The lingerie market - France

The global lingerie market has been experiencing strong growth, with an estimation of US$28.6 billion in 2022 and is expected to grow at a CAGR of 9.2% between 2022 and 2028, reaching US$48.5 billion in 2028. Despite this, the French lingerie market showed a decline, with a value of €1.74 billion in March 2022. The sector returned to its pre-COVID levels after a 7.9% increase in value terms from the previous period (2020-2021). Comfort emerged as the top purchasing criterion for lingerie, aligning with the "no bra" trend and a shift towards functionality in purchases. Digitalization, inclusivity, and eco-responsibility serve as significant growth drivers. Regulations affecting the market include in-store sales rules, labeling requirements for clothing, the "Made in France" label, sales regulations, and measures from the law on waste and the circular economy.

As we delve into the intimate world of lingerie, we embark on a journey through a market that is intriguing and multifaceted in its nature.

Lingerie, an essential part of the feminine wardrobe, ranging from corsetry to nightwear and hosiery, dominates the segment with bras and brassieres nearly holding half of the market share. While the European market claims nearly 40% of the global stage, France showcases a fascinating paradox, being both a historical beacon of luxury lingerie and witnessing a decline in its own market. The French lingerie market has displayed a slight decline, losing between 6% and 7% since the pre-COVID era, with consumer spending sitting at just under 18% of women's clothing budgets.

The tides of trends are ever-changing, shaped by the rising influence of comfort, inclusivity, and eco-consciousness among consumers. Comfort reigns supreme, driving more than 70% of women towards products that promise ease over aesthetics. Brands like Skims have tapped into this demand, seeing their valuation skyrocket to over 270 million euros. Women over 45 emerge as the cornerstone consumers of this sector, contributing to over 60% of lingerie purchases, with their spending power notably higher.

Despite this, younger demographics, particularly those between 15 and 24, show dynamic participation. This intriguing consumer base splits into various profiles, including functional buyers who prioritize needs and consensual buyers who marry the joy of novelty with necessity. Digitalization has carved its path in the lingerie market, witnessing a surge in online retail, though physical stores maintain a stronghold. Supermarkets and ready-to-wear chains also play significant roles, contributing between 25% and 34% to market distribution.

Market leaders such as Etam and Dim, with sales figures between 480 million and 500 million euros, navigate this competitive landscape alongside giants like H&M and Kiabi, whose reach extends well beyond lingerie. Interestingly, the French production of lingerie is an intricate tale.

The country imports the lion's share with over 95% of its women's lingerie sourced from abroad. Asia, specifically China, serves as a primary supplier, fulfilling nearly a quarter of French demand, while Vietnam and Bangladesh follow suit. These imports set against exports result in a trade coverage rate at a modest 33%. In the face of these dynamics is the unstoppable force of regulations, from stringent safety and labeling requirements to the newly introduced laws on waste and eco-responsibility. These govern the market with an iron fist, emphasizing ethical production and consumption.

Key Contenders Shaping the Lingerie Landscape

Navigating the dynamic field of lingerie, certain names stand out, marking their territory as significant contributors to the market. Each of these players, with their distinctive characteristics and strategies, have carved out a niche in this ever-evolving industry.

• Etam Lingerie stands as a beacon in the lingerie domain with its French origins dripping in allure and sophistication. As a specialty chain, Etam has cemented its reputation with a mix of elegant and accessible offerings, infusing fashion-forward designs with casualwear sensibilities. The brand has managed to balance its in-store presence with an adept online strategy, catering to both the convenience-driven online shopper and the experience-seeking in-store customer.
  
  
• Dim, another juggernaut in the specialty chain segment, has consistently been at the forefront of innovation and comfort. Revered for its practical yet stylish designs, Dim has transitioned through time by evolving its products to match contemporary needs, focusing on comfort without compromising on aesthetics.
  
  
• The realm of ready-to-wear has seen its own set of strong contenders, with Kiabi and H&M championing the concept of affordable fashion. These chains have disrupted the market by integrating lingerie as part of their extensive clothing lines, allowing consumers to access trendy undergarments at competitive prices. Kiabi, with its family-focused approach, and H&M, with its globally recognized brand, have both tapped into the lingerie market by offering products that resonate with the sensibilities of the fashion-conscious, budget-aware customer. 
  
  
• Carrefour France has made significant inroads into the lingerie segment through its expansive supermarket chain. Offering convenience and value, Carrefour has allowed lingerie shopping to become part of the routine grocery run, simplifying the purchase process for the everyday consumer. 
  
  
• Asos and Zalando have made their marks as pure-players. Asos, with its trend-led approach and vast range of sizes and styles, appeals to the young and diverse clientele. Zalando leverages its enormous selection and user-friendly platform to capture a substantial share of the online lingerie market, providing customers with a seamless shopping experience.
  
  
• Lastly, the distance-selling veterans like La Redoute have not been left in the dust. Blending their traditional catalog expertise with a robust online presence, La Redoute continues to satisfy a loyal customer base while also attracting new shoppers who value the blend of classic service with digital convenience. 

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 19/01/2024

Summary and extracts

List of charts

• Size of the global lingerie market
• Share of working women in the population
• Size of the French lingerie, nightwear, interiors and footwear market
• Size of the French lingerie market
• Nightwear, innerwear and footwear market
• Women's lingerie elements judged most seductive
• Breakdown of lingerie expenditure by age
• Average budget by age
• Frequency of lingerie purchases by women
• Ranking of lingerie brands by number of consumers
• Average age of women
• Breakdown of female population by age group
• Lingerie buying behavior
• Women's expectations of their lingerie
• Difficulties encountered when buying lingerie
• Search interest for the term "lingerie
• Sales of underwear manufacturing
• Number of establishments and employees in the lingerie sector
• Breakdown of lingerie distribution by channel
• Market share of top 5 lingerie sellers
• Consumer price index for women's lingerie and nightwear
• France's lingerie trade balance
• Leading suppliers of bras, girdles, corsets, suspenders and (...)
• Our main export partners for bras, girdles, corsets, suspenders (...)
• Sales index for specialized ready-to-wear retailers
• Sales index for underwear manufacturing (men's, women's and children's)
• France's favourite lingerie brands
• Comparison of the level of appreciation of 3 lingerie brands according to gender
• Comparison of the level of appreciation of 3 lingerie brands according to age category