South Africa Lingerie Market Overview, 2028

The South Africa lingerie market is a growing industry that is being driven by various factors such as the increasing demand for fashionable and comfortable lingerie, the growing middle class population, and the increasing availability of lingerie through online channels. The market is highly competitive with a mix of international and local brands. The demand for lingerie in South Africa is influenced by changing fashion trends, growing awareness about fitness and wellness, and increasing social media usage. Consumers are also becoming more conscious about the quality and sustainability of products, which is driving the demand for eco-friendly and ethical lingerie. Culture plays a significant role in the buying behaviour of consumers in the South African lingerie market. South Africa is a culturally diverse country, and different cultures have different attitudes towards lingerie. For example, some cultures may place more importance on modesty and prefer more coverage in their lingerie, while others may prioritize comfort and opt for more relaxed styles. Moreover, cultural norms and values also affect the colour and fabric preferences of consumers in the South African lingerie market. For instance, some cultures may associate certain colours with specific meanings or symbolism, while others may have traditional preferences for certain types of fabrics. According to the research report "The South Africa Lingerie Market Overview, 2028," published by Bonafide Research, the South Africa lingerie market is expected to add USD 339 Million by 2028. South Africa is a diverse country with a variety of cultures and preferences. Companies that offer a diverse range of lingerie styles, colors, and sizes could attract a wider customer base and increase sales. Consumers are becoming more aware of the environmental and social impact of their purchases, and there is a growing demand for sustainable and ethically produced lingerie. Companies that adopt sustainable and ethical production practices could attract environmentally and socially conscious consumers. As body positivity and inclusivity continue to gain momentum, there is a growing demand for plus-size lingerie in South Africa. Companies that cater to this market segment could see increased sales and customer loyalty. South African consumers are also becoming more conscious about the importance of well-fitting, comfortable lingerie that supports and flatters their bodies. This has led to an increase in demand for lingerie that is designed to fit a diverse range of body types and sizes. The target demographic for the South Africa lingerie market can vary depending on the brand and product offerings. However, generally speaking, the target demographic is likely to be women of different ages and body types who are interested in purchasing lingerie for different occasions, such as every day wear, special occasions, or for sports and fitness activities. The market may also target specific segments, such as plus-size women or those interested in eco-friendly or sustainable lingerie options.

Seasonal trends can have a significant impact on sales in the South Africa lingerie market. For example, during the summer months, lighter fabrics and brighter colours may be more popular, while during the winter months, warmer and more comfortable materials may be in demand. Additionally, holidays such as Valentine's Day or Christmas can also have an impact on sales as consumers may be looking to purchase lingerie as a gift. Retailers may adjust their inventory and marketing strategies to reflect these seasonal trends and capitalize on the increased demand. In the South Africa lingerie market, the most popular colours for lingerie are black, white, and red, while the most popular fabrics used are lace, cotton, and satin. However, there is a growing demand for more diverse colour options and sustainable fabrics, such as organic cotton and bamboo. The use of bright colours and bold prints is also becoming more popular among younger consumers. Additionally, South African lingerie brands often incorporate traditional African fabrics and patterns into their designs to appeal to local consumers. The popularity of Knickers or Panties and Brassieres in the South African lingerie market could be attributed to a few reasons. Firstly, these products are considered essential and necessary items for women and are thus in high demand. Secondly, they are versatile and can be worn daily, which makes them more practical for everyday use. Knickers or Panties and Brassieres come in a wide variety of styles, colours, and materials, which allows for greater choice and personalization for customers. Other lingerie products such as shape wear, corsets, and bodysuits may be more specialized and seasonal, and thus may not have the same level of consistent demand as Knickers or Panties and Brassieres.

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Manmayi Raval

Research Consultant

In the South Africa lingerie market, the pricing strategy varies among different brands and retailers. However, it is generally observed that economy and mid-range priced lingerie products are more popular among the consumers as they are affordable and easily accessible. Premium priced lingerie products are usually targeted towards a niche market with a higher purchasing power. Nonetheless, there might be instances where the economy price range is higher than the premium price due to a variety of factors such as seasonality, promotions, and inventory clearance. In distribution channel super speciality store are dominate in the lingerie market of South Africa along with these market online based market also growing in the future. Some of the retail stores are Woolworths, Edgars, Foschini, La Senza, Cotton on Body, H&M, Pick n Pay Clothing, Mr Price, Truworths, Ackermans. Some online websites are; Zando, Superbalist, Spree, Bras N Things, Woolworths, Foschini, La Senza, Cotton On, H&M, Edgars Online. Considered in this report

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• Geography: South Africa • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028 Aspects covered in this report • South Africa Lingerie Market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Products Types • Knickers/panties • Brassieres • Shape wear • Others By Pricing Range • Economic • Premium By Material Type • Satin • Cotton • Nylon • Silk • Others By Distribution Channel: • Hypermarket/Supermarket • Specialist Stores • Online Retailors • Others The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Car Interior industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.