Customization Trends Transforming China's Lingerie Market

If you're keeping an eye on China’s fashion evolution, one trend is impossible to ignore: custom lingerie. Forget one-size-fits-all bras and generic sets—today’s Chinese consumers want pieces that fit their bodies, lifestyles, and personal tastes. As a lifestyle blogger who’s tracked intimate apparel trends from Shanghai to Shenzhen, I’ve seen firsthand how customization is reshaping the market.

Why now? Simple: rising disposable income, body positivity movements, and digital innovation have created the perfect storm. According to Statista, China’s lingerie market hit $15.8 billion in 2023, with custom and made-to-measure segments growing at nearly 22% year-on-year—triple the pace of mass-market products.

Brands like NEIWAI (内外) and Ubras are leading the charge by blending tech with personalization. For example, Ubras launched an AI-powered fit quiz that recommends sizes and styles based on body shape and lifestyle. Result? A 35% increase in conversion rates and a 50% drop in return rates for first-time buyers.

But it’s not just about fit. Customization extends to fabric choice, color, embroidery, and even packaging. One emerging Hangzhou-based brand, Meilunna, lets users design their own lace patterns online—resulting in over 200,000 unique combinations. Talk about empowerment!

Why Mass-Produced Lingerie Is Losing Steam

Let’s be real: traditional sizing doesn’t work for most women. A 2022 survey by Alibaba Health found that 68% of Chinese women wear the wrong bra size, leading to discomfort and low repeat purchase rates. That’s where custom-fit lingerie comes in as a game-changer.

Here’s a quick comparison of standard vs. custom lingerie performance:

As you can see, the numbers don’t lie. Customization isn’t just a nice-to-have—it’s becoming a competitive necessity.

How to Enter the Custom Lingerie Space (Even If You’re New)

Thinking of launching your own line or shifting your current brand toward personalization? Here are three proven strategies:

1. Start with Fit Tech: Use AI sizing tools or 3D body scanning apps. Even integrating a simple quiz can boost trust and reduce returns.
2. Offer Tiered Customization: Not every customer wants full design control. Provide options—like choosing colors or adding initials—for lower price points.
3. Leverage User-Generated Content: Encourage customers to share their unique designs. One WeChat campaign by NEIWAI saw a 4x ROI by featuring real customer creations.

And don’t forget mobile optimization. Over 85% of custom lingerie purchases in China happen via smartphones, mostly through mini-programs on WeChat or Taobao.

In short, the future of lingerie in China isn’t just sexy—it’s smart, personal, and built around the individual. Whether you’re a shopper or a seller, now’s the time to embrace bespoke underwear solutions before they become the norm.