Japan Lingerie Market Size was estimated at 4.27 (USD Billion) in 2023.The Japan Lingerie Market Industry is expected to grow from 4.46(USD Billion) in 2024 to 7.78 (USD Billion) by 2035. The Japan Lingerie Market CAGR (growth rate) is expected to be around 5.188% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The Japan Lingerie Market is currently experiencing substantial trends that are being driven by cultural and social changes. An increasing emphasis on individual expression and body positivity is reshaping consumer preferences toward lingerie. Japanese consumers are showing a preference for brands that provide a wide variety of sizes and designs to accommodate a variety of body types and personal preferences.
This is consistent with the increasing desire for both aesthetics and comfort, as many individuals are choosing lingerie that combines design and functionality. The emergence of e-commerce platforms is also a critical factor in this market, as it enables consumers to access a diverse array of brands and products more easily, thereby facilitating more personalized purchasing experiences.
In terms of opportunities, Japanese consumers exhibit a significant demand for lingerie that is ethically produced and sustainable, which is indicative of a broader trend toward environmental consciousness.
A burgeoning market segment that prioritizes sustainability is attracted to local brands that emphasize eco-friendly materials and production practices. Furthermore, the incorporation of technology into lingerie, including personal fitting applications and smart fabrics, has the potential to increase consumer engagement and satisfaction. Many Japanese women are seeking lingerie that respects cultural heritage while incorporating contemporary designs, as recent market trends have highlighted a fusion of tradition and modernity.
Additionally, the visibility and appeal of a brand can be enhanced through the implementation of innovative marketing strategies, such as partnerships with prominent local influencers. In order to succeed in Japan's lingerie sector, firms must comprehend these dynamics and adjust to consumer demands as the market continues to develop. In general, the Japanese lingerie market is distinguished by a distinctive combination of technological advancements, cultural values, and a growing emphasis on personal expression.
Japan Lingerie Market Drivers
Growing Demand for Comfort and Inclusivity in Apparel
In Japan, there is a significant shift towards comfortable and inclusive lingerie options among consumers of all body types. This trend is evident as women's participation in the workforce continues to rise, accounting for approximately 44% of the total labor force, as reported by the Ministry of Health, Labour and Welfare. The changing societal norms and increased focus on body positivity have prompted significant brands such as Wacoal and Triumph International to introduce lines that cater to diverse body shapes and sizes.
The Japan Lingerie Market Industry has seen a noteworthy increase in the demand for wireless and softer materials due to consumer preferences for comfort, highlighted by the success of new product lines launched in the past three years that prioritize wearability without compromising on style. Additionally, the growing popularity of online shopping has allowed consumers better access to such inclusive products, thereby expanding the market's reach.
The expansion of e-commerce platforms like ZOZOTOWN supports this shift by showcasing diverse offerings, thus enhancing sales in the Japan Lingerie Market.
Technological Advancements in Fabric and Design
The development of innovative fabrics and designs in the Japan Lingerie Market Industry has played a critical role in driving market growth. Advanced materials such as moisture-wicking and breathable fabrics have become increasingly prevalent, addressing consumer needs for performance as well as comfort. Japanese companies like Gunze and Aupo utilize advanced Research and Development (R) technologies to create lingerie that supports movement and enhances the wearing experience.
The implementation of features such as seamless designs and anti-bacterial properties aligns with rising consumer expectations for functional and sustainable products. This technological advancement not only improves the quality of lingerie but also attracts a younger demographic that is willing to invest in modern, high-performing garments.
Changing Fashion Trends and Social Media Influence
The influence of social media on fashion trends significantly impacts the Japan Lingerie Market Industry. Platforms such as Instagram and TikTok have transformed how consumers discover and engage with lingerie products. With over 90 million users on Instagram in Japan, brands like Peach John are leveraging influencers to showcase their products in lifestyle contexts, which drives consumer interest and inspires purchases. Furthermore, collaborations with fashion icons and celebrities resonate well with the target audience, reinforcing brand loyalty and encouraging consumer interaction.
The trend towards athleisure wear has also led to a fusion between functional and stylish underwear, expanding options for consumers. This rapid evolution in marketing strategies reveals the importance of digital engagement in capturing the young and dynamic consumer base in Japan.
