Asia-Pacific Lingerie Market

APAC Lingerie Market Analysis

The Asia-Pacific Lingerie Market is expected to register a CAGR of 9.9% during the forecast period.

The lasting impact of COVID-19 pandemic on health, social and economic crises combined cannot be underestimated. With months of lockdowns, international travel bans, and retail businesses shuttered, purchase and usage behavior has changed dramatically across the lingerie space, and sales have fallen across many lingerie segments. Moreover, the increasing health consciousness among consumers is a huge factor in market growth, making sustainability a fashion trend creating opportunities for many brands to switch to more ethical production, which can benefit the consumers in any way possible. For instance, in April 2021, Clovia, one of India's leading brands for women's innerwear, loungewear, and personal care, introduced "Bra-Bot," an online artificial intelligence (AI) based chatbot to help customers buy the right innerwear and other categories in the bid to improve their customer's online shopping experience closer to assisted offline retail experience and provide its customers technology-driven help for making the right purchase decisions in the product category which boasts of high customer engagement.

The Asia-Pacific Lingerie Market is mainly driven by the expanding popularity of e-commerce, rising disposable incomes, and changing consumer preferences. With the evolution in the fashion industry, lingerie manufacturers have started using fabrics such as nylon, polyester, satin, lace, sheer, lycra, silk, and cotton in their lingerie.

Lingerie brands are putting more of an emphasis on customer needs and expanding their online presence in response to the ever-expanding social consciousness movements. Additionally, the demand for luxury lingerie is supported by consumers' preference for high-end goods. To increase visibility, luxury lingerie brands have aggressively promoted their products via social media and celebrity endorsements. Furthermore, in an effort to catch consumers' attention, these brands have been launching new campaigns.

APAC Lingerie Market Trends

Inclination Towards Healthy Lifestyle Trends and Athleisure

The market is expanding as a result of the rising popularity of fitness activities like yoga, weight training, aerobics, and running, as well as an increase in the number of women participating in fitness- and sport-related activities and rising rates of membership at gyms and health clubs. This includes women participating in more significant numbers in sports and movement fitness activities in countries like China, Japan, and India, among others.

Also, increased government initiatives in various countries meant to improve sports participation are playing a pivotal role in driving the demand for athletic lingerie in the last few years. Moreover, the government may invest more to encourage more consumers to participate in physical activities and strengthen links between the community and sports organizations. The rising prominence of sports activities, international sports and fitness events, social media influence, and various government initiatives and campaigns, such as '#FitIndia' (by the government of India in March 2018), is encouraging consumers to take part in various fitness and sports-related activities, thus contributing to the increasing expenditure on a healthy lifestyle.

Online Retail Stores Holds A Prominent Share in the Market

Online retail stores have been gaining popularity as the platform features product details, a questionnaire regarding the sizes, a more comprehensive selection of different brands, and a broader array of materials, designs & colors, all while offering the convenience of shopping from the comfort of one's home, thereby augmenting market growth. Furthermore, the exchange/ return policies and attractive offers and incentives offered by these channels also play an essential role in triggering the growth of lingerie sales via the online retail channel during the forecast period. For instance, in June 2020, international lingerie and apparel brand, 6IXTY8IGHT announced the brand's e-commerce launch in Japan, witnessing the opportunity in Japanese consumers' demand for young and trendy fashion lingerie and apparel at pocket-friendly prices.

Furthermore, the discrete and anonymous shopping nature of e-commerce enabled consumers to purchase different styles of lingerie including erotic lingerie from the comfort of their homes. For instance, in April 2022, fashion designer Masaba Gupta collaborated with Nykaa Fashion's brand 'Nykd by Nykaa' to launch a new and exclusive line of women's underwear. The collection, inspired by the designer's flair for Indian flowers, fruits, and spices, is made using super soft cotton fabric and features a lightweight and odor-free finish and anti-microbial finish.

APAC Lingerie Industry Overview

The Asia-Pacific lingerie market is highly fragmented and intensely competitive, with the presence of numerous local and international players competing for a major market share. The key players in the market are Hansbrands Inc., Triumph International, Hop Lun (Hong Kong) Limited, MAS Holdings, and Aimer Group.

Emphasis is given to the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Additionally, the leading market players are investing in new technology to facilitate better product knowledge among potential buyers. For instance, in May 2021, Japanese intimates brand Wacoal announced the release of mybraFit, an app that employs AI technology to calculate users' bra sizes and suggest products that suit their needs. Users of the app take a hands-free body image and answer four questions concerning their body and breast shape. They then receive an email containing information about their bra size and recommendations of Wacoal products from a wardrobe of more than 60 bra styles. Customers can select and shop these suggestions seamlessly.

APAC Lingerie Market Leaders

APAC Lingerie Market News

• In May 2022, American Eagle Outfitters, Inc. announced the expansion of its retail presence in India through franchisees. The company aims to add another 50 stores in India over the next three years.
• In April 2022, Wacoal, the Japanese lingerie retailer, introduced its new Spring/Summer collection to strengthen its position in the market studied by launching the new collection, which has a wide range of empowering colors, intricate designs, and easy fits.
• In February 2022, Caely Holdings Bhd announced a joint venture (JV) in Indonesia this year to increase its production capacity to cater to the growing global demand for lingerie.