US vs. EU Lingerie Markets: Vietnam Export Opportunities

The United States and the European Union are the world's biggest lingerie buyers. However, success in each market needs very different plans. For Vietnam's growing clothing industry, these markets are key for making money, growing long-term, and being competitive globally. The textile and garment industry is very important to Vietnam's economy and is expected to grow significantly, with exports predicted to hit $44 billion in 2024. This strong performance proves Vietnam is a top global clothing manufacturer, being one of the top three apparel exporters worldwide.

The US and the EU are Vietnam's most important export markets for textiles and garments. The US is the biggest buyer, buying almost 40% of Vietnam's exports, expected to be over $16.7 billion in 2024. The EU is also a key partner, with exports worth $4.3 billion. These numbers show that Vietnam's clothing industry success depends on entering these two major markets, as they are crucial for its global growth.

The US Lingerie Market Profile

A Huge, Unified Market

The American lingerie market is enormous and offers a great chance for exporters. This market is expected to be worth $14.8 billion in 2024 and grow steadily to $21.25 billion by 2033, increasing by 4.1% each year. If you include men's underwear, the total U.S. market is predicted to reach an even bigger $42.7 billion by 2033, growing by 6.1% annually. This clearly shows a large and continuously expanding customer base with strong buying power.

What makes the US market different from Europe is how similar it is culturally and commercially. Even though the US has diverse regions, a shared language, media, and widespread stores and online shopping create a very consistent consumer culture. This consistency lets brands use the same marketing and product plans across the entire country, from New York to California. If a product does well in one area, it can often be launched nationwide with few changes, which is a big plus for manufacturers planning large production.

However, this large and unified market also creates a very competitive environment. Many established local brands, quick direct-to-consumer (D2C) brands, and international brands are all fighting for customers. This strong competition can push prices and profits down, so new companies need to offer great value and have efficient production to succeed.

Consumer Behavior: What Drives American Shoppers

To do well in the US lingerie market, it's important to understand what influences American shoppers' choices. These influences come from strong cultural and economic changes in the clothing industry. Four main factors are key: a strong need for comfort (thanks to the athleisure trend), being smart about value, the big effect of the body positivity movement, and more plus-size customers.

The Need for Comfort & The Athleisure Trend

Today, comfort is a basic need, especially for underwear. People no longer want to trade comfort for looks in their everyday lingerie. The athleisure trend, which mixes workout clothes with everyday fashion, has greatly increased this demand for comfort. The global athleisure market was worth $358.07 billion in 2023 and is expected to jump to $662.56 billion by 2030, growing by 9.3% each year. The US is at the center of this trend, making up over 40% of the global market.

Hybrid and remote work have made comfortable clothing even more important. A study showed that 53% of hybrid workers now prefer clothes that are easy and flexible, so they can switch easily between work and personal life. This has changed how we dress for work, making comfortable underwear a daily must-have, not just something for weekends, for many people.

Clothing is now also focused on how well the fabric works. There's a big demand for advanced fabrics, once only used in sports gear, in everyday underwear. Fabrics that wick away moisture, like polyester and nylon blends, are very popular. 

Value Awareness & Shopping Methods

Even though performance is important, American shoppers are very aware of value, especially after recent price increases. They want the best mix of quality, how long it lasts, and price. This focus on value helps create specific pricing and selling plans. For example, popular multipacks and bundle deals are a direct result of this, offering a lower price per item that appeals to shoppers looking for a smart buy.

Consumers mostly shop through efficient and large-scale channels. Online shopping has become a main way to buy, valued for its convenience, huge selection, and easy price comparison. Also, new and strong Direct-to-Consumer brands have gained a lot of market share by building strong online communities and telling their brand's story directly to customers. Lastly, big national retail chains are still a key part of the market, using their physical stores and strong supply chains to offer good value and easy access to the general public.

The Body Positivity Trend & The Plus-Size Opportunity

The body positivity movement has greatly changed the US clothing market. What started as a small effort against unrealistic beauty standards is now a major cultural force, changing what customers expect and what brands are responsible for. Brands can no longer show just one type of beauty. Customers now want and support brands that show real, diverse body types in their ads and products, seeing inclusion as a key brand value.

