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15 September 14

Statistics On The Australian Lingerie Industry 2014

Lingerie Industry Post GFC

Global financial crisis to now

The Australian lingerie industry has been slow to recover from the global financial crisis, yet the GFC didn’t hit us anywhere near as hard as the USA and the UK. Interestingly, that fear not fact is enough to tighten wallets.

Research shows that lingerie is a necessity and there are sales in the industry during every economic downturn. Women often source basic lines over luxury lines, however that depends on bra size, 40% of Australian women are a D Cup plus and availability in larger cup sizes is hard to source. Therefore we have experienced an interesting outcome as some of our specialty boutiques have soared in the last 8 years, while others have really struggled.

The lingerie stores that have struggled are ones that don’t have a unique selling point, or offer a unique customer experience. This has really divided the market, because women looking for basic lines will always shop at department stores or larger chains.

There are 170 Australian lingerie retail stores, which comprise of two major players within the industry being: Bras N Things and Cotton On Body whom dominate the market share.

Revenue declined by 1.5% over the period of 2010-11 and grew slightly by 0.4% over 2011-12. As the economy picked up, consumers returned to specialty lingerie stores. Through 2013-14, industry revenue was expected to grow at an annual rate of 0.8% to total $188.6 million. This includes revenue growth of 1.8% over the period of 2013-14.

The latest statistics show us that the lingerie industry has exceeded all expectations and we have experienced revenue of $194 million and a 0.7% growth. Within our 170 lingerie stores the lingerie industry employee 1480 people.

11.34 million women live in Australia.

453,600 are a D Cup plus

If Bras ‘n’ Things and Cotton On Body dominate the marketplace, say by 50% (that is an example figure); that leaves a lazy $97 million. Where is your business sitting?

As you can see, there is nothing small about the Australian lingerie industry. As a SME you only need a small percentage of the marketplace and your business is doing very well. If your business is not mirroring the figures you are seeing here, it’s very easy to increase them. In fact the sales have been there all along you just need to steer them in the right direction.




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