Europe Lingerie Market Size was estimated at 23.72 (USD Billion) in 2023.The Europe Lingerie Market Industry is expected to grow from 24.8(USD Billion) in 2024 to 42.15 (USD Billion) by 2035. The Europe Lingerie Market CAGR (growth rate) is expected to be around 4.942% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
There have been notable trends in the Europe lingerie market that are indicative of evolving consumer preferences and societal changes. The growing emphasis on inclusivity and body positivity has been a significant factor in recent years. Consumers are seeking lingerie that accommodates a wide variety of body types and sizes, which has prompted brands to broaden their size selection and implement inclusive marketing strategies.
This trend is consistent with broader European movements that favor self-acceptance and representation across a variety of demographics. These movements are influenced by social media platforms, where individuals share their experiences and journeys. As European consumers become increasingly environmentally aware, sustainability is another critical market driver.
Ethical sourcing and production methods are currently being investigated by brands, with a focus on the use of environmentally favorable materials. This trend is in alignment with the region's increasing demand for sustainable fashion, which is influencing consumer purchasing decisions. Consumers who are more inclined to invest in sustainable lingerie options are further encouraged by European initiatives on sustainability and waste reduction.
The lingerie market has also been significantly influenced by recent online purchasing habits. The convenience of online purchasing is becoming increasingly popular among consumers, particularly in the aftermath of the pandemic, as a result of the proliferation of e-commerce. This change has incited brands to improve their online shopping experiences and enhance their digital presence by incorporating sophisticated sizing guides and virtual try-ons.
Additionally, the emergence of subscription services for lingerie is particularly appealing to European consumers who prioritize convenience and customization. These subscription models offer opportunities for both brands and consumers. The former can engage with customers, while the latter can experience tailored offerings that are delivered directly to their residences. In general, the European lingerie market is adapting to changing consumer preferences that emphasize sustainability, inclusivity, convenience, and personalized experiences.
Europe Lingerie Market Drivers
Increasing Demand for Female Empowerment and Body Positivity
In recent years, there has been a remarkable shift in societal perceptions regarding body image and femininity across Europe. Movements advocating for female empowerment and body positivity have gained traction, leading to a higher demand for lingerie that caters to a diverse range of body types. The growing trend is reflected in data from the European Women’s Lobby, highlighting that approximately 70% of women in the region feel more confident when wearing lingerie that fits well and complements their bodies.
Additionally, leading lingerie companies such as Triumph International and Hunkemller have reported increasing sales figures supporting this trend, with Triumph noting a 15% increase in sales of diverse sizing options over the past three years. The Europe Lingerie Market Industry is thus evolving to meet these changing consumer expectations, paving the way for innovative, inclusive product lines.
Technological Advancements in Fabric and Design
Innovation plays a crucial role in the Europe Lingerie Market Industry, especially with the integration of advanced technologies in fabric production and design. The rise of smart textiles, which involve moisture-wicking properties and breathability enhancements, contributes significantly to consumer satisfaction. Reports indicate that sales of high-performance lingerie in Europe have surged by 20% annually due to the introduction of such innovative materials.
Many established brands, including Marks Spencer and Victoria’s Secret, are investing heavily in Research and Development, with Marks Spencer stating that they have allocated over 10 million Euros to enhance their textile innovation efforts over the next five years. This commitment to innovation is expected to propel market growth in the region.
Growth of E-Commerce and Online Retail Platforms
The rapid rise of e-commerce has dramatically transformed the shopping experience in Europe, particularly for the lingerie market. Improved accessibility and convenience have encouraged consumers to explore online purchasing options.
According to the European Commission, online sales in the apparel segment rose by 30% during the last two years, reflecting a notable shift in consumer buying behavior. Giants like ASOS and Zalando have capitalized on this trend by expanding their extensive lingerie lines and offering personalized virtual fitting services.This shift towards online shopping is expected to drive substantial growth in the Europe Lingerie Market Industry, making it a pivotal factor for prospects.
The Europe Lingerie Market, which is a vital segment of the fashion and apparel industry, can be dissected into various types, notably Briefs, Bras, and Shapewear. These categories not only cater to diverse customer preferences but also reflect evolving fashion trends and innovations across the region. Briefs, known for their practicality and comfort, have garnered a significant following among consumers who prioritize everyday wear that combines support with style. As lifestyles become more active, the demand for various styles of briefs, like high-waisted and bikini cuts, has surged, demonstrating their adaptability to changing consumer needs.
