Marketing In The Lingerie Industry Statistics

4 in 5 consumers consider sustainability when making purchasing decisions (relevant to sustainable lingerie positioning). [1]

67% of consumers consider sustainability when buying products (sustainability positioning). [1]

85% of consumers believe sustainability is important (brand messaging). [2]

76% of consumers say they are more likely to buy from brands that support cause marketing (cause/values branding). [3]

Purpose-driven brands can increase revenues by 4% (purpose/branding claim from Nielsen/Harvard referenced research). [4]

64% of consumers want brands to take a stand on issues important to them (values alignment). [5]

62% of consumers say they would switch to a brand that supports good causes (cause switching). [6]

73% of consumers said they would buy products with sustainability claims if those claims are trustworthy (trust requirement). [7]

40% of consumers say that they are willing to pay more for sustainable products (sustainable premium). [8]

39% of consumers say they actively look for sustainable products (discovery behavior influenced by branding). [9]

55% of consumers prefer to shop with brands that align with their values (brand-value fit). [10]

58% of consumers say diversity is an important factor when choosing brands (inclusive marketing positioning). [11]

60% of consumers say they expect brands to be inclusive in advertising (inclusive expectation). [12]

34% of consumers have changed brands due to diversity and inclusion issues (reputation/positioning impact). [13]

A 2022 survey found 73% of women say lingerie should be marketed in a body-positive way (body positivity expectation). [14]

Body confidence is cited as a key driver for women’s lingerie purchasing behavior in consumer insights (industry consumer insight). [15]

80% of women say they want inclusive sizing in lingerie (size inclusivity demand). [16]

62% of women want more diverse models in lingerie ads (representation demand). [17]

56% of women say they are more likely to buy lingerie from brands that offer extended sizes (size offering marketing). [18]

67% of consumers say it’s important that brands reflect their personal identity (brand identity fit). [19]

53% of consumers say they feel more connected to brands that post about social issues (connection from messaging). [20]

48% of consumers trust brand stories more than brand ads (storytelling trust). [21]

57% of consumers say brand authenticity is important when deciding which brands to support (authenticity). [22]

33% of consumers think influencer marketing is authentic (authenticity perception). [23]

38% of consumers say they follow fashion/lingerie brands for inspiration (brand-following motive). [24]

41% of consumers follow brands on social media for discounts/promotions (deal motive). [25]

44% of consumers follow brands for product launches (newness/innovation motive). [26]

35% of consumers follow brands for lifestyle inspiration (contextual lifestyle positioning). [27]

In a consumer survey, 47% said they bought because the brand’s message resonated with them (messaging resonance). [28]

In an Ipsos survey, 56% of consumers say they prefer brands that use inclusive language (inclusive communication). [29]

Average return rate for apparel purchased online is high (often 20%–30%), impacting lingerie marketing incentives (industry benchmark). [30]

Many apparel retailers report return rates in the 20% range for online orders (benchmark). [31]

Consumers who use mobile apps for shopping were 57% in 2023 (marketing targeting to drive lingerie purchases via mobile). [32]

In a 2023 survey, 60% of US consumers say product reviews influence their purchase decisions. [33]

BrightLocal survey: 73% of consumers rely on reviews to determine the quality of a business/product. [33]

53% of shoppers say they will not buy if there are no reviews (consumer behavior metric). [33]

81% of consumers trust recommendations from friends and family (word-of-mouth impact relevant to lingerie community marketing). [34]

70% of consumers trust online reviews as much as personal recommendations (Nielsen Trust in advertising report). [34]

66% of consumers say they prefer to learn about brands through content rather than ads (content marketing behavior). [35]

In a 2022 survey, 65% of consumers said they want more personalized shopping experiences. [36]

Salesforce State of the Connected Customer: 84% of consumers say being treated like a person, not a number, is important. [36]

Salesforce: 51% of shoppers expect personalization to get them to buy. [36]

42% of consumers are more likely to purchase when brands provide product recommendations (personalization conversion driver). [37]

38% of consumers say they will abandon a website if it doesn’t load quickly (site speed impacts lingerie conversion). [38]

Google Think with Google: 53% of mobile site visitors leave a page that takes longer than 3 seconds to load. [39]

61% of consumers are more likely to buy from a site that is mobile-friendly (mobile marketing conversion). [40]

79% of shoppers conduct product research online before buying in-store (omnichannel research behavior). [41]

82% of consumers read online reviews before buying local services/products (review influence). [33]

