How To Start a Lingerie Business: A Beginner's Guide for 2024

Have you ever dreamt of turning your passion for lingerie into a thriving business? Maybe you’ve noticed a gap in the market for comfortable, stylish, or inclusive intimates. Well, the good news is, the lingerie industry is booming! With the increasing focus on body positivity and self-expression, there’s a growing demand for lingerie that caters to diverse needs and preferences.

But before you jump in and start designing your first bra collection, there are some important steps to consider. This guide will walk you through everything you need to know about starting a lingerie business on Shopify in 2024, from market research to building a successful brand.

In 2024, Will the Lingerie Market be a Profitable Niche?

As we said, the global lingerie market is a booming industry. While the exact market size in 2024 is estimated at USD 94.78 billion, recent market research reports project a market size exceeding $142.44 billion by 2029 . Consumers are increasingly looking for high-quality, comfortable, and well-fitting lingerie that reflects their personal style. With a well-defined niche and a strategic approach, you can carve your own space in this exciting and profitable market.

A Step-by-Step Guide on How to Start a Lingerie Business

Step 1: Conducting Thorough Lingerie Market Research

This can be done by conducting market research on the lingerie market, which would entail studying trends, audiences, and competitors. Research various types of lingerie, including the sizes and materials that dominate the markets. This may involve establishing the areas that are not well served regarding the available brands.

• Understand the Market Landscape: Research current trends in the lingerie industry. Who are the major players? What are the gaps in the market? Is there a specific niche you can cater to (e.g., sustainable lingerie, plus-size lingerie, activewear lingerie)?
• Identify Your Audience: Who are you aiming for? Understanding your ideal customer’s needs, preferences, and buying habits is crucial for developing successful products and marketing strategies.
• Analyze the Competition: Research your competitors. What are they doing well? What areas can you improve upon?

Step 2: Choosing Your Business Structure and Securing Permits

The business structure you choose for your lingerie business will impact several aspects, including legal liability, taxes, and paperwork requirements. Here’s a breakdown of the three most common options to help you decide which one is best for you:

• Sole Proprietorship: The easiest and most common business structure to set up. There’s no legal distinction between you and the business; you are one and the same.
• Partnership: A partnership is formed when two or more people agree to co-own and operate a business. Partners share profits and losses according to a predetermined agreement.
• Limited Liability Company (LLC): Combines some of the advantages of a corporation and the simplicity of a partnership. It provides limited liability protection for its owners, known as members.
• Corporation: A legal entity which is distinct and separate from its owners, who are called shareholders. This means the corporation can own property, enter into contracts, and be sued in its own name. They have a board of directors who oversee the management of the company and officers who run the day-to-day operations.

Then contact your local authorities to determine any permits or licenses required to operate a lingerie business in your area.

Step 3: Building Your Brand’s Identity

Develop your product line and branding strategy. Your products and brand identity should resonate with your target audience.

• Product Line: What types of lingerie will you offer? Bras, panties, shapewear, sleepwear? Focus on high-quality materials, comfortable designs, and a good range of sizes to cater to a wider audience.
• Craft a Unique Brand Identity: Develop a brand unique name and logo that reflects your business. What makes your lingerie special? Focus on creating a brand image that reflects your values and product offerings.

Step 4: Sourcing Reliable Suppliers

Building a solid relationship with your suppliers is crucial for ensuring product quality and consistency.

• Prioritizing Quality: Partner with reputable lingerie manufacturers who prioritize high-quality materials and ethical production practices.
• Negotiate Competitive Rates: Get quotes from multiple suppliers to ensure you’re getting the best possible price and terms.
• Consider Minimum Order Quantities: Some suppliers may have minimum order quantities (MOQs) for certain products. Factor this into your planning and budget.

Step 5: Establishing Your Warehouse and Office Space

Figure out if you will need a real space to store your goods and run your business. It could be a warehouse, office, or both.

• Storage Needs: You’ll need a secure and organized space to store your lingerie inventory. Consider your projected sales volume and growth when choosing a warehouse space.
• Office Space: Do you need a dedicated office space, or can you work remotely? Factor in your team size, budget, and operational needs.

