U.S. Lingerie Market Size, Share & Trend Analysis Report By Product Type (Briefs, Bras, Shapewear, Others), By Distribution Channel (Online, Offline), And Segment Forecasts, 2024 - 2030

U.S. Lingerie Market Size & Trends

The U.S. lingerie market size was estimated at USD 22.20 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 7.1% from 2024 to 2030. Increasing disposable income of women in the country, growing awareness about the best fit of the products, rising population of millennials are some of the growth driving factors for this market. Distinguished range of products made available by manufacturers and marketers for different occasions, times of the day, and seasons has also been fuelling the demand for the industry. An increasing admiration towards lingerie is one of the aspects that has been contributing towards upsurge in the sale.

Subtlety, breathability provided by fabric and flexibility it possesses are most significant facets of lingerie and fabrics used in manufacturing of lingerie. Unlike earlier times, now companies operating in production of lingerie use variety of fabrics such as cotton, lycra,polyamide, silk, lace, organza, nylon, lyocell,  and sheer as well. While making lingerie, the designers and manufacturers consider characteristics of fabric such as elasticity, moisture absorbing capacity, resistance ability to wear and abrasion, softness and pleasantness it adds, durability, lustrous finishing, appearance it provides, aesthetic value it can add to product and more.

As they are provided with such a wide range of alternatives in terms of fabrics, qualities, sizes and fits, great number of customers are attracted towards purchasing their fit and favourites. Increasing data availability, enhanced understanding of customer behaviour and innovation is encouraging designers and manufacturers to explore newer possibilities in terms of product differentiation and associated aspects, which in turn helps them in generating greater demand for intimate ware. Assisted buying experiences in specialty stores, special offers, increased and effective advertising also contributes in growing demand for lingerie in U.S. market.

The growing demand of one-piece and seamless intimate ware is assisting the market to grow at higher pace. The natural look such products provide is being admired by most of the customers. Like any other clothing or apparel type, the lingerie market also has huge influence of factors such as range of available colours, the perceived value of the product, lavish designs, attractive designs and more. The key market participants are investing and putting in R&D efforts in order to catch hold of largely untapped market of plus and large size lingerie. This aspect is expected to develop new market opportunities for the U.S. lingerie market in upcoming years.

Accessibility of online distribution channel has helped the industry to survive during pandemic. Easy availability of lingerie through online channels, enhanced delivery system assistance provided by online-retailers, flawless shopping experiences provided by websites are some of the factors that are most likely to help market grow through online presence. This part of the market is largely driven by customers from urbanised areas and equipped with lesser time yet enough purchasing capacity necessary for buying luxurious intimate ware.

Market Concentration & Characteristics

The market is growing at an accelerating pace and the growth stage is identified as high. The U.S. lingerie market is fragmented and is primarily characterized by presence of both international and domestic companies as well. The diverse nature of the population in the country has been encouraging the lingerie manufacturers to provide wide range of the products that can fit in to expectations of customers in terms of different styles, sizes and body types.

The degree of innovation in the market is identified as high. The pool of customers is largely influenced by aspects such as social media, content consumed through OTT platforms such as web shows and reality shows, fashion blogs and magazines, films and television advertisements, content published by influencers, etc. which develops expectations in terms of innovation.

The partnerships have been part of the market, yet the level of mergers and acquisition is moderate. However, the market leaders such as Victoria’s secret have been engaging in the acquisition. The partnerships in the market are primarily done with an intent to explore new markets, share the amount of costs and associated risks, assist innovation strength, and accelerate product development.

Threat of substitutes is at low level as the lingerie is exclusively preferred intimate ware which cannot be replaced with any other product alternative from the similar category. The counterfeit goods are the only threat present the U.S. lingerie market which often is eliminated by customer’s awareness regarding buying authentic and quality products. Generally these goods are not able to reduce diligently build brand reputation.

Impact of regulations is at moderate level, that too, is present only in terms of quality of fabric used and to ensure delivery of what has been promised by the marketers. The lingerie market is mainly regularised in relation with standard performance specifications. These regulations play vital role in ensuring the customer safety as intimate ware can have direct impact of human skin. The end-user concentration is at low.

