North America Lingerie Market Outlook, 2028

In North America, demand for lingerie has recently increased significantly among all essential clothing categories, as it is a necessity for all women. Lingerie is another important fashion accessory. The lingerie industry in North America originated in the latter part of the 1800s, when women's undergarments began to transition from bulky and restrictive corsets to lighter and more comfortable garments. New fabrics and manufacturing techniques enabled the development of more practical and functional undergarments that provided greater support and comfort. Furthermore, the popularity of the brassiere (bra) began to rise in the early twentieth century, and by the 1920s, it had become a staple of women's fashion. Lingerie demand grew throughout the twentieth century, thanks to the introduction of new styles and designs such as thongs, boyshorts, and push-up bras. Furthermore, Social and cultural changes have also had an impact on the lingerie industry in North America. The women's liberation movement, as well as changing attitudes towards sexuality and body image, led to the introduction of more revealing and provocative lingerie styles in the decades that followed. Seasonal trends have a significant impact on the North American lingerie market as they can influence consumer preferences and purchasing decisions. For instance, during the Valentine's Day season, there is usually an increase in demand for romantic and sexy lingerie products such as red and pink lace bra and panty sets, babydolls, and chemises. Similarly, during the holiday season, there is often an uptick in sales for festive and cozy lingerie products like pajama sets, robes, and onesies. Additionally, the changing seasons can also affect the types of materials used in lingerie products. For example, during the winter months, consumers may prefer thicker and warmer materials such as cotton, flannel, or fleece, while in the summer, lighter and breathable materials such as silk, satin, or mesh may be more popular.

According to the research report "North America Lingerie Market Outlook, 2028," published by Bonafide Research, the North America Lingerie market was valued at more than USD 13 Billion in 2022. The rising awareness about personal hygiene and health has led to an increased demand for lingerie made from natural and organic materials. This has resulted in the introduction of eco-friendly lingerie options. Furthermore, with more women joining the workforce, the demand for lingerie that is suitable for professional attire has grown. This has led to the introduction of more sophisticated lingerie styles that are both practical and fashionable. Moreover, the fashion industry is constantly evolving, and lingerie is no exception. Women are looking for lingerie that reflects the latest fashion trends while also providing the necessary support and comfort. This has resulted in the introduction of a wide range of styles, colours, and patterns to suit every taste and preference. In addition, rising disposable incomes have led to an increased demand for luxury lingerie brands that offer premium quality fabrics, intricate designs, and a superior fit. This has resulted in the introduction of high-end lingerie lines and exclusive collaborations between lingerie brands and fashion designers. Furthermore, the athleisure trend has influenced the lingerie market, leading to the introduction of sports bras and other athletic-inspired lingerie styles that are comfortable, supportive, and stylish. This trend has also led to the introduction of lingerie lines that can be worn as outerwear, blurring the lines between traditional lingerie and active wear.

Based on product type, the market is segmented into knickers or panties, brasseries, shapeware, and others." Knickers or pants are a popular product category in the North American lingerie market and will have the largest market share in 2022 due to the fact that they are typically comfortable and easy to wear, making them a popular choice for everyday use. Additionally, the demand for knickers or pants in the North American lingerie market has also been driven by the growing preference for seamless and invisible underwear, especially among younger consumers. These types of knickers or pants are designed to be invisible under clothing, providing a smooth and seamless silhouette. The fashion industry has played a significant role in popularizing shapewear, with fashion trends such as bodycon dresses and fitted clothing increasing the demand for shapewear. Many women want to achieve a smooth, seamless look when wearing form-fitting clothes, and shapewear can help achieve that look. Furthermore, many women use shapewear after childbirth to provide support to the abdominal area and promote healing. Postpartum shapewear can help compress the abdomen, provide gentle support to the back, and help improve posture.

Based on price range, the market is divided into two categories: economy and premium. Among them, economy-priced lingerie had the highest market share in the North American lingerie market during the forecast period. The trend towards more casual and comfortable clothing has extended to lingerie as well. Many consumers are looking for lingerie that is comfortable and functional enough for everyday wear, and economy-priced lingerie can provide that. Premium is expected to have the highest CAGR during the forecast period. Premium lingerie brands are investing in innovation and technology to offer high-quality, comfortable, and functional products. This includes using advanced fabrics and materials, advanced construction techniques, and incorporating features such as moisture-wicking and temperature regulation. The average price range of lingerie products in North America can range depending on several factors, including the lingerie's brand, quality, material, and style. However, in North America, lingerie products can range from around $10 for basic cotton panties to over $300 for high-end luxury lingerie sets. A bra in North America can cost anywhere from $30 to $80, while a pair of knickers can cost anywhere from $10 to $30. Furthermore, there are many mid-range lingerie brands in North America that offer quality products at more affordable prices, with bras typically ranging from $30 to $60 and panties from $15 to $30.

