Online Lingerie Market Size, Share, Growth, and Industry Analysis by Type (Bra, Knickers & Panties, Lounge Wear, and Shape Wear) By Enterprise Size (Female, and Male), Regional Insights, and Forecast From 2024 To 2031

Updated On: 01 April 2024

Online Lingerie Market Report Overview

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The global online lingerie market size was USD 57040 million in 2022 and is projected to touch USD 170890.23 million by 2031, at a CAGR of 11.5% during the forecast period.

There are a tonne of options and ease of purchase when purchasing lingerie online. The product's usage, care recommendations, fabric type, available sizes, and estimated delivery date are all listed in the detailed description that customers can view. Online stores are places where you can buy things whenever you want. In the online world, women can discover a wide range of options. The term lingerie is derived from the French word for undergarments and is used to specifically refer to more airy feminine undergarments. Undergarments including bras, sleepwear, and light robes are all included in the category of clothing known as lingerie, which is primarily worn by women. Men's underwear can also be referred to as the same thing but is rarely worn. The term lingerie is frequently chosen with the intent to imply that the clothing is attractive, fashionable, or both.

COVID-19 Impact: Increased Online Purchase Due to COVID-19 to Boost Market Growth 

The global COVID-19 pandemic has been unprecedented and staggering, with the online lingerie market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden surge in CAGR is attributable to demand returning to pre-pandemic levels once the pandemic is over.

The economies of several nations in the region were impacted by the COVID-19 outbreak. Because of the pandemic's high death toll in China and other countries, governments were forced to impose lockdown restrictions in the area. Due to this, similar to all other industries, lingerie manufacturing facilities and brick-and-mortar stores in the area had to close. Customers turn to online distribution channels as a result of the closure of offline channels. The demand for lingerie products in online channels has increased as a result of the discounts and free delivery services that online channels also provide. Therefore, throughout the forecast period, these factors are anticipated to fuel the online lingerie market growth.

Latest Trends

"Subscription Services to Drive the Market"

One of the major elements contributing to the growth of the market share is the introduction of subscription services. In the US, UK, and Australia, a number of cutting-edge pure-play online lingerie shops have emerged in recent years. These new businesses differ in terms of their product offerings, ability to customize them, and use of cutting-edge technological services. The subscription services that most pure-play online lingerie retailers offer their customers represent one of the most recent trends. Customers who use subscription services must pay a set monthly fee in exchange for receiving one to three pairs of intimates each month. The quality, brand, and minimum order quantity determine the subscription service tiers. Additionally, to meet the needs of all customers, these subscription services have a focus on plus sizes or sizes that fall outside of the norm.

Online Lingerie Market Segmentation

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• By Type

The market is classified into bra, knickers & panties, lounge wear, and shape wear based on type. The bra segment will lead the online lingerie market share throughout the forecast period.

• By Enterprise Size

The market is classified into female, and male on the basis of enterprise size. The female segment will lead the online lingerie market share throughout the forecast period.

Driving Factors

Increased Organized Retail Penetration to Drive the Market

One of the main factors boosting the growth of the online lingerie market is the increased penetration of organized retail driving lingerie demand, which is mainly visible in Indian market. The selection of bras, underwear, nightwear, and casual clothing available online is virtually endless. Those sizable platforms with a variety of collections and goods serve various user demographics. It is well-equipped with outstanding fashion designers who follow runway trends and offers the most up-to-date, best lingerie collection available at competitive prices.

Many such organized online retail stores in India, including Zivame, Amazon, Myntra, and Flipkart, etc. carry a variety of lingerie items under one roof from different brands, giving customers more options. The importance of branded lingerie wear being carried by organized retailers has significantly increased along with the rise in consumer preference for branded products. Therefore, the market growth during the forecast period may be driven by increased organized retail penetration.

"Various Types of Lingerie Models Available in Online Sites to Drive Market"

The emerging varieties of lingerie models which can be found abundantly in online lingerie shopping sites than offline shops is a major market driver. Nowadays irrespective of gender, various types of loungewear, and underwears are available on the market through various online sites in a wide range of colors and sizes. Apart from this, these websites for online shopping also offer various perks like discounts and promotional offers like cash backs, and other deals, as well as a range of payment options that can be used as per one’s own convenience.

Restraining Factors

"Inability of Customers to Touch the Product While Shopping to Restrain the Market"

The inability of customers to touch and feel the lingerie and the type of cloth used before buying it is a significant drawback of online lingerie shopping. This is one of the basic and crucial step because one needs to be absolutely certain that the innerwear they are buying is what they want because it is intimate clothing since it is a very basic thing to be noted in personal hygiene. Thereby, this factor can contribute as a major restraining factor of the market growth.

Online Lingerie Market Regional Insights

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"Europe to Hold the Largest Market Share Owing to Rising Demand for Luxury Brands"

During the forecast period, Europe is expected to hold the largest online lingerie market share. Factors like the rising demand for premium and luxury lingerie brands and the expanding presence of major corporations are responsible for the region's growth. Additionally, the growth of this market is being fueled by rising disposable income and shifting consumer lifestyles.

After Europe, Asia Pacific holds the majority of the online lingerie market share owing to the rise in the number of working women population, the increased awareness of personal hygiene, and the expansion of e-Commerce platforms are all contributing factors to this region's growth.

Key Industry Players

"Key Players Focus on Partnerships to Gain a Competitive Advantage  "

Prominent market players are making collaborative efforts by partnering with other companies to stay ahead of the competition. Many companies are also investing in new product launches to expand their product portfolio. Mergers and acquisitions are also among the key strategies used by players to expand their product portfolios.

List of Market Players Profiled

• Victoria’s Secret (U.S.)
• PVH (U.S.)
• Hanesbrands (U.S.)
• Fruit of the Loom (U.S.)
• Aimer (China)
• Fast Retailing (Japan)
• Triumph (Switzerland)
• Huijie (China)
• Jockey International (U.S.)
• Wacoal Holdings (Japan)
• Cosmo-lady (China)
• Gunze (Japan)
• Embry Form (China)
• Calida (Switzerland)
• Oleno Group (China)
• Vivien (South Korea)
• Tutuanna (Japan)
• Sunny Group (India)
• Miiow (China)
• GUJIN (China)
• Hop Lun (China)
• BYC (South Korea)
• Sunflora (U.S.)
• Good People (U.S.)
• P.H. Garment (China)
• SBW (South Korea)

Report Coverage

This research profiles a report with extensive studies that take into description the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by inspecting the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, and restraints. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.