The lingerie market - Italy

The lingerie market in Italy includes the production, distribution, and sale of women's and men's underwear, including bras, briefs, bodysuits, corsets, slips, and shapewear. This is a segment that lies somewhere between clothing and personal well-being, and in recent years has also taken center stage in terms of individual expression, lifestyle, and fashion. To this segment belong both large industrial brands operating nationally and internationally, as well as artisanal realities and digital brands that are native online. Indeed, lingerie is distinguished by the alternation between basic, everyday lines and proposals with high aesthetic content, with a growing focus on issues of sustainability, inclusivity and textile innovation. In 2023, the Italian lingerie market reached a value of 1.29 billion euros, up 5.7 percent from the previous year. 2024 also confirms the positive trend, with an estimate bringing sales to 1.36 billion euros, marking a 5.2 percent year-on-year increase. Despite the general slowdown in clothing-related consumption, this segment has benefited from the orientation of female consumers toward products that are more comfortable, versatile, and attentive to the quality of materials. In particular, everyday lingerie accounts for more than 60 percent of total demand and continues to be driven by a preference for essential, functional and durable garments, while shaping, functional or "fashion" lines occupy smaller but steadily growing shares. The structure of the Italian market appears highly polarized between mid- to high-end and luxury brands, fast fashion brands and value-for-money oriented brands. The distribution channel is dominated by single-brand stores and specialized chains, but there is continued growth in e-commerce, which will account for about 20 percent of the total value of sales in 2024, driven by omnichannel strategies and the ease of personalization of online offerings. Italian consumers are becoming increasingly sensitive to the provenance of materials, production traceability, and brand identity, in a context where lingerie also becomes a symbol of inclusion, empowerment, and sustainability. Companies that prove capable of combining aesthetics, comfort and environmental attention appear to be the most competitive in a scenario that, while mature, is constantly evolving.