Lingerie Market - Cumulative Impact of United States Tariffs 2025 - Global Forecast to 2030

The Lingerie Market size was estimated at USD 55.83 billion in 2024 and expected to reach USD 59.90 billion in 2025, at a CAGR 7.03% to reach USD 83.92 billion by 2030.

The lingerie market has evolved far beyond basic undergarments to become a reflection of cultural trends, personal identity, and technological innovation. In recent years, heightened consumer empowerment and broader acceptance of inclusive sizing have opened new avenues for growth, pushing brands to elevate their offerings through design, comfort, and storytelling. As the industry continues to mature, stakeholders must navigate shifting preferences, emerging channels, and regulatory dynamics that shape the competitive field.

This executive summary distills the critical forces at play, from digital transformation to policy changes, that are defining the current state of the lingerie ecosystem. By examining transformative trends, tariff impacts, segmentation nuances, regional variations, and competitive behavior, leaders can align their strategies with market realities and future opportunities. The insights presented here offer a balanced perspective on both challenges and growth levers, equipping decision-makers with a solid foundation for informed action.

The lingerie landscape has been redefined by the convergence of digital innovation, sustainability imperatives, and shifting societal norms. Consumers no longer view intimate apparel as purely functional; they seek personalized experiences that resonate with self-expression and ethical values. Brands have responded by weaving technology into every touchpoint, deploying virtual fitting tools and AI-driven recommendations to replicate the in-store consultation online. Simultaneously, sustainable materials and transparent supply chains have become non-negotiable as eco-conscious customers demand accountability.

Social media platforms continue to democratize brand discovery, elevating niche players that champion body positivity and inclusivity. Influencers and user-generated content fuel authentic engagement, creating a dynamic feedback loop that accelerates product iteration. Amid this evolution, legacy brands are revitalizing their assortments and retail strategies to maintain relevance, while direct-to-consumer labels leverage agile manufacturing to bring new designs to market at unprecedented speeds. This confluence of factors is catalyzing a fundamental shift in how lingerie is designed, marketed, and consumed.

In 2025, newly imposed tariffs on imported intimate apparel have exerted significant pressure on cost structures across the supply chain. Import duties on finished garments and certain high-value fabrics have driven wholesale prices higher, compelling many brands to reevaluate sourcing strategies. Some manufacturers have accelerated efforts to establish regional production hubs closer to key markets, while others are negotiating with suppliers to mitigate margin erosion through volume discounts and long-term commitments.

These tariff-induced cost increases have also influenced consumer pricing, with a notable uptick in average selling prices observed in the first half of the year. Price-sensitive segments have shown early signs of downgrading to value-driven brand offerings or seeking alternatives in the second-hand market. At the same time, premium and luxury labels have largely absorbed the additional duties to preserve brand equity, absorbing part of the cost impact through leaner operations and selective assortment optimization. Overall, the 2025 tariff measures have underscored the importance of agility in procurement, cost management, and channel mix to sustain competitiveness.

The lingerie market’s complexity is best understood through a multifaceted lens that considers product type, distribution channel, end user, price tier, and fabric type. In the bras category, push-up styles have maintained steady demand among younger consumers seeking enhanced silhouette effects, while sports bras have capitalized on athleisure trends and fitness-oriented lifestyles. T-shirt bras and wireless designs continue to attract a broad demographic prioritizing comfort and versatility. Hosiery remains defined by demand for both functional socks in everyday wear and premium stockings and tights that complement formalwear.

Within lingerie sets, babydolls draw interest from romantic gifting occasions, whereas bra-and-panty pairings serve as staple wardrobe investments. Panties show fragmentation across bikinis, boyshorts, briefs, and thongs, with eco-friendly fabrics gaining traction in each subsegment. Shapewear growth is driven by bodysuits that offer all-over sculpting, control camisoles that enhance everyday silhouettes, and waist cinchers sought for targeted contouring. Sleepwear has evolved into a fashion statement through luxurious nightgowns, stylish pajamas, and versatile robes that crossover into loungewear.

When viewed through distribution channels, department stores are reinventing in-store experiences with personalized consultations and exclusive collections, while online sales benefit from brand websites that emphasize storytelling alongside seamless checkout. E-commerce marketplaces leverage broad reach and convenience, and social commerce taps into peer recommendations and real-time engagement. Specialty boutiques and chain stores focus on curated assortments and experiential service, and supermarkets and hypermarkets cater to value shoppers seeking accessible price points.

Gender and age drive distinct preferences, with children’s wear emphasizing playful designs and robust materials, men’s lines offering functional support and neutral palettes, and women’s assortments spanning the full spectrum of styling, performance, and luxury. Luxury price tiers continue to thrive on craftsmanship and heritage, premium offerings blend quality with aspirational branding, and mass-market segments compete on value, often introducing limited-edition drops to sustain excitement.

