Intimate Wear Market

Intimate Wear Market Size by Gender (Male and Female), By Product Type (Briefs, Bras, Shapewear and Others), By Distribution Channel (Online Sales, and Offline Sales), Regions, Global Industry Analysis, Share, Growth, Trends, and Forecast 2023 to 2032

Base Year: 2022 Historical Data: 2019-21
  • Report ID: TBI-13869
  • Published Date: Dec, 2023
  • Pages: 239
  • Category: Consumer Goods
  • Format: PDF
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The global intimate wear market was valued at USD 88.56 billion in 2022 and is anticipated to grow at a CAGR of 5.6% from 2023 to 2032. Intimate clothing is worn just above the skin; it is an extreme type of clothing because it is akin to a second skin for humans. When creating and producing intimate materials, a number of elements need to be taken into account, such as their temperature, sensory, kinetic, and aesthetic worth. These qualities are all interconnected and must not be overlooked. For example, intimate clothing bridges the skin and outer clothes; thus, it must be comfortable and provide appropriate texture and motion characteristics. The degree of moisture transfers from the garment to its surroundings by wicking, evaporation, sorption, or diffusion, depending on the material's thickness and tightness.

Market Introduction:

Lingerie, or intimate wear, is a term used to describe a group of clothes that includes varied slееpwеar and undergarments that are intended to be worn close to the skin, usually undеrout garments. This special item fulfils two functions by fusing form and function according to the subjective domains of sensuality and self-expression, as well as the pragmatic features of support and comfort. Fundamentally, intimate apparel is a group of undergarments that comprises different types of slееpwear, camisoles, boxers, thongs, pants, briefs, and coats. These clothes stand out from regular outerwear because they are close to the body. They frequently have comfortable, light fabrics designed with comfort in mind. Intimate clothing is thoughtfully designed and constructed to support various body parts in the best possible way, highlighting the wearer's natural proportions and creating low-profile underclothes. Supporting the breasts is one of the main purposes of intimate clothing. For example, many different types of bras are available, such as push-ups, sports, full-coverage, and balcony bras, each designed to meet a particular requirement. The padding, underwire, straps, and fabric selection determine the support provided. Beyond their practical use, bras have developed into fashion accessories, allowing people to express their styles. Examples include elaborate lacework, embossments, and various colors and designs.

Intimate Wear Market Size

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Recent Development
  • In October 2021: The Spanish fashion company Zara has revealed that it will release its first line of underwear online. The extensive items in Zara's new lingerie line include loungewear, pyjamas, underwear, and other accessories.
  • In November 2021: Retail lingerie companies under the Amante umbrella brand were purchased by Reliance Retail Ventures Limited (RRVL), the retail arm of Reliance Industries, from MAS Holdings. Reliance Retail wants to solidify its position in the Indian retail market, which includes this acquisition.

Market Dynamics:


increasing Awareness on Body Positivity - The growing emphasis on inclusivity and body acceptance is one of the main drivers propelling the global intimate wear industry. Intimate clothing that fits various body types, sizes, and races is in demand due to changing social norms surrounding beauty standards. Companies that embrace diversity in their product offerings and marketing can connect with a wider range of consumers. The emphasis of body diversity in marketing campaigns and advertisements has become a potent catalyst that encourages customers to feel empowered and accept who they are. Fashion trends and cultural factors significantly shape the market for intimate clothing. Demand for particular styles of underwear is driven by customary perceptions of beauty and style, which are influenced by runway trends, celebrity endorsements, and cultural movements. Intimate apparel collections frequently incorporate retro-inspired patterns, vintage aesthetics, and nostalgic influences, demonstrating the brand's cyclical nature of fashion trends. This is the primary factor for the market growth and development.


Availability of Counterfeit Products - Intellectual property infringement and counterfeiting are major restraints to the intimate wear sector. The spread of fake products spoils the entire business's reputation and ruins the reputation of the manufacturing companies. Brands that invest in R&D and innovation run the risk of having competitors copy their designs, which can result in losses for the company as well as a reduction in the value of the brand. It becomes imperative to put strong anti-counterfeiting procedures in place to safeguard intellectual property in the intimate apparel industry. The market share of global brands in the intimate apparel industry may suffer as a result of counterfeit goods. Unknowingly buying counterfeit goods because they think they are authentic products can happen.


Changing Demographics and Consumer Preferences - The shifting demographics and lifestyle trends impact how the intimate wear market is developing. A focus on personal well-being, growing urbanization, and postponing marriage are some factors that have changed consumer preferences. Particularly, the younger generation chooses intimate attire to balance practicality, style, and comfort. The distinction between traditional innerwear and outerwear is becoming hazier due to this shift in practices, which has led to the growth of aesthetic type of products and their categories. Active-lifestyle customers are increasingly drawn to intimate wear that emphasizes adaptability and flows well from day to night. The increased awareness of ethical and environmental methods has impacted the market for intimate wear. Customers are demanding sustainable technologies, ethical sourcing, and transparent supply chains as a result of their growing awareness of the environmental and social effects of their purchases.

