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Southeast Asia Lingerie Market

Published Date: January, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 160
Forecast Year: 2024-2032

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Market Overview:

The Southeast Asia lingerie market is witnessing significant growth driven by evolving fashion trends, increasing disposable incomes, and growing awareness about intimate apparel. Lingerie, once considered a basic necessity, has transformed into a fashion statement, with consumers seeking comfort, style, and functionality in their undergarments. This market encompasses a wide range of products, including bras, panties, shapewear, sleepwear, and loungewear, catering to diverse consumer preferences across Southeast Asian countries.


Lingerie refers to intimate apparel worn by individuals, primarily women, underneath their outer clothing. It includes a variety of garments designed to provide support, comfort, and aesthetic appeal. Lingerie serves both practical and aesthetic purposes, offering functionality in terms of support and shaping while also allowing individuals to express their personal style and confidence.

Executive Summary:

The Southeast Asia lingerie market is experiencing robust growth fueled by factors such as changing fashion preferences, increasing brand consciousness, and rising demand for premium and specialized products. Market players are focusing on product innovation, expanding their distribution networks, and leveraging digital platforms to reach a wider audience. Despite challenges such as price sensitivity and cultural norms, the lingerie market in Southeast Asia presents lucrative opportunities for industry participants to capitalize on the region’s growing consumer base and evolving preferences.

Key Market Insights:

  1. Changing Fashion Trends: Southeast Asian consumers are embracing diverse lingerie styles, including minimalist designs, bold colors, and intricate lace detailing. Brands offering a mix of classic and trendy designs cater to the varying tastes of consumers across different age groups and demographics.
  2. Rising E-commerce Penetration: The proliferation of e-commerce platforms has revolutionized the lingerie retail landscape in Southeast Asia. Online shopping offers convenience, privacy, and a wider selection of products, driving significant growth in online lingerie sales.
  3. Growing Demand for Inclusive Sizing: There is a growing demand for lingerie brands that offer inclusive sizing options to cater to a diverse range of body types and preferences. Brands focusing on body positivity and inclusivity are gaining popularity among consumers seeking lingerie that fits and flatters their bodies.
  4. Preference for Sustainable and Ethical Practices: Southeast Asian consumers are increasingly prioritizing sustainability and ethical production practices when choosing lingerie brands. Companies adopting eco-friendly materials, transparent supply chains, and fair labor practices are gaining traction in the market.

Market Drivers:

  1. Rising Disposable Incomes: Increasing disposable incomes in Southeast Asia have led to higher spending on apparel, including lingerie. As consumers become more affluent, they are willing to invest in premium and designer lingerie brands, driving market growth.
  2. Fashion Influences from Western Markets: Western fashion trends, particularly those from Europe and North America, heavily influence lingerie preferences in Southeast Asia. The desire to emulate Western fashion styles and trends has contributed to the growing demand for fashionable and premium lingerie products.
  3. Growing Awareness and Body Positivity: There is a growing awareness about body positivity and self-confidence, leading individuals to prioritize comfort and fit when choosing lingerie. Brands promoting body positivity and offering inclusive sizing options are resonating with consumers seeking lingerie that makes them feel confident and empowered.
  4. Expanding Retail Infrastructure: The expansion of retail infrastructure, including shopping malls, specialty lingerie stores, and department stores, has increased accessibility to lingerie products across urban and rural areas in Southeast Asia. This improved accessibility is driving sales and market penetration.

Market Restraints:

  1. Cultural Sensitivities: Cultural norms and conservative attitudes towards lingerie in some Southeast Asian countries pose challenges for market expansion. Brands need to navigate cultural sensitivities and adapt their marketing strategies to resonate with local preferences and values.
  2. Price Sensitivity: Price sensitivity among consumers, particularly in emerging markets, can limit the growth potential of premium lingerie brands. Balancing quality, affordability, and brand positioning is essential to appeal to a broad spectrum of consumers in Southeast Asia.
  3. Counterfeit Products: The prevalence of counterfeit lingerie products in Southeast Asia poses a threat to the market, undermining consumer trust and brand integrity. Authenticity and brand reputation are crucial for establishing a competitive advantage in the market.
  4. Supply Chain Disruptions: Disruptions in the global supply chain, such as raw material shortages, logistics challenges, and production delays, can impact the availability and pricing of lingerie products in Southeast Asia. Companies need to implement robust supply chain management strategies to mitigate risks and ensure product availability.

