How Consumer Behavior Is Changing the Lingerie Market

Let’s be real — the lingerie game isn’t what it used to be. Gone are the days when shopping for bras meant squeezing into stiff underwires and picking whatever matched your skin tone (if you were lucky). Today’s shoppers? They’re smarter, more vocal, and way more demanding. And brands are scrambling to keep up.

As someone who’s been reviewing intimate apparel trends for over a decade, I’ve seen firsthand how shifting consumer behavior is reshaping the entire lingerie market. It’s not just about fit or fashion anymore — it’s about values, transparency, and personalization.

So what’s really driving this change?

First, consumers are prioritizing comfort without sacrificing style. A 2023 NPD Group report found that 68% of women in the U.S. now choose soft-cup or bralette styles as their daily wear — up from just 41% in 2018. That’s a massive shift. And it makes sense: remote work, body positivity movements, and post-pandemic lifestyle changes have all fueled demand for loungewear-friendly designs.

But it goes deeper than that. Shoppers today want inclusivity — and they vote with their wallets. Brands like Savage X Fenty and Parade didn’t just enter the market; they disrupted it by offering extended size ranges and eco-conscious materials. In fact, Savage X Fenty’s inclusive marketing campaigns contributed to a 35% year-over-year revenue increase in 2022, according to Forbes.

Let’s talk data:

See the pattern? The top performers aren’t just big names — they’re brands that listen. They offer real sizes, use sustainable practices, and engage authentically on social media.

Another key trend? Direct-to-consumer (DTC) models are winning. With lower overhead and better data collection, DTC brands tailor recommendations using AI-driven quizzes and past purchases. This hyper-personalization boosts loyalty — 61% of customers say they’re more likely to repurchase from brands that remember their preferences (McKinsey, 2023).

And let’s not ignore the rise of gender-neutral and queer-inclusive lingerie. Labels like TomboyX and Knix are expanding definitions of intimacy, appealing to non-binary and transgender individuals. Search interest for "gender-neutral lingerie" has grown by 200% since 2020 (Google Trends), proving this isn’t a niche — it’s the future.

In short, the modern lingerie buyer isn’t just looking for a pretty set. They want ethical production, accurate representation, and products that reflect their identity. If brands fail to adapt, they’ll get left behind.

The bottom line? The power has shifted — and consumers are now leading the revolution.