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Summary of our market study
The French lingerie market is valued at €1.7 billion.
The global lingerie market has experienced strong growth, with an estimated 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.
The French lingerie market has seen a decline, with a value of 1.74 billion euros in 2022. The sector has returned to pre-COVID levels after a 7.9% increase in value.
Comfort is the primary purchasing criterion for lingerie, and is aligned with the "bra-free" trend. Digitization, inclusiveness and eco-responsibility are important growth drivers.
Market trends
Lingerie, an essential part of the wardrobe, includes corsetry, nightwear and hosiery. Bras and brassieres account for almost half the market. The European market accounts for almost 40% of the global market, and France is both the historic beacon of luxury lingerie and a witness to the decline of its own market. The French lingerie market has experienced a slight decline, losing between 6 and 7% since the pre-COVID era, with consumer spending amounting to just under 18% of women's clothing budgets.
Comfort is the primary purchasing criterion, driving over 70% of women towards products that promise ease rather than aesthetics. Brands like Skims have capitalized on this demand. Women over 45 are the main consumers, accounting for over 60% of lingerie purchases.
Young people, in particular women aged 15 to 24, can be divided into different profiles: functional buyers who prioritize needs, and consensual buyers who combine the joy of novelty with necessity.
Online retailing is on the rise, although physical stores still play an important role. Supermarkets and ready-to-wear chains also play an important role, controlling between 25% and 34% of the market.
The market includes both specialists such as Etam and Dimet and generalists such as H&M and Kiabi, whose reach extends far beyond lingerie.
France imports most of the lingerie sold on the market. China is the main supplier, accounting for almost a quarter of French demand, followed by Vietnam and Bangladesh.
Strict safety and labeling regulations and new laws on waste and eco-responsibility govern the market.
Lingerie market players
- Etam Lingerie fest a leader in lingerie
- Dim, another player in the segment with a strong presence in mass distribution
- kiabi and H&M are champions of the affordable fashion concept.
- Carrefour and other supermarket chains have a very high market share
- Asos and Zalando have established themselves as online pure-players
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
The lingerie market coversall women's underwear and nightwear. 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 full study.
The lingerie market is divided into four segments: corsetry (bras, brassieres), daywear(knickers, corsets, garter belts), nightwear (negligees, pyjamas) and hosiery (stockings, tights). Corsetry is the dominant segment, accounting for almost half of market share.
The global lingerie market is booming. It is expected to grow at a CAGR (combined annual growth rate) of 9.2% between 2022 and 2028. The European market accounts for 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 a structural decline in the French women's apparel market. Indeed, the French lingerie market is in decline due to the success of less expensive, comfortable lingerie. Lingerie accounts for 18% of women's clothing budgets.
The Covid-19 crisis has largely affected the sector, to the detriment of physical stores and to the benefit of pure-players and digital players. Confinement has also highlighted the main purchasing criterion for lingerie: comfort. The "no bra" trend, which consists of not wearing a bra, is indicative of the difficulties of finding lingerie that suits them. Purchases are becoming increasingly functional.
However, numerous 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 eco-responsible products.
1.2 Strong growth in the global lingerie market
growing rapidly, the global lingerie market is estimated at US$**. * billion in ****, and is expected to grow at a CAGR of *.*% between **** and ****, reaching US$**.* billion in ****.
Global lingerie market size World, ****-*****, in billions of US dollars Source: ****
This market can rely on various growth levers, such as the increase ...
1.3 French lingerie market in decline
Including the nightwear and footwear segments, the French lingerie market is estimated at *.** billion euros in March **** (***). In detail: the underwear market was worth *.** billion euros in March ****, compared with *.** billion euros in March ****. After a slight recession during the covid period, the market returned to its pre-covid level.
The sector ...
1.4 International trade: dependence on imports
The figures in this section are obtained from the following UN Comtrade codes: Jumpsuits and petticoats: ******, ******, ******, ****** Briefs and panties: ******, ******, ****** Pyjamas and nightgowns: **** Nighties, robes, bathrobes: ******, ******, ****** Bras: **** To obtain the coverage rate, we apply the following formula: Coverage rate = (***) x ***. On the lingerie market, France's coverage rate is **%. The trade balance is ...
1.5 Covid-19 and partial trade-in
The Covid-** crisis has had a major impact on the clothing market, as can be seen from the graph below, which shows sales trends for companies reporting under the code :
**.**Z: Retail sale of clothing in specialized stores.
The analysis therefore goes beyond the scope of the study, but enables ...
2 Demand analysis
2.1 Consumer profile
Who's buying?
Consumer profiles remain broadly the same, 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. As the French population ages, these trends are likely to become more pronounced in the years ...
2.2 Demand drivers
Buying criteria
The chart below illustrates the main lingerie characteristics that women are looking for.
Comfort, cited by **% of women surveyed, is by far the top lingerie purchasing criterion. This condition is confirmed by another Ipsos survey, which shows that when choosing between wearing lingerie that is above all sexy or ...
2.3 Demand trends
Functional purchasing and comfort
Purchases seem to be refocusing on functional products, with the growing success of nude shades, for example, the bralette model, considered more comfortable because it has no underwire, or sports lingerie.sales of the bralette rose by *% between **** and ****[***]. In this vein, sports lingerie is also growing ...
2.4 France's favourite lingerie brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. These are respondents' answers to the question "Do you like this or that lingerie brand?" for each brand, with the percentage corresponding to the proportion of respondents who answered "yes".
Dim is the favorite lingerie brand ...
3 Market structure
3.1 Lingerie production
French women's lingerie manufacturers are listed 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.
