Customization Trends in the Chinese Intimate Apparel Market

If you're keeping an eye on the global lingerie scene, one thing’s crystal clear: China's intimate apparel market isn’t just growing — it’s evolving fast. And at the heart of this transformation? Customization. Forget one-size-fits-all. Today’s Chinese consumers want underwear that fits their bodies, lifestyles, and even values — and brands are responding with smart, data-driven personalization.

Let’s break it down with real insights.

The Rise of Made-for-You Lingerie

According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥175 billion (~$24.3 billion) in sales, with custom-fit products growing at a CAGR of 18.6% over the past three years. Why? Because fit frustration is real. A survey by Alibaba Health found that over 70% of Chinese women wear the wrong bra size — no wonder they’re demanding better solutions.

Enter brands like NEIWAI (内外) and Ubras. These players aren’t just selling bras — they’re offering body-positive messaging and AI-powered sizing tools. Ubras, for example, launched a virtual fitting room using 3D body scanning tech, reducing return rates by 32%.

What Are Consumers Actually Customizing?

It’s not just about cup and band sizes. Modern buyers tweak everything from fabric breathability to strap width. Here’s a snapshot of top customizable features based on Tmall’s 2023 Double 11 data:

As you can see, flexibility is king. Brands that offer modular designs — like removable pads or adjustable bands — are seeing higher conversion rates and repeat purchases.

Why Mass Customization Works in China

Three factors fuel this trend: mobile tech dominance, social commerce, and rising body awareness. Over 91% of Chinese consumers use smartphones for shopping (CNNIC, 2023), making app-based fitting quizzes and AR try-ons seamless. Platforms like Xiaohongshu (Little Red Book) amplify user-generated reviews, pushing transparency and trust.

Plus, younger shoppers — especially Gen Z — care more about comfort and self-expression than traditional sex appeal. That’s why custom intimate apparel brands focusing on ‘invisible comfort’ and eco-materials are gaining traction.

Challenges? Sure. But Opportunities Win.

Scaling customization isn’t easy. Inventory complexity and longer delivery times can hurt margins. Yet, early movers are turning these into strengths. For instance, NEIWAI uses pre-order models to manage stock and boost exclusivity.

Looking ahead, expect AI-driven style recommendations and blockchain-backed material tracing. The future of lingerie in China isn’t just personalized — it’s intelligent and ethical.

So whether you're a brand or a buyer, now’s the time to embrace customization in intimate wear. It’s not a trend. It’s the new standard.