The lingerie industry is undergoing a transformation fueled by changing consumer preferences, increased focus on inclusivity, and a surge in e-commerce.
With a U.S. market size valued at $22 billion in 2023, the industry is expected to grow at a compound annual growth rate of 7.1% through 2030, according to Grand View Research. This growth is driven by rising demand for stylish yet comfortable intimates, innovative fabric technologies, and the expansion of brands into new markets.
Sales Trends: Comfort Meets Style
Consumers are increasingly prioritizing comfort without compromising style. Sales of wireless bras, bralettes, and seamless lingerie have surged in recent years, reflecting the broader “comfort-first” trend catalyzed by the pandemic. Shapewear, another key category, continues to thrive, with products that balance functionality and aesthetics gaining popularity.
Inclusive sizing has become a significant growth driver as consumers demand representation across all body types.
E-commerce remains a cornerstone of the lingerie industry’s growth, with online sales projected to account for over 50% of the market by 2025.
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But brick-and-mortar retailers can still thrive in the competitive lingerie market by leveraging their physical presence to create unique, personalized, and immersive shopping experiences. They can also benefit from the right planning strategy, which differs from normal apparel planning.
“Lingerie stores are in a constant state of buying, so they need a receipt plan in place at all times, not just in market periods,” says Blacks’ Senior Analyst Mike McSheffrey. These plans focus on sizing, since basics buying is constantly happening, he adds.
Not only is the store’s buying cadence different than in apparel, so is the customer’s buying cadence, McSheffrey notes.
“We see a lot of business in November/December with gift card purchases that are redeemed from January into March,” he says.
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Now that we know more about the right inventory planning strategy, here’s how brick-and-mortar lingerie stores can stand out:
1. Offer Personalized Experiences
Expert Fit Consultations: Provide professional fitting services to help customers find their perfect size and style. Many consumers still prefer in-person fittings over virtual tools for accuracy and comfort.
2. Create a Unique In-Store Experience
Sensory Appeal: Design visually appealing stores with soft lighting, luxurious materials, and comfortable fitting rooms to evoke a sense of indulgence and intimacy, and are flattering for shoppers.
Workshops and Events: Host bra-fitting workshops, lingerie care tutorials, or private shopping events to build community and brand loyalty.
3. Emphasize Product Differentiation
Exclusive In-Store Collections: Carry unique or limited-edition items available only in stores to entice customers to visit.
Focus on Comfort and Innovation: Highlight features like sustainable fabrics, wireless designs, and multifunctional lingerie that resonate with modern consumers.
4. Prioritize Inclusivity and Diversity
Inclusive Sizing and Styles: Stock a wide range of sizes, skin-tone options, and gender-neutral designs to cater to a diverse customer base.
Representation in Marketing: Use in-store displays and campaigns that showcase diverse models to make every shopper feel represented.
5. Train Knowledgeable Staff
Equip staff with deep product knowledge, empathy, and excellent customer service skills. A warm, understanding approach can make the experience more comfortable for shoppers.
6. Stay Agile with Trends
Brick-and-mortar stores should actively track and respond to trends in comfort wear, active-inspired lingerie, and fashion-forward designs. Quick adaptation keeps them relevant.
By focusing on creating a personal and engaging shopping journey, brick-and-mortar lingerie retailers can thrive in a rapidly evolving market. Their ability to combine physical touchpoints, and personal service sets them apart from online-only competitors.
