In the perspective of lingerie’s, men are only left to wonder, ‘boxers or briefs’ whereas; a woman’s physique being sculpted and adorned in a unique way of its own, offer a wide assortment of choices. The market for women’s wear lingerie is being manipulated by the advent of modern technologies and fabrics that make new designs, and innovative intimate wears. These products have a higher profit margin than any other regular apparel. New trends in lingerie and fabric emerge exclusively from Europe and predominantly from France and Italy. France is at the forefront of fashion lingerie’s. Designers in France give more focus on rich looking fabrics, vibrant hues, laces, and embroideries. Just as their fashion, French lingerie’s also exhibit richness and elaborate embellishments that are preferred worldwide.
French Lingerie Industry Overview
France contributes to the origin of the word ‘lingerie’ which in French means ‘washables’. French lingerie’s come in sophisticated different lines; basic, sexy, and flirty, fitting every season. The designs are akin to both classical and modern look, and make a woman fit in line with the trend, while rendering her to ‘stand out’. They are available in a wide range of materials, tailored efficiently in different cuts and types, styles and colors. Their lingerie making techniques are based on centuries of expertise.
Current lingerie industry in France is valued to be $3.1 billion USD, and is further expected to increase by 0.8% consecutively for the next five years. French consumers spend about 13 billion euros a year on the purchase of lingerie’s. A lingerie industry survey states that French women spend 20 percent of their fashion budget on lingerie’s. Sale of lingerie’s account to 18% of total sales of women’s wear apparels in France. On an average, a French woman buys five lingerie’s in a year and one night gown every 19 months. Women in the age group of 15-34 purchase more lingerie items than women of other ages spending $92.4 annually on the purchase of intimate wears. Women in the age group 50-64 have a bigger budget and spend more than $100 a year for the purchase of lingerie. Much contribution to the lingerie industry comes from the women of this age group. Comfort is the prime consideration behind their purchase. French women are sensitive towards tones, textures, and prefer practical fabrics that are easy to care and non allergic. They like soft fabrics with micro fibers. Corsets, especially brassieres comprise the largest segment in the lingerie market.
Exquisite Brands from the Fashion Capital
Over the past decade market trends have changed offering creative products. Brands like Dolce, Gucci, Dior, and Gabana have expanded their market through these types of products. Several stores and boutiques in France specialize in unique items of French intimate apparels. Agent Provocateur is a classic and couture lingerie brand. US companies have good opportunities in this sector, and have superior brands that appeal to the preferences of the French consumers. Warnaco’s Lejaby, Calvin Klein, & Warner’s, Sara Lees’s Playtex, Dim, & Wonderbra, and VF Diffusion’s Bestform, Lou, Variance, Bolero, & Vassarette, enjoy a good market in France. US are predicted to have a promising market in France as French consumers are becoming more receptive to American fashions.
However, domestic brands do have a strong hold in the French market. The top five intimate apparel brands in France are Lejaby, Simone Perele, Chantelle, Aubade, and Barbara. Domestic brands like Lise Charmel, Ravage, Rien, have a reputed market. Brands of Swear and Audrey have a sales figure three times more than imported lingerie’s. Brands like Pour Moi and Chantelle have achieved good revenues. Sold in more than 50 countries, Chantelle is the top French brand in the world.
What is Hot in the French Lingerie Market
France offers a fashion fiesta of lingerie’s for the fashion savvy women of today. Brassieres with cut seams, molded shape and nave embroideries, transparent body suits, classic demi-cups with underwire, intimate wears in ultra simple shapes with decorated graphics, camisoles with transparency and layering are a few items that sell in the market like hot cakes. Lingerie’s made from fabrics of fine opaque knits, voile knits, organza, blended woven stretch products, and fine tulle fill the stores in France. Cotton, linen, microfibres, laces, and tiny mesh fabrics also have their share in the making of these garments. Appealing intimate apparels in shades of indigo, cobalt lavender, tone-on-tone colors with hues of pink, red, and orange, opaque & translucent white and pastel tones of parma and blue are the shades most sought after by ‘French mademoiselles’. There is a resurgence of fashion of the early 40’s and 50’s among the French designers. Sensual fabrics with subtle lines in complementing hues have made their appearance. Aubade lingerie’s exhibit the grace of the geisha in soft, feminine intimate apparels. Flower motifs supplemented by leavers lace demonstrate an intimate feel.