Table of Contents
Lingerie Market Overview
Lingerie brands encompass a diverse range of intimate garments, including bras, panties, shapewear, sleepwear, and specialty items.
Each category serves specific purposes, with bras available in styles. Such as T-shirts, push-ups, and sports bras, while panties range from bikinis to thongs.
Shapewear is designed to enhance the body’s silhouette, and sleepwear includes comfortable options like pajamas and nightgowns.
The lingerie market is experiencing growth due to increased consumer awareness of body positivity. The rise of online shopping, and a trend toward sustainable products.
Understanding these categories and trends is essential for consumers and retailers in navigating this dynamic segment of the fashion industry.
Market Drivers
The global lingerie market is driven by several key factors, including rising body positivity and inclusivity. Which has prompted brands to offer a wider range of sizes and styles.
The growth of e-commerce has enhanced accessibility, while fashion trends integrating lingerie into everyday wear have increased its desirability.
Technological innovations in fabric and design improve comfort and functionality, and a focus on sustainability and ethical production resonates with environmentally conscious consumers.
Additionally, the influence of social media and celebrity endorsements. Along with globalization and cultural exchange, it further shapes consumer preferences and expands market opportunities.
Market Size
The global lingerie market is expected to grow from USD 39.0 billion in 2023 to around USD 77.4 billion by 2033, with a CAGR of 7.1% from 2024 to 2033.
List of Major Companies
These are the top 10 brands operating in the Lingerie Market:
Victorias-Secret
Company Overview
| Establishment Year | 1977 |
| Headquarter | Reynoldsburg, Ohio, U.S. |
| Key Management | Martin Waters (CEO) |
| Revenue (US$ Bn) | $ 11.8 Billion (2021) |
| Headcount | ~ 30,000 (2023) |
| Website | http://victoriassecret.com/ |
About Victoria’s Secret
Victoria’s Secret is solidifying its position in the lingerie brands/market through strategic initiatives and innovative product launches.
The relaunch of its VSX activewear collection in September 2024 emphasizes performance and fashion for versatile, all-day wear, aiming to attract a diverse customer base with a focus on inclusivity and modern branding.
Furthermore, the acquisition of Adore Me, a digital-first intimates brand, enhances Victoria’s Secret’s technological capabilities, improving customer experiences and operational efficiency.
The brand’s digital expansion and revitalized fashion shows are expected to increase visibility and support international growth while aiding a gradual recovery in North American sales.
Geographical Presence
Victoria’s Secret, a leading American lingerie and beauty retailer, has a significant geographical presence, primarily concentrated in North America, where it operates numerous stores and a robust e-commerce platform.
Internationally, the brand has ventured into Latin America, Europe, Asia, and the Middle East, with notable expansions in Brazil, Mexico, and China, despite recent store closures in some European markets.
The company faces challenges from increasing competition and shifting consumer preferences, prompting a strategic rebranding to emphasize diversity and inclusivity.
As it navigates these dynamics, Victoria’s Secret aims to revitalize its image and enhance its digital presence to capture emerging growth opportunities.
Recent Developments
- In January 2024, Victoria’s Secret partnered with Google Cloud to leverage AI for personalized shopping experiences and improved customer interactions and operational efficiencies.
HanesBrands
Company Overview
| Establishment Year | 1901 |
| Headquarter | Winston-Salem, North Carolina, U.S. |
| Key Management | Stephen B. Bratspies (CEO) |
| Revenue (US$ Bn) | $ 5.6 B (2022) |
| Headcount | ~ 48,000 (2022) |
| Website | http://www.hanes.com/ |
About Hanesbrands
HanesBrands Inc. remains a significant player in the lingerie brands/sector with brands like Hanes and Maidenform.
In 2023, the company focused on innovation, highlighted by the successful M by Maidenform launch, demonstrating resilience in challenging market conditions.
