The lingerie market - Italy (2024)

1.2 Global market analysis

The size of the lingerie market is estimated at US$**.** billion in **** and is expected to reach US$***.** billion by ****, with a compound annual growth rate (***).

Global Lingerie Market Value World, ****-****, in billions of $ MondorIntelligence

Consumer behavior toward lingerie underwear has changed substantially in recent years, mainly influenced by commercial advertising, social media, and rising disposable income. As a result, per capita spending on lingerie globally has increased substantially. In addition, with people's increasing participation in sports and the growing athleisure trend, the demand for underwear that is comfortable, stretchy, and stylish at the same time has increased. In addition, the emergence of several independent players and private brands has stimulated competition through product innovations. In addition, market players emphasize structural transformation through digitization to capture a younger target audience internationally through social networks.

1.3 The European market

Data show steady and significant growth in the European lingerie market from **** to ****. It increases from $**.* billion in **** to $**.* billion in ****, showing an increase of **.** percent total and a compound annual growth rate (***) of *.** percent.

European lingerie market value Europe, ****-****, in US$ billion Research&Markets, IndustryToday, Businesscoot elaboration

This positive trend reflects increased body and fashion awareness, with growing consumer interest in quality and fashionable products. The expansion of e-commerce platforms has made these products more accessible, facilitating online shopping. In addition, innovation in materials and fabric technology, along with a focus on sustainability, is attracting an increasing number of environmentally and ethically conscious consumers. This steady growth is also being fueled by market diversification, with a wide range of products and price segments that cater to different consumer needs, making the lingerie industry a dynamic and evolving sector.

In ****, among the top European exporters of women's lingerie, the Netherlands dominated with **.* thousand tons. It was followed at a distance by Turkey with **.* thousand tons and Germany with **.* thousand tons. Poland exported *.** thousand tons, while France and Italy recorded * and *.** thousand tons, respectively. Spain exported *.** thousand tons and Slovakia closed the list with *.** thousand tons. These figures show a clear ...

1.4 The Italian market

Between **** and ****, the turnover of lingerie companies in Italy with Ateco code **.** showed a downward trend, starting from *.** billion euros in **** and falling to *.** billion in ****. The most significant decline occurred between **** and ****, where turnover decreased by **.* percent, from *.** billion euros to *.** billion euros. In ****, turnover hit a low of *.** billion, but showed a slight recovery in ****, growing *.* percent from the previous year. Overall, turnover decreased by **.* percent from **** to ****.

Turnover of lingerie companies with [***] Italy, ****-****, in billion € Istat, Companies Register

Between **** and ****, the value output sold of lingerie in Italy showed a seesaw trend. In ****, the value was €***.* million and grew steadily, peaking at €***.* million in ****. However, after this high, there was a drastic reduction: in ****, the value dropped to ***.* million euros and continued to decline to ***.* million euros in ****. This represents a **.*% reduction from **** to ****, showing a significant decline in the value of production sold in recent years. Production in value sold of lingerie Italy, ****-****, in millions of € Istat

The categories are as follows, and they have these percentages within the market:

[***] Briefs and panties of knitted textile materials, for women or girls (***) [***] Women's or girls' robes, dressing gowns and similar articles of knitted textile materials [***] ...

1.5 Imports and Exports

Between **** and ****, Italian exports of women's underwear increased from $***.* million in **** to $***.* million in ****. Imports, on the other hand, increased from $***.* million in **** to $***.* million in ****, and then decreased to $***.* million in ****. The coverage ratio, which indicates the ratio of exports to imports, improved initially from *.*** in **** to *.*** in ****, and then stabilized at *.*** in ****. However, it dropped to *.*** in ****, indicating a lower ability of exports to cover imports. In ****, the coverage rate rose again to *.***, marking the highest value over the period and indicating a significant improvement in the coverage capacity of exports over imports.

