What's Inside

Driven by shifting consumer expectations and evolving lifestyle choices, the US women’s intimates industry shows distinct signs of opportunity. In this report, we discuss four growth opportunities in the US women’s underwear market:

1. Market shifts away from traditional retail
2. Expanding definitions and curation of the underwear category, blurring the boundaries with loungewear, sleepwear and shapewear
3. Brands taking action on inclusivity, diversity and body positivity
4. Continued interest in the sports-bra category

We explore examples of developments among major brands including American Eagle’s Aerie, Lululemon, Savage x Fenty, ThirdLove and Victoria’s Secret.

For more on retail opportunities in the current environment, click here to read our 10 Trends in Global Retail—Post-Crisis Update report.