Step 6: Building Your Brand’s Digital Presence

A well-crafted website and engaging social media presence are essential for establishing a powerful online reputation.

• Create a Captivating Website: Your website is your online storefront. Make efforts for an attractive and user-friendly website that showcases your products and brand story.

• Embrace Social Media: Build a strong presence on social media platforms like Instagram and Facebook. Use engaging content to connect with your target audience and promote your brand.

Amplify your brand’s digital presence efforts by integrating the Mageplaza Instagram Feed App . This completely free app will bring various benefits:

• Enhanced Visual Appeal: Captivate website visitors with a dynamic Instagram feed showcasing your lingerie in its most captivating form.
• Seamless Shopping Experience: Allow visitors to browse and purchase products directly from your Instagram feed, eliminating friction and potentially increasing sales conversions.
• Boosted Brand Engagement: Encourage interaction and brand loyalty by displaying your Instagram feed on your website. Visitors can easily like, comment, and share your posts, fostering a sense of community.
• Curated Content Display: Select the specific Instagram posts you want to showcase on your website, ensuring your visitors see the most relevant and visually appealing content that is consistent with the brand identity and target audience.
• Real-Time Updates: Your website’s Instagram feed automatically updates with the newest posts from your Instagram, keeping your website fresh and engaging.

Step 7: Building Your Physical Presence (Optional)

If you want to open a real store, pick a spot that your customers will find easy to get to. Customers should feel welcome and comfortable when they shop at the store.

• Brick-and-Mortar Store: While not essential for every lingerie business, a physical store can provide a unique customer experience. This may be a good option if your target audience values trying on lingerie before purchasing.
• Pop-Up Shops: Consider participating in pop-up shops or market events to showcase your products and gain brand exposure.

Step 8: Implementing Strategic Marketing and Advertising

Building brand awareness and gaining customers’ attention are of course crucial for any business, and your lingerie brand is no exception. Here are some efficient marketing strategies you should apply:

• Content Marketing: Create informative and engaging content about lingerie, body positivity, and self-love including blog posts, videos, or social media content .

• Search Engine Optimization (SEO): To improve ranking in SERP (search engine result page), ensure that your website and material are optimized for important keywords. In this way, possible customers will find your business on their own.

• Paid Advertising: Think about using search engines or social media to run focused ad efforts that reach more people.

• Email Marketing: Make an email list and frequently send out newsletters with news about your brand, new goods, and sales.

• Customer Loyalty Programs: Give your customers rewards for their loyalty to encourage them like exclusive discounts, early access to new products, or birthday gifts.

• Collaborations: Join hands with other companies or influencers in the fashion or body positivity space to reach new audiences and cross-promote products.

Step 9: Offering In-House Customer Financing (Optional)

While not essential for every business, offering in-house customer financing options can make your lingerie more accessible to a wider audience. This could involve partnering with a financing company to offer installment payment options.

• Payment Plans: Offer installment payment plans to ease the purchase process for your customers.
• Financing Partners: Partner with financing companies to provide credit options for your customers.

Beyond the Basics: Building a Thriving Lingerie Business

Now that you have the foundation laid, here are some additional tips to help your lingerie business blossom:

Create a unique value proposition

What makes your lingerie different from others on the market? Focus on what makes your business special (unique selling points), whether that’s eco-friendly materials, new styles, a commitment to including everyone, or top-notch customer service.

Pick a Memorable Business Name

Choose a business name that is easy to remember, reflects your brand identity, and resonates with your target audience. Ensure it’s unique and not too similar to competitors.

Invest in Professional Website Design

Your website is like a shop for you. Spend money on a website that looks good, is easy for people to use, and shows off your goods best. You must have high-quality pictures and thorough descriptions of your products.

Embrace Diverse Marketing Strategies

Don’t rely on just one marketing channel. Explore a variety of strategies like content marketing, social media marketing , email marketing, and influencer marketing to reach your target audience effectively.

Closing Thoughts

Starting a lingerie business in 2024 can be a profitable and fulfilling endeavor if approached with careful planning and strategic execution. By researching the market, building a strong brand, and implementing effective marketing strategies, you can create a successful lingerie business that resonates with customers and stands out in a competitive market.