Exports, Imports and Coverage Rate of Women's Lingerie Italy, ****-****, in US$ million UNComtrade

In ****, Spain was the top destination for Italian women's underwear exports, accounting for **.** percent of total exports. Russia followed with * percent, while Germany, Croatia and France received *.** percent, *.** percent and *.** percent, respectively. Poland imported *.** percent and Albania *.** percent of Italian exports. The "Others" category made up **.**%, indicating a significant distribution of exports to various other countries. Main destination countries of women's underwear exports Italy, ****, in % UNComtrade

In ****, the main country of origin for Italian imports of women's underwear was Sri Lanka, which accounted for **.** percent of total imports. China contributed **.**%, followed by ...

1.6 Inflation suffered by the sector

The underwear industry in Italy has faced inflation with different strategies. Manufacturers have had to raise prices due to higher raw material and energy costs, reflecting these increases in consumer prices. Faced with these increases, many consumers began to look for mid-range products and special offers, shifting their buying habits toward a greater balance between quality and price. Online sales have become more relevant, allowing customers to easily compare prices and find discounts. Brands have responded to inflation by introducing cheaper product lines and focusing on the value and durability of their items. Manufacturing has been optimized, with some companies bringing some production back closer to Italy to reduce transportation costs. Despite economic uncertainty, demand for underwear has remained relatively stable due to its nature as an essential good. Finally, the focus on sustainability has increased, with consumers willing to pay more for environmentally friendly and ethically made products, influencing business strategies. These changes have allowed the industry to adapt and continue to meet consumer needs despite inflation.

Evolution of Producer Prices of the Lingerie Industry in Italy:

Underwear industry producer price index - monthly data - base ****=*** Italy, ****-****, index Istat

Between May **** and May ****, the producer price index of ...

2.1 Overview of demand

Between **** and ****, the amount of lingerie sold in Italy showed a downward trend. In ****, ***.* million pieces had been sold, but this number decreased significantly in the following years. In ****, sales dropped to **.* million pieces, and in **** to **.* million. Despite a slight increase to **.* million pieces in ****, the quantity dropped again to **.* million in **** and **.* million in ****. Overall, production sold decreased by **.* percent from **** to ****, reflecting a significant decline in the quantity of lingerie sold during this period.

Production of lingerie sold in quantity Italy, ****-****, in millions of pieces Istat

Between **** and ****, the realized production of lingerie in Italy showed a significant decline. In ****, ***.* million pieces had been produced, but this figure dropped to **.* million pieces in **** and **.* million in ****. Despite a slight increase to **.* million pieces in ****, production fell again to **.* million in **** and reached a low of **.* million pieces in ****. Overall, realized production decreased by **.* percent from **** to ****, showing a marked reduction in the amount of lingerie produced during this period. Realized production in quantity of lingerie Italy, ****-****, in millions of pieces Istat

Production sales report:

Production made and sold of lingerie Italy, ****-****, in millions of pieces Istat

The sales ratio, which indicates the share of production ...

2.2 Demand drivers

To understand the main drivers of lingerie demand, it is worth considering Italians' preferences related to the purchase of goods, the type of experience they seek, and the type of consumption model they apply when making a purchase choice.

According to La Repubblica, the store is still the preferred place to shop, but Italian consumers also want some digitization and online services. In fact, when they discover and try hybrid models for shopping, they quickly become aware of all the advantages related to the possibility of buying goods when and where they want, so much so that they no longer want to abandon that model of consumption.

However, the remaining primacy of physical stores is mainly due to the fact that, for some product categories, the in-store experience allows them to interact with both the product itself and the sales staff, to ask for explanations, advice and insights. In addition, especially in the case of the apparel sector - of which lingerie is considered one of the most relevant parts - products can be tried on, to immediately see if they fit the customer's body and tastes[***].

Consumption patterns - Clothing and accessories Italy, ****, in %. Source: ****

From the above graph, it ...

2.3 Online search trends

Between July **** and July ****, online searches for lingerie in Italy showed an increasing trend. Starting from an index of **.* in July ****, interest rose to **.* in December ****, indicating a significant increase toward the end of the year. In ****, the index remained relatively high, peaking at **.* in April and **.* in October, and reached **.* in December ****. In ****, interest remained high, with the index registering **.* in January and **.* in February, showing only slight fluctuations in subsequent months and maintaining a value of **.* in July. These figures indicate a growing and stable interest in online lingerie, with seasonal peaks evident toward the end of each year and a general increase in attention from **** to ****.

