Custom Fit Lingerie Gains Traction in Chinese Market 2024

If you're into lingerie—or even just paying attention to fashion trends—you’ve probably noticed a major shift happening in China’s intimate apparel market. Forget one-size-fits-all; custom fit lingerie is exploding, and it’s not just a flash in the pan. I’ve been tracking this space for years, and let me tell you: 2024 is the year personalized undergarments go mainstream.

Why? Because Chinese consumers are done compromising comfort for style. They want both—and they’re willing to pay for it. According to McKinsey, the Chinese lingerie market hit $18.3 billion in 2023, with custom and premium segments growing at 27% year-over-year. That’s more than double the pace of mass-market brands.

So what’s driving this boom? Three things: tech, body positivity, and data. Brands like NEIWAI (内外) and Ubras are using AI-powered sizing tools and 3D body scanning apps to deliver bras that actually fit. No more guessing cup sizes or struggling with pinchy wires. Just scan your torso, answer a few questions, and boom—your perfect match.

But don’t just take my word for it. Check out this comparison of top custom-fit players in China:

Notice a pattern? The brands investing in real customization see way higher satisfaction. And that matters—because 78% of Chinese women say they’ve returned lingerie due to poor fit (per a 2023 Alibaba Consumer Insights report).

Now, here’s where it gets smart: custom fit lingerie isn’t just about selling bras. It’s a data play. Every scan and quiz builds a goldmine of body metrics. That data helps brands refine designs, predict trends, and launch hyper-targeted collections. For example, Ubras discovered that 63% of their users prefer wireless styles with medium support—so they pivoted hard. Result? A 40% jump in repeat purchases.

And let’s talk inclusivity. Traditional lingerie lines often stop at D cups. But in tier-2 and tier-3 cities, fuller busts are common—and underserved. Enter brands like Curvy Mei, which specializes in E+ cup custom fits. Their sales grew 150% in 2023 alone. That’s not luck; that’s listening to real customer needs.

So how do you pick the right brand? Here’s my quick checklist:

• Do they offer a real size assessment—not just a chart?
• Can you customize fabric, color, and support level?
• Is there a fit guarantee or easy exchange policy?

Bottom line: If you’ve ever ditched a bra after one wear because it dug in or gapped, it’s time to try custom-fit solutions. You’ll spend a bit more upfront, but save money (and back pain) long-term. And honestly? There’s something powerful about wearing something made just for your body. In 2024, that’s not luxury—it’s expectation.