Product Type Insights

The briefs market in the U.S. held the revenue share of 57.8% in the year 2023 and is projected to maintain its leading position in terms of revenue generation. This can be attributed to variety of products available in the market that are characterised by superior quality fabrics such as cotton or nylon which offers comfort and elasticity like no other fabric. In addition, the companies operating in the market have been designing the products in different styles preferred by the customers such as high-cut, low-cut, hipster, and boy shorts as well. Alluring colours and designed coupled with luring offers at point of purchase. The comfort and functional benefits are key reasons behind the increased popularity of briefs in women, especially who consider it as everyday ware.

Often the shapewear is made out of elastic and stiff materials such as spandex, nylon, or latex, with particular motive to provide smooth and elegant shape or outline by constricting and shaping specific parts of the user’s body. The U.S. shapewear market is expected to grow at CAGR of 7.7% from 2024 to 2030. These products are generally purchased by the customers for the shaping benefits and comfort that they provide. Some other aspects such as moisture-absorbing capacity, the breathability and amount of comfort provided by the product also contribute to the buying decision of customers. Use of advanced technology is making constricting shapewear has been helping the particular product to gain overwhelming demand. The influencers in U.S. are known for develop and change the consumer trends in this market. For example, Skims, an American shapewear and clothing brand co-founded by Kim Kardashian, released its largest range of offerings in the shapewear category in April 2023 since its launch.

Distribution Channel Insights

The sales of lingerie through offline channels accounted for the revenue share of 62.88% in 2023. The offline sales are greater than online sales as they provide numerous benefits for customers such as personal shopping experience, immediate possession, and ability to inspect and choose fabric and quality of the product. One more factor that contributes to the enhanced sales through offline distribution channel is the assistance provided by the store representatives in buying decision where they tend to provide the additional information about the size, quality of fabric and differentiating aspects of the product. Intimate is not something customers like to return or replace and go through the tiring process that may follow such incidences.

The online lingerie sales is projected to grow at a CAGR of 7.5% from 2024 to 2030. Primarily, this can be attributed to factors such as easy and hassle-free shopping experience in absolute private space. Often, hefty discounts provides by the online-retailers, the lucrative offers giving out complementary products or associated accessories tend to attract more number of customers towards online purchases. In addition, to reach vast number of customers who are living across the country in different states and times, the domestic companies as well as international brands have been collaborating with online retailers. The online presence has been providing the higher market penetration for the key companies operating in the country.

Key U.S. Lingerie Company Insights

The U.S. lingerie market is fragmented in nature due to the presence several small and medium enterprises. It also consists some of established companies, which embrace higher market share, as well as some of the new entrants that have been successful up to certain extent in terms of customer engagement. Inclusion and promotion of high quality standards, involvement of popular celebrities to attract greater number of customers, partnerships for shared market spaces and exchange of technology as well as distribution channels are some of the common strategies adopted by the companies.

• Victoria’s Secret & Co. (VS&Co) completed the acquisition of Adore Me, Inc. in January 2023. The activity was initiated by the lingerie industry leader to enhance pace of its effort and commitment of increased digital focus and improved customer engagement. Expertise possessed by Adore Me regarding the technology and sale through online distribution channel are most likely to help the VS&Co in establishment of higher online presence and attainment of greater revenue following the acquisition.

• In November 2023, PVH, one of the largest companies operating in the lifestyle industry, known for its popular brand such as Calvin Klein and Tommy Hilfiger, announced that Basic Resources would acquire three of its brands, namely Warners, Olga and True & Co. businesses. The deal was finalised at USD 160 million, subjected to adjustment.

Recent Developments

• In July 2023, the popular first mover key company in inclusive sizing acquired Cuup, the U.S. based digitally native industry disruptive intimate brand, known for its size-inclusive products. The Cupp has been promoting their products as inclusive while also offering products associated with the underserved large bra cup market.

• One of the key participants in U.S. lingerie market, Wacoal America, Inc. introducedrevolutionary Shape Revelation Collection. The company claimed that the collection is specifically designed to address the specific needs of three diverse breast shapes and two different types of body shapes.

U.S. Lingerie Market Report Scope

U.S. Lingerie Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segment from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the U.S. lingerie market report on the basis of product type, and distribution channel:

• Product Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Briefs

  • Bras

  • Shapewear

  • Others

• Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Offline

  • Online