Increasing fashion consciousness among women and high purchasing power are key factors driving the growth of Australia lingerie market.
According to TechSci Research report, “Australia Lingerie Market By Product Type (Bra, knickers & Panties, Lounge Wear, Shape Wear, Others), By Distribution Channel (Online, Offline (Hypermarkets/ Supermarkets, Independent Retailers, Others), By Region, Forecast & Opportunities, 2025”, the market is expected to grow at a substantial rate during the forecast period. Key factors propelling the growth of Australia lingerie market are rise in per capita disposable income and growing necessity for bras and underpants. Moreover, increasing fashion consciousness among women consumers is making them spend on high quality and stylish inner wears. Also, consumers preference for exclusive and branded products, high purchasing power and presence of luxury lingerie brands in Australian market is contributing to the growth of lingerie market. The demand for designer lingerie is also high in the country, especially among millennial consumers. Apart from that, companies are focusing more on what matters to the customers along with increasing availability through online channel. This is further expected to augment Australia lingerie market through 2025.
Additionally, the lingerie manufactures are targeting teenage customers by introducing inner wears meant for beginners. With wide variety of lingerie to choose from, consumers are poised to spend more on them. Also, the market is witnessing high demand for comfortable lingerie for day to day wear. This is further pushing the manufactures to introduce comfortable inner wear and are thus witnessing increased sales. With increasing number of college going women and working women population, Australia lingerie market is anticipated to undergo significant CAGR in coming years. Furthermore, boost in e-commerce industry is witnessing high sale of lingerie through online channels.
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The Australia lingerie market is segmented based on product type and distribution channel. Based on product type, the market can be categorized into bra, knickers & panties, lounge wear, shape wear and others. Among them, knickers and panties are high in demand and are expected to undergo high growth through 2025 on account of more women spending on these lingerie items. Moreover, manufactures are ensuring the comfort factor while making knickers and panties which is further accelerating their demand in Australian market.
Based on distribution channel, Australian lingerie market can be categorized into offline and online channels. Among them, the offline channel consisting of hypermarkets/ supermarkets, independent retailers and others dominated the market in Australia in 2019 as stores like target offered attractive discounts on purchase of lingerie. However, the online channel is expected to undergo fastest growth during the forecast period as more consumers are preferring to shop online. Furthermore, various luxury brands are offering their products online which is also a major factor behind the growth of online segment.
Major players operating in the Australia lingerie market are Victoria’s Secret, Honeybirdette, Wolf & Whistle, Chantelle, Hanes Brands, Maison Lejaby, NICO, Triumph, Juem and Palindrome, among others. Key growth strategies being adopted by leading market players include collaboration, partnerships and new product launches. Apart from that, companies are also offering discounts to attract new customers.
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“The high standard of living and developed economy of Australia makes the country a profitable market for lingerie companies. Moreover, the presence of global brands and their strong marketing skills are boosting the growth of lingerie market. In coming years, with more lingerie brands focusing on online sale, the market is poised to witness a healthy growth until 2025.,” said Mr. Karan Chechi, Research Director with TechSci Research, a research based Australia management consulting firm.
“Australia Lingerie Market By Product Type (Bra, knickers & Panties, Lounge Wear, Shape Wear, Others), By Distribution Channel (Online, Offline (Hypermarkets/ Supermarkets, Independent Retailers, Others), By Region, Forecast & Opportunities, 2025” has evaluated the future growth potential of lingerie market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges and opportunities in Australia lingerie market.
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