Traditionally, ladies bought lingerie from salespeople who didn't know anything about the item. The Lingerie Market suffered greatly from conservative women's preferences for privacy out of a fear of criticism. Modern offline retail businesses like Macy's, Victoria's Secret, and others mitigated the issue, but their reach was constrained. Additionally, some channels featured fewer shelves and favoured brands and sizes.
Some groups of women are paying more attention to e-commerce websites because they offer product information, size questionnaires, a larger variety of brands, and a wider range of patterns and colors. The return policy in place for products purchased through online channels is a significant factor in the current growth rate of the online segment. In 2020, private-label lingerie brands were launched by independent online retailers like Amazon. The business's 63 million registered prime members are retail partners who provide consumer intelligence and regularly track Lingerie Market success. When compared to companies like Victoria's Secret, Amazon's prices are also reasonable. For instance, whereas Victoria's Secret sold the same bra for $40, Amazon sold it for $8.
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