Fabric innovation underpins differentiation, as cotton remains a staple for breathability, lace for its aesthetic appeal, silk for its undeniable luxury, and synthetic textiles for moisture management and stretch. Each subset of fabric type opens opportunities for technical performance claims and storytelling around comfort, sustainability, and sensuality.

The Americas region leads in digital penetration and brand innovation, driven primarily by North American consumer demand for inclusive sizing, personalized fit technologies, and seamless omnichannel experiences. Latin American markets, while price-sensitive, are witnessing a surge in online lingerie purchases as e-wallet adoption and mobile commerce infrastructure expand across the region.

In Europe, Middle East & Africa, western European nations show strong affinity for high-end labels and sustainable credentials, with regulatory frameworks incentivizing eco-friendly production practices. The Middle East market is shaped by cultural considerations that favor modest silhouettes alongside a growing appetite for premium imports, while African markets present opportunities for local manufacturing partnerships despite logistical challenges.

Asia-Pacific is characterized by rapid growth in both mature economies like Japan and developing markets such as India and the ASEAN nations. Chinese consumers exhibit a dual focus on domestic heritage brands and global luxury sensations, often influenced by social media trends. India’s burgeoning middle class is fueling demand for both value-oriented mass-market styles and aspirational premium lines, supported by expanding retail networks and rising discretionary income.

The competitive arena is anchored by established global brands that continuously refresh their portfolios with innovative fabrics, inclusive fit ranges, and celebrity collaborations. Market leaders are strategically expanding direct-to-consumer channels to capture richer first-party data and deepen customer relationships. At the same time, nimble niche labels are leveraging digital-first models to scale rapidly, employing targeted digital marketing and influencer partnerships to carve out distinct consumer communities.

Collaborations between intimates brands and technology firms have accelerated the development of virtual try-on solutions and AI-driven personalization engines. Strategic acquisitions and joint ventures are enabling legacy players to infuse agility and broaden their digital capabilities. Moreover, the rise of private-label lines in mass-market channels has heightened competition on price and assortment breadth, prompting brands to emphasize premium materials and unique design elements.

To excel in the evolving lingerie market, industry leaders should prioritize digital transformation by integrating advanced analytics into demand forecasting and personalized marketing. Optimizing supply chain resilience against geopolitical disruptions and tariff volatility will require diversified sourcing and nearshoring where feasible. Embracing circular economy principles-such as fabric recycling programs and rental models-can strengthen brand reputation and foster customer loyalty.

Investing in inclusive product development and fit technology will address widening market segments, from plus-size to adaptive intimates. Brands that craft compelling narratives around craftsmanship and sustainability can command premium positioning while mitigating price sensitivity. Cultivating partnerships with technology providers, logistics specialists, and retail innovators will enable end-to-end excellence in customer experience. Finally, embedding a culture of rapid experimentation and cross-functional collaboration will ensure continuous innovation and faster time to market.

This analysis is grounded in a rigorous methodology that blends primary and secondary research. Primary insights were gleaned through in-depth interviews with industry executives, environment scans in flagship retail locations, and consumer surveys designed to capture evolving purchase motivations. These direct insights were complemented by expert panels reviewing regulatory developments and trade data to verify emerging patterns.

Secondary research drew upon proprietary databases, corporate filings, industry trade publications, and academic studies to map competitive landscapes and identify precedent-setting innovations. All quantitative findings underwent trilateral validation through cross-referencing publicly available statistics, proprietary data sources, and interview feedback. Qualitative themes were iterated through multiple rounds of stakeholder review to ensure accuracy and relevance.

The confluence of digital acceleration, tariff pressures, and evolving consumer expectations underscores a market ripe for strategic reinvention. Segmented analysis reveals that growth pockets exist across differentiated product lines and price tiers, provided brands invest in fit, comfort, and sustainability. Regional decomposition highlights the need for tailored approaches, from digital storefront optimization in the Americas to partnership-driven expansion in Asia-Pacific.

Competitive benchmarking illustrates that market leadership increasingly rests on the ability to harness data, innovate at pace, and cultivate authentic brand narratives. As the landscape continues to transform, decision-makers should lean on the insights presented here to refine channel strategies, prioritize high-impact investments, and mobilize cross-functional teams around clear growth imperatives.

For organizations seeking a comprehensive and data-driven exploration of the global lingerie landscape, the full market research report offers in-depth analyses, supplementary charts, and bespoke insights tailored to strategic priorities. To secure access and explore how these findings can drive your next move, reach out directly to Ketan Rohom, Associate Director, Sales & Marketing, who will guide you through tailored licensing options. Engage today to harness actionable intelligence and outpace the competition.