The Japan Lingerie Market is a dynamic and evolving sector that reflects the changing preferences of consumers in Japan. It encompasses various Lingerie Type categories, notably Briefs, Bras, and Shapewear, each contributing significantly to the overall trends and growth. Briefs are known for their comfort and practicality, making them a staple in the daily wear of many Japanese women. This segment appeals to the growing demand for undergarments that combine functionality with fashion, as Japanese consumers increasingly value quality and design.
Bras, on the other hand, play a vital role in the aesthetic and intimate apparel market, often being designed to meet the specific demands for style, support, and versatility. The innovations in designs, fabrics, and technology have enhanced their appeal, underscoring their dominance in the market. Shapewear is gaining traction as a result of its promise to improve the silhouette, making it a favored choice for consumers seeking confidence in their attire. This segment aligns well with societal trends emphasizing body positivity and self-expression.
Across these categories, consumer preferences are increasingly being shaped by online shopping trends, making it easier for buyers to access diverse styles and brands from the comfort of their homes. As we look ahead, the Japan Lingerie Market segmentation demonstrates vast potential, driven by innovative designs, quality fabric, and the evolving desires of consumers. The overall growth in personal spending and interest in fashionable innerwear presents significant opportunities for brands to cater to the unique tastes of Japanese consumers, ultimately influencing the trajectory of market growth.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The Japan Lingerie Market is experiencing significant growth, driven by evolving consumer preferences and increasing demand for diverse price ranges. The Economy segment has gained traction among price-conscious consumers, where affordability coupled with style attracts a broad customer base. Meanwhile, the Premium segment caters to a more affluent demographic seeking luxury, quality, and unique designs, which enhances brand loyalty and consumer satisfaction. This duality in price range fosters a competitive environment, noting that the Economy holds a substantial market share due to the general trend of value-driven purchasing.
The growing influence of online retail and social media platforms is reshaping consumer purchasing behavior, further contributing to the segmentation dynamics in the Japan Lingerie Market. Notably, innovative designs in the Premium segment offer opportunities for brands to differentiate themselves, capitalizing on trends towards personal expression and sustainability. With a rising awareness of body positivity and inclusivity, both segments are diversifying their product offerings, addressing various body types and preferences. Overall, the segmentation within the Japan Lingerie Market underscores the importance of capturing varying consumer valuations and preferences, driving market growth and innovation.
The Japan Lingerie Market, particularly in the context of the Lingerie Distribution Channel, showcases a diverse range of shopping preferences among consumers. The market has been experiencing significant growth due to evolving consumer trends and increasing demand for both comfort and style in lingerie. Store-Based distribution continues to hold a major share of the market, allowing consumers to experience products firsthand and making it a prominent choice for shoppers seeking personal interaction and tailored advice. Conversely, Non-Store-Based channels, including e-commerce platforms, have gained momentum as online shopping steadily rises, driven by convenience and the growing adoption of digital payment methods.
The surge in online sales reflects the changing shopping habits of Japanese consumers, particularly younger demographics who favor flexible purchasing options. This shift in the distribution landscape presents numerous opportunities for brands to enhance their online presence while also optimizing in-store experiences. As these channels adapt to consumer preferences, they play a critical role in the overall success of the Japan Lingerie Market, emphasizing the importance of a balanced distribution strategy that caters to both traditional and modern shopping habits.
The Japan Lingerie Market is characterized by a dynamic landscape influenced by evolving consumer preferences and increasing competition among established and emerging brands. The market is marked by an appreciation for quality, comfort, and innovative designs, which cater to a diverse demographic range that includes young adults seeking trendy products and older consumers prioritizing comfort.
Furthermore, advancements in fabric technology and a growing trend toward sustainability have led to brands exploring eco-friendly materials and practices. The competitive environment is intensified by localized fashion trends and cultural nuances that significantly impact consumer choices. Key players in the market invest in marketing strategies that resonate deeply with Japanese consumers, emphasizing quality, craftsmanship, and tradition, thereby creating a robust competitive atmosphere.
Wacoal holds a significant position within the Japan Lingerie Market, drawing on a rich history dating back several decades. The company is recognized for its commitment to quality and innovative design, establishing a loyal customer base that appreciates the brand's attention to detail and fit. Wacoal’s strengths lie in its robust product portfolio, which includes a range of lingerie catering to various age groups and preferences, ensuring they addresses the evolving desires of the modern consumer.
