Lingerie & Intimates: Top Trends to Know
Published 08 May 2024
The global women’s lingerie and nightwear market is set to expand healthily by 11.72% to $105.81bn by 2028 (Statista, 2023). From a continued focus on pleasure and wellness to evolving active opportunities and playful seasonal pushes, we highlight the key areas to watch for growth and innovation in the intimates and lingerie market.
Market Drivers & Areas for Growth
The Feel-Good Factor
Second Skins
In 2021, the lingerie market bounced back from a pandemic-fuelled revenue dip (Statista, 2023), and demand has continued to boom ever since. But consumer expectations are shifting rapidly. Brands must keep up to meet these new needs and attitudes: think a stronger sustainability focus, a commitment to diversity and some experimentation with celebrity star power.
In 2021, the lingerie market bounced back from a pandemic-fuelled revenue dip (Statista, 2023), and demand has continued to boom ever since. But consumer expectations are shifting rapidly. Brands must keep up to meet these new needs and attitudes: think a stronger sustainability focus, a commitment to diversity and some experimentation with celebrity star power.
From pragmatic adaptive updates to risqué occasionwear, intimates categories are uniquely positioned to both empower and liberate the wearer, and a new generation of self-love seekers are finding confidence in lingerie options that don’t compromise on either comfort or aesthetics. Brands are responding with innovative product launches and clever marketing that centres pleasure and inclusivity.
As comfort continues to be the driving force behind consumers’ underwear preferences, active and wellness emerge as highly commercial industries with ample opportunity – and demand for – for expansion. “Seamless” and “seasonless” are the buzzwords steering aesthetics, while a women’s health focus directs evolving self-care and sports-centric innovation.
Lingerie & Intimates: Top Trends to Know
Topics
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