U.S. Lingerie Market Size, Share & Trends Analysis Report By Product (Briefs, Shapewear), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2025 - 2033
The U.S. lingerie market size was estimated at USD 17.11 billion in 2024 and is projected to reach USD 31.40 billion by 2033, growing at a CAGR of 7.2% from 2025 to 2033, due to the rising demand for comfort-driven, inclusive, and fashion-forward lingerie and the expanding reach of both offline stores and e-commerce platforms catering to diverse consumer preferences. A notable trend is the rise of inclusive lingerie for maternity and post-pregnancy wear.
Brands such as Bravado and Kindred Bravely are expanding their offerings to provide comfortable, supportive bras and shapewear for new and expecting mothers, reflecting real consumer demand for functional, stylish products during life stages often overlooked by mainstream lines.
The growing emphasis on body positivity is significantly reshaping the U.S. market, with inclusivity in sizing and styles becoming a central driver of consumer demand. Modern consumers are increasingly looking for lingerie that not only delivers aesthetic appeal but also offers comfort and support across a wide range of body types. The availability of extended size ranges and adaptive fits allows more women to feel represented and catered to, strengthening trust and loyalty toward brands that prioritize inclusivity. At the same time, marketing strategies that showcase diverse models across size, age, and ethnicity are reinforcing this cultural shift and broadening market appeal.
For instance, in August 2023, Macy’s and Gap announced their first-ever collaboration with the launch of an exclusive collection of sleepwear, underwear, and intimates for men and women. The range, which includes pajama sets, loungewear, bras, briefs, boxers, and undershirts, is designed with comfort in mind and made from fabrics such as organic stretch cotton and Gap’s breathable “Breathe” jersey knit. Available in sizes XS through XL, the collection is sold only through Macy’s channels-including Macys.com, the Macy’s mobile app, and select stores across the U.S.
Another major driver is the rise of size-inclusivity and body realism, which is expanding the customer base globally. Instead of limited “S-M-L” options, brands now offer inclusive fits across band and cup combinations, including plus-size and petite segments. Retailers such as Savage X Fenty, Marks & Spencer, and H&M have scaled sizing ranges based on demand analytics, while AI-powered virtual fitting tech from companies like TrueFit and Fit Finder has reduced return rates by solving size mismatch issues-converting more shoppers online and boosting lingerie revenue.
Innovation in fabric design and technology has become one of the strongest drivers of growth in the U.S. market. The introduction of breathable microfibers, lightweight power mesh, seamless knitting, and bonded finishes has improved both comfort and support, making lingerie suitable not just for special occasions but for everyday wear. Advances in shapewear materials, such as stretch textiles with targeted compression, are creating new categories that blend lingerie with wellness and activewear.
U.S. Lingerie Market Report Segmentation
This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. lingerie market report based on product and distribution channel.
Brands such as Bravado and Kindred Bravely are expanding their offerings to provide comfortable, supportive bras and shapewear for new and expecting mothers, reflecting real consumer demand for functional, stylish products during life stages often overlooked by mainstream lines.
The growing emphasis on body positivity is significantly reshaping the U.S. market, with inclusivity in sizing and styles becoming a central driver of consumer demand. Modern consumers are increasingly looking for lingerie that not only delivers aesthetic appeal but also offers comfort and support across a wide range of body types. The availability of extended size ranges and adaptive fits allows more women to feel represented and catered to, strengthening trust and loyalty toward brands that prioritize inclusivity. At the same time, marketing strategies that showcase diverse models across size, age, and ethnicity are reinforcing this cultural shift and broadening market appeal.
For instance, in August 2023, Macy’s and Gap announced their first-ever collaboration with the launch of an exclusive collection of sleepwear, underwear, and intimates for men and women. The range, which includes pajama sets, loungewear, bras, briefs, boxers, and undershirts, is designed with comfort in mind and made from fabrics such as organic stretch cotton and Gap’s breathable “Breathe” jersey knit. Available in sizes XS through XL, the collection is sold only through Macy’s channels-including Macys.com, the Macy’s mobile app, and select stores across the U.S.
