Bra Market Size, Share, and COVID-19 Impact Analysis, By Type (T-shirt Bra, Nursing Bra, Sports Bra, and Others), By Material (Cotton, Silk, Synthetic, and Others), By Distribution Channel (Online and Offline) and Regional Forecast, 2024-2032

The development of different types of bras to fulfill various needs of end users significantly contributes to market expansion. For instance, sports bras and posture correction bras align the spine and provide comfort, and lightweight cotton bras assist in eliminating sweaty underbust, which can otherwise lead to skin rashes. In addition, the product's availability in sustainable fabrics such as bamboo & organic cotton and designs including bralettes, wireless styles, and seamless designs fuels their demand worldwide.

Key industry participants developing innovative bras further support the market growth. For instance, in February 2021, Nike, Inc., a U.S.-based multinational company specializing in footwear, apparel, and accessories, unveiled its new high-tech sports bra under the Fe/Nom bra label. The company repurposed the Flyknit material for sneakers into the sports bra. The new product features an ultra-soft nylon-spandex yarn and is 30% lighter than other Nike bras. The product is designed to maximize comfort, support, cooling, and breathability. However, the availability of alternative products such as silicone pasties, bandeau, and camisoles hampers the product demand.

Impact of COVID-19 on the Bra Market

The COVID-19 outbreak has significantly impacted the global bra market growth. The pandemic affected the manufacturing and sales of the product, most notably in 2020, due imposition of lockdown and travel & transportation restrictions which caused severe supply chain disruptions, and factories and retail stores' closures. However, owing to the consequences of the pandemic, consumers worldwide have diverted to the online category to purchase lingerie, significantly driving the market growth. For instance, Enamor, an Indian lingerie brand, witnessed growth in its business, with a 5% increase in total sales in May 2020 to 25% in May 2021. This growth was led by increased online sales as individuals under lockdown shopped from home.

Key Insights

The report will cover the following key insights:

• Overview of the overall Apparel industry.


• Supply Chain Analysis.


• Industry SWOT Analysis.


• Key Industry Developments (Product launch, Merger, Acquisition, Partnership).


• Impact of COVID-19 on the Bra Market.                                                                                                           

Regional Analysis

North America accounted for the largest global bra industry share in 2022. The growing number of women workforce leading to increasing purchasing power among women coupled with rising fashion and brand awareness favor the regional market growth. In addition, North American brands launching innovative bras to fulfill growing consumer needs contribute to the region’s market expansion. For instance, in March 2022, Chico’s, a U.S based women's clothing company, launched a new bra, Bodify, through its Soma brand. The new product is designed to adapt to women’s fluctuating body shapes. The company intends to address issues associated with changes in a woman’s breast size throughout the month owing to hormonal shifts, water retention, and weight changes.

Asia Pacific is likely to witness considerable growth during the forecast period, backed by the region's easy availability of raw materials such as cotton and silk. Furthermore, manufacturers launching sustainable bras boost the regional market growth. For instance, in September 2022, Maikai, an Indian startup, launched a sustainable sports bra. The new product is made of breathable, lightweight fabric (cotton), absorbs sweat, and is biodegradable.

Key Players Covered

• Victoria's Secret & Co. Company


• Jockey, PVH Corp.


• Wacoal


• Wolf Lingerie Ltd


• The Calida Group


• Groupe Chantelle


• Triumph Group


• Hanesbrands 


• Berkshire Hathaway

Bra Market Segmentation Analysis

Analysis by Type

Based on type, the global market is segmented into t-shirt bras, nursing bras, sports bras, and others. The t-shirt bra segment held a major market share in 2022. T-shirt bras have seamless cups to provide a smooth appearance on outfits. They are also lightweight and can be worn on various types of clothes. Moreover, the product's availability in a wide variety of padded, non-padded, and demi, medium & full coverage support options boosts segmental growth. The demand for sports bras is likely to increase significantly in the coming years with rising women's participation in sports and athletic activities.

Analysis by Material

Based on material, the global market is segmented into cotton, silk, synthetics, and others. The cotton segment held a major market share in 2022. Cotton is the most common material for bras as it is soft, comfortable to wear, and absorbs sweat. As a result, cotton bras are highly preferred for regular use. Furthermore, the availability of cotton bras in various designs and sizes contributes to segmental growth. The demand for silk bras is also high due to the durability and hypoallergenic nature of the material. Moreover, silk bras can be worn throughout the year as they are warm during the winter and cool during the summer. However, the high cost of the product hampers its demand.

Analysis by Distribution Channel

Based on the distribution channel, the online segment is expected to witness a more considerable growth during the forecast period. A sizable number of companies focusing on selling products through online platforms, paired with rising consumer preference for the online category due to its convenience and wide product availability, favor the online segment growth. For instance, in September 2021, ThirdLove, a U.S.-based online lingerie brand, launched its new active category. The category includes three collections: The Kinetic Collection, The Flex Collection, and The Muse Collection. 

Key Industry Developments

• February 2022: Adidas, a German clothing, footwear, and accessories manufacturer, expanded its product portfolio and launched a new range of sports bras. The new range includes 43 new styles across 18 product franchises. 


• April 2021: Clovia, an Indian lingerie brand, launched Online AI-Based Chatbot, Bra-Bot, which assists customers in buying the right innerwear. The company aims to enhance the customer's shopping experience and to provide them with technology-driven assistance for making a purchase decision.