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MARKET OVERVIEW

1.1 Definition and scope of study

The term lingerie is used in fashion to refer to women's underwear. Broadly speaking, we can divide lingerie into the following components:

bras: can be triangle, balconette, bralette, etc..

bodices: in the form of bustier, guepier, and many others

briefs: classic, culotte, thongs

home lingerie: such as baby doll, chemise, kimono

stockings: pantyhose, hold-ups, over-the-knee etc.

The global market for women's underwear in 2018 reached $29.9 billion, with a growth forecast between now and 2025 of 7.5% per year.

Italy has traditionally been one of the leaders in this market, which has a turnover of several billion euros, with over 16 million loyal customers and a growth potential of 10 million users. This margin, however, is in danger of being compromised, on the one hand by the difficulties that have arisen in the sector due to the Covid-19 pandemic, and on the other by the set of start-ups and digital groups that are taking advantage of innovation to enter the market.

Business is in fact growing, but Italian brands are struggling to take advantage of the increased demand. This is due to the fact that 76% of their exports go to Europe, a market area that has not been very positive lately. In fact, the industry's turnover in 2018 saw a 1% contraction year-on-year (-2.5% Italian fashion as a whole). In order to maintain this market-leading position, the sector needs to be entirely rethought with a view to digital transformation, which predisposes complementarity in every step of production.

The Italian underwear market is characterized by a polarization in terms of segmentation: on the one hand fast fashion, represented by single-brand store chains, and on the other hand luxury, with the most expensive and sophisticated brands. Chains now cover 37.8% of the domestic market, followed by independents, with 17.9%.

In terms of emerging trends, comfort, inclusivity and body positivity stand out, concepts that are pushing the big international brands, such as Victoria Secret, to invest in research in the field of wearability and new beauty icons. Major players in the market include Calzedonia, Intimissimi, Tezenis, Victoria Secret, Yamamay, Oysho, La Perla and Agent Provocateur.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

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Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

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Vincent D.

Auditeur

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Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

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Cantiane G.

Market Research Analyst @Businesscoot

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Jules D.

Consultant

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Alexia V.

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Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.