Customization Trends Reshape Chinese Intimate Apparel Market

In recent years, the Chinese intimate apparel market has undergone a quiet revolution—not driven by flashy ads or celebrity endorsements, but by something far more personal: customization. As consumers grow more self-aware and fashion-conscious, brands are ditching one-size-fits-all models in favor of tailored experiences that speak directly to individual needs, body types, and lifestyles.

According to Statista

So, what’s fueling this shift? First, let’s talk about fit. For decades, women—especially in China—have struggled with standard sizing that doesn’t reflect their diverse body shapes. A 2022 survey by Tmall Fashion revealed that over 67% of respondents had trouble finding bras that fit properly. Enter customization: brands like Ubras and NEIWAI (内外) now offer AI-powered size recommenders and made-to-order lingerie, reducing return rates and boosting customer satisfaction.

But it’s not just about fit—it’s about identity. Younger shoppers, particularly Gen Z, see underwear as an extension of self-expression. They’re less interested in push-up padding and lace frills and more into comfort, sustainability, and personalization. Some brands even allow customers to choose fabric textures, strap styles, and embroidery—turning a basic bra into a statement piece.

Technology is also playing a key role. Mobile apps with 3D body scanning, AR try-ons, and smart fitting algorithms are making custom intimate wear more accessible than ever. Platforms like JD.com and Little Red Book (Xiaohongshu) have integrated these tools, creating seamless shopping journeys from measurement to delivery in under two weeks.

And let’s not forget the post-pandemic mindset. After years of WFH and loungewear dominance, comfort is king. Customized sets made from breathable bamboo fibers or seamless micro-modal blends are flying off virtual shelves. In fact, NEIWAI reported a 58% year-on-year increase in sales of its customizable lounge sets in 2023.

The future? Hyper-personalization. Imagine a world where your bra adjusts support based on activity level, or your sleepwear tracks biometrics—all tailored to your exact measurements and preferences. With rising disposable incomes and digital adoption, China’s intimate apparel market isn’t just growing—it’s evolving.

In short, customization isn’t a trend; it’s the new standard. And for brands willing to listen, adapt, and innovate, the payoff is more than just profit—it’s loyalty, trust, and a deeper connection with the modern consumer.