Through strategic marketing efforts and collaboration with fashion influences, Wacoal has managed to maintain its competitiveness by staying relevant in an ever-changing market. The brand’s emphasis on research and development to enhance product comfort and functionality further cements its leading status within the market.
B.V.D has also made a notable impact in the Japan Lingerie Market, focusing on the comfort and practicality of its offerings. The brand is known for its comprehensive range of undergarments that combine functionality with a modern aesthetic, appealing particularly to younger consumers and those seeking everyday wear. B.V.D's strengths include its sustainable manufacturing practices and commitment to quality, which resonate well with environmentally-conscious shoppers.
The company’s market presence is marked by its aggressive marketing and strategic partnerships that help expand its visibility among diverse consumer segments. While B.V.D primarily interacts through retail partnerships and an online presence, it also explores strategic mergers and alliances to enhance its market footprint further. The company's approach to customer engagement and continuous product innovation positions it as a competitive player in the Japan Lingerie Market, contributing to its resilience against changing market dynamics.
Key Companies in the Japan Lingerie Market Include
Japan Lingerie Market Industry Developments
Recent developments in the Japan Lingerie Market have shown an uptick in both consumer interest and brand innovation. Companies like Wacoal and Triumph are actively adapting to the rising trends of sustainability and comfort, implementing eco-friendly materials in their product lines. In July 2023, Onward Kashiyama reported a strategic partnership with local fabric manufacturers to enhance their product offerings, focusing on organic cotton and recycled materials.
Concurrently, Kirei Kirei has expanded its reach by launching an E-commerce platform to cater to the younger demographic, responding to their increasing preference for online shopping. In terms of market valuation, Gunze has reported a significant growth of 15% in Q2 of 2023 compared to the previous year, indicating a robust recovery post-pandemic.
Meanwhile, B.V.D and Aimer have logged increased sales due to successful marketing campaigns targeting diverse body types. Notably, no major mergers or acquisitions have been disclosed recently among the primary companies such as Chut! INTIMATES, Isetan Mitsukoshi, and Pearl Blue. The overall market reflects a growing inclination towards inclusivity, functionality, and sustainability, which are crucial for attracting today’s discerning consumers in Japan.
Lingerie Market Segmentation Insights
Lingerie Market Lingerie Distribution Channel Outlook
Store-Based
Non-Store-Based
| Report Attribute/Metric | Details |
| Market Size 2023 | 4.27(USD Billion) |
| Market Size 2024 | 4.46(USD Billion) |
| Market Size 2035 | 7.78(USD Billion) |
| Compound Annual Growth Rate (CAGR) | 5.188% (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 | Wacoal, B.V.D, Onward Kashiyama, Kirei Kirei, Beams, Aimer, Ravijour, Mikihouse, Pearl Blue, Antenna, Une Nana Cool, Chut! INTIMATES, Triumph, Isetan Mitsukoshi, Gunze |
| Segments Covered | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| Key Market Opportunities | Sustainable and eco-friendly lingerie, Expansion of online sales channels, Rise in plus-size lingerie demand, Increasing acceptance of body positivity, Innovative technology in fabric materials. |
| Key Market Dynamics | Shifting consumer preferences, Rising e-commerce sales, Cultural influences on designs, Technological advancements in fabrics, Increasing focus on sustainability |
| Countries Covered | Japan |
Frequently Asked Questions (FAQ) :
The Japan Lingerie Market is expected to be valued at 4.46 USD Billion in 2024.
By 2035, the Japan Lingerie Market is projected to reach a value of 7.78 USD Billion.
The expected CAGR for the Japan Lingerie Market from 2025 to 2035 is 5.188%.
In 2035, Bras are expected to have the highest market value at 3.4 USD Billion.
The Briefs segment is expected to be valued at 1.3 USD Billion in 2024.
The Shapewear segment is projected to be worth 2.13 USD Billion in 2035.
Major players in the Japan Lingerie Market include Wacoal, Triumph, and Gunze
The Bras segment is expected to be valued at 2.0 USD Billion in 2024.
Key growth drivers include increasing consumer awareness and demand for sophisticated lingerie.
The Japan Lingerie Market is expected to experience robust growth and increase in overall market valuation by 2035.
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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.
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