Its “Full Potential” strategy targeted operational efficiency and cost savings to counter inflationary pressures.
The innerwear segment, including lingerie, gained market share in women’s categories but faced a 12% decline in total sales due to currency fluctuations and softer demand.
HanesBrands is committed to optimizing its lingerie lines, emphasizing shelf presence and consumer-aligned innovations for future growth.
Geographical Presence
HanesBrands Inc. is a global apparel leader with a diverse presence in North America, Latin America, Europe, and the Asia-Pacific region.
The United States is its largest market, supported by strong distribution channels. The company is expanding in Latin America, particularly in Brazil and Argentina, and has a presence in key European markets like the UK, France, Germany, and Spain.
In the Asia-Pacific, growth is focused on China, Japan, and Australia, with products customized for local tastes.
HanesBrands also leverages a robust global supply chain and enhanced e-commerce capabilities to respond to consumer trends effectively.
Recent Developments
- In September 2024, Hanes sold its intellectual property and certain operating assets of the Champion business to Authentic Brands Group.
- In June 2024, Hanes selected Wipro to power its digital transformation and business growth and enhance long-term profitability.
PVH
Company Overview
| Establishment Year | 1881 |
| Headquarter | Manhattan, New York City, United States |
| Key Management | Stefan Larsson (CEO) |
| Revenue (US$ Bn) | $ 9.2 Billion (2023) |
| Headcount | ~ 120,000 (2023) |
| Website | http://www.pvh.com/ |
About PVH
PVH Corp. is a major player in the global apparel market, particularly in the lingerie brands/sector, and it has prominent brands, Calvin Klein and Tommy Hilfiger.
In 2023, it introduced the “PVH+ Plan” to improve direct-to-consumer channels and digital engagement, resulting in early success, especially for Calvin Klein’s underwear in the Asia-Pacific market.
The company is also focusing on sustainability to address increasing consumer demand for responsible fashion.
Although no significant mergers or acquisitions occurred in 2023, PVH restructured its global operations for enhanced efficiency and brand development support.
These efforts aim to increase PVH’s market share in lingerie and apparel while reinforcing its sustainable and digital-first strategies.
Geographical Presence
PVH Corp. is a global apparel company with a strong presence in North America, Europe, and Asia. In the U.S., it boasts a comprehensive retail and wholesale network for brands like Calvin Klein and Tommy Hilfiger.
The company is expanding its reach in Canada and across Western and Eastern Europe. In Asia, China is a key growth market, supported by initiatives in India and Southeast Asia.
PVH is also increasing its presence in Latin America, especially in Brazil and Mexico, while targeting premium consumers in the Middle East and Africa. Its focus on regional adaptation and e-commerce positions PVH for sustained growth.
Recent Development
- In February 2024, PVH Corp. partnered with Heftyverse to enhance the online shopping experience by using 3D technology.
- In November 2023, PVH Corp. sold its Warners, Olga, and True & Co businesses to Basic Resources.
Jockey
Company Overview
| Establishment Year | 1876 |
| Headquarter | Kenosha, Wisconsin, U.S. |
| Key Management | Debra Waller (CEO) |
| Revenue (US$ Bn) | $ 443.2 Million (2023) |
| Headcount | ~ 5,400 (2023) |
| Website | https://www.jockey.com/ |
About Jockey
Jockey International, Inc. has enhanced its presence in the lingerie brands/market, particularly in Southeast Asia, by emphasizing comfort, quality, and a diverse product range, including bras, panties, and shapewear.
The brand has expanded into organized retail to meet the growing consumer demand for high-quality intimate wear.
Recently, Jockey has leveraged online retail channels to improve accessibility, addressing the rising e-commerce interest in stylish and comfortable intimate apparel.
Moreover, the company has expanded its inclusive sizing options, aligning with market trends that emphasize diversity and personalization, especially among younger consumers prioritizing body positivity and self-expression.
