The global shapewear market size was worth USD 2.4 Billion in 2022. It is expected to reach an estimated USD 3.8 Billion by 2031 at a CAGR of 5.5% during the projected period (2023–2031).
Shapewear is a foundation undergarment designed to alter the body shape temporarily. Millennials and Generation Z consumers view shapewear as a way to enhance their appearance rather than a means to cover flaws. Manufacturers catering to the Gen Z market, such as Honeylove, have succeeded by shifting away from the term "shapewear" and instead offering "sculptwear" in a range of sensual styles that feature flattering elements that women are eager to show off in public. The market is flourishing owing to increasing product launches and concerns regarding appealing body shapes, especially among women. With the changing trends in fashion and social media penetration, the concept of an ideal body shape is changing, especially among millennials. However, many brands, such as Becca McCharen-Tran's Chromat, have an inclusive view of body types and have incorporated shapewear, such as corsets and camis, displayed at runways and fashion shows.
Advancements in Shapewear Fabrics
Recent technological innovations in fabrics incorporated into shapewear have supplemented the market growth. Developments in the fabric manufacturing process and the use of premium fabrics are further increasing market appeal, driving the overall demand for shapewear products such as compression tights, camisoles, and tummy tuckers. Many brands have been developing new technologies to make shapewear products more comfortable and adaptable for consumers. In addition, bonding and laser-cut technologies have transformed body shapewear product manufacturing by eliminating seams, hems, and bulky fastenings. In terms of shapewear fabrics, nylon, spandex, polyester, Lycra, and elastane are widely used by manufacturers. Thus, the production of such fabrics has increased in recent years.
According to a survey conducted by INVISTA, more than 93% of women globally want everyday-use lingerie and undergarments to have features such as shaping and contouring. For this purpose, brands and manufacturers have been launching shaping undergarments specifically designed for women. For instance, in March 2019, Maidenform launched a slimming shapewear collection incorporating LYCRA FitSense and LYCRA Shapewear technology in North America. The new collection offers a targeted slimming profile for women through three silhouettes- thigh slimmer, high-waist thigh slimmer, and high-waist brief in sizes ranging from XS to 2XL.
Increasing Product Launches for Men
Women dominate the market with a significant share compared to men, but constant product launches and innovations in the men's shapewear category will likely drive future market growth. Many startups are penetrating the men's shapewear category and launching products. For instance, Dermaware-an Indian brand offers a separate category for men's shapewear, which includes products such as shapewear vests, abdomen shapewear, and tight tummy shapewear. In addition, many premium brands are also expanding their product portfolios with new launches in the men's shapewear category to tap new markets. For instance, Diane & Geordi, Cysm, Equilibrium, Fajas, Aranza, Wear Ease, and Lipoelastic initially offered only women's shapewear products. However, in 2015-2018, they launched products in the men's shapewear category. These brands have extensive product portfolios for men, which include body area-focused shapewear.
Technological innovations and developments in fabrics used to produce men's shapewear are also increasing demand. For instance, the Leonisa brand, catering to the men's shapewear category, incorporates PowerSlim fabric specially designed for men, offering firm compression in abs, chest, waist, and back for a sculpting effect. Changing consumer perception towards shapewear, coupled with the growing concerns over the perfect body image, especially among millennials, have fueled the demand for different kinds of shapewear.
High Cost of Raw Materials and Overall Finished Products
With specialized product launches and technological innovations in fabrics, the overall cost is higher than normal intimate apparel. The shapewear production process involves bonding and laser-cutting techniques, which results in significant investment and maintenance costs for manufacturers. Most companies, brands, and manufacturers use the highest-quality material/fabric to ensure the results consumers demand from shapewear. Bonding and laser cutting techniques for eliminating bulky fastening or hems necessitate a dedicated manufacturing setup for the finished product, resulting in a price rise. Such factors can halt market growth.
Overall quality, fabrics, and brand goodwill are some factors consumers consider before making any purchase. Product offerings can vary depending on fabric technology, brand, and retailers. For any premium brand using premium fabrics, the price of basic shapewear can vary from USD 20 to USD 230. Retailers are also developing their preferences for shapewear products and stocking brand inventory accordingly. For instance, Spanx shapewear, premium shapewear preferred by celebrities, is available at J.C. Penney and Target because of its quality and brand value.
Consumer Product Adoption
The adoption of shapewear products among consumers has been rising for the last few years because of the associated benefits such as posture correction, altering body shape, and increased variety in every shapewear product category. In addition, the growing trend of celebrities wearing shapewear has made people more receptive to the concept of shapewear products. Celebrities like Lady Gaga, Kylie Jenner, and Paulina Rubio prefer wearing shapewear bodysuits, tummy control thongs, and shapewear high-waisted shorts for a more toned body and to avoid any untoward incidents or wardrobe malfunctions on the red carpet.
Fashion, comfort, fabric quality, colors, sizes, and brand are among the major factors influencing the adoption of shapewear products among consumers. Retail Week magazine highlighted the shift in color preferences of consumers when it came to shapewear; by the end of 2019, brown shapewear had gained a 6% increase in preference from 2018, pink saw a surge of more than 11%, and other colors such as rose and nude rose reported an increase in preference of around 10%.
