How Lingerie Mania Is Changing Retail Strategies
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- 来源：CN Lingerie Hub
If you’ve walked into a mall or scrolled through Instagram lately, you’ve probably noticed one thing: lingerie isn’t just intimate apparel anymore — it’s a lifestyle. From Victoria’s Secret’s comeback attempt to indie brands like Savage X Fenty dominating social feeds, the lingerie mania reshaping how retailers think about branding, inclusivity, and customer experience.
But what’s really driving this shift? And more importantly — how are smart businesses adapting?
The Data Behind the Hype
Lingerie sales in the U.S. hit $14.3 billion in 2023, up from $11.7B in 2020 (Statista). But it’s not just about more people buying bras. The real story is who is buying and why.
Take size inclusivity. A 2023 survey by NPD Group found that 68% of women now prioritize brands that offer extended sizing — up from 49% in 2019. That’s a seismic shift. Brands ignoring this? They’re already losing ground.
From Runway to Real Life: The New Lingerie Rules
Gone are the days when lingerie was hidden away in pink gift boxes. Today, it’s worn proudly under blazers, styled with jeans, even posted as #OOTD content. Why? Because consumers want empowerment, not perfection.
Fenty’s disruptive launch in 2018 set the tone — diverse models, unretouched photos, sizes up to 44G. Since then, competitors have scrambled to catch up. Even legacy players like Victoria’s Secret are rebranding with their new “VS Collective” featuring athletes, activists, and plus-size icons.
What Smart Retailers Are Doing Differently
It’s not enough to just sell pretty underwear. Today’s winners focus on three things:
- Community over campaigns: Think user-generated content, TikTok try-ons, real-body testimonials.
- Personalization: AI-driven fit quizzes, custom packaging, subscription models.
- Sustainability: 57% of Gen Z buyers say eco-friendly materials influence their choice (McKinsey, 2023).
Brands like Parade and Knix have built cult followings by nailing all three. They don’t just sell products — they sell belonging.
Market Shifts at a Glance
| Brand | 2023 Revenue (Est.) | Size Range | Social Media Engagement Rate |
|---|---|---|---|
| Victoria’s Secret | $5.1B | 32A–40DD | 2.3% |
| Savage X Fenty | $400M | 32A–44G | 8.7% |
| Parade | $120M | XS–XXL (EU 32–46) | 9.1% |
| Knix | $100M | XS–3X | 7.9% |
Notice something? The smaller brands punch way above their weight in engagement. Why? Authenticity. They listen. They adapt. And they make customers feel seen.
The Bottom Line
The lingerie revolution isn’t slowing down. If anything, it’s forcing the entire retail industry to rethink how they connect with consumers. It’s no longer about selling a dream — it’s about reflecting reality.
Whether you’re a brand, a marketer, or just someone who loves great design, one thing’s clear: the future of fashion is intimate, inclusive, and incredibly smart.