Luxury Underwear Market Outlook

The global luxury underwear market is projected to reach approximately USD 18 billion by 2033, with a Compound Annual Growth Rate (CAGR) of around 6% during the forecast period from 2025 to 2033. This notable growth can be attributed to the increasing demand for high-quality and fashionable intimate wear among consumers, particularly driven by heightened awareness of personal grooming and comfort. Additionally, the expansion of e-commerce platforms has made luxury underwear more accessible to a larger audience, fostering consumer interest and purchasing behavior. The rise in disposable incomes in emerging markets further supports this trend, as more consumers can afford premium products. Furthermore, innovative marketing strategies and collaborations between luxury brands and popular influencers enhance brand visibility, thereby driving sales in this segment.

Growth Factor of the Market

Several factors are propelling the luxury underwear market forward, particularly the evolving consumer preferences towards premium quality products. The shift in consumer mindset towards investing in comfortable and stylish intimate wear, as an essential part of their wardrobe, is a pivotal growth driver. As societal norms continue to evolve, more emphasis is placed on aesthetics and personal expression, leading consumers to seek luxury underwear that reflects their individuality. Additionally, advancements in fabric technology have led to the creation of high-performance materials that provide both comfort and a luxurious feel, which has captivated a broader audience. The marketing strategies employed by brands, including personalized shopping experiences and targeted advertising campaigns, have successfully drawn in customers, creating a robust market for luxury underwear. The rise in athleisure trends also contributes to the demand for versatile underwear that can serve multiple purposes, further bolstering market growth.

Key Highlights of the Market

• The luxury underwear market is expected to witness a significant increase in consumer spending, with a projected CAGR of 6% from 2025 to 2033.
• Growing e-commerce platforms are enhancing accessibility to luxury brands, attracting a younger demographic.
• Innovative designs and sustainable materials are gaining popularity, reflecting consumers' desires for ethical luxury products.
• Men's luxury underwear is experiencing rapid growth, contributing significantly to overall market expansion.
• Collaborations between brands and celebrities are enhancing brand visibility, resulting in increased sales and market penetration.

By Product Type

Lingerie:

Lingerie remains one of the most sought-after segments within the luxury underwear market, characterized by its intricate designs and the use of high-quality fabrics. This category includes a variety of options, such as bras, panties, and sleepwear, which are designed to enhance and complement the wearer's natural silhouette. The increasing popularity of luxury lingerie can be attributed to a growing emphasis on self-confidence and body positivity among consumers. Furthermore, leading brands are consistently innovating with unique patterns, colors, and embellishments, catering to diverse tastes and preferences. The rise of social media and influencer marketing has also played a crucial role in elevating the status of luxury lingerie, making it a fashionable and desirable product for many consumers.

Briefs:

Briefs, as a traditional form of underwear, have evolved significantly to accommodate the luxury segment. Premium manufacturers are focusing on offering briefs that combine comfort with style, utilizing high-quality materials and ergonomic designs. The appeal of luxury briefs lies in their ability to provide support without compromising on aesthetics, making them a favored choice among consumers. The trend toward minimalism and sleek designs has sparked a surge in demand for luxury briefs, particularly in contemporary urban settings. Additionally, the increased emphasis on personal grooming and hygiene has contributed to consumersÔÇÖ willingness to invest in luxury briefs, which offer a superior fit and feel compared to standard options.

Boxers:

Luxury boxers are gaining traction in the menÔÇÖs underwear segment, reflecting changing attitudes toward menÔÇÖs fashion and intimate wear. This segment has seen a notable transformation, with brands introducing boxers that not only emphasize comfort but also incorporate stylish designs and high-end materials. Men are increasingly valuing the combination of functionality and fashion, leading to a rise in demand for luxury boxers that align with their lifestyle. Innovations in fabric technology, such as moisture-wicking and breathable materials, have made luxury boxers an attractive option for consumers who prioritize performance in their underwear choices. Moreover, the rise of athleisure and casual wear trends has further solidified the position of luxury boxers within the broader clothing market.

Shapewear:

Shapewear has gained prominence within the luxury underwear market, catering to consumers seeking a flawless silhouette under their clothing. This category has evolved from basic shaping garments to sophisticated pieces that offer comfort while accentuating the body's natural curves. Luxury shapewear brands are now focusing on using innovative fabrics that provide support without compromising on comfort, allowing consumers to wear these products for extended periods. The growing acceptance of body diversity and the emphasis on feeling confident in oneÔÇÖs skin have also fueled the demand for luxury shapewear. As retail options expand, more consumers are exploring high-end shapewear that combines functionality with elegant design, making this segment a key driver of growth in the luxury underwear market.

