Intimate Apparel: Trends in the American Market

Intimate apparel sales in America amounted to $40.1 billion in 2023 and $45 billion in 2024. The American market represents about 33% of global intimate apparel sales.

Intimate apparel includes all garments worn directly against the skin, such as bras, panties, lingerie, shapewear, and body shaping garments. These products combine functionality, support, and aesthetic value, catering to both everyday use and special occasions. Made from fabrics like cotton, lace, and silk, they aim to provide the right balance of comfort, fit, and style.

The main segmentation parameters of the intimate apparel market are as follows: Product Type:

• Bottoms
• Tops
• Nightwear and loungewear
• Thermal underwear
• Other segments

By gender:

• Women
• Men

By distribution channel:

• Offline (physical stores, department stores)
• Online (e-commerce, brand direct-to-consumer)

By material:

• Cotton
• Silk
• Satin
• Nylon
• Other materials

Regional trends and characteristics In the North American market, there is a strong emphasis on fashion and individual expression, resulting in a wide variety of styles and preferences in intimate apparel. Production has historically been outsourced to countries in Central and South America to contain labor costs, but there is a growing trend towards reshoring and sustainable production, driven by increasing consumer environmental awareness. The intimate apparel sector in North America is characterized by a coexistence of large multinationals and emerging brands, often focused on specific niches and innovative products.
 

Intimate Apparel Imports in the United States 

In 2023, total intimate apparel imports in the American market amounted to $1,163 billion. These are the main importing countries in America [figures in thousands of dollars]

• China 807,238
• Canada 187,425
• Vietnam 49,439
• Cambodia 34,444
• India 12,034

Update from March 4, 2015

If you think innovation is just about smartwatches and self-driving cars, you're greatly mistaken.

The United States is a country that appreciates newness in every field, and consumers are always willing to try and embrace the novelties introduced to the market.
Even the most stable sectors, where the product has been the same for years and it's hard to imagine a different standard, are occasionally hit by innovations that cause a stir and set trends.

This is the case for intimate apparel, currently making headlines in America with hugely successful innovations.

Mack Weldon, an intimate apparel startup, made significant news recently when it raised €4 million in capital. The uniqueness of their products lies in the incorporation of real silver into the fabric fibers. According to the manufacturer, the inclusion of silver provides antibacterial and odor-resistant effects.

The Oscars night, on the other hand, celebrated another innovation in the intimate apparel sector. Commando dressed many of the stars walking the red carpet. In this case, the innovation comes from an insight by the founder, Kerry O’Brien, who eliminated the elastic from women's underwear. This adjustment, made possible by a weave of nylon and Lycra, renders the garment invisible under clothing, which is precisely why designers appreciated the product and used it extensively on Hollywood's most famous night.

Whether it's intimate apparel or any other sector, in the United States, the important thing is to understand consumer needs and satisfy them without fear of thinking outside the box or revolutionizing seemingly static markets