Chinese Lingerie Market Sees Surge in Customization Services

If you're keeping an eye on the Chinese lingerie market, here’s a hot take: customization isn’t just a trend—it’s the new baseline. As consumer tastes evolve and body positivity gains traction, brands that offer personalized fits and styles are pulling ahead of the pack.

I’ve been tracking intimate apparel trends across Asia for over six years, and nothing has shifted the game quite like the rise of made-to-measure lingerie in China. Forget one-size-fits-all—today’s shoppers want bras that fit *their* curves, not some outdated sizing chart from 2005.

So what’s driving this boom? Let’s break it down with real data.

The Numbers Don’t Lie

A 2023 report by iiMedia Research shows that over 68% of Chinese female consumers aged 18–35 now prioritize fit and comfort over brand name when buying lingerie. That’s a 22% jump from just three years ago. Meanwhile, the custom lingerie segment grew at a CAGR of 14.3% from 2020 to 2023—outpacing the overall market by nearly double.

Here’s a snapshot of key performance indicators in the sector:

See that retention spike? That’s loyalty talking. When customers get a bra tailored to their measurements—down to cup shape and band tension—they’re way more likely to come back. And they’re spending more per order.

Why Mass Production Is Losing Steam

Let’s be real: traditional sizing is broken. A ‘D cup’ in Brand A can feel like a C in Brand B. Add in variations in torso length, shoulder slope, and breast spacing, and you’ve got millions of frustrated shoppers.

Enter AI-powered fitting tools. Leading players like NEIWAI (内外) and Ubras now use smart quizzes and 3D body scanning via mobile apps to collect precise measurements. Some even offer home try-on kits with return labels—no risk, all reward.

This tech edge is fueling trust. According to a 2024 Kantar survey, 74% of users who tried virtual fitting reported higher satisfaction vs. standard online shopping.

How to Ride the Wave (For Brands & Shoppers)

If you're a brand, now’s the time to invest in personalization infrastructure. Start with a simple size finder quiz linked to your product pages—custom lingerie buyers spend 30% more on average.

For shoppers? Skip the guesswork. Look for brands offering measurement guides, free returns, and real customer reviews with photos. Pro tip: measure yourself at home using a soft tape—bust, underbust, and back width matter.

And don’t sleep on local designers. Cities like Guangzhou and Hangzhou are becoming hubs for bespoke lingerie craftsmanship, blending traditional embroidery with modern microfiber fabrics.

The bottom line? The future of lingerie in China isn’t just about looking good—it’s about feeling seen. Literally.