Thongs:

Thongs are another significant segment within the luxury underwear market, appealing to consumers looking for both comfort and a barely-there aesthetic. The luxury thong market is characterized by the use of high-quality materials and intricate detailing, which not only enhances the aesthetic appeal but also prioritizes comfort. The increasing popularity of low-rise fashion trends has contributed to the demand for thongs, as they provide a seamless look under various clothing styles. Additionally, marketers are focusing on the empowerment aspect of wearing luxury thongs, promoting self-expression and confidence for the wearer. With the rise of high-fashion lingerie and the influence of social media, luxury thongs are becoming increasingly mainstream, attracting a diverse customer base.

By Application

Men:

The menÔÇÖs luxury underwear segment is experiencing dynamic growth, driven by shifting cultural norms and increased consumer awareness about high-quality products. Men are becoming more conscious about their fashion choices, including underwear, viewing it as an essential part of their overall style. The introduction of innovative designs, superior fabrics, and comfort-enhancing technologies has attracted a wider demographic of male consumers. Luxury brands are also capitalizing on the rising trend of self-care among men, positioning premium underwear as an investment in their personal grooming. As brands continue to provide a mix of classic and trendy options, the menÔÇÖs luxury underwear market is poised for significant expansion.

Women:

The womenÔÇÖs luxury underwear segment remains the most substantial within the market, encompassing a wide range of products from bras to lingerie sets. Women are increasingly prioritizing quality and style in their intimate wear, choosing luxury options that offer both comfort and aesthetic appeal. The trend toward self-purchase and gifting within this segment has led brands to offer a diverse array of styles and sizes, catering to various body types and preferences. Additionally, the influence of social media and celebrity endorsements has heightened the visibility of womenÔÇÖs luxury underwear, making it a desirable commodity for many. As brands emphasize body positivity and inclusivity, the womenÔÇÖs luxury underwear market is expected to continue flourishing.

Unisex:

The unisex luxury underwear market is a burgeoning segment that reflects broader societal shifts towards inclusivity and gender-neutral fashion. This category offers products designed to cater to all individuals, irrespective of gender, promoting a more holistic approach to intimate wear. Unisex luxury underwear focuses on comfort, style, and high-quality materials, appealing to consumers who prefer versatile options that align with their personal values. As awareness of gender fluidity increases, more brands are emerging to meet the diverse needs of consumers, providing innovative designs that defy traditional gender norms. This segment is poised for growth as it resonates with a younger, more inclusive audience seeking to express their identities through fashion.

By Distribution Channel

Online Stores:

Online stores have emerged as the leading distribution channel in the luxury underwear market, offering consumers the convenience of shopping from the comfort of their homes. The proliferation of e-commerce platforms has provided luxury brands with a direct avenue to reach their target audience, particularly tech-savvy millennials and Gen Z consumers. Many brands have developed user-friendly websites and mobile applications that enhance the shopping experience by providing detailed product information, customer reviews, and personalized recommendations. Additionally, the rise of social media advertising and influencer partnerships has significantly boosted online sales, creating a strong online community around luxury underwear. As more consumers embrace digital shopping, online stores are expected to maintain their dominance in the luxury underwear market.

Specialty Stores:

Specialty stores play a crucial role in the luxury underwear market by offering curated selections of high-end products that cater to discerning consumers. These stores often provide a personalized shopping experience, with knowledgeable staff who can guide customers in finding the perfect items. The ambiance of specialty stores is designed to reflect the luxury nature of the products, creating an immersive shopping experience that enhances customer satisfaction. Additionally, many specialty stores carry exclusive collections and limited-edition items that are not available through mainstream retailers, making them appealing to collectors and fashion enthusiasts. As customers increasingly seek unique and personalized shopping experiences, specialty stores are well-positioned to thrive in the luxury underwear market.

Department Stores:

Department stores remain a significant distribution channel for luxury underwear, offering a diverse range of products from various brands all under one roof. This channel provides consumers with the convenience of shopping for multiple categories at once, including luxury cosmetics, clothing, and accessories alongside their intimate wear. Many department stores feature dedicated luxury lingerie sections, allowing brands to showcase their offerings in an upscale environment. Moreover, department stores often run promotional events and seasonal sales that attract consumers looking for luxury products at competitive prices. As the retail landscape evolves, department stores continue to enhance their luxury offerings, positioning themselves as essential players in the luxury underwear market.

Supermarkets/Hypermarkets:

While not traditionally associated with luxury products, supermarkets and hypermarkets are increasingly expanding their offerings to include luxury underwear options. This trend is driven by the growing consumer demand for convenience and one-stop shopping experiences. Many supermarkets are partnering with premium brands to introduce exclusive product lines that cater to customers seeking high-quality intimate wear at competitive prices. The availability of luxury underwear in these channels offers consumers a unique opportunity to purchase premium products while completing their regular grocery shopping. As competition intensifies in the retail sector, supermarkets and hypermarkets are likely to continue diversifying their product ranges, further integrating luxury underwear into their inventory.

