2025 Global Lingerie Market Trends: Key Focus Areas for Brands
As we enter 2025, the global lingerie industry faces a new wave of transformation across supply chain structures, consumer perceptions, technological advancements, and brand competition strategies. Whether B2B brands, wholesalers, importers, or DTC-focused e-commerce brands, all must adapt more precisely to evolving demands—particularly by upgrading product design, material innovation, supply chain responsiveness, and marketing strategies. This article synthesizes the latest industry trends to outline key focus areas for lingerie brands and enterprises in 2025, helping them capture search traffic and order opportunities in the global marketplace.
I. Comfort Technology Becomes a Basic Requirement, Not a Differentiating Selling Point In recent years, “comfort,” “lightweight,” and “seamless underwear” have been high-frequency terms in the lingerie industry. By 2025, these features will no longer be product highlights but rather essential baseline requirements for brands.
For B2B-focused brands and wholesalers, partnering with manufacturers possessing deep R&D capabilities—such as women’s lingerie manufacturers or custom lingerie suppliers—will be key to rapidly launching high-comfort collections.
Particularly in women's underwear and bra and panty sets, brands will prioritize functional fabrics such as: Cool-touch fibers Antimicrobial microfibers Recycled nylon Sustainable lace
These materials better fulfill consumers' dual demands for “premium feel + environmental responsibility.”
II. Sustainability as the Globalization “Entry Ticket” By 2025, environmental responsibility will no longer be a “nice-to-have” but a prerequisite for brands entering mid-to-high-end markets. Consumers and distributors increasingly prioritize traceability, material transparency, and green supply chains.
B2B brands increasingly prefer OEM lingerie/private label underwear factories offering: - Use of biodegradable or recyclable yarns - International certifications like OEKO-TEX, GRS, BCI Providing traceability for raw materials, dyes, and production processes Offering eco-friendly packaging solutions
Keywords like “eco-friendly lingerie” and “recycled lace lingerie” continue to gain traction in the consumer market, indicating that sustainability is now a practical purchasing factor rather than merely a concept.
III. Niche Markets Show Sustained Growth: Plus Size, Teen, and Activewear Drive New Demand By 2025, the global lingerie industry's growth will increasingly concentrate on three key segments:
1. Plus Size Lingerie Demand for plus sizes continues to rise across Europe, North America, South America, and the Middle East. Brands increasingly prioritize: Supportive structures Wider shoulder straps Reinforced underwire designs
Higher standards for fit and testing protocols. This amplifies the competitive edge of factories specializing in plus size bra manufacturing.
2. Teen Lingerie This segment prioritizes “lightweight, soft, and wire-free” options, leaning toward everyday comfort and basics. Consumer keywords like “comfortable teen bra” are notably increasing.
3. Light Sports & Lounge Series The trend toward versatile pieces that are “wearable as outerwear + sleepwear” is intensifying, driving brands to launch: Wire-free sports bras Light support sports tank tops Yoga-friendly underwear
Keywords like “light support sports bra” and “athleisure underwear” show sustained search growth in Europe and America.
IV. Supply Chain Speed Becomes Competitive Key: Strong Rise in Small-Order Rapid Turnaround Demand Global brands increasingly demand supply chains that are “fast, accurate, and flexible.”
2025 will further accelerate: Small-batch trial orders Rapid restocking of trending bestsellers Short-cycle production of multiple styles + colors Low-volume customization of packaging and hangtags
For B2B buyers, partnering with suppliers offering flexible MOQs, 7-15 day sampling, and custom lingerie OEM services has become standard practice. Increasing inquiries about “minimum orders starting at 100 sets?” signal a fundamental shift in industry rhythm.
V. Digital Content Influences Purchasing Decisions: Visuals and Video Become Essential Both B2B and B2C purchasing decisions increasingly rely on content presentation, particularly video demonstrations.
By 2025, brands must prioritize: 360° product displays Try-on videos (live models or 3D) Fabric detail close-ups Multi-size model fittings Story-based content marketing
For B2B buyers, high-quality lingerie product videos and OEM showcase videos build trust and boost online inquiry conversion rates.
VI. New Generation Consumers Prefer More “Layered” and “Cross-Scenario” Usage
By 2025, lingerie consumption motivations will become more “layered”:
- Emotional purchases: Wanting to look good on special occasions - Functional purchases: Sports, lift, seamless, shaping - Identity purchases: Eco-consciousness, self-expression, contextual aesthetics - Scenario-based purchases: Home, travel, work, dates
This requires brands to develop more comprehensive product matrices, covering everything from sexy lingerie and sheer lingerie sets to seamless bras and everyday comfort underwear.
For B2B enterprises, building “series-based product lines” will attract mid-to-large-scale buyers more effectively than “single hit products.”
VII. How Should Brands Position Themselves for 2025? To secure market growth by 2025, brands should implement the following strategies:
(1) Product Line Strategy Maintain evergreen staple items Expand sustainable collections Introduce plus-size and activewear innovations Quarterly updates with new lace designs and silhouettes
(2) Supply Chain Planning Partner with established suppliers offering OEM/ODM lingerie services Implement inventory control with small-batch, quick-turn strategies Enhance supply chain visibility management
(3) Branding & Marketing Strengthen product video content
