5 tips on how to sell lingerie and boost your business success12 min read


  • Customers want lingerie that offers comfort, quality, and beauty. Make sure to sell products that meet these expectations;
  • Lingerie may be a necessity, but it should also be something your customers want to own and wear. Focus on creating a desirable brand!
  • Want to develop incredible lingerie? With Audaces360 multi-solution, you can create and visualize 3D designs for your collection. Sign up for the free trial today!
Download now the Audaces360 free trial!

The women’s clothing industry is constantly thriving, and the lingerie sector is no exception. As a result, many entrepreneurs are eager to tap into this market and wonder how to sell lingerie successfully.

If you’re interested in investing in this area, there are many factors to consider, from manufacturing and production to marketing and sales.

To help you navigate this complex landscape, we’ve compiled a list of essential tips for launching your lingerie business.

Whether you’re just starting or looking to grow your existing operation, the following guide will provide you with the best strategies to achieve your goals.

Keep reading to find out more!

How to sell lingerie and what is essential to get started?

To succeed in the competitive lingerie market, it’s crucial to have a well-defined business plan and clear goals.

This preparation is a key ingredient for success, especially when launching a new collection.

In addition to planning, it’s essential to know how to sell your products and identify your target audience.
Check out the tips below and start planning your sales success story today!

1. Understand your target audience

To achieve a solid return on investment, it’s essential to understand your target audience. By tailoring your brand and product offerings to the right people, you can attract more interested buyers and increase your sales revenue.

Selling to everyone may seem like the best approach, but in fact, it’s not an effective strategy. Instead, focus on identifying your ideal customer base and building your brand around their preferences and needs.

This process involves developing a clear target audience profile that represents people with similar characteristics, such as age group and income level, who are most likely to connect with your brand and become loyal customers.

When it comes to selling lingerie to women, there are many possible segments to consider, such as plus-size, maternity, and sleepwear. By understanding the unique needs and preferences of these different audiences, you can create marketing campaigns that resonate with your customers!

Learn more: How can fashion brands boost their business with technology?

2. Offer high-quality lingerie pieces

How to sell lingerie: Woman touching some pieces of lingerie in a store.

Quality should be a top priority when producing lingerie. Customers seek pieces that are durable, don’t rip easily, and maintain their color and shape over time – especially, considering that lingerie is typically made from delicate materials.

For this reason, it is extremely important that you have good suppliers. When negotiating with them, it is important to pay attention to some details such as:

For this reason, it’s essential to work with reputable suppliers. When negotiating with them, pay close attention to the following factors:

  • Product quality;
  • Competitive pricing;
  • Delivery speed;
  • Flexibility.

Remember that if the quality of your product is subpar, customers are unlikely to buy from you again.

Therefore, invest in quality materials to ensure that your lingerie pieces meet good standards of excellence.

Learn more: What is industrial quality control in the textile business and how does it work?

3. Organize your business plan

Creating a comprehensive business plan should be one of your first steps when launching a new business. This plan will help you organize your company and define key aspects of your operations, even before you start selling.

One critical issue to consider is how you plan to sell your products. Will you invest in a physical store, an e-commerce platform, or both?

Your business plan should outline your sales strategy and provide a clear understanding of your direct and indirect competitors, mission, vision, values, and target audience.

Additionally, your business plan can serve as the foundation for your marketing strategy, helping you identify areas for investment, strengths, and weaknesses.

Take the time to create this document, for it will provide a roadmap for your business’s future growth and success!

Learn more: Discover the current landscape of the fashion market and how to stay competitive

4. Invest in social media

Social media can be powerful allies for your lingerie brand, allowing you to showcase your collection and connect with potential customers.

Each platform has its own unique features and strengths, so consider which ones will work best for your brand.

For example, Instagram is great for sharing product photos and creating a visually appealing feed, while TikTok offers an opportunity to create videos showcasing how to create different lingerie combinations. On Facebook, in addition to posting photos, you will find a range of tools and specialized sales spaces that can be used to sell directly to customers. Besides, you have several features aimed at companies.

Focus on creating engaging content that inspires your followers to visit your store or make a purchase online.