Others:

This category encompasses various distribution channels, including direct sales through brand-owned boutiques, pop-up stores, and other niche markets. These channels provide luxury brands with opportunities to engage directly with consumers and showcase their products in an intimate environment. Direct sales allow brands to maintain better control over their product presentation and customer experience, fostering brand loyalty among consumers. Moreover, pop-up stores offer a unique marketing strategy by creating buzz around new product launches and seasonal collections. As luxury brands continue to explore innovative distribution methods, this segment is expected to play a growing role in the overall luxury underwear market.

By Material Type

Silk:

Silk is a premium fabric that epitomizes luxury in the underwear market, renowned for its softness and sheen. Luxury underwear made from silk offers a sumptuous feel against the skin, making it a favored choice for consumers seeking both comfort and elegance. The natural temperature-regulating properties of silk contribute to its desirability, allowing it to be worn in various climates without compromising comfort. Additionally, silk underwear is often associated with romantic and intimate occasions, enhancing its appeal as a special purchase. Brands often highlight the sustainability aspects of silk production, as ethical sourcing becomes increasingly important to consumers. As a result, silk remains a cornerstone material in the luxury underwear market.

Lace:

Lace is another luxurious material that adds an element of sophistication and allure to underwear designs. The intricate patterns and delicate texture of lace create visually stunning pieces that appeal to consumers looking for elegance and femininity. Luxury underwear crafted with lace often incorporates various cutouts and layering techniques, enhancing the overall aesthetic appeal. This material is particularly popular in lingerie, where sensuality and style converge. As consumers increasingly seek unique and eye-catching designs, lace remains a fundamental component in the luxury underwear segment, providing diversity in product offerings.

Satin:

Satin is a popular choice for luxury underwear, valued for its smooth texture and glossy finish. This fabric effectively combines comfort and luxury, appealing to consumers who prioritize both. Satin underwear is often designed to provide a flattering fit, making it an attractive option for various body shapes. The luxurious feel of satin enhances the overall wearing experience, making it ideal for special occasions or everyday luxury. Additionally, satin is commonly used in loungewear and sleepwear, allowing for versatility in styling. As the demand for high-end materials continues to grow, satin remains a prominent choice in the luxury underwear market.

Cotton:

Cotton, while often associated with basic underwear styles, has found its place in the luxury market as well. High-quality cotton underwear combines breathability, softness, and durability, making it a practical yet luxurious choice for consumers. The use of organic and sustainably sourced cotton aligns with the growing trend of ethical consumption, appealing to environmentally conscious shoppers. Brands are now offering luxury cotton underwear that features innovative designs and tailored fits, elevating the standard perception of cotton products. As consumers become more aware of the importance of comfort in their intimate wear, cotton continues to play a vital role in the luxury underwear segment.

Velvet:

Velvet is an emerging material in the luxury underwear market, known for its rich texture and opulent appearance. This fabric offers a unique tactile experience, creating a sense of luxury that resonates with consumers seeking distinctive intimates. Velvet underwear is often associated with cooler months, providing warmth and comfort without sacrificing style. The sumptuous feel of velvet adds an element of sophistication to luxury underwear, making it a popular choice for special occasions. As brands experiment with innovative designs and textures, velvet is expected to continue gaining traction within the luxury underwear segment, appealing to fashion-forward consumers.

By Region

The regional analysis of the luxury underwear market reveals significant variations in consumer preferences and market dynamics. North America dominates the market, accounting for approximately 40% of global sales, driven by high disposable incomes and a strong focus on fashion among consumers. The United States, in particular, is home to numerous luxury brands that cater to diverse tastes, resulting in robust competition within the segment. Europe follows closely, representing around 30% of the market share, with strong demand stemming from countries like France and Italy, known for their rich history in fashion and luxury goods. The CAGR for this region is projected to be 5.5%, indicating steady growth fueled by the increasing popularity of luxury lingerie and the rise of online shopping.

In the Asia Pacific region, the luxury underwear market is witnessing rapid growth, with a projected CAGR of 7% during the forecast period. This growth is attributed to rising disposable incomes, changing lifestyles, and a growing middle-class population that is increasingly interested in premium products. Countries like China and India are leading the way, as consumers become more conscious of personal grooming and fashion choices. Latin America and the Middle East & Africa represent smaller segments of the market, accounting for approximately 10% and 5% respectively. However, these regions are also experiencing a gradual increase in demand for luxury underwear as awareness of global fashion trends continues to rise. As the market evolves, brands are likely to focus on tailoring their offerings to meet the unique preferences of consumers in these diverse regions.