Geographical Presence
Jockey International, Inc. has a strong presence in North America, especially in the U.S. and Canada, and retail stores and a robust e-commerce platform support it.
In Europe, it has established a foothold in the UK, Germany, and France. The Asia-Pacific market, particularly China, along with Australia and New Zealand, is also a key growth area.
Additionally, Jockey is expanding in Latin America—especially in Mexico, Brazil, and Argentina—and exploring opportunities in the Middle East and Africa, notably the UAE and South Africa.
This strategic expansion enables Jockey to tailor its offerings to local markets, effectively tapping into the increasing demand for premium apparel.
Recent Development
- In October 2022, Jockey launched the Jockey Outdoors™ Collection by Luke Bryan, featuring his style and personality in every piece.
- In August 2024, ASICS Corporation launched METAFUJI TRAIL shoes.
Wacoal
Company Overview
| Establishment Year | 1949 |
| Headquarter | Kyoto, Japan |
| Key Management | Masaaki Yajima (CEO) |
| Revenue (US$ Bn) | $ 1.3 B (2023) |
| Headcount | ~ 17,408 (2023) |
| Website | https://www.wacoalholdings.jp/en/ |
About Wacoal Holdings
Wacoal Holdings Corp. has solidified its position in the lingerie brands/market through strategic acquisitions and enhanced e-commerce capabilities.
Its European division’s acquisition of the UK brand Bravissimo, which specializes in larger cup sizes, aims to strengthen its presence in this niche and improve direct-to-consumer channels.
This move supports Wacoal’s goals of diversifying product offerings and enhancing customer engagement with personalized fitting services and expanded European store networks.
Additionally, the company is committed to sustainability and responsible manufacturing practices. It reflects its strategy to capture market share by merging robust retail networks with digital innovations to meet the demand for inclusive, high-quality lingerie.
Geographical Presence
Wacoal Holdings Corporation, based in Kyoto, Japan, is a prominent global brand in women’s lingerie and apparel, leading the Japanese market with its reputation for quality and craftsmanship.
The company has expanded successfully into North America, Europe, and various Asian markets, including China and South Korea, through subsidiaries and strategic distribution channels.
Its diverse product offerings are tailored to local consumer preferences. Additionally, Wacoal is pursuing opportunities in emerging markets to enhance accessibility and meet the rising demand for premium intimate apparel.
Recent Developments
- In September 2024, Wacoal Holdings Corp acquired Bravissimo to strengthen its European business and enhance e-commerce and fitting services in the large-cup size market.
- In May 2021, Wacoal Holdings Corp launched the AI-driven Bra-Fitting Application.
Berkshire
Company Overview
| Establishment Year | 1839 |
| Headquarter | Omaha, Nebraska, U.S. |
| Key Management | Warren Buffett (CEO) |
| Revenue (US$ Bn) | $ 364.5 Billion (2023) |
| Headcount | ~ 396,500 (2023) |
| Website | http://berkshirehathaway.com/ |
About Berkshire Hathaway
Berkshire Hathaway Inc., through its subsidiary Fruit of the Loom, is a significant player in the lingerie and intimate apparel market, focusing on affordable, high-volume products that cater to a wide consumer base.
The brand prioritizes comfort and value, meeting the demand for everyday essentials. Recently, Berkshire has enhanced its digital channels, capitalizing on the growing trend of online shopping in the lingerie sector.
Although there have been no major lingerie-specific acquisitions in recent years, Fruit of the Loom’s established position and extensive distribution network provide a competitive advantage in an increasingly e-commerce-driven market.
This strategy aligns with global trends that emphasize accessibility, practicality, and inclusive sizing to attract diverse consumers.
Geographical Presence
Berkshire Hathaway Inc., based in Omaha, Nebraska, is a multinational conglomerate with a diverse range of global subsidiaries.
It leads in North America’s insurance, energy, and transportation sectors through firms like Geico and BNSF Railway.