The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of search for the term; ** indicates half as many searches. A score of *, on the other hand, indicates that not enough data were found for the term.

Trend of online searches for lingerie Italy, ****-****, index Google Trends, Businesscoot elaboration

In ****, the geographic distribution of online searches for lingerie in Italy shows significant variation among regions. Valle d'Aosta/Vallée d'Aoste records the highest ...

2.4 New demand trends

New trends in lingerie offerings are characterized by a combination of innovation, inclusivity, and sustainability, all of which reflect an evolving market that meets the needs of an increasingly conscious, diverse, and environmentally conscious consumer. Here is an overview of the most relevant trends:

Inclusivity and Diversity

Size and Fit: Brands are expanding their size ranges to include a wider range of bodies, offering plus-size sizes and options for smaller or larger breasts. Models and Representation: Ad campaigns and lookbooks show models of different ethnicities, ages, and physical conformations to better reflect the diversity of female consumers.

Sustainability

Eco-Friendly Materials: Growing use of sustainable materials such as organic cotton, bamboo, and recycled fabrics. Focus is also on environmentally friendly manufacturing processes. Sustainable Packaging: Reduction of plastic packaging and use of recyclable or biodegradable materials.

Technology and Innovation

Advanced Fabrics: Development of technical fabrics that offer superior comfort, breathability and antibacterial properties. Smart Solutions: Lingerie equipped with sensors to monitor parameters such as posture or to offer personalized support during physical activity.

Comfort and Functionality

Wireless Bras: Underwire-free bras that offer support and comfort, often with added shaping and support technologies. Home Lingerie: Increasing supply of comfortable and functional garments for daily ...

3.1 Italian market structure

Between **** and ****, the number of enterprises active in underwear manufacturing in Italy decreased significantly, from **** to ****, an overall decrease of **.* percent. This decline was particularly pronounced between **** and ****, with a **.* percent decrease. The decline continued in subsequent years, with a steady decline until ****, where a less pronounced *.* percent decline was recorded between **** and ****.

Number of enterprises active in underwear manufacturing [***] Italy, ****-****, in number Istat

In ****, the majority of enterprises active in lingerie making in Italy were sole proprietors, freelancers and self-employed, accounting for **.** percent of the total. Limited liability companies followed with **.** percent, while general and limited partnerships made up *.** percent and *.** percent, respectively. Other business forms are marginal, covering only *.** percent. This indicates a prevalence of small businesses and individuality in the sector. Legal form of enterprises active in lingerie making Italy, ****, in % Istat

From **** to ****, the number of people employed in underwear manufacturing in Italy decreased by **.* percent, from **,*** to *,***. The decrease has been steady, with a significant drop between **** and **** (***). Although the decrease continued until ****, there was a slight stabilization from previous years, with a decrease of * percent between **** and ****. Number of employees working in underwear manufacturing Italy, ****-****, in number Istat

This analysis shows that the ...

3.2 Geographical distribution of enterprises

The geographic distribution of firms active in lingerie making in Italy shows a significant concentration in the South, which has *** firms. This is followed by the Northwest with *** companies, the Center with *** and the Northeast with ***. The Islands show the least presence, with only ** companies. This picture suggests greater production activity in the South, potentially due to lower labor costs or an established tradition in the industry. In contrast, the Islands show marginal influence in this market.

Source: ****

3.3 Value Chain - Distribution

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3.4 The main players in the market

The main lingerie companies in Italy are:

Intimissimi: Part of the Calzedonia Group, it stands out in the lingerie and intimate apparel sector. Founded in ****, it has established a reputation for elegant design and quality materials. Its production also includes pajamas and knitwear, focusing on a refined and comfortable style. With an extensive network of stores distributed worldwide, it has been able to combine innovation with traditional Italian craftsmanship. In addition to attention to detail and continuous aesthetic research, the company is also committed to environmental sustainability, developing collections with eco-friendly materials and promoting responsible practices in the production process.