Millennial and Generation X women tend to be highly interested in lingerie products that reflect their individual styles and personalities. This group of consumers also tends to prioritize comfort and functionality alongside style, and they may prefer brands that offer a wider range of sizes and styles. However, women aged 45 to 54 are another significant demographic in North America. This group of consumers is more likely to prioritize quality over price and may opt for high-end luxury lingerie products. They also tend to be interested in lingerie that enhances their figure and offers support. In the North American lingerie market, based on distribution channel, specialty stores have the largest market share. Specialty lingerie stores typically have staff with expertise in fitting and sizing, which can provide a personalized shopping experience for customers. This can lead to increased customer loyalty and repeat business. Some of the popular specialty stores for lingerie in North America are Victoria's Secret, La Senza, Aerie, Savage X Fenty, Adore Me, Agent Provocateur, Hanky Panky, Journelle, ThirdLove, and Bare Necessities. In the North American lingerie market, online had the highest CAGR during the forecast period. Some of the popular online sites are Amazon, Nordstrom, Bare Necessities, Victoria's Secret, Adore Me, Figleaves, Lingerie Diva, HerRoom, Yandy, Cosabella, and many more.

Based on the report, the market material is segmented into satin, cotton, silk, nylon, and others. Satin has the largest market share because it is a soft, luxurious, and lightweight fabric that provides a smooth, shiny finish. It has a silky texture that feels comfortable against the skin and is commonly used for lingerie items such as nightgowns, chemises, and robes. Satin is also versatile and can be dyed in a variety of colours, making it a popular choice for lingerie brands. Additionally, satin is durable and easy to care for, making it a practical option for everyday wear. However, nylon is a popular material for lingerie in North America, but it is not necessarily more preferred than other materials. Nylon is a synthetic fabric that is lightweight, breathable, and stretchy, which makes it a comfortable option for lingerie. It is also durable, easy to care for, and affordable, making it a practical choice for everyday wear.
Celebrity endorsements can have a significant impact on the North American lingerie market by increasing brand visibility, generating buzz, and influencing consumer purchasing behavior. Furthermore, celebrity endorsements can also help to build brand credibility and trust, as consumers may be more likely to purchase from a brand that is associated with a celebrity they admire. This can be particularly effective for new or lesser-known brands that are trying to establish themselves in the market. For instance, the impact of celebrity endorsements on the North American lingerie market can be seen in the success of Rihanna's Savage X Fenty lingerie line, which has been endorsed by high-profile celebrities such as Bella Hadid, Lizzo, and Normani Kordei. The brand's inclusive sizing options and diverse range of styles have helped to make it popular among a wide range of consumers, and celebrity endorsements have played a significant role in its success.

The level of government regulation in the North American lingerie market varies depending on the country and jurisdiction. In the United States, the Federal Trade Commission (FTC) has established guidelines for labelling and advertising textile products, including lingerie. These guidelines require companies to provide accurate and truthful information about their products, including the fibre content and country of origin. In addition, some states in the U.S. have regulations related to the labelling and sale of intimate apparel, such as requirements for labelling with care instructions and warnings about flammability. Furthermore, in Canada, the Canadian General Standards Board has established regulations for the testing and labelling of textile products, including lingerie. These regulations require companies to meet specific requirements for fibre content, durability, and safety. Moreover, some companies may also choose to go beyond regulatory requirements and implement additional sustainability or ethical practises, such as using eco-friendly materials or ensuring fair labour practises in their supply chains.

Trade shows and industry events play an important role in the North American lingerie market by providing a platform for companies to showcase their products, network with industry professionals, and stay up-to-date on the latest trends and developments in the market. Furthermore, in addition to trade shows and industry events, online marketplaces and social media platforms have become increasingly important for companies in the North American lingerie market. Platforms such as Amazon and Etsy provide a way for smaller and independent brands to reach a wider audience, while social media platforms such as Instagram and TikTok can be used to showcase products and connect with consumers. Some of the trade shows and events include Curve Expo, Lingerie Selection, New York Lingerie Fashion Week, International Lingerie Show (ILS), The Underfashion Club's Femmy Awards, Eurovet Americas/CURVEXPO, Salon International de la Lingerie (SIL) North America, and Magic Las Vegas (which includes a lingerie and swimwear section).

According to the report, the market is categorized into three major countries, including the United States, Canada, and Mexico. Among them, the United States is considered the largest lingerie market in North America, with a significant presence of major lingerie brands and retailers. Lingerie is in high demand in the US market, with consumers willing to pay for high-quality and luxurious lingerie. Furthermore, the US market is home to some of the world’s largest and most well-established lingerie brands, including Victoria's Secret, Calvin Klein, and Hanky Panky. However, the Canadian lingerie market is smaller than that of the United States, but it is still significant. La Senza, Triumph, and Blush are some well-known Canadian lingerie brands. The Canadian market has also seen an increase in demand for eco-friendly and ethically made lingerie options.

Companies Mentioned in this Report:
Jocky International, Inc., Victoria's Secret, Triumph International, Vedette Shapewear, Spanx Llc, Hanesbrand Inc, Leonisa S.A., Wacoal Ltd, Belly Bandit, Annette International Corporation, Rago Shapewear, Chantelle Group, Mas Holdings, Phillips-Van Heusen Corporation, Hanky Panky, Honey Birdette.

Considered in this report
• Geography: North America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• North America Lingerie market with its value and forecast along with its segments
• Country-wise Lingerie market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:
• United States
• Canada
• Mexico

By Product Type:
• Knickers or Panties
• Brassiere
• Shapewear
• Others

By Material:
• Satin
• Cotton
• Silk
• Nylon
• Others

By Pricing Rang:
• Economy
• Premium

By Distribution Channel
• Specialty Store
• Online
• Supermarket/Hypermarket
• Others

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, government-generated reports, and databases. After gathering the data from secondary sources, primary research was conducted by making telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started doing primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations and organizations related to the Lingerie industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.

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