In addition, increasing spending on clothes and accessories by millennials and younger generations has opened new growth opportunities for the market. Increased spending on a particular brand/product is often directly proportional to a brand's image, product offering, and fabrics used. Many consumers tend to compare the fabric composition and shapewear technology companies use. For instance, Lycra has its own LYCRA Shaping technology incorporated into all its shapewear products.
The global shapewear modeling market is based on end-user and distribution channels.
Based on end-user, the global market is broadly divided into male and female.
The female segment dominates the global market and is predicted to exhibit a CAGR of 6.4% during the forecast period. Nowadays, women demand work-life flexibility intimates, which can keep their bodies in perfect shape and make them look appealing. Many brands are analyzing this as a customer-centric approach and expanding their product portfolios which are lighter, firm, and more convenient for everyday use for all seasons. For instance, in January 2021, Knix-women intimate apparel brand launched its first shapewear collection for women- Love Your Shapewear, a line of 18 pieces in three cuts (a High Rise Shaper Brief, a High Rise Shaper Short, and a Shaper Bodysuit) in black and five different shades of nude.
In addition, factors such as improved posture and abdominal muscles, confidence, inch-loss, enhanced body shape, and overall personality drive the product demand. Shapewear products are easy to wear. These have been available for women from all age groups, enabling them to experiment with products like butt lifters and post-surgical vests that various brands now offer.
Several manufacturers have been focusing on new product launches to cater to the demand for shapewear products in the men's category. Various products are available for various uses due to many brands moving toward the men's market. With millennial and Gen Z men becoming more concerned about their body shapes, aesthetics, and personalities, there has been a shift toward the overall preference of men toward shapewear. They are willing to try products that help them get in shape and enhance their overall body image. In addition, famous personalities influence consumers through product endorsements, promotions, and campaigns.
A rising number of brands penetrating the men's segment will likely propel the product demand over the forecast period. Moreover, international and premium brands have expanded their product portfolio into the men's shapewear category. For instance, Equilibrium, Wear Ease, ShapeCORE, Fajas, CYSM, and Diane & Geordi offer men's shapewear. The vast product portfolio includes waist cinchers, shaping vests, posture corrector vests, toner body shapers, and butt lifters.
Based on distribution channels, the global market is bifurcated into hypermarkets and supermarkets, specialty stores, online, and others.
The specialty stores segment owns the largest market share and is estimated to exhibit a CAGR of 7.9% during the forecast period. A specialty store is a store that carries a varied number of brands, styles, or models within a relatively narrow category of goods. Several major brands, such as Nike Inc, Adidas, Marks & Spencer, Triumph, Allure, and Zivame, have opened specialty stores. These stores provide a specialized experience, offer better product quality, and have trained representatives. Such stores can accommodate more specified and a wide range of products pertaining to shapewear owing to the growing consumer preference for these products. For instance, in 2016, Zivame, an online lingerie retailer, announced its plans to open 50 stores in India by 2017. The company claims to earn 50% of its revenue through these stores.
Hypermarkets and supermarkets sell various shapewear products for both men and women. Owing to the increased demand for shapewear products such as compression tights, camisoles, and bodysuits, coupled with increasing shelf space, many of these stores have trained professionals in the intimate apparel aisles to provide customers with expert guidance and recommendations. These companies have brick-and-mortar stores in several countries and sell products online through their websites. Supermarkets and hypermarkets offer relatively lower prices than retail stores, as consumers purchase products in bulk from these self-service superstores.
Region-wise, the global shapewear market is segmented into North America, Europe, Asia-Pacific, the Middle East and Africa, and Central and South America.
North America is the most significant global shapewear market shareholder and is expected to grow at a CAGR of 7.7% over the forecast period. With the high number of manufacturers in the region, there is a scope for competition and product innovation. Brands such as SKIMS, SPANX, Maidenform, Commando, Yummie, and Wacoal are widely available across the region through online and offline retail channels. Moreover, many celebrities and personalities are spotted wearing shapewear products on the red carpet and in their daily lives in the region, which will likely drive this market's growth. In addition, the region's growing apparel and textile market is expected to drive this market. According to the National Council of Textile Organization's 2019 study, the value of industry shipments in 2018 placed the U.S. textile and apparel market's value at close to USD 70 billion. The United States is also among the major nations with a strong investment in research and development for fabric innovation and technology.
Europe is estimated to exhibit a CAGR of 7.9% over the forecast period. The presence of numerous shapewear manufacturers, coupled with growing consumer acceptance for shapewear and compression wear products in the region, has been driving the market. Italy, Spain, and Romania are the region's top countries manufacturing shapewear products. The Europe market for shapewear continues to grow because of innovations in fabrics and improvements in sociocultural factors such as the growing inclination for sports and increased focus on physical appearance among the millennial and Gen Z population.
Asia-Pacific is predicted to experience significant global shapewear market growth. An increasing number of compassionate shoppers willing to buy quality fabrics, the rising popularity of compression wear, and the availability of a wide range of shapewear products are instrumental in driving the market demand. Startups, new entrants, and regional domestic players have been penetrating the market by launching new products for men and women. Developing nations like India and China have been upgrading their fabric technologies and investing more in research and development activities to create more innovative products. For instance, India-based online lingerie startup Buttercups raised funding from Google India MD Rajan Anandan and angel investor Chandra Chappadi in January 2018. The main motive of the startup was to incorporate a no-inventory model and introduce new product ranges in the lingerie and shapewear categories.
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