Market Trends of North America Lingerie Industry
Influence of Endorsements and Aggressive Marketing
With the growing influence of social media on the buying behavior of consumers, companies are evolving and stepping up their advertising and endorsement strategies across different distribution channels to garner consumer attention. Consumers feel more sympathetic toward a brand if their products are promoted by a celebrity they admire or relate to. Therefore, manufacturers are collaborating with celebrities to endorse their lingerie collection. For instance, in March 2024, Victoria’s Secret launched its latest bridal collection starring Hailey Bieber. The photos were posted on Instagram, and Bieber was wearing white lingerie from The Bridal Collection. In addition, manufacturers focus on marketing expenditures, including advertising and endorsements, pricing, positioning, customer service, digital commerce platforms, digital services and experiences, and social media presence to increase portfolio awareness and sales.
United States Holds Largest Share
The United States is home to many of the foremost lingerie connoisseurs, including LVMH, Calvin Klein, and Victoria's Secret. Sports bras have become one of the preferred innerwear options among Americans, with a trend toward casualization and comfort in American fashion. Thus, manufacturers expand their catalogs to include various products and meet consumers' demand for trendy, fashionable lingerie. For example, in August 2023, Under Armour launched an all-new HeatGear Armour high sports bra. This new sports bra is ideal for female players needing a compression bra that provides unmatched support when leaving it all on the pitch. Besides, celebrities and influencers, including Heidi Klum, Kim Kardashian, and Rihanna, have opened their lingerie-focused clothing lines. According to a January 2022 article in Women’s Wear Daily, brands owned by Rihanna (SavagexFenty), Kim Kardashian (Skims), and Sofia Vergara (EBY) were seeing skyrocketing sales. These intimate brands have attracted further investment in the past few years, totaling millions of dollars.