Market Opportunities:

  1. Expansion of Online Retail Channels: The continued expansion of online retail channels presents significant growth opportunities for lingerie brands in Southeast Asia. Investing in e-commerce platforms, digital marketing, and omnichannel strategies can help brands reach a wider audience and capitalize on the growing trend of online shopping.
  2. Focus on Customization and Personalization: Offering customizable and personalized lingerie options allows brands to cater to individual preferences and sizes, enhancing the overall shopping experience for consumers. Customization services, such as made-to-measure fittings and personalized styling recommendations, can differentiate brands in the market.
  3. Innovations in Material Technology: Innovations in material technology, such as moisture-wicking fabrics, antimicrobial properties, and seamless construction, offer opportunities for brands to introduce functional and performance-driven lingerie products. Addressing consumer needs for comfort, durability, and hygiene can drive product innovation and market differentiation.
  4. Expansion into Niche Segments: Exploring niche segments, such as maternity lingerie, activewear-inspired intimates, and sustainable lingerie collections, allows brands to tap into specialized consumer preferences and market segments. Diversifying product offerings and addressing underserved markets can lead to new growth opportunities.

Market Dynamics:

The Southeast Asia lingerie market operates in a dynamic environment shaped by evolving consumer preferences, fashion trends, and market dynamics. Key dynamics influencing the market include:

  1. Consumer Empowerment: Consumers are increasingly empowered to make informed purchasing decisions, driving demand for lingerie brands that align with their values, preferences, and lifestyles.
  2. Brand Differentiation: Brand differentiation through product innovation, marketing strategies, and brand positioning is essential for standing out in a competitive market landscape.
  3. Digital Transformation: The digital transformation of the lingerie retail sector, including online shopping platforms, social media marketing, and influencer collaborations, is reshaping consumer engagement and brand-consumer interactions.
  4. Shift towards Sustainability: There is a growing shift towards sustainability and ethical production practices in the lingerie industry, driven by consumer demand for transparency, accountability, and environmental consciousness.

Regional Analysis:

The Southeast Asia lingerie market exhibits regional variations influenced by factors such as cultural norms, economic development, and consumer preferences. Let’s explore some key regions:

  1. Indonesia: Indonesia represents one of the largest and fastest-growing lingerie markets in Southeast Asia, driven by a youthful population, increasing urbanization, and rising disposable incomes. Consumers in Indonesia prioritize affordability, comfort, and fashionable designs when choosing lingerie products.
  2. Thailand: Thailand’s lingerie market is characterized by a blend of traditional and modern influences, with consumers seeking both classic and trendy lingerie styles. The market is driven by urbanization, Western fashion influences, and the growing popularity of online shopping platforms.
  3. Malaysia: Malaysia’s lingerie market is influenced by diverse cultural influences, with consumers seeking lingerie products that cater to varying preferences and body types. The market offers opportunities for brands to introduce inclusive sizing options, sustainable practices, and innovative product features.
  4. Vietnam: Vietnam’s lingerie market is experiencing rapid growth driven by urbanization, changing lifestyles, and increasing consumer awareness. The market presents opportunities for brands to introduce affordable yet stylish lingerie options tailored to the preferences of Vietnamese consumers.
  5. Philippines: The Philippines’ lingerie market is characterized by a mix of traditional and modern preferences, with consumers valuing comfort, affordability, and fashionable designs. Brands focusing on digital marketing and e-commerce strategies can capitalize on the country’s growing online shopping trend.

