The UK Online Lingerie sector has enjoyed considerable growth over the past few years, with the industry seeing growth of 265%, compared to 116% for the online retailer sector between 2009 and 2014 (Lingerie Insights). Where typical retailers suffered in sales from post-recessionary customers, the Lingerie sector came out unscathed, with Analysts from Global Online Lingerie Market now predicting further growth of 18.18% between 2014 and 2019.
Growth in this sector has been aided by several factors including typically low average order values at £36 compared to £58 in clothing generally (Lingerie Insights), and a rapid adoption of mobile payment options and browsing functionality. Many advertisers in the sector also offer free delivery over certain spends, as well as free returns and click and collect options. Part of the sector’s success can be attributed to lingerie boutiques catering to a wider range of customer size requirements than traditional department stores, as well as an overall de-commodification of the sector, through the influence of celebrities and large brands such as Victoria’s Secret reinventing the customer experience of lingerie shopping (Marketing Magazine).