The lingerie Industry has experienced huge growth in recent years.
And this is a list of the top 13 most interesting statistics in the space.
#1 – The market size of lingerie is $296 billion (2022)
The lingerie industry had a total market size of $296 billion in 2022, and is expected to hit $314 billion at the end of 2023.
#2 – The lingerie industry grows by almost 10% each year
The lingerie industry has grown on average +9.4% each year in the last 10 years. Compared to the womens apparels market that grows on average 4.1% it is becoming a larger and larger part of the total industry.
#3 – 17% of the womens apparels sold are lingerie
The lingerie industry makes up 17% of the women’s apparel market ($282 billion of a total of $1.7 trillion in 2022). And as the lingerie industry is growing at a faster rate than the women’s apparel market it is expected to be more than 1/5 of the market before 2025.
#4 – US accounts for 21.7% of the lingerie market
In 2022 the US accounted for 21.4% of the lingerie market ($61.3 billion) and was the second largest market after China ($62.1 billion). Following the US on the list is India, that only accounts for 6% of the total market with $16.8 billion in lingerie sales.
#5 – Bras account for 55.5% of the lingerie industry
Bras are the leading product category, accounting for 55.5% of the market. More precisely $150.4 billion worth of bras are sold each year.
#6 – The lingerie industry is 9 times larger than mens underwear
In the lingerie industry 9 times more revenue is generated compared to in the industry for mens underwear. Mens underwear account for $29.1 billion, while lingerie accounts for $271 billion each year. In addition, all mens wear sold only amounts to under twice (1.7 times) the market for womens lingerie.
#7 – Victoria Secret is the worlds largest lingerie company with $11.4 billion in sales annually
On the top 14 over the worlds is the following lingerie brands and the according revenue stream for the parent company that are also in the lingerie vertical:
- Victoria Secret ($11.4 billion)
- Zivame ($12.2 million)
- Gap ($16.6 billion)
- Amante, MAS Brands ($2.3 billion)
- Bare Necessities ($156 million)
- Calvin Klein ($6.3 billion)
- Triumph ($1.5 billion)
- Marks & Spencer ($11,8 billion)
- Jockey ($443.2 million)
- Lily of France ($621 million)
- Ralph Lauren ($6.2 billion)
- Natori ($200 million)
- Maidenform ($630 million)
- Spanx ($400 million)
Noticably there are som big companies in between, however most in the “billion” dollar category are also in other verticals, and not only focused on lingerie as Victoria Secret. Maybe a strict focus on that niche has made them the force they are today.
#8 – 26.7% of lingerie purchases are made by men
Despite lingerie to a large extent catering to women 26.7% of all lingerie purchases online are made by men. Records of brick and mortar stores do not exist.
#9 – 92.6% of all lingerie purchase decisions are affected by Instagram
Most lingerie purchases are affected by multiple channels – both social as well as classic TV or display commercials. However, very few purchase decision are not affected in some way by instagram. In fact only 7.4% of lingerie customers have not been affected by instagram.
#10 – Bra sizes are largest in UK and smallest in Japan
On average bra sizes in the UK are a C-cup, while in Japan the average bra size is a AA-cup.
#11 – 5 out of the 10 biggest companies that provide fabrics to the lingerie industry are from China
- Best Pacific (China)
- Sun Hing Industries Holding (China)
- Lauma Fabrics (Latvia)
- HongDa Textile (China)
- Liebaert (Belgium)
- Marand (Iran)
- Nextil Group (Spain)
- Sanko Textiles (Turkey)
- Zhejiang Huachang Textile (China)
- Huading (China)
#12 – Only 2% of all lingerie is produced in European countries (6.5 billion)
More specifically 26 of 44 european countries even produce lingerie, and of the 26 only $6.5 billion worth of lingerie is produced.
|#||26 Countries||Million dollars||Last available data||YoY||5‑years CAGR|
|1||France||1,727.80||2019||-10.3 %||+6.8 %|
|2||Italy||1,356.50||2019||-1.2 %||-4.4 %|
|3||Germany||845.90||2019||+1.6 %||-3.2 %|
|4||Portugal||353.10||2019||-4.2 %||+0.3 %|
|5||Bulgaria||298.30||2019||+0.8 %||-1.9 %|
|6||Romania||280.90||2019||-1.2 %||-3.1 %|
|7||Spain||208.50||2019||+8.4 %||-3.6 %|
|8||Poland||197.60||2019||-6.6 %||+4.4 %|
|9||Sweden||131.50||2019||+2.4 %||+6.2 %|
|10||Austria||126.20||2019||-12.0 %||-11.3 %|
|11||Czech Republic||108.50||2018||+1.1 %||+6.3 %|
|12||Greece||107.10||2019||-8.6 %||-6.8 %|
|13||Lithuania||96.40||2019||-2.3 %||+4.5 %|
|14||Uniked Kingdom||86.00||2019||-3.5 %||-8.2 %|
|15||Croatia||72.00||2019||-7.0 %||+5.0 %|
|16||Denmark||70.80||2016||+5.0 %||+3.3 %|
|17||Hungary||66.20||2019||-3.2 %||-3.2 %|
|19||Slovakia||58.70||2019||+0.5 %||+4.2 %|
|20||Bosnia and Herzegovina||46.30||2019||+1.1 %||+26.0 %|
|21||Latvia||36.90||2019||-8.2 %||-3.9 %|
|23||Macedonia||11.80||2018||-3.3 %||-9.4 %|
|24||Finland||2.90||2019||-45.3 %||-42.8 %|
|25||Cyprus||1.00||2019||-16.7 %||-9.0 %|
#13 – 6 fun facts about lingerie
- The word ‘lingerie’ in french applies to both women’s and men’s undergarments.