Although this code refers to a broader category than the scope of this study, it is still indicative of the evolution ...
3.2 Lingerie distribution
Lingerie distribution in France is dominated by inner-city chains , which hold **% of the market by value. In June ****, **% of lingerie distribution in France will be concentrated in supermarkets. This is followed by online sales and out-of-town chains.
Breakdown of lingerie distribution by channel France, ****, in Source: ****
From a dynamic point of ...
4 Offer analysis
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 account for around **% of ...
4.2 Prices
Women's lingerie is listed in the Insee register under code : **.*.*.*.*: Lingerie, women's nightwear.
Consumer prices for lingerie are relatively stable, as shown in the graph below.
Consumer price index for lingerie and women's nightwear France, ****-****, base *** in **** Source: ****
We can see that the sector has been strongly affected by inflation ...
4.3 Supply trends
Gender-neutral lingerie
In recent months, collections/brands of "gender neutral" lingerie have been multiplying. New brands are springing up, such as KON, launched in ****, which has seen the concept of gender-neutral lingerie take off: whether it's for the demand for unisex lingerie or because comfort is now a priority. According to ...
5 Regulations
5.1 Regulations
The lingerie market is subject to the same regulations as the wider clothing market. The main rules are as follows.
In-store sales
In-store sales are subject to certain rules summarized by Legalplace:
Safety and accessibility standards[***] [Service Public Mandatory employee signage Indication of prices inside and outside the store in euros ...
6 Positioning the players
6.1 Segmentation
- Etam Lingerie
- DIM Brands international
- Kiabi Europe
- Asos
- Zalando
- La Redoute AMPM
- Aubade
- Chantelle
- Victoria's Secret
- Petit Bateau
- Simone et Georges
- Ysé (Etam Groupe)
- Undiz (Etam Groupe)
- Artmartin
- Wolf Lingerie
- Eminence
- Livy
List of charts presented in this market study
- 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
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Latest news
Kiabi buys second-hand children's products website Beebs - 24/05/2024
- Beebs, a start-up specializing in second-hand children's products, was acquired by Kiabi after it was placed in receivership last March.
- - Liquidation of Rediv (ex-Patatam)
- - Beebs sold 690,000 second-hand children's items in 2023
Ysé opens 6 stores in France - 11/05/2024
- Ysé created 12 years ago
- 7th boutique inaugurated in February
- Announcement of 6 new boutiques planned for summer
- Doubling of Ysé's retail presence in France by 2023
- Sales doubled since merger with Etam group 5 years ago
- 40% growth
- Opening of future boutiques in London and Brussels in 2024
Kiabi arrives in India via the Myntra marketplace - 22/02/2024
- Kiabi joined the Myntra marketplace in January 2024 for its expansion into the Indian market.
- - Kiabi has been committed to producing its products in India for over 20 years.
- - Kiabi works with 34 factories and 16 suppliers in India.
- - Kiabi is present in 26 countries worldwide.
- - Kiabi aims to achieve sales of 2.2 billion euros in 2023, an increase of 1% on 2022.
Kiabi's resilience in the face of the textile crisis - 24/01/2024
- Kiabi is 45 years old and belongs to the Mulliez galaxy.
- Kiabi posted sales of 2.2 billion euros last year, up 1%
- kiabi claims 23 million customers in 26 countries.
- Kiabi has 606 points of sale and 15-20% of its sales are made online.
- The brand is number 1 in France in terms of volume, and vies for first place with Intersport in terms of value every year.
- It has attracted 1 million new customers with the launch of its second-hand service in 2020.
- The debt-free Kiabi continues to expand, recently entering markets in Uruguay, New Caledonia and Egypt.
- Kiabi plans to become the world's "favorite responsible and accessible fashion brand for families
- The company has never deviated from its strategy of offering "fashion at low prices".
- Kiabi has also launched corners in hypermarkets in Belgium, Italy and France, as well as tests at Decathlon.
- Kiabi is testing clothing rental in three stores.
Wolf Lingerie targets e-commerce expansion in 2024 - 09/01/2024
- The Sans Complexe brand launched its own e-commerce site in 2015.
- Sans Complexe is a brand of the SME Wolf Lingerie, which has 180 employees.
- Digital accounts for 15% of the brand's business.
- The brand, which turns 25 in 2023, is present in 40 countries.
- Sans Complexe is present through some 3,700 points of sale.
- The brand's main markets are France, Belgium, Spain, Italy and Germany.
- In France, Sans Complexe is the fourth largest lingerie brand according to Kantar.
- The brand has nearly 2 million buyers a year.
La Redoute makes home and decoration its center of gravity - 24/11/2023
- Ready-to-wear sales in France have been declining for almost 15 years.
- The main players in fast fashion are Zara and H&M, as well as the Chinese websites Shein, AliExpress and Temu
- Vinted is the second most visited e-commerce site in France.
- During the Covid pandemic, consumers renewed their interest in home decoration.
- La Redoute shifted its focus to the sale of products for the home and aims to become a European leader in the sector.
- La Redoute has two brands: La Redoute Intérieurs (good value for money) and AM.PM (high-end designer furniture).
- Six new points of sale will be added to the 60 existing in Switzerland and Italy
- 35% of La Redoute's sales are generated internationally, and the group has passed the billion euro sales mark.
- La Redoute aims to increase its home and decoration business volume to 75%, up from 67% today and 60% five years ago.
- La Redoute accounts for around a quarter of home linen sales in France.
- La Redoute develops its marketplace
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the lingerie market | France
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