The lingerie market is currently facing a slowdown in sales, with a decrease of 1.9% compared to 2016. The total turnover in 2017 is estimated at 2.5 billion euros, a significant decrease from the over 3 billion euros generated in 2014. This decline comes after a period where brands focused on the trend of “porno chic” and sexy lingerie.
However, there is hope for the industry as brands are now targeting Millennials, whose average spending on lingerie often exceeds that of older generations. One such brand is Barbara, a French lingerie brand that has launched a collection called Bibiche specifically dedicated to women between the ages of 27 and 35. The aim of this collection is to attract a younger clientele by offering more accessible prices. While the average price of a Barbara lingerie set ranges from 120 to 150 euros, the Bibiche collection will be priced at half of that. This move allows Barbara to cater to a more urban and younger audience while still maintaining its almost centenary heritage.
Another player in the lingerie market, the Chantelle group, is reinventing the lingerie boutique concept with the launch of CL. This pilot boutique project in Milan brings together six brands from the group, including Orcanta, Passionata, Chantal Thomass, Darjeeling, Livera, and Femilet. The concept behind the store is to provide a space where customers can browse and be inspired by collections presented by color and theme, rather than just focusing on one particular brand. The success of this project will result in international store openings, including one in France.
Ma P’tite Culotte, a lingerie brand that achieved a turnover of one million euros in 2017, is blending digital and physical boutique experiences. The brand has a showroom-style boutique and offers a customer experience based on proximity, which appeals to the new generation of consumers. It has also partnered with the famous department store, Printemps, and offers a monthly subscription box. Ma P’tite Culotte has ambitious international expansion plans and intends to expand its range of accessories alongside its lingerie offering. The brand strongly believes in customer engagement and actively involves its community in deciding on new products. A consumer-centric approach is at the heart of Ma P’tite Culotte’s strategy, even inviting customers to co-create future pieces for the brand. Additionally, 80% of the brand’s sales are made online.
Livy, a lingerie brand supported by the Etam group, is targeting a new generation of empowered women. The brand positions itself by addressing the characteristics of today’s women, describing them as “powerful, independent, smart, connected, sexy, ambitious, and daring.” Founder Lisa Chavry aims to conquer the international market with her collection that offers three different styles, moods, and locations. The “Paris” range consists of sexy and glamorous pieces, “New York” combines originality and audacity, while “Los Angeles” offers a more casual range with cozy inspirations.
Even B2B actors in the lingerie industry are adapting to the changing landscape. Eurovet, the world leader in lingerie industry events, has launched a digital platform called The-Lingerie-Place.com. This platform serves as a tool for connecting exhibitors and buyers, with the aim of collecting qualified data. Cécile Vivier-Guerin, Marketing Director of Eurovet MODE CITY, emphasizes the importance of adapting to changes in order to avoid disappearance. Revitalizing the industry through new ideas and a focus on customer service is crucial. The possibility of expanding the offering to include beauty accessories is one idea being explored in this industry to counter the decline in its dynamism. The recent lingerie trade show held at Porte de Versailles demonstrated this commitment to adapt and revitalize the industry.
