US Lingerie Market Size was estimated at 19.93 (USD Billion) in 2023. The US Lingerie Market Industry is expected to grow from 22(USD Billion) in 2024 to 40 (USD Billion) by 2035. The US Lingerie Market CAGR (growth rate) is expected to be around 5.585% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Key US Lingerie Market Trends Highlighted
The US lingerie market has been experiencing various trends that reflect changing consumer preferences and societal attitudes. One significant trend is the growing demand for inclusivity and body positivity, leading brands to expand their size ranges and offer products catering to diverse body types. This shift is partly driven by the influence of social media and a desire for representation, pushing brands to embrace models of varying sizes and backgrounds. Additionally, there is a noticeable trend toward sustainability, with consumers increasingly favoring brands that adopt eco-friendly practices and materials. This resonates with environmentally-conscious consumers who prioritize sustainability in their purchasing decisions.Key market drivers in the US lingerie market include the rising disposable income and changing attitudes towards lingerie as a fashion statement rather than just a necessity. The influence of celebrity endorsements and the proliferation of e-commerce channels have also made it easier for consumers to access a wider variety of products. As online shopping continues to gain traction, brands are focusing on enhancing their online presence and customer experience through virtual fitting tools and personalized options. Opportunities to be explored involve tapping into the growing demand for male lingerie products and gender-neutral options, as societal norms around gender and underwear are evolving.Additionally, the integration of technology in lingerie design, such as smart fabrics with health-monitoring capabilities, presents a novel space for innovation in the market. In recent times, limited-edition collections and collaborations between designers and mainstream brands have gained popularity, further highlighting the trend of innovation in product offerings aimed at capturing the attention of trend-focused consumers. Overall, these elements signify a dynamic and evolving US lingerie market driven by consumer preferences and larger cultural shifts.
US Lingerie Market Drivers
Increasing Demand for Comfort and Functionality
The US Lingerie Market Industry is experiencing a significant shift towards comfort and functionality in lingerie products. This trend is driven by consumers' evolving preferences for everyday wear that combines style with comfort. According to the American Apparel and Footwear Association, 70% of women now prioritize comfort over aesthetics when selecting lingerie. This is particularly relevant as lifestyle changes stemming from the COVID-19 pandemic have led to more remote work and casual clothing trends.Many leading brands such as Victoria's Secret and ThirdLove have adapted their product lines to incorporate more comfort-driven designs, resulting in increased customer loyalty and market share. Additionally, the rising trend of athleisure, where consumers prefer lingerie that seamlessly transitions from loungewear to casual wear, supports this demand. The adaptation of materials that offer elasticity and breathability is crucial, further propelling growth in the US Lingerie Market Industry as brands innovate in this space.
Rising Awareness of Body Positivity and Inclusivity
The US Lingerie Market Industry is witnessing growth due to a heightened awareness of body positivity and inclusivity among consumers. With the National Eating Disorders Association reporting a 30% increase in the advocacy of body diversity and acceptance over the last five years, brands are responding by offering a broader range of sizes and styles that cater to diverse body types. Major players like Aerie and Savage X Fenty have established inclusive marketing campaigns, setting new standards in the industry.These initiatives not only engage a wider audience but also foster brand loyalty by creating an emotional connection with consumers. Furthermore, Research and Development investments focused on catering to underrepresented body types are becoming essential strategies for brands aiming to meet this consumer demand within the US market, thus solidifying their position in the competitive landscape.
Technological Advancements in Fabric and Design
Technological advancements are shaping the US Lingerie Market Industry, as innovations in fabric and design are emerged to meet consumer demands for performance and durability. With the rise of smart textiles and moisture-wicking fabrics, brands are now able to offer lingerie that combines style with functional benefits. According to the Textile World organization, the smart textile market is anticipated to grow by 25% over the next five years, driving interest and investment in innovative lingerie designs.Companies such as Warner's and Bali are leveraging new technologies to enhance their product offerings, focusing on body-mapping and seamless designs that provide comfort and support. As sustainability becomes a key concern, the integration of eco-friendly materials and manufacturing processes in lingerie is also gaining traction, appealing to environmentally conscious consumers in the US market.
