1.1 Definition and scope of the study

The lingerie market includes all women's underwear and sleepwear. The footwear segment is also included in the scope of the study, while swimwear and men's underwear are excluded, each of these two markets being the subject of a complete study.

The lingerie market is divided into four segments: corsetry (bras, brassieres), daywear (panties, corsets, garter belts), nightwear (negligees, pyjamas) and footwear (stockings, tights). Corsetry is the dominant segment, accounting for almost half of the market share.

The global lingerie market is booming. It is expected to grow at a CAGR (combined annual growth rate) of 4.5% between 2021 and 2029. The European market constitutes 39% of the global market and is expected to grow at a similar rate to the global market.

The French lingerie market is part of the structural decline of the women's apparel market in France. Indeed, the French lingerie market is in decline due to the success of comfortable, less expensive lingerie. Lingerie represents 18% of women's clothing budget.

The Covid-19 crisis has largely affected the sector, to the detriment of physical stores and to the benefit of pure-players and digitalized players. The lockdowns have also highlighted the main purchase criterion for lingerie: comfort. The "no bra" trend, which consists in not wearing a bra, is indicative of the difficulties in finding lingerie that suits the consumers. Purchases are thus becoming more and more functional.

However, many growth drivers are driving the lingerie market, in particular the digitalization of the market, the diversification of the offer for all bodies and inclusive fashion, as well as the development of sustainable products.

1.2 The global lingerie market is growing strongly

The global lingerie market is estimated to be worth US$**.* billion in **** and is expected to grow strongly, at a CAGR of *.*% between **** and ****. It is expected to reach US$**.* billion by ****.

Global Lingerie Market Size World, ****-*****, US$ billion Source: ****

This market can rely on various growth levers, such as ...

1.3 The French lingerie market is down

The French lingerie market is estimated at €*.** billion in March **** (***). In detail: the underwear market was worth €*.** billion in March ****, compared to €*.** billion in March ****. After a slight recession during the covid period, the market has returned to its pre-covid level.

The sector is therefore up *.*% in value compared to the ...

1.4 International Trade: Import Dependency

The numbers in this section are obtained from the following UN Comtrade codes: Jumpsuits and petticoats: ******, ******, ******, ****** Underpants and panties: ******, ******, ****** Pyjamas and nightgowns: ******, ******, ******, ******, ******, ****** Nighties, robes, bathrobes: ******, ******, ****** Bras: **** Tights and stockings: ******, ****** To obtain the coverage rate, we apply the following formula: Coverage rate = (***) x ***. On the lingerie market, the coverage rate of France ...

1.5 Covid-19 and partial recovery

The Covid-** crisis has largely affected the clothing market, as shown in the graph below which describes the evolution of the turnover of companies domiciled under the code **.**Z: Retail sale of clothing in specialized stores.

The analysis therefore goes beyond the scope of the study, but allows us to visualize ...

2.1 Consumer profile

Who is buying?

Consumer profiles remain the same in general and trends are likely to become more pronounced. Indeed, the main segment of the population consuming women's lingerie is made up of women aged ** and over. However, the population is aging in France, so the trends should become more pronounced in ...

2.2 Determinants of demand

Buying criteria

The graph below illustrates the main characteristics of their lingerie that women are looking for.

Comfort, cited by **% of the women surveyed, is by far the first lingerie purchase criterion. This condition is confirmed by another Ipsos survey which shows that when choosing between wearing lingerie that is above ...

2.3 Demand trends

Functional and comfort purchases

Purchases seem to be refocused on functional products, with a growing success of nude tones, and of the bralette model, considered more comfortable because without underwire. The bralette has thus seen its sales increase by *% between **** and **** [***]. Sports lingerie is also increasingly popular. Many brands of classic ...

2.4 The favorite lingerie brands of french consumers

The graph below was obtained from the survey conducted by OpinionWay about the favorite brands of french consumers in March ****. They answered to the question "Do you like this or that brand of lingerie?" for each brand, and the percentage corresponds to the proportion of respondents who answered "yes".

Dim is ...

3.1 Production of lingerie

French companies manufacturing women's lingerie are recorded in the Insee register under the code :

NAF **.**Z: manufacture of men's, women's and children's underwear and nightwear from fabrics, knitted fabrics, lace, etc.

While this code refers to a broader category than the scope of this study, it is still informative on the ...

3.2 Distribution of lingerie

Lingerie distribution in France is dominated by downtown chains , which hold **.*% of the market in value. In ****, **% of lingerie distribution in France will be concentrated in supermarkets. This is followed by online sales, discounters and out-of-town chains.

Breakdown of lingerie distribution by channel France, ****, in % Source: ****

From a dynamic point of ...

4.1 Typology of the lingerie offer

The table below provides a non-exhaustive overview of the types of products that make up the lingerie market in France.

The lingerie market can be broken down into four categories: corsetry, daywear, nightwear and footwear.

Source: ****

The bra segment is the most important in the sector. They would indeed represent about ...

4.2 The prices

Women's lingerie is referenced in the Insee register under the code : **.*.*.*.*: Lingerie, women's nightwear.

Consumer prices for lingerie are relatively stable, as shown in the graph below.

Consumer price index for women's lingerie and nightwear France, ****-****, base *** in **** Source: ****

In addition, the prices of women's lingerie vary according to the ...

4.3 Supply trends

Gender neutral" lingerie

In recent months, the collections / brands of "gender neutral" lingerie are multiplying. New brands are emerging, such as KON launched in **** which has seen the concept of neutral lingerie know a certain craze: whether for the claim of a unisex lingerie or because comfort is now privileged. According ...