China Lingerie Market

The lingerie market in China is currently experiencing a dynamic transformation, driven by evolving consumer preferences and increasing disposable income. As the population becomes more fashion-conscious, there is a noticeable shift towards premium and luxury lingerie products. This trend is further fueled by the rise of e-commerce platforms, which provide consumers with greater access to a diverse range of brands and styles. Additionally, the influence of social media and celebrity endorsements plays a crucial role in shaping purchasing decisions, as consumers seek products that reflect their personal style and aspirations. Moreover, sustainability is emerging as a significant factor in the lingerie market. Consumers are increasingly aware of environmental issues and are seeking brands that prioritize eco-friendly materials and ethical production practices. This shift towards sustainability is prompting manufacturers to innovate and adapt their offerings to meet the demands of a more conscientious consumer base. As a result, the lingerie market is likely to witness a growing emphasis on transparency and responsible sourcing in the coming years, aligning with broader trends in the fashion industry.

Rise of E-commerce

The lingerie market is witnessing a substantial increase in online sales channels. E-commerce platforms are becoming the preferred shopping method for many consumers, offering convenience and a wider selection of products. This trend is particularly pronounced among younger demographics, who favor the ease of online shopping and the ability to compare prices and styles effortlessly.

Focus on Sustainability

Sustainability is becoming a pivotal concern within the lingerie market. Brands are increasingly adopting eco-friendly materials and ethical manufacturing processes to appeal to environmentally conscious consumers. This trend reflects a broader societal shift towards sustainability, as consumers prioritize brands that demonstrate a commitment to reducing their environmental impact.

Influence of Social Media

Social media platforms are significantly impacting consumer behavior in the lingerie market. Influencers and celebrities are shaping trends and driving brand awareness through their endorsements. This phenomenon encourages brands to engage with consumers on social media, creating a more interactive shopping experience that resonates with the target audience.

The expanding middle-class population in China is a pivotal driver for the lingerie market. As disposable incomes rise, consumers are increasingly willing to invest in quality lingerie. This demographic shift is expected to contribute to a projected growth rate of approximately 8% annually in the lingerie market. The growing middle class is not only seeking basic lingerie but also premium and luxury options, indicating a shift in consumer preferences. This trend suggests that brands focusing on quality and comfort may find a receptive audience. Furthermore, the increasing number of working women in urban areas is likely to further fuel demand, as they seek stylish and functional lingerie that complements their lifestyles.

Celebrity endorsements are playing a crucial role in shaping consumer preferences within the lingerie market in China. High-profile figures are increasingly collaborating with lingerie brands, leveraging their influence to attract attention and drive sales. This trend appears to be particularly effective among younger consumers, who often look to celebrities for fashion inspiration. As a result, brands that engage in strategic partnerships with popular figures may experience a boost in brand visibility and consumer interest. The impact of these endorsements is likely to be reflected in sales growth, as consumers are more inclined to purchase products associated with their favorite celebrities, thereby enhancing the overall appeal of the lingerie market.

The increasing awareness of health and wellness is emerging as a significant driver for the lingerie market in China. Consumers are becoming more conscious of the materials used in their lingerie, favoring products made from breathable and sustainable fabrics. This trend aligns with a broader movement towards healthier lifestyles, where comfort and functionality are prioritized. Brands that emphasize the use of organic or eco-friendly materials may find themselves at an advantage, as consumers are willing to pay a premium for products that align with their health-conscious values. This shift could lead to a notable increase in sales for brands that successfully market their commitment to health and sustainability within the lingerie market.

Technological advancements are reshaping the lingerie market in China, particularly through innovations in retail. The integration of augmented reality (AR) and virtual fitting rooms is enhancing the shopping experience, allowing consumers to visualize how products will fit without trying them on physically. This technology is expected to increase online sales, which already account for a significant portion of the market. In 2025, online sales are projected to represent over 30% of total lingerie sales in China. Additionally, data analytics is enabling brands to better understand consumer preferences, leading to more targeted marketing strategies. As technology continues to evolve, it is likely to play a crucial role in driving growth within the lingerie market.

Cultural shifts towards body positivity are influencing the lingerie market in China. As societal norms evolve, there is a growing acceptance of diverse body types, prompting brands to expand their size ranges and promote inclusivity. This movement is likely to resonate with consumers, particularly younger generations who prioritize brands that align with their values. In response, many companies are launching campaigns that celebrate body diversity, which could potentially increase brand loyalty and customer engagement. The impact of this cultural shift may be reflected in sales figures, as brands that embrace inclusivity are expected to capture a larger share of the market, appealing to a broader audience.

The lingerie market in China is characterized by a dynamic competitive landscape, driven by evolving consumer preferences and increasing demand for both comfort and style. Major players such as Victoria's Secret (US), H&M (SE), and Wacoal (JP) are actively shaping the market through innovative strategies and operational focuses. Victoria's Secret (US) has been repositioning itself to appeal to a broader audience, emphasizing inclusivity and body positivity, while H&M (SE) continues to leverage its fast-fashion model to introduce new collections rapidly. Wacoal (JP), known for its high-quality products, is focusing on sustainability and eco-friendly materials, which resonates well with the environmentally conscious consumer base in China. Collectively, these strategies contribute to a competitive environment that is increasingly focused on consumer engagement and brand loyalty.
In terms of business tactics, companies are localizing manufacturing to reduce lead times and optimize supply chains, which is crucial in a market that demands quick responses to fashion trends. The competitive structure of the lingerie market in China appears moderately fragmented, with several key players vying for market share. This fragmentation allows for niche brands to emerge, catering to specific consumer segments, while larger companies leverage their scale to dominate the market.
In October 2025, Victoria's Secret (US) announced a partnership with a local influencer to launch a new line of lingerie designed specifically for the Chinese market. This strategic move is significant as it not only enhances brand visibility but also aligns with the growing trend of influencer marketing in China, potentially increasing consumer engagement and sales. The collaboration is expected to resonate with younger consumers who prioritize authenticity and relatability in brand endorsements.
In September 2025, H&M (SE) unveiled its latest sustainability initiative, committing to using 100% recycled or sustainably sourced materials in its lingerie collections by 2027. This initiative reflects a broader industry trend towards sustainability, which is becoming increasingly important to consumers. By positioning itself as a leader in sustainable fashion, H&M (SE) aims to attract environmentally conscious shoppers and differentiate itself from competitors.
In August 2025, Wacoal (JP) launched a new digital platform that utilizes AI to provide personalized shopping experiences for consumers. This platform allows customers to receive tailored recommendations based on their preferences and body types, enhancing the shopping experience. The integration of AI technology signifies a shift towards more personalized retail strategies, which could potentially increase customer satisfaction and loyalty.
As of November 2025, current trends in the lingerie market indicate a strong emphasis on digitalization, sustainability, and technological integration. Strategic alliances, such as partnerships with influencers and collaborations with tech companies, are shaping the competitive landscape. Looking ahead, it is likely that competitive differentiation will increasingly rely on innovation and technology rather than solely on price. Companies that can effectively integrate sustainable practices and advanced technologies into their operations may gain a competitive edge in this evolving market.