Another major driver is the rise of size-inclusivity and body realism, which is expanding the customer base globally. Instead of limited “S-M-L” options, brands now offer inclusive fits across band and cup combinations, including plus-size and petite segments. Retailers such as Savage X Fenty, Marks & Spencer, and H&M have scaled sizing ranges based on demand analytics, while AI-powered virtual fitting tech from companies like TrueFit and Fit Finder has reduced return rates by solving size mismatch issues-converting more shoppers online and boosting lingerie revenue.
Innovation in fabric design and technology has become one of the strongest drivers of growth in the U.S. market. The introduction of breathable microfibers, lightweight power mesh, seamless knitting, and bonded finishes has improved both comfort and support, making lingerie suitable not just for special occasions but for everyday wear. Advances in shapewear materials, such as stretch textiles with targeted compression, are creating new categories that blend lingerie with wellness and activewear.
U.S. Lingerie Market Report Segmentation
This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. lingerie market report based on product and distribution channel.
- Product Outlook (Revenue, USD Million, 2021 - 2033)
- Briefs
- Bras
- Shapewear
- Others
- Distribution Channel (Revenue, USD Million, 2021 - 2033)
- Online
- Offline
CHAPTER 1. METHODOLOGY AND SCOPE
1.1. Market Segmentation & Scope
1.2. Market Definition
1.3. Information Procurement
1.3.1. Purchased Database
1.3.2. GVR’s Internal Database
1.3.3. Secondary Sources & Third-Party Perspectives
1.3.4. Primary Research
1.4. Information Analysis
1.4.1. Data Analysis Models
1.5. Market Formulation & Data Visualization
1.6. Data Validation & Publishing
CHAPTER 2. EXECUTIVE SUMMARY
2.1. Market Outlook
2.2. Product range Outlook
2.3. Distribution Channel Outlook
2.4. Competitive Landscape Outlook
CHAPTER 3. U.S. LINGERIE MARKET VARIABLES, TRENDS & SCOPE
3.1. Market Introduction
3.1.1. Lingerie Market Size & Growth Rate, 2021 - 2033 (USD Million)
3.2. Penetration & Growth Prospect Mapping
3.3. Industry Value Chain Analysis
3.3.1. Profit Margin Analysis
3.4. Market Dynamics
3.4.1. Market Driver Analysis
3.4.2. Market Restraint Analysis
3.4.3. Market Opportunities
3.4.4. Market Challenges
3.5. Industry Analysis - Porter’s Five Forces Analysis
3.6. Market Entry Strategies
CHAPTER 4. U.S. LINGERIE MARKET: CONSUMER BEHAVIOR ANALYSIS
4.1. Demographic Analysis
4.2. Consumer Trends & Preferences
4.3. Factors Influencing Buying Behavior
4.4. Consumer Product Adoption Trends
4.5. Key Observations & Findings
CHAPTER 5. U.S. LINGERIE MARKET: PRODUCT ESTIMATES & TREND ANALYSIS
5.1. U.S. Lingerie Market: Product Outlook
5.2. Product Movement Analysis & Market Share, 2024 & 2033
5.3. Market Estimates & Forecasts, by Product, 2021 - 2033 (USD Million)
5.3.1. Briefs
5.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.2. Bras
5.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.3. Shapewear
5.3.3.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.4. Others
5.3.4.1. Market estimates and forecast, 2021 - 2033 (USD Million)
CHAPTER 6. U.S. LINGERIE MARKET: DISTRIBUTION CHANNEL ESTIMATES & TREND ANALYSIS
6.1. U.S. Lingerie Market, by Distribution Channel: Key Takeaways
6.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2033
6.3. Market Estimates & Forecasts, by Distribution Channel, 2021 - 2033 (USD Million)
6.3.1. Online
6.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Million)
6.3.2. Offline
6.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Million)