22% of consumers say they use social networks to research products (social commerce discovery). [42]

33% of consumers are influenced by Instagram for shopping decisions (platform influence). [43]

34% of consumers say they bought something after seeing an influencer recommend a product (influencer impact). [44]

49% of consumers say they’ve changed their mind about a product after seeing someone on YouTube explain it (video explanation effect). [45]

60% of marketers say generating traffic and leads is their top challenge (context for lingerie lead-gen campaigns). [46]

44% of marketers say managing the quality of leads is their biggest challenge (lead quality in lingerie funnels). [46]

Consumers who see a brand’s ad on social media are 2.4x more likely to visit the brand’s website (ad-to-site behavior). [47]

Email marketing has an average ROI of 36:1 (email as a conversion driver). [48]

MarketingSherpa: 4–5% is a typical email newsletter click-through rate benchmark for many industries (CTR benchmark). [49]

Mailchimp reports typical average email open rates around 21%–27% depending on industry/segment (open rate benchmark). [50]

A 2023 global survey found 70% of consumers expect brands to respond quickly to customer service requests (support responsiveness impacts conversion). [51]

35% of consumers say they will pay more for brands that provide a better customer experience (experience premium). [52]

45% of shoppers abandon carts due to hidden costs (checkout friction relevant to lingerie promotions and returns). [53]

27% of users abandon a purchase if shipping costs are too high (shipping/promo conversion). [53]

22% abandon due to slow delivery time (delivery promise influences lingerie purchase). [53]

17% of cart abandoners leave due to payment method issues (checkout friction). [53]

61% of marketers say that video is the type of content with the best ROI (video marketing effectiveness). [54]

91% of businesses use video as a marketing tool (video adoption). [54]

54% of consumers want to see more video content from brands (demand). [54]

85% of social media videos are watched without sound (caption/subtitle importance). [55]

Facebook/Meta reports average click-through rate (CTR) for ads in the fashion/retail vertical around 1% (general ad benchmark). [56]

WordStream: average Facebook ad CTR across all industries is about 0.9% (benchmark). [56]

WordStream: average Facebook ad CPC across all industries is about $1.72 (benchmark). [56]

Google’s benchmark data indicates average search CTR is around 3.17% (benchmark for search ads). [57]

WordStream: average Google Ads CTR across all industries is 3.17% (benchmark). [57]

WordStream: average Google Ads CPC across all industries is $1.20 (benchmark). [57]

Google Ads benchmarks show average conversion rate for search ads about 4.40% (benchmark). [57]

Mailchimp: average email open rates for e-commerce/retail are around 26% (benchmark). [50]

Mailchimp: average email click rate for e-commerce/retail is around 1.2%–2.0% (benchmark). [50]

Klaviyo consumer benchmarks: email conversion rate benchmarks for ecommerce are often in the range of 0.5%–2% depending on list quality (benchmark). [58]

Shopify merchant benchmarks: average conversion rate for ecommerce typically ranges 1%–3% (general performance benchmark). [59]

BigCommerce reports typical ecommerce conversion rates are between 1% and 3% (benchmark). [60]

Google: 53% of mobile users leave a page if it takes longer than 3 seconds to load (mobile landing page performance). [61]

Google: speed improvements can reduce bounce rate by up to 30% (site speed performance). [62]

Meta: app install ads drive lower funnel performance; average cost per install benchmarks vary but often in cents to low dollars depending on audience (benchmark context). [63]

TikTok reports that ads delivered via Spark Ads can increase ROI (platform capability metric). [64]

Fashion/beauty brands allocate significant portions of budgets to social commerce and influencer channels (spend allocation statement). [65]

Performance marketing: average ROAS benchmark for Facebook/Instagram typically ranges 2x–4x for many ecommerce verticals (benchmark claim). [66]

For fashion ecommerce, conversion rate can be improved with retargeting ads; typical benchmark CTR for retargeting is 0.9%–1.5% (benchmark). [56]

Retargeting can increase conversion rates by 2x (industry benchmark). [67]

Email segmentation can improve revenue by up to 760% (segmentation impact). [68]

Personalized product recommendations can increase revenue by 10% or more (personalization impact). [69]

Dynamic product ads can increase CTR by up to 14% (DPAs benchmark claim). [70]

Google Ads: dynamic search ads use crawling to target ads for relevant pages (ad automation). [71]

Google Ads: advertisers can use customer match to target audiences with email/phone data (audience targeting feature). [72]

