Global Underwear Market Report 2010

July 2010

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Global Underwear Market Report 2010

J l 2010
July

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
128
Covered Countries
USA, Canada, UK, Germany, France, Austria, Belgium, Denmark, Hungary, Ireland, Italy,
Netherlands, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, China, India
Price
€2,950 (excl. VAT)

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Global Underwear Market Report 2010

Key Findings
Covering Underwear Markets in 20 Countries worldwide

• In 2009, „Men’s Underwear“ was the top growing US apparel category, reaching a growth of +11%.

• The total market for underwear in the UK was worth GBP 2.57 billion in 2009, and it is expected to increase
up to GBP 2.59 billion in 2010.

• Despite the expansion of retail chains, specialty underwear retailers in Germany can compete due to their
local marketing and better services.

• Austrian retailer Palmers acquired the French underwear company Lejaby Group and positioned itself among
the five largest lingerie companies in Europe.

• Embry Form, Aimer, Maniform, AB Underwear and Gujin are the Top 5 lingerie brands in China.

Company and Product Information

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Global Underwear Market Report 2010
Table of Contents (1 of 3)
1. GLOBAL
• Value of the Lingerie Market in Retail Prices,
in USD billion, 2008, 2009 & 2016
• Volume of Bras and Briefs, in billion Pieces, 2008, • Consumption of Underwear, in EUR million, and in
2009 & 2016; Value in USD billion, 2010
• Regions and Products, Market Recovery & Trends
• Strategic Implications of the Western Market
Developments for Lingerie Firms
2. NORTH AMERICA
USA
• Bra Market Trends, including Growth-Rates and
Market Volumes
• Growth Rates of the top Apparel Categories, in %,
2009
Canada
• Expansion of Victoria’s Secret to Canada
3. EUROPE
Regional: Western Europe
• Market Volume of the Lingerie Market,
in USD billion, 2005-2007
UK (Top Country)
• Underwear Retail Sales by Clothing Specialists and billion, 2007; Share of Lingerie Spending on
Grocers, in GBP million, 2003-2008
• Sales of the Lingerie Market, in USD billion, 2004, • The Lingerie Industry – Top 5 Brands in the French
2007, 2008 & 2011
• Underwear Market Volume, in GBP million,
2009-2010
• General Developments of the Underwear Market
• Consumer Trends in the Lingerie Market
• Lingerie Sales Trends of Debenhams since the
Recession
• Recent Changes in the Lingerie Retail Strategy of Corporate Strategies and Sales Numbers
Tesco
• Internationalization Plans of Victoria’s Secret
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3. EUROPE (cont.)
Germany (Top Country)
million Units, 2004, 2006 & 2008
• Distribution Channels for Underwear
• Current and Future Underwear Retail Strategies,
including Multi-Channel
• Facts about Hunkemöller Deutschland
• Hunkemöller’s Expansion and Retail Strategy in
Germany
France (Top Country)
• Lingerie Sales in France, in EUR billion, 2005-2009
• Women’s average annual Spending on Lingerie,
by Age Groups, in EUR, 2009
• The Lingerie Market – Average Annual Spending
by Age Groups, in EUR, 2008; Share of Multi-
Brand Retailers and Super & Hyper Circuits, in %,
2008 vs. 2004
• The Lingerie Market – Distribution of Category
Sales, by Bra, Bottoms, Boxers, Corsetry, in %,
2007-2008; Average Retail Prices for Lingerie
Items, in EUR, 2007-2008
• The Male and Female Underwear Markets, incl.
Average Spending per Year, in EUR, 2008-2009
• The Lingerie Market – Fashion Trends; Sales
Shares by Regions, 2008
• The Lingerie Market – Loungewear Trends and
Sales Volume, including Average Product Price,
in EUR million and Growth in %, 2008
• The Lingerie Industry – Industry Value, in USD
Fashion Budget, in %, 2007
Lingerie Market
Austria
• Consumption of Underwear, in EUR million, 2004,
2006, 2008 & 2009f
• Lingerie Market and Players in Austria, including
• Tough Times for Underwear Manufacturers –
Triumph, Wolford, Palmers
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Global Underwear Market Report 2010

Table of Contents (2 of 3)
3. EUROPE (cont.) 3. EUROPE (cont.)

Austria (cont.) Netherlands

• Profile of Wolford AG • Consumption of Underwear, in EUR million, and in

• Assortments of Wolford AG
• Distribution Channels of Wolford AG
• Breakdown of Sales of the Wolford AG; by
Assortment, in %; by Distribution Channel, in %, • Male Consumer Spending on Slips, in %, July 2009
2008/09
• Wolford’s Online Shop
• Current Financial Developments of Wolford AG
• Profile of the Lingerie Retailer Palmers
• Profile of the Lingerie Retailer Huber Shop
million Units, 2004, 2006 & 2008
• Clothing bought by Women in Dutch Lingerie
Shops, in %, March 2009
• Buying Preferences for Slips, in %, published in
September 2009
• Growth of Consumer Spending for selected
Segments, in %, May-July 2009 vs. May-July 2008
• News about Underwear Retailer Hunkemöller
• The Niche Player Marlies Dekkers

