Market Research for Lingerie & Underwear

Lingerie and underwear must deliver more today – both on the skin and through the brand.

Body positivity, sustainability, and inclusive size ranges are increasingly shaping the lingerie market. Comfort and quality remain important – but values and brand attitude now play a growing role in influencing which types of products women choose to wear. Fashionable aspects (“fashion”) are just as relevant as practical needs. At the same time, digital sales channels are gaining importance, enabling brands to target their audiences more effectively and secure or grow their market share. The growing availability of products across multiple platforms is fundamentally influencing purchasing behavior and, in turn, shifting market size.

Research that shows what truly fits.

MWResearch supports market players in understanding what women expect from lingerie and specific categories like shapewear, panties, or loungewear – in everyday life, on the skin, and in brand messaging. This insight enables the development of innovative products and positioning strategies based on sales channels and current trends. Our analyses also support forecasts for future market developments, helping companies to anticipate and respond to change.

What We Do

We support a wide range of lingerie and underwear brands through qualitative and quantitative studies – both nationally and internationally. Our research covers multiple product types such as shapewear, loungewear, and panties, evaluating them in terms of fit, material, and comfort. We also analyze the influence of different sales channels to help brands align their offerings with consumer preferences and effectively tap into their purchasing power.

Our detailed market analyses provide stakeholders with informed assessments of market size, growth rate, and potential developments during the forecast period. We account for the growing importance of innovative products as well as the increasing impact of emerging trends.

For Decisions That Make an Impact – Physically and Emotionally

Wear Tests – Accurately Evaluating Fit and Comfort

Comfort can’t be judged on a drawing board. Our wear tests deliver precise feedback directly from women’s daily lives – covering fit, material, and cut. We help brands ensure their products not only reflect current fashion trends but truly meet the needs of their target audience. By analyzing different product types and consumer preferences, we enable brands to efficiently meet growing expectations for quality and comfort.

Advertising Material Tests – Evaluating the Impact of Communication

We assess which messages, visuals, and sales channels strengthen your audience’s attention and willingness to buy. Based on specific sales platforms, we help brands fine-tune their messaging to effectively increase the visibility and availability of their offerings. Our testing always incorporates current trends and market share development forecasts for the defined period.

Image Tracking – Understanding and Shaping Brand Perception

Our continuous tracking reveals how your brand is perceived by female consumers – and how image, trust, and identification evolve over time. By capturing this data, we enable brands to adapt their strategies effectively and achieve long-term success in the market. Our analysis provides a sound foundation for unlocking the full potential of innovative approaches and improving market position in a lasting way.