Google Merchant Center allows feed-based product listings for shopping ads (feed-based marketing). [73]

Paid search share of traffic for ecommerce brands is commonly 20%–30% (channel mix benchmark). [74]

On average, 50% of shoppers who visit an ecommerce site are new visitors (newness benchmark). [75]

57% of marketers say they measure results for every campaign (measurement maturity). [76]

61% of marketers measure ROI (measurement metric). [76]

44% of marketers say they use marketing automation (automation adoption). [76]

39% of marketers say they are not using marketing automation (gap metric). [76]

33% of marketers say they are investing in AI for marketing (AI adoption). [69]

52% of consumers say they are more likely to buy after watching product videos (video influences purchase). [54]

Wyzowl: 83% of marketers say video is important for their business (importance). [54]

The average TikTok engagement rate across industries is about 5% (engagement benchmark). [77]

TikTok users spend an average of 23.3 hours per month in app (time spent context for ad placement). [78]

Instagram Reels average watch time is increasing; a report shows users watch Reels videos for ~20 seconds on average (engagement benchmark). [79]

Pinterest marketing: 83% of weekly Pinners say Pinterest helps them plan purchases (planning behavior via platform). [80]

Pinterest: 72% of weekly Pinners say Pinterest helps them discover new products. [81]

Pinterest: 60% of weekly Pinners say Pinterest helps them shop in categories they are interested in. [82]

Shoppable posts/links on Instagram are an important driver for fashion commerce (platform capability). [83]

Facebook Shops allows businesses to sell products on their Facebook/Instagram storefront (social commerce). [84]

Meta Business Suite supports catalog-based product advertising (catalog usage). [85]

Influencer marketing industry: in 2023, global influencer marketing spend exceeded USD 21.1 billion (spend scale for campaigns including lingerie). [86]

Influencer Marketing Hub benchmark report: global influencer marketing industry size was USD 21.1B in 2023. [86]

Influencer marketing spend is forecast to reach USD 24.1B in 2024. [86]

Influencer Marketing Hub: 60% of marketers say influencer marketing is effective. [86]

Influencer Marketing Hub: 13% of marketers say influencer marketing is very effective. [86]

Influencer Marketing Hub: marketers plan to increase influencer marketing budgets in 2024 (growth intent) (percentage stated in report). [86]

67% of marketers use influencer marketing for brand awareness (usage metric). [87]

41% of marketers use influencer marketing to drive sales (usage metric). [87]

38% of marketers use influencer marketing for product launches. [87]

32% of marketers use influencer marketing for social engagement. [87]

As of 2022, Instagram is used by 86% of influencer marketers as an influencer platform (platform usage metric). [88]

As of 2022, TikTok is used by 48% of influencer marketers as an influencer platform. [88]

As of 2022, YouTube is used by 69% of influencer marketers as an influencer platform. [88]

As of 2022, Facebook is used by 34% of influencer marketers as an influencer platform. [88]

As of 2022, blogs are used by 22% of influencer marketers as an influencer platform. [88]

As of 2022, WhatsApp is used by 17% of influencer marketers as a platform. [88]

57% of marketers find influencer marketing difficult to measure (measurement challenge). [86]

59% of marketers believe influencer marketing is the best marketing strategy for reaching new audiences (belief metric). [86]

43% of marketers say measuring ROI is the top challenge in influencer marketing (measurement). [86]

27% of marketers say their influencer marketing budget is 10% or less of total marketing spend (budget distribution). [86]

6% of marketers say their influencer marketing budget is 30% or more of total marketing spend (budget distribution). [86]

A 2019 study: influencer marketing has 11x higher ROI than traditional forms of digital marketing (commonly cited figure). [89]

49% of consumers depend on influencer content for recommendations (influencer reliance). [90]

70% of Gen Z purchase based on social media referrals (influencer/UGC effect). [91]

84% of consumers say they trust influencer content (trust metric). [91]

YouTube is the second most used platform for influencer marketing (platform ranking metric). [88]

Amazon influencer program: influencers can earn commissions on qualified purchases; (program adoption metric may not be lingerie-specific). [92]

Shopify Collabs program enables brands to create affiliate partnerships (partnership marketing mechanism). [93]

RewardStyle/LTK creator partnership network connects creators and brands via affiliate commissions (partnership channel). [94]

The global branded lingerie e-commerce and DTC creator commerce spend continues to grow with affiliate programs (channel growth context). [95]

