Customer behavior and fashion trends evolve at an unprecedented pace. Nowhere is this more evident than in the Italian lingerie market. From economic influences to social media-driven trends, a multitude of factors shape the industry, reflecting a broader cultural shift towards inclusivity, comfort, personalization, and sustainability.
Italian Lingerie Market Size and Structure
The lingerie market in Italy increased at a compound annual growth rate (CAGR) of 6.08%. As a result, it reached 2.85 billion EUR in 2022.
The consumption per capita of lingerie in Italy showed an overall increase in the period 2018-2022. Until 2022, it grew at a CAGR of 7.03% to reach 91.452 EUR per capita.
Broken down by product types, the lingerie market in Italy was led by bras. The product type accounted for 35.1% of the total market value in 2022. It was followed by underwear (26.9%), nightwear (21.4%), and socks and other hosiery (16.7%).
In 2022, the Italian lingerie market was dominated by size M, which accounted for 22.4% of the total volume. That left 77.6% to all other lingerie sizes in the same year.
Broken down by retail distribution channels, the lingerie market in Italy was led department stores, which recorded a 38.5% share of the total volume in 2022. That left 61.5% of the market volume to all other distribution channels.
Imports and Exports of Lingerie in Italy
The imports of lingerie to Italy in the period 2018-2022 grew at a CAGR of 6.79% to reach 997.80 million EUR.
The exports of lingerie from Italy in the period 2018-2022 grew at a CAGR of 5.76% to reach 772.22 million EUR.
As a result, the trade balance of lingerie in Italy was negative and recorded an overall increase during the analyzed period. Until 2022, the trade balance increased at a CAGR of 10.77% to reach -225.58 million EUR.
Key Trends in the Italian Lingerie Market
Economic uptick
The Italian economy, the eighth largest globally and the third largest in the European Union, has shown remarkable resilience. Following a GDP surge of 7% in 2021 and further growth of 3.7% in 2022, consumer confidence increased significantly.
This economic stability allowed for a rise in disposable income, enabling consumers to spend more on lingerie. Popular specialist stores such as La Perla, Intimissimi, Yamamay, and Calzedonia capitalized on the trend, bolstering the retail sector and driving growth in the lingerie market.
Inclusivity and body positivity
Inclusivity is a key trend driving the Italian lingerie market. The body positivity movement drives demand for more diverse sizing options and better representation in marketing campaigns. Brands now offer a broader range of sizes and use diverse models to reflect the varied shapes, sizes, ethnicities, and gender identities of their customers. Niche brands like Chite Milano embraced this ideology by promoting self-acceptance and empowerment through their products and social media presence.
Comfort-focused
Comfort is now a higher priority for consumers, especially with the shift towards remote working. Non-wired bras, bralettes, and sports bras grew in popularity, reflecting a move away from traditional bust-emphasizing styles.
Furthermore, the lingerie market in Italy moves towards multifunctional and versatile designs that can transition from intimate wear to outerwear, with bralettes often styled as visible layers in everyday outfits.
Technology innovations
Technology plays a pivotal role in the lingerie market in Italy. Smart fabrics, 3D printing, and wearable technology enhance lingerie comfort, fit, and functionality. Smart fabrics can respond to environmental stimuli, offering features like color change and temperature regulation.
Augmented reality is also in use by some Italian brands to provide virtual try-on experiences. Thus, enhancing the online shopping journey and allowing customers to better visualize products before purchasing.
Key Drivers in the Italian Lingerie Market
Social media influences
Social media platforms like Instagram and TikTok are essential for the marketing of lingerie. Influencers, particularly those advocating for body positivity, reshape beauty standards and consumer preferences. By showcasing a variety of body shapes and sizes, they challenge traditional norms and empower individuals to embrace their unique bodies. Such direct engagement allows brands to receive instant feedback and adapt quickly to changing trends.
Furthermore, the rise of digitally native lingerie brands reshapes the lingerie market in Italy. These brands operate primarily online and focus on direct-to-consumer relationships, subscriptions, and exceptional customer experiences. The growing use of the Internet as a sales channel levels the playing field and emphasizes product differentiation.
Moreover, e-commerce platforms utilize augmented reality technology to allow customers to virtually try on products, enhancing the online shopping experience. Personalization engines also tailor the shopping journey, providing different homepage experiences based on the customer’s purchase stage.
Personalized lingerie
Personalized lingerie is growing in the Italian lingerie market. Consumers seek to tailor their purchases to their unique preferences. Brands like Chite Milano offer customization options, allowing customers to choose their own sizes, styles, and colors. The trend enhances the shopping experience by fostering a sense of individuality and self-expression, moving away from one-size-fits-all norms.
Sustainability
Sustainability is increasingly important to Italian consumers. While it is not yet the primary driver for purchases, demand for sustainable and ethically sourced materials continues to grow. Lingerie brands adopt organic cotton, recycled fabrics, and other eco-friendly textiles to meet these expectations. Consumers also desire transparency in supply chain practices, which emphasize fair labor practices and ethical sourcing.
Forecast for the Lingerie Market in Italy
Under the base forecast scenario, the Italian economy is expected to show steady growth in the medium term. As a result, the Italian lingerie market is expected to reach 3.82 billion EUR by 2028.
If the Italian economy does not reach expectations, it will show declining rates in the medium term. In this case, the lingerie market in Italy will fall to 2.52 billion EUR by 2028.
If the Italian economy exceeds expectations, the lingerie market in Italy is forecast to reach 4.40 billion EUR by 2028.
