lingerie Market Size

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North America Lingerie Market report, North America Lingerie Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Market Size (2024) USD 13.94 Billion
Market Size (2029) USD 17.20 Billion
CAGR (2024 - 2029) 4.29 %
Market Concentration Low

Major Players

North America Lingerie Market report, North America Lingerie Market Major Players

*Disclaimer: Major Players sorted in no particular order


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North America Lingerie Market Analysis

The North America Lingerie Market size is estimated at USD 13.94 billion in 2024, and is expected to reach USD 17.20 billion by 2029, growing at a CAGR of 4.29% during the forecast period (2024-2029).

Lingerie has evolved beyond traditional undergarments and has become an integral part of fashion. Evolving fashion trends, including a greater emphasis on self-expression, body positivity, and inclusivity, have led to a wider variety of lingerie styles, designs, and sizes. The increasing participation of women in physical activities has further propelled the sale of sports innerwear in recent years. Moreover, with the advent of artificial intelligence (AI) and 3D scanning technologies, brands can provide consumers with personalized fitting experiences through online apps. For example, in March 2024, DOUBL, a Canadian company specializing in made-to-measure bras fueled by AI technology, introduced the First AI-Fitted Bra. DOUBL developed a made-to-measure bra that can be fitted and ordered directly from an app using advanced technology to capture body measurements. The app creates a 3D body rendering without taking or storing photos or videos. Moreover, players established pop-up stores and boutique platforms that exclusively offer numerous options, including regular ones and premium or luxury lingerie pieces. These stores also provide personalized services and expert help to identify suitable fabrics and fit for consumers, per their requirements and budget. Such factors are anticipated to fuel the market growth during the study period.

North America Lingerie Market Trends

Influence of Endorsements and Aggressive Marketing

With the growing influence of social media on the buying behavior of consumers, companies are evolving and stepping up their advertising and endorsement strategies across different distribution channels to garner consumer attention. Consumers feel more sympathetic toward a brand if their products are promoted by a celebrity they admire or relate to. Therefore, manufacturers are collaborating with celebrities to endorse their lingerie collection. For instance, in March 2024, Victoria’s Secret launched its latest bridal collection starring Hailey Bieber. The photos were posted on Instagram, and Bieber was wearing white lingerie from The Bridal Collection. In addition, manufacturers focus on marketing expenditures, including advertising and endorsements, pricing, positioning, customer service, digital commerce platforms, digital services and experiences, and social media presence to increase portfolio awareness and sales.


United States Holds Largest Share

The United States is home to many of the foremost lingerie connoisseurs, including LVMH, Calvin Klein, and Victoria's Secret. Sports bras have become one of the preferred innerwear options among Americans, with a trend toward casualization and comfort in American fashion. Thus, manufacturers expand their catalogs to include various products and meet consumers' demand for trendy, fashionable lingerie. For example, in August 2023, Under Armour launched an all-new HeatGear Armour high sports bra. This new sports bra is ideal for female players needing a compression bra that provides unmatched support when leaving it all on the pitch. Besides, celebrities and influencers, including Heidi Klum, Kim Kardashian, and Rihanna, have opened their lingerie-focused clothing lines. According to a January 2022 article in Women’s Wear Daily, brands owned by Rihanna (SavagexFenty), Kim Kardashian (Skims), and Sofia Vergara (EBY) were seeing skyrocketing sales. These intimate brands have attracted further investment in the past few years, totaling millions of dollars. 

North America Lingerie Market: Sales per average store of Victoria's Secret, the United States, 2020-2022 (in USD Thousand)

North America Lingerie Industry Overview

The North American lingerie market is highly fragmented and intensely competitive, with numerous local and international players competing for a significant market share. Victoria's Secret & Co., HanesBrands Inc., PVH Corp., AEO Inc., and Nike Inc. are among some significant players. The major players are engaging in industry consolidation through partnerships or acquisitions of well-known domestic companies, which has heightened competition among other existing players in the market. Further, the players are focusing on launching new products per consumer demand and promoting their newly launched products through innovative marketing strategies to penetrate the regional market.

North America Lingerie Market Leaders

  1. Victoria's Secret & Co.

  2. Hanesbrands Inc.

  3. PVH Corp.

  4. AEO Inc.

  5. Nike Inc.

*Disclaimer: Major Players sorted in no particular order

North America Lingerie Market Concentration
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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. 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 Availability of Counterfeit Products

    3. 4.3 Porter's Five Force Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers

      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 By Product Type

      1. 5.1.1 Brassiere

      2. 5.1.2 Briefs

      3. 5.1.3 Other Product Types

    2. 5.2 By 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 By Geography

      1. 5.3.1 United States

      2. 5.3.2 Canada

      3. 5.3.3 Mexico

      4. 5.3.4 Rest of North America


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 The Gap Inc.

      2. 6.3.2 La Perla

      3. 6.3.3 The Natori Company Incorporated

      4. 6.3.4 Hanesbrands Inc.

      5. 6.3.5 Nike Inc.

      6. 6.3.6 Victoria's Secret & Co.

      7. 6.3.7 Jockey International Inc.

      8. 6.3.8 AEO Inc.

      9. 6.3.9 PVH Corp.

      10. 6.3.10 Fullbeauty Brands

    4. *List Not Exhaustive

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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
Other Product Types
By Distribution Channel
Specialty Stores
Online Retail Stores
Other Distribution Channels
By Geography
United States
Rest of North America
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North America Lingerie Market Research FAQs

The North America Lingerie Market size is expected to reach USD 13.94 billion in 2024 and grow at a CAGR of 4.29% to reach USD 17.20 billion by 2029.

In 2024, the North America Lingerie Market size is expected to reach USD 13.94 billion.

Victoria's Secret & Co., Hanesbrands Inc., PVH Corp., AEO Inc. and Nike Inc. are the major companies operating in the North America Lingerie Market.

In 2023, the North America Lingerie Market size was estimated at USD 13.34 billion. The report covers the North America Lingerie Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the North America Lingerie Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

North America Lingerie Industry Report

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

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