Competitive Landscape:

The Southeast Asia lingerie market is highly competitive, with both local and international brands vying for market share. Key players in the market include:

  1. Triumph International
  2. Wacoal Corporation
  3. La Senza
  4. Victoria’s Secret
  5. Hanesbrands Inc.
  6. Calvin Klein Inc.
  7. Adore Me
  8. MAS Holdings
  9. L Brands, Inc.
  10. Bonds (Pacific Brands)

These companies compete based on factors such as brand reputation, product innovation, pricing strategies, and marketing initiatives. The competitive landscape is dynamic, with brands constantly adapting to changing consumer preferences and market trends.


The Southeast Asia lingerie market can be segmented based on various factors:

  1. Product Type:
    • Bras
    • Panties
    • Shapewear
    • Sleepwear
    • Loungewear
    • Others
  2. Distribution Channel:
    • Online Retail
    • Specialty Stores
    • Department Stores
    • Hypermarkets/Supermarkets
    • Others
  3. Price Range:
    • Affordable/Value
    • Mid-Range
    • Premium
  4. Demographics:
    • Women’s Lingerie
    • Men’s Lingerie

Segmentation allows brands to tailor their strategies to specific market segments, providing targeted offerings and addressing the unique preferences of different consumer groups.

Category-wise Insights:

  1. Bras:
    • Bras represent a significant segment within the lingerie market, with consumers seeking a variety of styles, including push-up bras, sports bras, and wireless bras. The demand for inclusive sizing and innovative features, such as adjustable straps and moisture-wicking fabrics, drives product differentiation in this category.
  2. Panties:
    • Panties encompass a range of styles, from briefs to thongs, catering to diverse consumer preferences. Sustainable materials, seamless construction, and attractive designs are key factors influencing purchasing decisions in the panties category.
  3. Shapewear:
    • Shapewear is gaining popularity among consumers seeking body contouring solutions. Brands offering comfortable and breathable shapewear with innovative features, such as targeted compression zones and seamless construction, are well-positioned in this segment.
  4. Sleepwear:
    • Sleepwear includes a variety of nightgowns, pajama sets, and loungewear designed for comfort and style. The demand for breathable fabrics, attractive designs, and inclusive sizing options contributes to the growth of the sleepwear segment.
  5. Loungewear:
    • Loungewear has become a significant category as consumers seek comfortable yet stylish options for casual wear. Soft fabrics, versatile designs, and athleisure-inspired loungewear contribute to the popularity of this category.

Key Benefits for Industry Participants and Stakeholders:

  1. Diverse Revenue Streams: Industry participants can benefit from diversifying their product offerings to include a range of lingerie categories, catering to different consumer needs and preferences.
  2. E-commerce Growth Opportunities: Embracing e-commerce channels provides industry participants with opportunities for growth, reaching a wider audience, and enhancing brand visibility in the competitive market.
  3. Innovative Marketing Strategies: Implementing innovative marketing strategies, including influencer collaborations, social media campaigns, and experiential marketing, can help industry participants engage with consumers and build brand loyalty.
  4. Sustainable Practices: Adopting sustainable and ethical practices, including eco-friendly materials and transparent supply chains, not only appeals to environmentally conscious consumers but also contributes to long-term brand reputation and success.
  5. Consumer Education: Providing educational resources about proper sizing, care instructions, and the importance of quality materials can enhance the overall consumer experience and build trust in the brand.

SWOT Analysis:

A SWOT analysis provides an overview of the Southeast Asia lingerie market’s strengths, weaknesses, opportunities, and threats:

  1. Strengths:
    • Growing consumer base and increasing disposable incomes
    • Embrace of diverse lingerie styles and fashion trends
    • Expansion of online retail channels and digital marketing strategies
  2. Weaknesses:
    • Cultural sensitivities impacting market expansion
    • Price sensitivity among consumers in certain markets
    • Presence of counterfeit products undermining brand integrity
  3. Opportunities:
    • Expansion of online retail channels and e-commerce growth
    • Focus on customization and personalization in product offerings
    • Innovations in material technology and sustainability practices
  4. Threats:
    • Cultural norms and conservative attitudes impacting market acceptance
    • Price competition and the challenge of balancing affordability with quality
    • Supply chain disruptions affecting product availability and pricing

Understanding these factors through a SWOT analysis helps industry participants formulate strategies that leverage strengths, address weaknesses, capitalize on opportunities, and mitigate potential threats.