- in the 1900 it was popular to use bras in a way that made it look like you had a monoboob.
- 7% of women prefer not to wear any underwear at all.
- The average life-span of a bra is 6 months.
- Triumph was the first company to show lingerie on the catwalk.
- In Italy wearing red underwear on new years eve is beleived to bring good luck.
Extra: Lingerie industry trends
Over the past years and even centuries, the lingerie industry has experienced quite a few different trends and tendencies that have massively impacted the lingerie market, productions, and marketing.
Environmentally friendly, recycled, and greenwashing
A lot of new brands have sprung up because they promised recycling of materials or in other ways environmentally friendly production methods. The larger companies have to a smaller or larger extent adapted this trend. Some are in a pure greenwashing attempt, others with actual good intentions behind it.
When instagram became queen
Very few lingerie brands would point to a different social media or marketing channel that is more important than instagram for them.
Period pants, shapewear, and bras without a steel ring
A lot of different trends have shaped the industry during the last couple of centuries. Recently the most dominant trend have been bras without steel rings, shapewear (popularized by ‘spanx’), and period pants.
The Impact of Body Positivity and Inclusivity on the Lingerie Industry
In recent years, the body positivity and inclusivity movements have had a significant influence on the lingerie industry. Consumers are demanding more diverse representation in marketing campaigns and a broader range of sizes and styles to cater to various body types, preferences, and personal styles. This section explores how these movements have impacted the industry, leading to more inclusive and innovative brands in the market.
Embracing Diversity in Marketing and Advertising
Many lingerie brands are now embracing diversity in their marketing and advertising efforts. Consumers have shown an increased preference for brands that promote body positivity and feature models of different sizes, shapes, ethnicities, and abilities. Companies like Savage X Fenty, Aerie, and ThirdLove have received praise for their inclusive marketing campaigns, which have helped to disrupt the traditional beauty standards often perpetuated by the industry.
In addition to being more relatable to a broader range of consumers, these inclusive marketing campaigns have been found to be more effective at driving sales. A recent study found that advertisements featuring diverse models generated up to 37% more revenue compared to those featuring only traditional models.
Expanding Size Ranges and Styles
In response to consumer demand, lingerie brands are expanding their size ranges to cater to a more diverse range of body types. While the industry has historically focused on standard sizes, many brands now offer sizes that extend well beyond these, making it easier for consumers to find comfortable and supportive lingerie that fits their unique body shape.
Moreover, brands are developing innovative styles and designs that cater to specific needs and preferences. For instance, brands like Evelyn & Bobbie and TomboyX offer gender-neutral and gender-inclusive options, while companies like AnaOno and Handful cater to women who have undergone mastectomies or other breast surgeries.
The Rise of Inclusive Lingerie Brands
The body positivity and inclusivity movements have given rise to numerous new lingerie brands that prioritize these values. These brands often focus on providing comfortable, functional, and stylish options for a diverse range of consumers. Examples of such brands include:
- Savage X Fenty – Founded by Rihanna, this brand is known for its diverse range of sizes, bold designs, and inclusive marketing campaigns.
- Parade – This brand offers sustainable and affordable underwear in a wide range of sizes and colors, with a focus on celebrating all body types.
- Cuup – With a focus on providing comfortable and supportive bras for various sizes, Cuup aims to redefine the lingerie shopping experience.
- Chromat – This brand challenges traditional beauty standards by offering swimwear and intimates for a diverse range of body types and promoting body positivity in its marketing campaigns.
In conclusion, the body positivity and inclusivity movements have had a substantial impact on the lingerie industry. Brands are increasingly focusing on providing diverse representation in marketing campaigns and offering a broader range of sizes and styles to cater to different body types and preferences. This shift has not only led to more inclusive and innovative brands entering the market, but also to increased revenue for those embracing these values. As consumer demand for body-positive and inclusive lingerie continues to grow, it’s expected that the industry will continue to evolve and adapt to meet these needs.
What counts as lingerie?
For some people lingerie is not only different types of underwear and bras, it could also be different types of accessories – especially if you are a big fan of BDSM lingerie. Such as harnesses, nipple clamps, and collars, some might even count a sexy mask.