This big culture change has opened up a huge business opportunity in clothing: the plus-size market. In 2023, the worldwide plus-size clothing market was worth an amazing $311.44 billion and is still growing strong. North America leads this market, holding 44% of it globally. The reason for this demand is clear from population facts: almost 42% of adults in the US are considered obese, and a notable 68% of American women wear a size 14 or larger.

Even though there are many plus-size customers, there is not enough supply to meet their needs. A study showed that while 85% of online searches for "plus-size" brought up results, only 43% of those products were available in plus sizes. For smart manufacturers, this gap is a huge chance to serve a large market that wants products designed for them.

However, to take advantage of this opportunity, simply making existing patterns bigger is not enough. Details on the plus-size lingerie market and its design can be found in our previous article.

Preferred Styles: Sporty, Branded, and Simple

The strong influence of athleisure has led to a preference for sporty and athletic looks. Items like sports bras, bralettes, and simple designs focused on movement and function are now worn daily, not just for workouts. Unlike the more understated European style, branding is often very visible in the US. Logos are frequently a main design feature, much like with successful sports and lifestyle brands. For many shoppers, the brand logo is a key part of what makes the product appealing.

Meanwhile, the mainstream market is still built on simple, affordable items. Basic and practical styles like classic briefs and t-shirt bras are still essential in the industry. Selling these items in multipacks is a popular and very effective way to meet American consumers' practical, value-focused shopping habits.

The EU Lingerie Market Profile

A Large but Fragmented Mosaic

The European Union (EU) has a very large and advanced lingerie market, similar in value to the US. In 2024, it was worth about $15.4 billion and is expected to grow strongly to $24.9 billion by 2033 (a 5.5% annual growth). Other reports suggest the 2023 market was even higher at $23.72 billion, predicted to reach $42.15 billion by 2035. These numbers show the EU is a profitable and vital market for any clothing exporter aiming globally.

However, unlike the more unified US market, the EU is a complicated mix of many national markets. It is not one single market, but a group of countries, each with its own culture, customer likes, and shopping environments. To succeed in the EU, you need a more detailed, local approach, adjusting product design, marketing, and selling plans to fit each country or region's specific tastes and values. 

Consumer Behavior: European Focus on Quality and Ethics

European shoppers buy clothes differently from Americans. They value good craftsmanship, a strong dedication to sustainable and ethical production, and are willing to buy products that have a good story and clear value.

The Importance of Craftsmanship, Quality, and Durability

In many major European markets, like Germany, France, and Italy, there is a strong, long-held value for excellent craftsmanship, high-quality materials. Shoppers in these areas are more willing to pay extra for clothes that feel better, fit more accurately, and promise to last through many wears and washes. This way of thinking prefers products made with fine materials like high-grade cotton, silk, and detailed lace, and construction methods that focus on quality and a good finish. For manufacturers, this means that just trying to have the lowest price will not work; the main goal must be to provide clear, lasting quality.

The Need for Sustainability & Ethics

The most important thing about today's European consumer is their strong dedication to sustainability and ethical practices. People are very aware of how the fashion industry affects the environment and society, as it causes up to 10% of global carbon emissions and 20% of global wastewater. A 2018 study showed that over 90% of consumers worldwide are trying to live more sustainably, and this feeling is especially strong in Europe. 

This focus on sustainability directly affects what people buy. Shoppers are willing to pay more for products that have proven sustainable claims and come from trusted brands. This means sustainability is no longer just a marketing tool but a key part of a product's value.

This demand from consumers is strongly supported by strict rules against "greenwashing" (making false environmental claims). The EU recently passed a new directive that changes existing consumer protection laws. These new rules ban vague environmental claims like "eco-friendly," "green," or "sustainable" unless they are supported by solid, independent data and recognized certifications. 