CHAPTER 7. COMPETITIVE ANALYSIS
7.1. Recent Developments & Impact Analysis by Key Market Participants
7.2. Company Categorization
7.3. Participant’s Overview
7.4. Financial Performance
7.5. Product Benchmarking
7.6. Company Market Share Analysis, 2024 (%)
7.7. Company Heat Map Analysis
7.8. Strategy Mapping
7.9. Company Profiles
7.9.1. Jockey International Inc.
7.9.1.1. Company Overview
7.9.1.2. Financial Performance
7.9.1.3. Product Portfolios
7.9.1.4. Strategic Initiatives
7.9.2. Victoria Secret
7.9.2.1. Company Overview
7.9.2.2. Financial Performance
7.9.2.3. Product Portfolios
7.9.2.4. Strategic Initiatives
7.9.3. Gap Inc.
7.9.3.1. Company Overview
7.9.3.2. Financial Performance
7.9.3.3. Product Portfolios
7.9.3.4. Strategic Initiatives
7.9.4. HanesBrands Inc.
7.9.4.1. Company Overview
7.9.4.3. Product Portfolios
7.9.4.4. Strategic Initiatives
7.9.5. Calvin Klein
7.9.5.1. Company Overview
7.9.5.2. Financial Performance
7.9.5.3. Product Portfolios
7.9.5.4. Strategic Initiatives
7.9.6. ThirdLove
7.9.6.1. Company Overview
7.9.6.2. Financial Performance
7.9.6.3. Product Portfolios
7.9.6.4. Strategic Initiatives
7.9.7. AEO Inc.
7.9.7.1. Company Overview
7.9.7.2. Financial Performance
7.9.7.3. Product Portfolios
7.9.7.4. Strategic Initiatives
7.9.8. Wacoal America (Global)
7.9.8.1. Company Overview
7.9.8.2. Financial Performance
7.9.8.3. Product Portfolios
7.9.8.4. Strategic Initiatives
7.9.9. FULLBEUATY Brands (Cuup)
7.9.9.1. Company Overview
7.9.9.2. Financial Performance
7.9.9.3. Product Portfolios
7.9.9.4. Strategic Initiatives
7.9.10. Bare Necessities
7.9.10.1. Company Overview
7.9.10.2. Financial Performance
7.9.10.3. Product Portfolios
7.9.10.4. Strategic Initiatives
1.1. Market Segmentation & Scope
1.2. Market Definition
1.3. Information Procurement
1.3.1. Purchased Database
1.3.2. GVR’s Internal Database
1.3.3. Secondary Sources & Third-Party Perspectives
1.3.4. Primary Research
1.4. Information Analysis
1.4.1. Data Analysis Models
1.5. Market Formulation & Data Visualization
1.6. Data Validation & Publishing
CHAPTER 2. EXECUTIVE SUMMARY
2.1. Market Outlook
2.2. Product range Outlook
2.3. Distribution Channel Outlook
2.4. Competitive Landscape Outlook
CHAPTER 3. U.S. LINGERIE MARKET VARIABLES, TRENDS & SCOPE
3.1. Market Introduction
3.1.1. Lingerie Market Size & Growth Rate, 2021 - 2033 (USD Million)
3.2. Penetration & Growth Prospect Mapping
3.3. Industry Value Chain Analysis
3.3.1. Profit Margin Analysis
3.4. Market Dynamics
3.4.1. Market Driver Analysis
3.4.2. Market Restraint Analysis
3.4.3. Market Opportunities
3.4.4. Market Challenges
3.5. Industry Analysis - Porter’s Five Forces Analysis
3.6. Market Entry Strategies
CHAPTER 4. U.S. LINGERIE MARKET: CONSUMER BEHAVIOR ANALYSIS
4.1. Demographic Analysis
4.2. Consumer Trends & Preferences
4.3. Factors Influencing Buying Behavior
4.4. Consumer Product Adoption Trends
4.5. Key Observations & Findings
CHAPTER 5. U.S. LINGERIE MARKET: PRODUCT ESTIMATES & TREND ANALYSIS
5.1. U.S. Lingerie Market: Product Outlook
5.2. Product Movement Analysis & Market Share, 2024 & 2033
5.3. Market Estimates & Forecasts, by Product, 2021 - 2033 (USD Million)
5.3.1. Briefs
5.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.2. Bras
5.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.3. Shapewear
