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Market Overview

The UAE lingerie market size reached USD 450.00 Million in 2024 and is expected to grow to USD 793.05 Million by 2033, supported by a 5.83% growth rate over the forecast period 2025-2033. This growth is driven by cultural diversity, rising disposable incomes, and increasing demand for high-quality, comfortable lingerie that merges modesty with modern fashion. The country's advanced retail infrastructure and privacy-centric shopping experiences foster consumer loyalty and expand market share.

How AI is Reshaping the Future of UAE Lingerie Market

• AI-powered sizing and fit technologies enhance personalized lingerie fittings, improving customer satisfaction and reducing returns.

• Virtual try-on tools driven by AI provide privacy and convenience, aligning with UAE consumers’ preference for discreet shopping experiences.

• AI-driven e-commerce platforms personalize product recommendations, boosting online sales on platforms like Namshi and Ounass.

• Social media algorithms use AI to connect consumers with new collections and styling tips, influencing buying decisions.

• AI optimizes inventory and supply chain management, ensuring timely availability in specialized stores and mass merchandisers.

• Machine learning models analyze market trends and consumer behavior, enabling brands to launch collections that blend modesty with modern fashion preferences.

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Market Growth Factors

The UAE lingerie market is being propelled by a unique blend of cultural diversity and evolving fashion preferences. The market reflects a subtle mix of modesty and modern style, influenced heavily by Islamic values and international fashion trends. Emirati women prefer lingerie that offers coverage and comfort without compromising femininity and elegance, favoring non-translucent fabrics, high-waisted panties, and full-coverage bras. Meanwhile, expatriate communities create demand for diverse cuts and styles, prompting luxury lingerie companies to produce collections that cater to both conservative and fashion-conscious consumers. Such culturally sensitive retail practices, including private fitting rooms and female sales staff in malls of Dubai and Abu Dhabi, enhance buyer comfort and market expansion.

Premiumization is another significant driver in the UAE lingerie market. The country's affluent population has a strong appetite for luxury products, which extends to lingerie as a prestige category. High-end international brands like La Perla, Victoria's Secret, and Agent Provocateur cater to this demand by offering exclusivity, craftsmanship, and comfort. Lingerie items made from premium materials such as lace and silk are highly sought after. Bespoke fittings and limited-edition collections reinforce the perception of lingerie as a lifestyle product beyond basic personal care. This premium segment benefits from the broader luxury retail ecosystem in the UAE, stimulating significant market growth.

Digital transformation is reshaping how lingerie is retailed and marketed in the UAE. With a tech-savvy population and high internet penetration, e-commerce has emerged as a crucial channel for lingerie sales, especially among young, urban women. Online platforms like Namshi and Ounass enhance the shopping experience through size charts, virtual try-ons, and flexible returns, building consumer trust. Social media influencers also play a vital role in driving lingerie trends and purchase decisions. Brands adopt omni-channel strategies that blend physical stores and digital platforms to provide seamless, privacy-focused, and quality-rich shopping experiences, broadening market reach and penetration.

Market Segmentation

Product Type Insights:

• Brassiere

• Knickers or Panties

• Shapewear

• Others

Material Insights:

• Cotton

• Silk

• Satin

• Nylon

• Others

Price Range Insights:

• Economy

• Premium

Distribution Channel Insights:

• Mass Merchandizers

• Specialized Stores

• Online Stores

• Others

Regional Insights:

• Dubai

• Abu Dhabi

• Sharjah

• Others

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Recent Developments & News

• March 2025: The UAE government partnered with educational institutions to promote fashion technology programs, including AI applications for personalized lingerie design and retail, elevating industry innovation and skilled workforce development.

• July 2025: A leading lingerie brand announced expansion plans in Dubai and Abu Dhabi, emphasizing premium customer service with bespoke fittings and exclusive collections, enhancing luxury lingerie availability.

• October 2025: Market reports revealed a sharp increase in online lingerie sales via platforms like Namshi and Ounass, driven by advanced digital shopping tools and privacy-focused consumer preferences, boosting overall market accessibility and sales.

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