Value-Based and Story-Driven Purchasing

For European consumers, "value" means more than just price and quality. They increasingly buy based on a product's story, how transparent its supply chain is, and if it matches their ethical beliefs. Trust in a brand is crucial and comes from being real and open. Exporters need to do more than just deliver a quality product; they must clearly explain how it was made, emphasizing ethical labor, sustainable materials, and environmental responsibility.

Preferred Styles: Sophistication, Minimalism, and Elegance

The European lingerie market prefers sophisticated and timeless styles. Europe prefers simple designs, classic cuts, and subtle elegance. The main focus is on the high quality of materials like fine lace, smooth silks, and soft cottons, along with precise craftsmanship. Details are often delicate, and obvious branding is rare. The overall style suggests quiet luxury and lasting appeal, showing that consumers value quality and good design over temporary fads.

US vs. EU Opportunities: A Direct Comparison

The detailed look at the American and European lingerie markets shows they are very different, with their own rules, customer desires, and chances for success. Both are very valuable, but their basic differences mean you need a specific plan for each. The table below directly compares these markets to make things clear and easy to act on.

Vietnam's Edge in the Global Market

Vietnam is not just a cheap place to make things; it is an advanced manufacturing center with natural strengths. These strengths help it take advantage of opportunities in Western markets. Its advantages come from smart trade policies, excellent production history, and a supply chain that is becoming more connected.

The Golden Ticket - Free Trade Agreements (FTAs)

Vietnam's active efforts in creating trade agreements (FTAs) are now a key part of its export plan, giving its manufacturers a big advantage globally.

The EVFTA, a major trade agreement between the EU and Vietnam, is successfully reducing trade barriers. Since August 2020, 71% of Vietnamese exports to the EU have become duty-free, and 99% of all tariffs will be eliminated by 2027. This gradual removal of tariffs, which were up to 12% for clothing and textiles, gives Vietnam a growing cost advantage over rivals. This allows Vietnamese exporters to offer lower prices to EU buyers or invest in better materials and processes, meeting European market demands.

However, this advantage has a key condition. For the EVFTA's lower tariffs, the fabric for the final clothing must come from Vietnam or an EU free trade partner. This rule is not just paperwork; it is a strong push to grow Vietnam's textile industry and spread out its supply sources. Manufacturers who manage to use compliant fabrics get a huge competitive edge in the EU.

Beyond the EU, Vietnam's involvement in the CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) shows its global connection. This agreement gives Vietnam special access to major economies like Canada, Japan, and Australia, strengthening its role as a flexible and globally linked manufacturing center.

Manufacturing Capacity and Labor Quality

Vietnam is known worldwide as a top clothing maker because of its long history of success. It is consistently one of the top three biggest clothing exporters globally, which shows its huge production ability and strong setup. Big international brands have always trusted Vietnam for high-quality manufacturing. This has created a large, skilled workforce that can meet the tough quality and complex demands of export markets.

The reliability and proven skill mean Vietnamese factories can handle both the big, efficient orders for the US market and the high-quality, detailed production needed by European brands.

An Increasingly Complete and Flexible Supply Chain

Trade agreements like the EVFTA are speeding up the growth of Vietnam's local supply chain. More money is being put into things like fabric mills, dyeing, and finishing plants. This move to control more of the production process is very important. It helps manufacturers meet trade agreement rules and makes them more flexible and quicker to respond. 

A local supply chain means less reliance on imported materials, faster production, and better control over quality and eco-friendly practices. This makes "Made in Vietnam" products more appealing, attracting global brands looking for dependable, efficient, and increasingly integrated production partners.

Conclusion

Looking closely at the US and EU lingerie markets shows a clear point: there's no single "better" market, just the one that "fits best" with a brand's unique style, skills, and goals. Deciding between these two big markets isn't about saying one is better, but about honestly checking your strengths and matching them with what different customers want. Both markets offer huge possibilities, but the ways to succeed in them are very different.

Whether you aim for the active US market or the refined EU market, or the complex and potential global market, K&G Garment has the skills and knowledge to be your strategic manufacturing partner. Contact us today for advice on making your product line ready for export!

Contact K&G Garment:

• Email: manufacture@kgvietnam.com

• Telephone/WhatsApp: (+84) 888969887