5.3.3.1. Market estimates and forecast, 2021 - 2033 (USD Million)
5.3.4. Others
5.3.4.1. Market estimates and forecast, 2021 - 2033 (USD Million)
CHAPTER 6. U.S. LINGERIE MARKET: DISTRIBUTION CHANNEL ESTIMATES & TREND ANALYSIS
6.1. U.S. Lingerie Market, by Distribution Channel: Key Takeaways
6.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2033
6.3. Market Estimates & Forecasts, by Distribution Channel, 2021 - 2033 (USD Million)
6.3.1. Online
6.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Million)
6.3.2. Offline
6.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Million)
CHAPTER 7. COMPETITIVE ANALYSIS
7.1. Recent Developments & Impact Analysis by Key Market Participants
7.2. Company Categorization
7.3. Participant’s Overview
7.4. Financial Performance
7.5. Product Benchmarking
7.6. Company Market Share Analysis, 2024 (%)
7.7. Company Heat Map Analysis
7.8. Strategy Mapping
7.9. Company Profiles
7.9.1. Jockey International Inc.
7.9.1.1. Company Overview
7.9.1.2. Financial Performance
7.9.1.3. Product Portfolios
7.9.1.4. Strategic Initiatives
7.9.2. Victoria Secret
7.9.2.1. Company Overview
7.9.2.2. Financial Performance
7.9.2.3. Product Portfolios
7.9.2.4. Strategic Initiatives
7.9.3. Gap Inc.
7.9.3.1. Company Overview
7.9.3.2. Financial Performance
7.9.3.3. Product Portfolios
7.9.3.4. Strategic Initiatives
7.9.4. HanesBrands Inc.
7.9.4.1. Company Overview
7.9.4.3. Product Portfolios
7.9.4.4. Strategic Initiatives
7.9.5. Calvin Klein
7.9.5.1. Company Overview
7.9.5.2. Financial Performance
7.9.5.3. Product Portfolios
7.9.5.4. Strategic Initiatives
7.9.6. ThirdLove
7.9.6.1. Company Overview
7.9.6.2. Financial Performance
7.9.6.3. Product Portfolios
7.9.6.4. Strategic Initiatives
7.9.7. AEO Inc.
7.9.7.1. Company Overview
7.9.7.2. Financial Performance
7.9.7.3. Product Portfolios
7.9.7.4. Strategic Initiatives
7.9.8. Wacoal America (Global)
7.9.8.1. Company Overview
7.9.8.2. Financial Performance
7.9.8.3. Product Portfolios
7.9.8.4. Strategic Initiatives
7.9.9. FULLBEUATY Brands (Cuup)
7.9.9.1. Company Overview
7.9.9.2. Financial Performance
7.9.9.3. Product Portfolios
7.9.9.4. Strategic Initiatives
7.9.10. Bare Necessities
7.9.10.1. Company Overview
7.9.10.2. Financial Performance
7.9.10.3. Product Portfolios
7.9.10.4. Strategic Initiatives
LIST OF TABLES
Table 1. U.S. Lingerie market - Key market driver analysis
Table 2. U.S. Lingerie market - Key market restraint analysis
Table 3. U.S. Lingerie market estimates & forecast, by product (USD Million)
Table 4. U.S. Lingerie market estimates & forecast, by distribution channel (USD Million)
Table 5. Recent developments & impact analysis by key market participants
Table 6. Company market share, 2024
Table 7. Company heat map analysis
Table 8. Companies undergoing key strategies
Table 1. U.S. Lingerie market - Key market driver analysis
Table 2. U.S. Lingerie market - Key market restraint analysis
Table 3. U.S. Lingerie market estimates & forecast, by product (USD Million)
Table 4. U.S. Lingerie market estimates & forecast, by distribution channel (USD Million)
Table 5. Recent developments & impact analysis by key market participants
Table 6. Company market share, 2024
Table 7. Company heat map analysis
Table 8. Companies undergoing key strategies
LIST OF FIGURES
Figure 1. U.S. Lingerie market segmentation