Belgium

• Consumption of Underwear, in EUR million, and in

million Units, 2004, 2006 & 2008 Poland
• Selected Players on the Bodywear Market
• Consumption of Underwear, in EUR million, 2004,
2006, 2008 & 2009f
Denmark
• The Polish Underwear and Swimwear Market,
Size of the Polish Underwear Market
• Consumption of Underwear, in EUR million, 2004,
• Selected domestic Underwear Retailers (Company
2006, 2008 & 2009f
Name and Number of Stores)
• Selected Players on the Underwear Market
• Top Underwear Internet Shops by Net Revenue,
Number of Orders, Users, Average Net Order
Hungary Value, Net Profit, Number of Employees, and
Owner, 2008
• Consumption of Underwear, in EUR million, 2004,
2006, 2008 & 2009f
Russia
Ireland
• Overview of the Underwear Market
• Consumption of Underwear, in EUR million, 2004, • Selected Statistics about the Lingerie Market;
2006, 2008 & 2009f incl. Lingerie Sales, in EUR billion, 2005 & 2007
• Luxury Lingerie Retailers’ Situation after the
Recession
Italy

• Consumption of Underwear, in EUR million, and in

Slovenia
million Units, 2004, 2006 & 2008
• Structure and Key Characteristics of the Lingerie
• Consumption of Underwear, in EUR million, 2004,
Market
2006, 2008 & 2009f
• Strategic Activities of French Lingerie Company
Eres in Italy, including Price Ranges by Segments

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Global Underwear Market Report 2010

Table of Contents (3 of 3)
3. EUROPE (cont.) 4. ASIA

Spain China

• Consumption of Underwear, in EUR million, and in • Top 10 Lingerie Brands

million Units, 2004, 2006 & 2008
• The Underwear and Swimwear Sector
• Tourism pushes the Consumption of Underwear
and Swimwear ‚Made in Spain‘
• Consumer Underwear Expenditure Trends

Sweden India

• Consumption of Underwear, in EUR million, 2004, • Lingerie Brand voted “Product of the Year”
2006, 2008 & 2009f
• Selected Players on the Bodywear Market

Switzerland

• Names of selected Retailers for Underwear and

Lingerie
• Names of selected Online Shops for Underwear
and Lingerie
• Profile of the Premium-Label Hanro of Switzerland
• Profile of the Calida Group
• Current Financial Developments of the Calida
Group
• Takeover of the Underwear Manufacturer Fogal AG
• News about Underwear Manufacturer Zimmerli

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Global Underwear Market Report 2010

Samples
RESEARCH ON INTERNATIONAL MARKETS
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The total market for underwear in the UK was worth GBP 2.57 billion in
2009, and it is expected to increase up to GBP 2.59 billion in 2010.
UK: Underwear Market Volume, in GBP million, 2009-2010

¾ The total market for underwear was worth £2.57 billion in 2009,
and it should show a small increase to £2.59 billion in 2010.
¾ In real terms, cheap imports and tight margins are also holding
back prices. Overall the underwear market has slightly
Underwear Market Volume, in GBP
outperformed the clothing sector during recession, and that
million, 2009 and 2010
growth has come mainly from the all-important women’s sector,
which accounts for almost 75% of total sales. 2,6
2,59
¾ Replacement is the fundamental underlying driver to sales, but +0.8%
2,57
more discretionary purchase is rising in response to both

in GBP million
aesthetic and practical factors. Fashion and styling for instance
are increasingly relevant, as they are in outerwear, but so too are
innovation and improved product performance.
¾ The challenge for retailers and brands is how far and how fast
they can drive these trends on a long-term basis. In addition they 2,5
need to persuade more consumers to trade up to higher price 2009 2010
points, if only marginally. This should be achievable with
continuing product improvements, especially as economic
conditions start to ease up.

Source: Mintel, March 2010

24

RESEARCH ON INTERNATIONAL MARKETS

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I 2009
In 2009, sales
l off lingerie
li i in
i France
F fell
f ll b
by -4.5%
4 % to USD 2
2.5 billi
billion - the
h
price decline was not offset by an increase in volume.
France: Lingerie Sales in France, in EUR billion, 2005-2009

¾ Cuts in the budget for below. In 2009, sales of lingerie in France

fell by -4.5% in value to EUR 2.5 billion, according to preliminary
Lingerie Sales in France, in EUR billion,
data compiled on the first 8 months of the year by the Institute
2005-2009
2005 2009
French fashion. And on the eve of the opening of the 47th
edition of International Fair lingerie (SIL) in Paris from January 2,8
22 to 24.
2,64 2,61
2,60
¾ For the first time, the price decline was not offset by a increase 2,6 2 54
2,54 2 50
2,50
in EUR billion
n

in volume of purchases last year. The average budget spent on

lingerie bought in 2009 fell below 100 euros per woman (93 2,4 +4%
euros, against 108 in 2008), partly because of cuts made by the -1.3%
15-24 (-34 euros on average), traditional engine market. 2,2 -2.4%
¾ Unsurprisingly, lingerie - and actors organized independent -4.5%
trade - has been affected by the general gloom has affected the 2
entire textile market last year (-4.1% for apparel sales between 2005 2006 2007 2008 2009
January and November 2009 by the MFI). The sector has
suffered somewhat less than the loan-to-wear (-5.5%).
¾ In terms of distribution channels, hypermarkets concentrate 21%
of the market, with specialty channels (19%) and independent
retailers ((15%).
)

Source: Franchise Magazine, January 2010

50

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