The company also has investments in Latin America, particularly in Brazil and Mexico, and operates in Europe with insurance subsidiaries like General Re.
In the Asia-Pacific region, significant investments include a stake in China’s electric vehicle manufacturer BYD, as well as operations in India and Australia.
This broad geographical presence allows Berkshire Hathaway to capitalize on regional growth and effectively manage risks across varying economic conditions.
Recent Developments
- In October 2024, Berkshire Hathaway reduced its stake in Bank of America to below 10%.
- In September 2024, Berkshire Hathaway sold shares of Bank of America for US$6 billion.
Gap
Company Overview
| Establishment Year | 1969 |
| Headquarter | San Francisco, California, U.S. |
| Key Management | Richard Dickson (CEO) |
| Revenue (US$ Bn) | $ 14.9 Billion (2023) |
| Headcount | ~ 85,000 (2023) |
| Website | http://www.gapinc.com/ |
About Gap
Gap Inc., recognized for brands like Gap, Old Navy, and Banana Republic, has broadened its focus into the lingerie brands/market with its Gap Body line, offering stylish and accessible intimates.
The company has also partnered with the RISE initiative to promote gender equality and sustainable labor practices across its global supply chain, improving workplace conditions for millions of female workers.
Furthermore, Gap is embracing digital transformation by enhancing its online presence to increase visibility and sales in intimate apparel, responding to consumer demand for comfortable and inclusive lingerie that aligns with trends in sustainability and body positivity.
Geographical Presence
Gap Inc. manages a diverse range of brands, such as Gap, Banana Republic, Old Navy, Athleta, and Intermix, with a notable presence in North America, Europe, Asia, Latin America, and the Middle East.
The United States is its largest market, supported by operations in Canada and Mexico. In Europe, key markets include the UK, France, Germany, Italy, and Spain, while growth in Asia is focused on China and Japan.
The company is also expanding into Latin America and the Middle East through direct retail and franchising.
Furthermore, Gap Inc. prioritizes a strong e-commerce strategy to adapt to changing consumer behaviors, ensuring its competitiveness in the retail sector.
Recent Developments
- In October 2024, Gap collaborated with Cult Gaia to launch a collection of women’s and kids’ apparel.
- In July 2024, Gap partnered with Madhappy on a limited-edition collection of men’s, women’s, and kids’ apparel and accessories.
American-Eagle-Outfitters
Company Overview
| Establishment Year | 1977 |
| Headquarter | Pittsburgh, Pennsylvania, U.S. |
| Key Management | Jay Schottenstein (CEO) |
| Revenue (US$ Bn) | $ 5.2 Billion (2023) |
| Headcount | ~ 40,000 (2024) |
| Website | https://ae.com/ |
About American Eagle Outfitters
American Eagle Outfitters, Inc. has made significant strides in the lingerie brands/market through its Aerie brand, promoting body positivity and inclusivity with the #AerieREAL campaign launched in 2014.
This movement emphasizes unretouched images and authentic beauty. Recently, Aerie introduced the “Mama by Aerie” collection for new moms and expanded its OFFLINE by Aerie activewear line to meet the demand for versatile, comfortable clothing.
The company enhances customer experience with innovations like the Best Fit Finder tool for bra shopping, prioritizing comfort, and in-store upgrades that foster a supportive environment.
These initiatives contribute to Aerie’s impressive growth, reflected in consistent double-digit revenue increases alongside an expanded physical and digital presence.
Geographical Presence
American Eagle Outfitters, Inc. (AEO) is a prominent retail company specializing in casual wear for young adults and teenagers, primarily operating through its American Eagle and Aerie brands.
Its geographical presence is strongest in the United States, where a significant number of retail locations cater to its core demographic.
AEO has expanded into Canada, leveraging both physical stores and a robust e-commerce platform. Internationally, the company employs a franchise model to penetrate markets in Europe, Asia, and Latin America, adapting its product offerings to local preferences.