Market Key Trends:

  1. Inclusive Sizing: The demand for inclusive sizing options is a key trend, with consumers seeking lingerie brands that offer a wide range of sizes to cater to diverse body types.
  2. Digital Influencer Collaborations: Collaborations with digital influencers, celebrities, and fashion influencers are prevalent, with brands leveraging social media platforms to reach and engage with their target audience.
  3. Sustainability Focus: Sustainability remains a significant trend, with consumers prioritizing eco-friendly materials, transparent supply chains, and ethical production practices in their purchasing decisions.
  4. Technology Integration: Integration of technology, such as virtual fitting rooms and augmented reality experiences, enhances the online shopping experience for consumers, providing a virtual try-on option for lingerie products.

Covid-19 Impact:

The Covid-19 pandemic has had several impacts on the Southeast Asia lingerie market:

  1. Shift in Consumer Behavior: The pandemic led to a shift in consumer behavior, with increased emphasis on comfort and casual wear, impacting the demand for loungewear and sleepwear.
  2. Acceleration of E-commerce: The closure of physical retail stores during lockdowns accelerated the growth of e-commerce, with consumers turning to online platforms for lingerie purchases, leading to a digital transformation in the industry.
  3. Supply Chain Disruptions: Disruptions in the global supply chain, including manufacturing delays and logistics challenges, affected the availability of certain lingerie products in the market.
  4. Focus on Health and Well-being: The pandemic increased the focus on health and well-being, with consumers seeking lingerie that prioritizes comfort, breathable fabrics, and versatile designs suitable for both indoor and outdoor activities.

Key Industry Developments:

  1. Technological Innovations: Industry players are investing in technological innovations, including virtual fitting rooms and AI-driven personalized recommendations, to enhance the online shopping experience for consumers.
  2. Sustainable Initiatives: Many lingerie brands are adopting sustainable initiatives, such as using eco-friendly materials, reducing packaging waste, and implementing ethical production practices, aligning with the growing demand for sustainable fashion.
  3. Inclusive Marketing Campaigns: Inclusive marketing campaigns that celebrate diversity in body types, ages, and ethnicities are becoming prevalent, resonating with consumers and promoting body positivity.
  4. Expansion of Men’s Lingerie: The expansion of men’s lingerie collections, including loungewear and intimate apparel, reflects changing gender norms and preferences in the Southeast Asian market.

Analyst Suggestions:

  1. Digital Transformation: Industry participants should prioritize digital transformation, including robust e-commerce platforms, mobile apps, and engaging online content, to meet the evolving preferences of tech-savvy consumers.
  2. Inclusive Sizing Strategies: Brands should implement inclusive sizing strategies, offering a diverse range of sizes to cater to different body types and promote inclusivity.
  3. Sustainable Practices: Sustainability should be a core focus, with brands adopting eco-friendly materials, ethical production practices, and transparent supply chains to appeal to environmentally conscious consumers.
  4. Brand Collaborations: Collaborations with influencers, celebrities, and digital personalities can enhance brand visibility and reach new audiences, especially among younger consumers who are influenced by social media.

Future Outlook:

The Southeast Asia lingerie market is poised for continued growth, driven by factors such as increasing consumer awareness, fashion-consciousness, and the expansion of online retail channels. The industry’s future will be shaped by innovations in product offerings, sustainable practices, and the ability of brands to adapt to changing market dynamics and consumer expectations.


The Southeast Asia lingerie market represents a dynamic and evolving industry, influenced by cultural nuances, changing fashion trends, and consumer preferences. Despite challenges such as cultural sensitivities and price competition, the market offers significant opportunities for brands to differentiate themselves through innovative products, digital strategies, and a focus on sustainability. By understanding the unique characteristics of each market within Southeast Asia and tailoring strategies accordingly, industry participants can navigate the competitive landscape and thrive in this vibrant and growing sector.

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