Regional segmentation analysis:

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. Asia Pacific region emerged as the most prominent global Intimate wear market, with a 41.0% market revenue share in 2022. Due to several factors, including growing disposable income, a thriving fashion culture, and a growing population, the Asia-Pacific region has become a worldwide population in the intimate wear market. The dynamics of the intimate world market in this region are significantly shaped by nations such as China, Japan, and India. China has emerged as a hub for producing and consuming intimate apparel due to its quickly expanding middle class and rising fashion consciousness. In China, the market is made up of foreign brands using the growing consumer base and local brands making local tastes. Because they give customers many options and encourage a connected-driving society, e-commerce platforms have become increasingly popular. The regional market players also engage in various market strategies such as product innovation, product differentiation, mergers, acquisitions, partnerships, and strategic alliances to maintain their competitive edge.

Asia Pacific Region Intimate wear Market Share in 2022- 41.0%

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  • In April 2022: To reinforce its position in the market, the Japanese lingerie shop Wacoal debuted its new Spring/Summer collection, which features various empowering hues, intricate designs, and easy fits.
  • In February 2022: This year, Caely Holdings Bhd announced a joint venture (JV) in Indonesia to boost its production capacity and meet global demand for lingerie.
Product Type Segment Analysis

The product type segment includes bra’, briefs, shapewear and others. The brief’s segment dominated, with a market share of around 47% in 2022. The category of briefs, which includes a range of styles such as boy shorts, thongs, conventional briefs, bikinis, and high-cut briefs, is another important one in the intimate apparel industry. Like bras, the popularity of bras is influenced by factors like utility, style, and comfort. Traditional briefs are still popular among customers looking for comfort and modesty because they provide full coverage and a timeless silhouette. Bikini briefs appeal to people who value striking a balance between comfort and a more contemporary style, thanks to their low waistline and moderate coverage. Despite their scant back covering, thongs are still in style because they look great in form-fitting clothing.

Gender Segment Analysis

The gender segment is bifurcated into female and male. The female segment dominated, with a market share of around 55% in 2022. Historically, the market for intimate wear has been primarily focused on the small sector due to the wide range of goods and styles that cater to women's specific needs and preferences. Products such as bras, briefs, lingerie sleeves, shapewear, and others make up a sizable chunk of the market share. The development of the mark for women's intimate appearance reflects broader cultural tendencies toward diversity, body positivity, and the cult of many beauty standards. Bras are still the most popular type of intimate apparel for women and continue to rule the market. Women's diverse lives and fashion practices are characterized by various styles, including sports bras, daily bras, and fashion/trendy designs. Innovation has been sparked by the focus on comfort, support, and aesthetics; characteristics including simple construction, inclusivity, and sustainability are gaining popularity.   

Distribution Channel Segment Analysis

The distribution channel segment is bifurcated into offline sales and online sales. The offline sales segment dominated, with a market share of around 52% in 2022. The intimate wear industry has historically been anchored by the traditional brick-and-mortar retail stores, which gives customers a tangible location to browse, try on, and buy products. Departmental shops, specialist lingerie boutiques, mass-market retailers, and other physical spaces where customers can interact with products in a real way are examples of offline distribution channels. Department stores have long enjoyed a significant market share in offline distribution. They are well-known for their wide selection of products and varied brand offerings. These shops frequently offer an one-stop shopping experience, enabling customers to purchase and contrast different brands of intimate apparel under the roof. Department stores have always been popular because they allow customers to try on merchandise and get individualized help from employees.

Some of the Key Market Players:
  • Victoria’s Secret
  • Zivame
  • Gap, Inc.
  • Triumph International
  • Calvin Klein
  • Wacoal Holdings Corp.
  • Chantelle
  • HanesBrands Inc.
  • Hunkemöller
  • Natori

Report Description:

Attribute Description
Market Size Revenue (USD Billion)
Market size value in 2022 USD 88.56 Billion
Market size value in 2032 USD 152.71 Billion
CAGR (2023 to 2032) 5.6%
Historical data 2019-2021
Base Year 2022
Forecast 2023-2032
Region The regions analyzed for the market are Asia Pacific, Europe, South America, North America, and Middle East & Africa. Furthermore, the regions are further analyzed at the country level.
Segments Product Type, Gender, Distribution Channel

Frequesntly Asked Questions

As per The Brainy Insights, the size of the Intimate wear market was valued at 88.56 billion in 2022 to USD 152.71 billion by 2032.

The global Intimate wear market is growing at a CAGR of 5.6% during the forecast period 2023-2032.

Asia Pacific region became the largest market for Intimate wear.

The growing sales in e-commerce platform is influencing the market's growth.

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This study forecasts revenue at global, regional, and country levels from 2019 to 2032. The Brainy Insights has segmented the global intimate wear market based on below-mentioned segments:

Global Intimate Wear Market by Product Type:

  • Briefs
  • Bras
  • Shapewear
  • Others

Global Intimate Wear Market by Gender:

  • Male
  • Female

Global Intimate Wear Market by Distribution Channel:

  • Online Sales
  • Offline Sales

Global Intimate Wear Market by Region:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
  • Asia-Pacific
    • Japan
    • China
    • India
  • South America
    • Brazil
  • Middle East and Africa  
    • UAE
    • South Africa


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