US Lingerie Market Segment Insights
Lingerie Market Lingerie Type Insights
The Lingerie Type segment within the US Lingerie Market demonstrates notable diversity, reflecting the varied preferences and needs of consumers. This segmentation includes categories such as Briefs, Bras, and Shapewear, each contributing uniquely to the overall dynamics of the market. Briefs, favored for their comfort and practicality, cater to a wide demographic, making them a go-to choice for daily wear. They often incorporate innovative fabrics and designs that enhance fit and comfort, aligning with the surge in demand for versatile and functional intimate apparel. Bras, serving as a critical component of women's lingerie, account for a substantial portion of the market. This segment showcases a variety of styles, from everyday bras to specialty options such as sports bras and push-ups, which allow consumers to select products based on their lifestyle, occasions, and personal preferences. The ongoing trend toward inclusivity has resulted in more brands offering extended sizing and diverse designs, which further drives market engagement and customer loyalty.Shapewear has emerged as a prominent category within the lingerie landscape, gaining traction owing to its ability to enhance body confidence and provide smooth silhouettes under clothing. The rise of social media influencers and celebrity endorsements has led to increased visibility and demand for shapewear, encouraging brands to innovate with specialized fabric technologies that offer comfort without compromising on effectiveness. As consumer awareness around body positivity and self-expression continues to evolve, the US Lingerie Market is witnessing a shift in purchasing behaviors towards products that not only focus on functionality but also celebrate individuality and personal style. This evolution shapes key market growth areas, demonstrating the importance and significance of these lingerie types in catering to the diverse needs and preferences of consumers in the United States. The US Lingerie Market revenue reflects a sustained interest in these segments, showcasing the opportunities that lie within innovative design and product diversity that resonates with modern consumers. As market competition intensifies, brands are increasingly focusing on Research and Development aimed at enhancing product offerings, maintaining quality, and addressing emerging consumer trends within the realm of lingerie types.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Lingerie Market Lingerie Price Range Insights
The US Lingerie Market encompasses various price ranges, with significant focus on Economy and Premium categories. The Economy segment attracts a large consumer base due to its affordability, with budget-conscious shoppers seeking comfortable and stylish options without breaking the bank. On the other hand, the Premium segment appeals to consumers looking for luxury and high-quality materials, often emphasizing brand loyalty and unique designs. Notably, the increase in disposable income and the growing trend of e-commerce have significantly influenced the shift in consumer preferences across these segments.Additionally, social media and influencer marketing are driving brand awareness and consumer engagement in both categories. Overall, the US Lingerie Market segmentation highlights a dynamic interplay between affordability and luxury, catering to a broad range of consumer needs and preferences. As these segments evolve, they represent both challenges and opportunities for brands in navigating this competitive landscape.
Lingerie Market Lingerie Distribution Channel Insights
The Lingerie Distribution Channel segment within the US Lingerie Market plays a vital role in how products reach consumers, reflecting the dynamic nature of retail. This segment is primarily divided into Store-Based and Non-Store-Based channels. Store-Based channels encompass physical retail stores, which provide an opportunity for customers to experience the merchandise firsthand, fostering brand loyalty and enhancing customer interaction. They often dominate the market due to the tactile shopping experience they offer. On the other hand, Non-Store-Based channels, including e-commerce and direct selling, have gained significant traction, particularly influenced by the increasing reliance on online shopping among consumers in the US.This shift is complemented by technological advancements and changing consumer behavior, which highlight convenience and accessibility. As consumers increasingly embrace digital platforms for their shopping needs, companies must adapt swiftly to enhance online offerings. The US Lingerie Market is witnessing a growing trend towards customization and personalization of lingerie items, leveraging both distribution models to cater to diverse customer preferences. The growing emphasis on sustainability further drives innovations in both channels, presenting opportunities for brands to differentiate themselves in a crowded marketplace.
US Lingerie Market Key Players and Competitive Insights
The US Lingerie Market is characterized by a dynamic and competitive landscape, driven by evolving consumer preferences and an increasing demand for diversity in styles, sizes, and materials. As the market transforms with shifting trends towards inclusivity and body positivity, brands are redefining their strategies to cater to a broader audience. The presence of prominent players, as well as smaller niche brands, creates an environment where innovation and marketing strategies play critical roles in capturing consumer attention. The growing importance of online retail alongside traditional brick-and-mortar establishments has further intensified competition, necessitating brands to adopt agile and responsive approaches to remain relevant and engaging in this vibrant sector.Lingerie by A.N.A is well-positioned in the US Lingerie Market, emphasizing affordability without compromising on quality or style. This brand has carved a niche by appealing to a broad demographic, focusing on creating products that provide both comfort and fashion. The strengths of Lingerie by A.N.A include a diverse product range that incorporates various designs suitable for all occasions, as well as an emphasis on inclusive sizing that caters to different body types. The brand's ability to stay attuned to market trends and consumer insights enables it to refresh its collections regularly, fostering brand loyalty and a devoted customer base. A strong presence in both online and offline retail spaces ensures accessibility, thus enhancing its competitive position within the market.Vassilaros is a noteworthy player in the US Lingerie Market, recognized for its commitment to high-quality materials and craftsmanship in its offerings. The company specializes in premium lingerie products that emphasize elegance and comfort, appealing to consumers seeking luxury within the market. Key products include a variety of bras, panties, and loungewear that cater to sophisticated tastes. Vassilaros benefits from a robust brand reputation built upon its dedication to quality and aesthetics, helping it maintain a loyal customer base. The company has strategically expanded its market presence through partnerships and collaborations that enhance its product range and visibility. While growth through mergers and acquisitions is pivotal, Vassilaros maintains its unique identity and craftsmanship, allowing it to thrive amidst the competitive landscape of the US Lingerie Market, balancing luxury with consumer accessibility.
