Navigating the Lingerie Market: Strategies for Capturing Market Share in Q3 2024

The Insights Behind the Lingerie Market Ranking

From the runways of New York Fashion Week to one of the most anticipated comebacks of the year, the lingerie market is projected to reach $78.66 billion in 2027. But how are leading lingerie brands capturing market share and contributing to this growth?

Lingerie has evolved from a basic commodity into a statement of style and empowerment. Achieving this transformation requires more than just high-quality materials and striking designs—it’s about the right exposure at the right time, amplified through powerful Voices. These Voices, whether celebrities, influencers, or strategically chosen partners, are key to creating brand desirability and connecting with consumers across generations. 

Lingerie brands are also capitalizing on cultural moments and events to further amplify their impact and stay top of mind. Events have become critical touchpoints to drive demand, as they allow brands to leverage key moments to generate buzz and excitement. At Launchmetrics, we analyzed the performance of five lingerie brands during Q3 2024 to reveal the strategies that are driving market success.

• Leveraging owned media to build anticipation and drive engagement around high-profile events is a key driver of success for lingerie brands. Victoria’s Secret, in one of the year’s most anticipated comebacks, has used its owned media platforms to build excitement ahead of its iconic runway show. This approach has resulted in an impressive $37.2M in Media Impact Value® (MIV®), with top placements featuring Gigi Hadid and Tyra Banks. By strategically building anticipation and fostering conversations through owned media, Victoria’s Secret ensured the event stayed top of mind, making waves ahead of its grand return.
• Strategic partnerships are instrumental in boosting lingerie brands’ visibility and relevance within fashion. Christian Siriano generated $131K in MIV for Wacoal through social media where he mentioned the brand collaborations during its New York Fashion Week show. By collaborating with the right partners, lingerie brands can step beyond their traditional boundaries and become integral to high-fashion conversations.
• Celebrities, as aspirational figures, remain one of the most powerful amplifiers of brand visibility across generations. For brands like Fleur du Mal, celebrity endorsements have proven to be a major driver of visibility and influence. In Q3, 53% of the brand’s total MIV—accounting for $4M—came from Celebrity Voices, marking a 608% growth compared to Q2. The key Voices behind these numbers were, Nina Dobrev generating $917K MIV, singer Chappell Roan with $800K MIV and Paris Hilton garnering $744K MIV. Fleur du Mal, known for its celebrity endorsements, exemplifies how the right talent not only elevates a brand but also establishes it as aspirational, admired by diverse demographics.

As the year draws to a close, it's an ideal time to reflect on the strategies that have delivered the strongest performance quarter by quarter. Benchmarking against competitors is what sets true market leaders apart. High-profile events and influential Voices generate buzz, but to understand their true ROI, leveraging data insights is key. By using data insights to measure performance, brands can close the year stronger and set themselves up for success in 2025.