Recent initiatives emphasize sustainability and an omni-channel strategy, integrating in-store and online experiences to enhance customer engagement and support growth.
Recent Development
- In January 2024, American Eagle Outfitters opened a store in Kerala, India.
- In November 2023, American Eagle Outfitters opened a new brand outlet in Bengaluru, India.
H-n-M
Company Overview
| Establishment Year | 1947 |
| Headquarter | Stockholm, Sweden |
| Key Management | Daniel Erver (CEO) |
| Revenue (US$ Bn) | $ 23.3 Billion (2023) |
| Headcount | ~ 101,103 (2023) |
| Website | http://hmgroup.com/ |
About Hennes & Mauritz
Hennes & Mauritz AB is evolving in the lingerie brands/sector by expanding its product lines to meet the growing demand for sustainable and inclusive fashion.
Currently, 85% of its lingerie collection features recycled or sustainably sourced materials, to reach 100% by 2030. The company has implemented several sustainability initiatives, such as reducing greenhouse gas emissions and cutting plastic packaging.
Additionally, H&M is enhancing its digital presence to improve omnichannel shopping experiences, aligning with consumer interests in body positivity and diverse sizing.
This commitment to sustainability and inclusivity is poised to strengthen H&M’s position in the global lingerie market as consumers increasingly prefer environmentally and socially responsible brands.
Geographical Presence
H&M Hennes & Mauritz AB is a prominent global retailer recognized for its affordable fashion, with a robust presence across continents.
The company operates extensively in Europe, particularly in Nordic countries and Germany, and has significant operations in North America, mainly the U.S. and Canada. In Asia, China is a key growth market, along with Japan and India.
H&M has also expanded into Latin America, focusing on Brazil and Mexico, and is increasing its presence in the Middle East and Africa, particularly in the UAE and South Africa.
The company’s investment in e-commerce has enhanced its online sales, especially during the COVID-19 pandemic, enabling it to reach more customers in areas with fewer physical stores.
Recent Development
- In October 2024, H&M launched H&M Adorables, a baby and kidswear label.
- In October 2024, H&M announced its plans to open a new pop-up store in New York City, the US.
Triumph
Company Overview
| Establishment Year | 1886 |
| Headquarter | Bad Zurzach (Aargau), Switzerland |
| Key Management | Markus Spiesshofer (Partner) |
| Revenue (US$ Bn) | $ 1.4 Billion (2023) |
| Headcount | ~ 30,000 (2023) |
| Website | http://www.triumph.com/ |
About Triumph
Triumph International, a leader in the global lingerie brands/market, has focused on expanding its retail presence, particularly in Asia.
In 2023, the company announced plans to open 30 exclusive stores in India by 2025 to cater to the growing demand for comfortable and affordable lingerie.
The launch of the “Cool Cotton Comfort” collection targets younger consumers with stylish, breathable, and budget-friendly options.
Additionally, Triumph has restructured its sales teams in the UK and Ireland to improve customer engagement and adapt to evolving retail trends.
This strategy underscores Triumph’s commitment to addressing diverse customer needs and enhancing brand presence through in-store experiences.
Geographical Presence
Triumph International, headquartered in Germany, is a prominent global brand specializing in lingerie, swimwear, and shapewear.
It has a significant geographical presence across Europe, particularly in Germany, France, Italy, and the UK, with a robust retail network and online operations.
In the Asia-Pacific region, notably in China, Japan, and India, Triumph has tailored its offerings to local preferences, enhancing its premium positioning.
The brand selectively expands in the Americas through partnerships and online sales while gradually increasing its presence in the Middle East and Africa with culturally relevant marketing strategies.
This adaptive approach to regional markets underpins Triumph’s competitive advantage and ongoing growth in the lingerie sector.
Recent Developments
- In October 2024, Triumph International opened its new exclusive store in Mumbai, India.
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