LTK reports creators can earn commission rates set by participating brands (commission model). [96]

Global lingerie market size was valued at USD 38.7 billion in 2022 and is projected to reach USD 74.9 billion by 2032 (CAGR 6.8% from 2023–2032). [97]

The global lingerie market is forecast to grow at a CAGR of 6.8% from 2023 to 2032. [97]

The US intimate apparel/lingerie market generated about USD 17.8 billion in 2023. [98]

The US intimate apparel/lingerie market was projected to reach about USD 18.7 billion by 2024. [98]

In the UK, the lingerie market size was estimated at GBP 3.1 billion in 2023. [99]

In France, the lingerie market size was estimated at EUR 2.6 billion in 2023. [100]

In Germany, the lingerie market size was estimated at EUR 3.3 billion in 2023. [101]

In Italy, the lingerie market size was estimated at EUR 1.5 billion in 2023. [102]

In Spain, the lingerie market size was estimated at EUR 1.6 billion in 2023. [103]

In Canada, the lingerie market size was estimated at CAD 1.9 billion in 2023. [104]

The global lingerie market is expected to grow from USD 38.7 billion (2022) to USD 74.9 billion by 2032. [97]

The market is segmented by type and distribution channel, including online and offline lingerie sales. [97]

The lingerie market is forecast to be driven by factors including increasing consumer demand for premium products and growth of e-commerce. [97]

Online penetration for underwear/lingerie in Europe (share of online sales in intimate apparel) was 20.9% in 2023. [105]

Online penetration for underwear/lingerie in Europe increased to 23.0% in 2024 (forecast). [105]

In the US, ecommerce sales of lingerie/underwear were projected to reach about USD 2.9 billion in 2024. [106]

In the US, ecommerce sales of lingerie/underwear are projected to reach about USD 4.3 billion by 2028. [106]

In the UK, ecommerce sales of lingerie/underwear were projected to reach about GBP 0.9 billion in 2024. [107]

In the UK, ecommerce sales of lingerie/underwear are projected to reach about GBP 1.3 billion by 2028. [107]

In France, ecommerce sales of lingerie/underwear were projected to reach about EUR 0.7 billion in 2024. [108]

In France, ecommerce sales of lingerie/underwear are projected to reach about EUR 1.0 billion by 2028. [108]

In Germany, ecommerce sales of lingerie/underwear were projected to reach about EUR 1.0 billion in 2024. [109]

In Germany, ecommerce sales of lingerie/underwear are projected to reach about EUR 1.6 billion by 2028. [109]

In Spain, ecommerce sales of lingerie/underwear were projected to reach about EUR 0.2 billion in 2024. [110]

In Spain, ecommerce sales of lingerie/underwear are projected to reach about EUR 0.3 billion by 2028. [110]

In Italy, ecommerce sales of lingerie/underwear were projected to reach about EUR 0.4 billion in 2024. [111]

In Italy, ecommerce sales of lingerie/underwear are projected to reach about EUR 0.6 billion by 2028. [111]

In Australia, the lingerie market size was estimated at AUD 1.5 billion in 2023. [112]

In Japan, the lingerie market size was estimated at JPY 1.6 trillion in 2023. [113]

The global intimate apparel market is forecast to reach USD 71.3 billion by 2030 (umbrella metric that includes lingerie/underwear categories). [114]

Grand View Research forecast indicates a CAGR of 5.5% for the intimate apparel market from 2024 to 2030. [114]

Online advertising spending by lingerie/underwear brands has trended upward in recent years (industry-level growth factor). [115]

In-store lingerie shoppers spend more time when brands provide personalized fitting and recommendations (industry report metric). [116]

The global ecommerce share of total retail sales was about 19% in 2023 (used as a proxy for lingerie e-commerce momentum in marketing planning). [117]

Ecommerce sales growth in 2023 accelerated in North America (context for lingerie DTC marketing). [118]

US intimate apparel/lingerie retail sales (all channels) totaled about USD 18.1B in 2024 (estimate). [98]

EU online apparel buyers are increasingly influenced by social media; in 2022, 27% of consumers used social media for product discovery (relevant to lingerie marketing). [119]

Global lingerie market was 38.7B in 2022 (Fortune Business Insights) [97]

The lingerie market forecast suggests growth driven by expanding product portfolios (bras, underwear, shapewear, swimwear/lingerie) (market drivers). [97]

Leading lingerie e-commerce categories include bras and shapewear (category breakdown noted in market reports). [97]