Opportunities

The luxury underwear market is rife with opportunities for growth, particularly as consumer preferences shift towards sustainability and ethical fashion. Brands that prioritize environmentally friendly materials and transparent sourcing practices are likely to resonate with a growing segment of eco-conscious consumers. This trend presents a unique opportunity for luxury underwear brands to differentiate themselves by offering products that align with consumers' values, thereby fostering brand loyalty and enhancing market share. Additionally, the expansion of e-commerce platforms and social media advertising provides brands with innovative ways to reach and engage with their target audiences, creating new sales channels that were previously unavailable. The rise of subscription-based models for luxury underwear also presents an opportunity for brands to provide curated experiences for consumers, fostering convenience and personalized shopping.

Furthermore, the increasing interest in athleisure and multifunctional garments presents a significant opportunity for luxury underwear brands to innovate and expand their product lines. Consumers are searching for versatile options that can transition seamlessly from casual wear to intimate wear, leading brands to explore creative designs and materials that cater to this demand. Collaborations with designers, influencers, and celebrities can also create buzz around new product launches and elevate brand visibility in the competitive landscape. By embracing these trends and proactively adapting to changing consumer preferences, luxury underwear brands can position themselves for sustained growth and success in the evolving market.

Threats

Despite its growth potential, the luxury underwear market faces several threats that could hinder its progress. One significant challenge is the increasing competition from both established brands and emerging players in the market. As the demand for luxury intimate wear rises, new brands are continually entering the space, often offering lower-priced alternatives that can dilute market share for traditional luxury brands. Additionally, the ease of access to online shopping means consumers are less loyal to specific brands, as they can quickly switch between competitors for better prices or styles. Brands must continuously innovate to maintain their competitive edge and appeal to evolving consumer preferences. Moreover, fluctuations in raw material prices can impact production costs, making it difficult for companies to sustain profitability in a competitive market.

Furthermore, economic uncertainty and changing consumer spending habits can pose a threat to the luxury underwear market. During economic downturns, consumers may prioritize basic necessities over luxury items, leading to a decline in sales for premium products. The ongoing effects of global events, such as pandemics or geopolitical tensions, can also create instability in supply chains, leading to delays in production and distribution. Brands must remain agile and adaptable to navigate these challenges effectively, employing strategies that mitigate risk and ensure steady growth in a volatile market landscape.

Competitor Outlook

• Victoria's Secret
• Calvin Klein
• La Perla
• Hanky Panky
• Agent Provocateur
• Braezers
• Chantelle
• Wacoal
• Commando
• ThirdLove
• Fleur of England
• Savage X Fenty
• Cosabella
• Elle Macpherson Intimates
• Intimissimi

The competitive landscape of the luxury underwear market is characterized by a mix of established brands and innovative newcomers vying for consumer attention. Companies are increasingly focusing on product differentiation and unique selling propositions to carve out their niche in this vibrant market. Established brands like Victoria's Secret and Calvin Klein have long been synonymous with luxury intimate apparel and continue to lead the market by leveraging their strong brand equity and extensive distribution networks. These companies consistently introduce new lines and collaborate with designers to keep their offerings fresh and relevant to consumers. The competition is further intensified by the rise of direct-to-consumer brands such as ThirdLove and Savage X Fenty, which are redefining the shopping experience through transparent pricing and inclusive sizing, appealing to a more diverse audience.

Innovative brands such as La Perla and Agent Provocateur continue to set trends within the luxury market, focusing on high-quality craftsmanship and exclusive designs. Their emphasis on creating an experience around the purchaseÔÇöbe it through personalized service in boutiques or premium packagingÔÇöadds to their allure and justifies the premium price point. Additionally, brands that emphasize sustainability and ethical production, like Cosabella and Wacoal, are gaining traction as consumers increasingly prioritize responsible shopping. This shift in consumer mindset is prompting even established brands to reassess their practices and offer products that align with modern values. As competition heightens, leveraging technology and data analytics for targeted marketing and customer engagement will become paramount for sustained success.

Among the key players in the luxury underwear market, La Perla stands out for its artisanal craftsmanship and heritage, having established itself as a leader in luxury lingerie for decades. The brand is well-known for its exquisite fabrics and meticulous attention to detail, which have made it a favorite among high-profile celebrities and fashion icons. On the other hand, Savage X Fenty has made waves with its inclusive approach to lingerie, celebrating diversity in body shapes and sizes, thereby capturing a significant share of the market. The brand's innovative marketing strategies and collaborations with influential figures have solidified its position as a leader in the contemporary luxury space. As the market continues to evolve, these brands will be instrumental in shaping the future of luxury underwear, navigating the challenges and opportunities that lie ahead.