La Perla: Founded in **** in Bologna by Ada Masotti, it is synonymous with luxury and craftsmanship in the world of lingerie. With a sartorial tradition inherited from the founder, a former corset maker, the brand has evolved to also include nightwear, swimwear, and ready-to-wear clothing. It is distinguished by its use of fine materials such as silk, French lace, and hand-embroidered fabrics, creating garments that combine elegance and sensuality. The collections feature sophisticated designs and meticulous attention to detail, making each piece unique. The company has expanded its global presence with boutiques in major cities around the world, always maintaining strong ...

4.1 Type of the offer

The type of offerings in the lingerie market is wide and varied, meeting different needs, tastes and preferences of consumers. This variety of offerings in the lingerie market allows consumers to find garments that perfectly suit their needs.

The following table provides a non-exhaustive overview of the types of products that make up the lingerie market in Italy.

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4.2 The price analysis

Between May **** and May ****, the Consumer Price Index for women's underwear and hosiery in Italy increased from ***.* to ***.*, registering an increase of *.* percent. This positive trend has been steady, with some minor monthly variations. The most significant increase occurred between September and October ****, when the index rose from ***.* to ***.*. In recent months, the pace of growth seems to have stabilized, with the index reaching ***.* in May ****, showing continuity in price growth.

Women's Underwear and Hosiery Consumer Price Index for the Whole Community [***] (***) - monthly data Italy, ****-****, index Istat

The consumer price index for women's intimate apparel and hosiery in Italy increased steadily from **** to ****. Starting from a base of ***.* in ****, the index reached ***.* in ****, registering an overall increase of **.* percent. This increase reflects average annual growth and a particular acceleration in recent years, with a significant jump between **** and ****, when the index rose from ***.* to ***.*. Consumer price index for women's underwear and hosiery [***] for the whole community (***) - annual averages Italy, ****-****, index Istat

4.3 New supply trends

These trends reflect an evolving industry, influenced by changes in consumer preferences and technological innovation. Lingerie is no longer just a functional garment, but a style and personality statement with a focus on sustainability and inclusiveness.

Sustainability and Eco-Friendly Materials: Sustainability has become a priority for many lingerie brands. There is a growing demand for eco-friendly materials such as organic cotton, bamboo, and recycled nylon. Companies are investing in greener production processes and sustainable packaging. Inclusivity and Diversity: Brands are expanding their size ranges to include a wider variety of bodies, offering options for all shapes and sizes. There is also an increased focus on representing different ethnicities and gender identities in advertising campaigns. Comfort and Functionality: Comfort is a key factor. Women are looking for garments that can be worn all day without sacrificing style. This has led to the introduction of underwire-free bras, bralettes, and briefs with flat or invisible seams. Athleisure is also influencing lingerie, with garments that combine sporty aesthetics and comfort. Technology and Innovation: Technology is revolutionizing the industry. Smart fabrics that regulate body temperature, lingerie with anti-bacterial and anti-moisture properties are on the rise. Some brands are also exploring the use of augmented reality to ...

5.1 Regulatory framework

The textile and clothing sector is regulated by EU Regulation No.****/****[***], which lays down rules on:

Textile fiber names, methods of labeling textile products, as well as indications on labels, markings and documents accompanying textile products in the various production, processing and distribution cycles; The determination of the fiber composition of textile products by quantitative analysis of binary and ternary mixtures of textile fibers.

Labeling

For textile products, labeling is the tool that gives transparency to the company's production choices and promotes trade through the uniform application of European standards. The indication on the label of the fiber composition of textile products, also responds to the need to provide the consumer with transparent and clear information about the characteristics of the product. In Regulation (***) No. ****/****, there are no other information requirements other than to indicate the fiber composition of textile products on the label, such as garment sizes, care instructions, and country of origin. Some information not required by the regulation may still be required by other EU regulations or by member states. When a piece of information is not mandatory, such as country of origin, economic operators may disclose the information voluntarily, as long as it is not false or ...

6.1 Market segmentation

• Intimissimi
• La Perla
• Yamamay
• Calzedonia
• Tezenis
• Cosabella
• Intimidea
• Verdissima
• Victoria's Secret
• Lovable Italy
• Intimo Artù
• Cotonella