Figure 2. Information procurement
Figure 3. Primary research pattern
Figure 4. Primary research approaches
Figure 5. Primary research process
Figure 6. Market snapshot
Figure 7. Product range snapshot
Figure 8. Distribution channel snapshot
Figure 9. Regional snapshot
Figure 10. Competitive landscape snapshot
Figure 11. U.S. Lingerie market size, 2021 to 2033 (USD Million)
Figure 12. U.S. Lingerie market: Penetration & growth prospect mapping
Figure 13. U.S. Lingerie market: Value chain analysis
Figure 14. U.S. Lingerie market: Profit margin analysis
Figure 15. U.S. Lingerie market: Market dynamics
Figure 16. U.S. Lingerie market: Porter's five forces analysis
Figure 17. U.S. Lingerie market, by price: Key Takeaways
Figure 18. U.S. Lingerie market: Price movement analysis, 2024 & 2033 (%)
Figure 19. Briefs market estimates and forecast, 2021 - 2033 (USD Million)
Figure 20. Bras market estimates and forecast, 2021 - 2033 (USD Million)
Figure 21. Shapewear market estimates and forecast, 2021 - 2033 (USD Million)
Figure 22. Others lingerie market estimates and forecast, 2021 - 2033 (USD Million)
Figure 23. U.S. Lingerie market, by distribution channel: Key Takeaways
Figure 24. U.S. Lingerie market: Distribution Channel mode movement analysis, 2024 & 2033 (%)
Figure 25. Sale of lingerie through online channel market estimates and forecast, 2021 - 2033 (USD Million)
Figure 26. Sale of lingerie through offline channel market estimates and forecast, 2021 - 2033 (USD Million)
Figure 27. Key company categorization
Figure 28. Company market share analysis, 2024
Figure 29. Strategic framework of the lingerie market
Figure 1. U.S. Lingerie market segmentation
Figure 2. Information procurement
Figure 3. Primary research pattern
Figure 4. Primary research approaches
Figure 5. Primary research process
Figure 6. Market snapshot
Figure 7. Product range snapshot
Figure 8. Distribution channel snapshot
Figure 9. Regional snapshot
Figure 10. Competitive landscape snapshot
Figure 11. U.S. Lingerie market size, 2021 to 2033 (USD Million)
Figure 12. U.S. Lingerie market: Penetration & growth prospect mapping
Figure 13. U.S. Lingerie market: Value chain analysis
Figure 14. U.S. Lingerie market: Profit margin analysis
Figure 15. U.S. Lingerie market: Market dynamics
Figure 16. U.S. Lingerie market: Porter's five forces analysis
Figure 17. U.S. Lingerie market, by price: Key Takeaways
Figure 18. U.S. Lingerie market: Price movement analysis, 2024 & 2033 (%)
Figure 19. Briefs market estimates and forecast, 2021 - 2033 (USD Million)
Figure 20. Bras market estimates and forecast, 2021 - 2033 (USD Million)
Figure 21. Shapewear market estimates and forecast, 2021 - 2033 (USD Million)
Figure 22. Others lingerie market estimates and forecast, 2021 - 2033 (USD Million)
Figure 23. U.S. Lingerie market, by distribution channel: Key Takeaways
Figure 24. U.S. Lingerie market: Distribution Channel mode movement analysis, 2024 & 2033 (%)
Figure 25. Sale of lingerie through online channel market estimates and forecast, 2021 - 2033 (USD Million)
Figure 26. Sale of lingerie through offline channel market estimates and forecast, 2021 - 2033 (USD Million)
Figure 27. Key company categorization
Figure 28. Company market share analysis, 2024
Figure 29. Strategic framework of the lingerie market
