The increased demand for lingerie has been attributed to the younger population with per capita disposable income, the media influence and changing attitude towards innerwear.
The lingerie industry targets mainly the premium, economy and mass market segments. While the premium has a smaller but faster growth, the main profit maker is the mid market segment. The fact that the population is becoming less cost sensitive has made malls and lingerie boutiques the chief lingerie outlets.
Now that online stores have become more popular where one can shop at leisure and without any stigma, the lingerie market has just opened its floodgates to a more promising growth in future.