Key Companies in the US Lingerie Market Include
US Lingerie Market Industry Developments
Recent developments in the US Lingerie Market highlight a dynamic landscape with several key players showcasing growth and new strategies. Lingerie by A.N.A, Vassilaros, Felina, Lively, and Bali are emphasizing inclusive sizing and comfort, reflecting a shift in consumer preferences. Savage X Fenty is also gaining attention for its diverse representation and unique marketing approaches. Additionally, Victoria's Secret is undergoing a rebranding effort to enhance its image and adapt to contemporary consumer expectations. ThirdLove has consistently expanded its product offerings, focusing on direct-to-consumer sales.In terms of mergers and acquisitions, there have been no recent public announcements concerning any of the specified companies in the US Lingerie Market, which suggests a stable environment for the time being. The market valuation of companies like Calvin Klein and Commando continues to see positive growth, largely driven by an increase in online shopping and a rising demand for sustainable products. Key happenings over the past two years, such as Aerie's launch of campaigns promoting body positivity and shifting consumer habits away from traditional retail to e-commerce, have significantly impacted how brands approach the market.
US Lingerie Market Segmentation Insights
Lingerie Market Lingerie Type Outlook
Lingerie Market Lingerie Price Range Outlook
Lingerie Market Lingerie Distribution Channel Outlook
| Report Attribute/Metric Source | Details |
| MARKET SIZE 2018 | 19.93(USD Billion) |
| MARKET SIZE 2024 | 22.0(USD Billion) |
| MARKET SIZE 2035 | 40.0(USD Billion) |
| COMPOUND ANNUAL GROWTH RATE (CAGR) | 5.585% (2025 - 2035) |
| REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| BASE YEAR | 2024 |
| MARKET FORECAST PERIOD | 2025 - 2035 |
| HISTORICAL DATA | 2019 - 2024 |
| MARKET FORECAST UNITS | USD Billion |
| KEY COMPANIES PROFILED | Lingerie by A.N.A, Vassilaros, Felina, Lively, Bali, Savage X Fenty, Victoria's Secret, ThirdLove, Hanky Panky, Calvin Klein, Commando, Natori, Warner's, Playtex, Aerie |
| SEGMENTS COVERED | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| KEY MARKET OPPORTUNITIES | Sustainable and eco-friendly products, Online sales and digital expansion, Customization and personalized lingerie, Diversity in sizing and styles, Collaboration with influencers and brands |
| KEY MARKET DYNAMICS | increasing online sales, growing awareness of body positivity, rising demand for sustainable products, influence of celebrity endorsements, expanding market for diverse sizes |
| COUNTRIES COVERED | US |
Frequently Asked Questions (FAQ) :
The US Lingerie Market is expected to be valued at 22.0 USD Billion in 2024.
By 2035, the US Lingerie Market is expected to reach a valuation of 40.0 USD Billion.
The expected CAGR for the US Lingerie Market from 2025 to 2035 is 5.585%.
In 2024, the Bras segment holds the largest share valued at 10.5 USD Billion.
The Briefs segment is valued at 8.5 USD Billion in the US Lingerie Market for 2024.
Key players in the US Lingerie Market include Victoria's Secret, Savage X Fenty, and Aerie among others.
The Shapewear segment is projected to be valued at 7.0 USD Billion by 2035.
Challenges such as changing consumer preferences and increased competition are influencing the market's growth.
Growing demand for inclusive sizing and sustainable products presents new opportunities within the US Lingerie Market.
The market value of the Bras segment in 2035 is projected to be 18.0 USD Billion.
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