Faced with slowing sales in Western markets, lingerie firms are increasingly focusing on emerging markets like Russia and Asia for growth. According to new research, both China and India are likely to see a double digit hike in lingerie sales over the next three years.

The recessionary pressures on Western markets are presenting unique challenges to the lingerie sector, increasing the importance of emerging markets like Russia and Asia for growth, according to new research.

According to the report 'Global Intimate Apparel Market: 2008 Edition' by Koncept Analytics, the Russian lingerie market is already marching on, whilst increased brand awareness and organised retail in China and India are bearing fruits too.

The report says: "Currently, the Asian market is strongly supporting the growth of the lingerie industry. While the global lingerie market grew at a rate of approximately 3%, the Asian lingerie market alone witnessed a tremendous growth of 8%.

"So, it is evident that Asia and to some extent Eastern European countries like Russia, have emerged as important markets for Western and Asian lingerie brands."

Asian opportunities

In comparison, Asia represents just 19.6% of the market but is enjoying 8% annual growth, according to the Koncept research.

The lingerie sector in China is also seeing unequalled growth, rising by an average of 11% for the past five years.

Meanwhile, the Russian apparel market is expanding at a rate of 30% per annum. The country's mass-market segment is driving much of this growth, the research says, with 55% of the overall market share compared to 10% for the premium segment of the market.