Premiumization Trend in Chinese Intimate Apparel Sector

If you've been keeping an eye on China's fashion and retail scene, you’ve probably noticed a quiet but powerful shift: the premiumization trend in Chinese intimate apparel. It’s not just about lace and fit anymore—today’s consumers want comfort, self-expression, and luxury-level quality, even in their underwear drawers.

Gone are the days when functional basics ruled. According to a 2023 report by McKinsey, the Chinese intimate apparel market hit $18.6 billion, with premium segments (priced above ¥300) growing at nearly 2.5x the rate of mass-market products. Why? Because modern Chinese women—especially those in Tier 1 and 2 cities—are treating themselves. They’re trading in fast-fashion bras for Italian fabrics, ergonomic designs, and brands that align with their values.

Take brands like NEIWAI (内外) and Ubras. They didn’t just sell bras—they sold a lifestyle. NEIWAI’s ‘No Body is Average’ campaign challenged beauty norms, while Ubras pioneered the wire-free movement. Both now command price points 40–60% higher than traditional competitors, yet their sales keep climbing. In fact, Ubras pulled in over ¥1.5 billion in GMV during Singles’ Day 2023, mostly from premium SKUs.

So what’s driving this shift? Let’s break it down.

The Rise of Self-Care Spending

Young professionals in Shanghai or Shenzhen aren’t just buying skincare and gym memberships—they’re investing in how they feel all day, every day. A 2022 Kantar survey found that 68% of urban female consumers prioritize comfort and material quality over brand name when choosing intimate wear. That’s a green light for premium labels focusing on modal cotton, organic bamboo fibers, and seamless tech.

Design Meets Function

Luxury isn’t just about materials—it’s about smart design. Brands leading the premiumization trend in Chinese intimate apparel use body-mapping data to tailor fits across different physiques. Some even offer AI-powered size recommendations. The result? Fewer returns, higher loyalty.

Market Breakdown: Premium vs. Mass-Market (2023)

As you can see, the growth gap is widening. But here’s the kicker: premium brands aren’t just winning on price—they’re building communities. WeChat groups, offline lounges, mindfulness events—these experiences deepen emotional connection, turning customers into advocates.

Looking ahead, expect more cross-category collabs (like NEIWAI x yoga studios), sustainable innovation, and inclusive sizing. The message is clear: intimacy is personal, and people are willing to pay for products that reflect who they are.

For retailers and brands eyeing China, ignoring the premiumization of intimate apparel isn’t just risky—it’s obsolete. The future of lingerie isn’t just sexy. It’s smart, sustainable, and seriously premium.