Bras, playing a crucial role in providing support and shaping, continue to evolve with trends such as wireless and bralette designs gaining popularity. Such innovations are reflective of the ongoing consumer shift towards comfort without sacrificing aesthetics. The diversity in bra styles reflects varying body types and personal preferences, further enhancing their significance in the Europe Lingerie Market. Shapewear, on the other hand, has emerged as a key player in the market as individuals increasingly seek garments that offer both comfort and a flattering silhouette.
With advancements in fabric technology and the design of shapewear to ensure breathability and ease of wear, it has become an essential item for many consumers. The intertwining of functionality and style in these categories helps cater to various consumer demands, which is a critical factor in the growth of the Europe Lingerie Market. Alongside these trends, demographic shifts towards greater body positivity and inclusivity have promoted an environment where diverse lingerie styles are embraced, resulting in increased market participation and consumer spending.
As such, the interplay between changing fashion standards, technological advancements in fabric, and the rising importance of personal expression continue to drive the evolution of lingerie types, further embedding them in the fabric of European culture and economy. An informed understanding of the intricacies of these types within the broader market context of the Europe Lingerie Market revenue provides valuable insights for stakeholders aiming to capitalize on emerging trends and opportunities.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The Europe Lingerie Market is characterized by its diverse Lingerie Price Range, which encompasses various price segments catering to different consumer preferences and demographics. The Economy segment is essential as it appeals to a broad audience, offering affordable options without compromising on quality, thus attracting budget-conscious consumers.
This segment has been vital in driving accessibility within the market, allowing entry-level consumers to explore lingerie products. Conversely, the Premium segment represents a growing interest in luxury and higher-quality products, often driven by trends such as sustainability and artisanal craftsmanship.
The demand for stylish, comfortable, and exclusive designs contributes to the strong performance of this segment, encouraging brands to innovate and differentiate their offerings. Together, these segments play a crucial role in shaping the overall Europe Lingerie Market dynamics as consumers increasingly seek value and quality in their choices.
Factors like changing fashion trends, increased focus on body positivity, and evolving consumer behavior influence the Lingerie Market segmentation, highlighting opportunities for growth amidst challenges such as competition and market saturation.The continuous evolution of consumer preferences drives brands to adapt their strategies to maintain a competitive edge in the ever-changing landscape of the European lingerie sector.
The Lingerie Distribution Channel segment within the Europe Lingerie Market plays a crucial role in shaping consumer access and purchasing behavior. This segment is primarily categorized into two main avenues: Store-Based and Non-Store-Based distribution channels.
Store-based distribution is characterized by physical retail outlets, such as lingerie boutiques, department stores, and larger retail chains, which provide customers with the tangible shopping experience that many consumers value. This approach allows for personalized fitting and customer service, making it significant in fostering brand loyalty.
Conversely, Non-Store-Based channels, including e-commerce websites and mobile apps, have gained substantial traction, especially among younger demographics who prioritize convenience and accessibility. The rise of digital platforms has transformed consumer shopping habits, leading to increased online sales and a more expansive reach across regions.
Moreover, the growing trend of sustainable and ethically produced lingerie has created opportunities for specialty retailers in both segments to cater to the emerging market demands. Insights from the Europe Lingerie Market data indicate that adapting to these distribution trends is essential for brands aiming to capture a wider audience and remain competitive in a dynamically evolving industry landscape.
The Europe Lingerie Market is characterized by a diverse range of products catering to various consumer preferences and body types, creating a highly competitive landscape. This market has witnessed significant growth, propelled by changing consumer attitudes towards body positivity, fashion inclusivity, and the constant evolution of styles and materials.
The increased focus on online shopping, particularly accelerated by the global pandemic, has further influenced market dynamics, necessitating brands to adapt and innovate continuously. Manufacturers and retailers are continuously striving to enhance their offerings through strategic marketing, collaborations, and sustainability initiatives, emphasizing the importance of understanding customer demographics and purchasing behaviors to capitalize on market opportunities.
In terms of market presence, Bravissimo stands out within the Europe Lingerie Market for its commitment to providing well-fitting bras and swimwear specifically designed for fuller busts. The company has developed a strong reputation for its customer-centric approach, prioritizing fit and comfort, which resonates with its target demographic.
Notably, Bravissimo has cultivated a loyal customer base, largely due to its exceptional in-store experience and personalized fitting services, which accentuate the importance of body confidence in its branding. The strengths of Bravissimo lie in its specialized knowledge of lingerie for larger cup sizes, setting itself apart in the competitive landscape by addressing a niche market with a tailored product range and an unwavering focus on customer satisfaction.
Marks and Spencer, another key player in the Europe Lingerie Market, offers a comprehensive assortment of lingerie that appeals to a wide demographic. Renowned for its quality products and strong heritage, Marks and Spencer has successfully integrated an array of key offerings, ranging from everyday essentials to luxurious lingerie lines. The company’s market presence is bolstered by its extensive brick-and-mortar retail network across Europe, complemented by a growing online platform that caters to the evolving shopping preferences of consumers.
A notable strength of Marks and Spencer is its commitment to sustainability and ethical sourcing, which resonates well with modern consumers. Additionally, successful mergers and acquisitions in recent years have reinforced its market position, enabling the brand to diversify its product range and enhance its service offerings, further solidifying its standing within the competitive lingerie market in Europe.
Key Companies in the Europe Lingerie Market Include
Europe Lingerie Market Industry Developments
The Europe Lingerie Market has recently seen notable developments, particularly with brands like Marks and Spencer focusing on sustainability initiatives to enhance consumer engagement. In September 2023, Bravissimo launched a new line designed to cater to diverse body shapes, emphasizing inclusivity in lingerie. Meanwhile, Victoria's Secret has been revitalizing its brand with a fresh marketing strategy to attract a younger demographic.
In terms of mergers and acquisitions, in August 2023, Triumph International announced the acquisition of Boux Avenue, aiming to expand its product range and market presence across Europe, a move backed by strong market validation. The industry's growth is reflected in the increasing valuation of companies like Calvin Klein and H and M, enhancing competition and impacting overall market dynamics.
In the past few years, the Lingerie Market has experienced significant shifts, with La Perla restructuring its business model in January 2022 to adapt to changing consumer preferences. These developments indicate a rapidly evolving landscape, fostering innovation and competitive strategies across established brands such as Boden, Sloggi, and Freya.
Lingerie Market Lingerie Distribution Channel Outlook
Store-Based
Non-Store-Based
| Report Attribute/Metric | Details |
| Market Size 2023 | 23.72(USD Billion) |
| Market Size 2024 | 24.8(USD Billion) |
| Market Size 2035 | 42.15(USD Billion) |
| Compound Annual Growth Rate (CAGR) | 4.942% (2025 - 2035) |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year | 2024 |
| Market Forecast Period | 2025 - 2035 |
| Historical Data | 2019 - 2024 |
| Market Forecast Units | USD Billion |
| Key Companies Profiled | Bravissimo, Marks and Spencer, Boden, Freya, H and M, Ann Summers, Victoria's Secret, Next, Sloggi, Boux Avenue, Calvin Klein, Lindex, Triumph, La Perla |
| Segments Covered | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| Key Market Opportunities | E-commerce expansion for convenience, Sustainable lingerie products demand, Inclusive sizing and styles growth, Technological innovations in fabrics, Rise of subscription box services |
| Key Market Dynamics | growth in online sales, increasing consumer awareness, rise in sustainability trends, demand for inclusive sizing, innovation in fabric technology |
| Countries Covered | Germany, UK, France, Russia, Italy, Spain, Rest of Europe |
Frequently Asked Questions (FAQ) :
The Europe Lingerie Market is expected to be valued at 24.8 USD Billion in 2024.
By 2035, the Europe Lingerie Market is projected to reach a value of 42.15 USD Billion.
The market is expected to witness a CAGR of 4.942% from 2025 to 2035.
In 2024, the lingerie market value for briefs is expected to be 8.5 USD Billion.
The bra segment of the Europe Lingerie Market is expected to reach a value of 17.5 USD Billion by 2035.
Major players include Bravissimo, Marks and Spencer, Victoria's Secret, and H and M, among others.
The shapewear segment is expected to have a market value of 5.8 USD Billion in 2024.
The market value for briefs is expected to grow from 8.5 USD Billion in 2024 to 14.5 USD Billion by 2035.
Emerging trends include the rise of sustainable fabrics and increased focus on inclusivity in sizing.
Challenges include intense competition and changing consumer preferences towards casual and versatile wear.
Leading companies partner with us for data-driven Insights.
Kindly complete the form below to receive a free sample of this Report
Senior Research Analyst I have a bachelor's degree in mechanical engineering and an mba. i have more than two years of expertise in the retail, food, and beverage, chemical, and material industries, and hence have developed a sound cross-domain expertise. a firm believer in lifelong learning and sharing of knowledge. having a proclivity for hatching ideas and trying to absorb as much information as possible in a short amount of time. introducing corporates to the data and insight, which enables them to move from probability to possibility, has been my key areas of interest.
Get in Touch
© 2025 Market Research Future ® (Part of WantStats Reasearch And Media Pvt. Ltd.)