Get creative and exhibit your brand’s identity and style to attract new customers and reach a wider audience!

5. Invest in a solid e-commerce platform

In addition to social media, a strong online presence can be a game-changer for selling lingerie. However, to make the most of this opportunity, you need to have a robust e-commerce platform that is built to deliver results.

Fortunately, there are several e-commerce platforms available that cater to businesses of all sizes. However, it is essential to understand which one suits your needs the best.

Make sure that your platform is user-friendly, with an interface that delights customers and assists them in completing their purchase journey seamlessly.

Learn more:How to make a fashion product catalog in 4 steps

How to calculate the selling price of lingerie pieces?

Determining the selling price of lingerie pieces can be challenging, but there are several approaches to pricing that can be taken.

To start, you should know the amount spent to produce each piece of

Firstly, it’s important to calculate the total cost of production for each piece, considering the cost of materials, labor, and any other expenses related to production.

Plus, you should factor in the fixed costs associated with running the business, such as rent and utilities, as well as the profit margins you aim to achieve.

Thus, you can establish a formula to calculate the ideal price for each piece of lingerie.

4 tips on how to sell lingerie

The lingerie market is all about delicacy, desire, and beauty.

If you want to make a mark in this industry, you need to know how to awaken the desire for consumption in your audience.

Here are some tips that can help you:

1. Invest in good photos

Good-quality photos are essential to selling your products. Whether it’s on your website or social media, good images can attract customers and even close a sale.

When shopping online, customers are driven by emotion and pleasure, and good images can ignite those feelings.

Invest in professional photos that display your products in the best possible light and make sure the images accurately depict the lingerie!

Learn more:Learn 8 tips for a successful fashion photoshoot of your collection

2. Partner with regional influencers

Influencer marketing can be a great way to increase your lingerie sales, especially when starting out.

Partnering with micro-influencers in your region can be a cost-effective way to gain visibility for your brand.

When choosing influencers to partner with, focus on quality over quantity. Look for influencers who align with your brand values and whose posts reflect this. And keep in mind that building customer loyalty is more important than simply increasing your number of followers.

You can also consider doing an exchange for promotion to make it more affordable for your business at the beginning.

3. Be consistent with your social media posts

Being active on social media is not enough, you must also be consistent with your posts. By posting frequently, you can create an audience that is always looking forward to seeing what’s new.

Consider the social media platforms that your target audience is most active on. For instance, if your audience is mostly on Instagram, you can aim for at least one feed post and five stories per day to stay relevant and top-of-mind.

If you don’t have the time to post every day, try scheduling your posts in advance. This way, you can organize your time and ensure that your social media accounts are always updated with fresh and engaging content.

4. Offer a wide range of sizes

How to sell lingerie: Models of different colors and biotypes, showing the bottom part of lingerie from the back.

Lingerie sizing can be a complex matter as there is no standard measurement for garments, especially for bras. To make it easier for customers to find their size, it is important to provide a comprehensive sizing chart that correlates with your brand’s garments.

Offering a wide range of sizes, from small to plus sizes, is crucial for serving diverse audiences and retaining customer loyalty.

When customers find lingerie that fits their bodies perfectly, they are less likely to switch to another brand. By providing a complete size chart, you are ensuring that all customers feel included and represented.

Learn more: Check out 8 advantages of the clothing measurements chart for the fashion business 

Where to sell lingerie?

If you want to determine the best channel to sell your lingerie, you have two options: a physical store and a virtual store.

Both can be used independently, or you can invest in both if you have the resources. This strategy can help your business grow and increase sales.

Regardless of which option you choose, it’s important to have a good strategy in place, use social media, and have a marketing plan as your ally.

These resources can help your company no matter which sales channel you use.

To determine which option is best for you, consider the advantages of each:

Physical store

A physical store allows customers to see and feel the products in person. They can try on sizes and clarify any doubts about the product. Best of all: they can leave the store with their purchase in hand, which can be a significant advantage over online shopping.

It also gives you a presence in the local community and can attract foot traffic, with customers coming directly to you.

However, a physical store requires more upfront investment and ongoing expenses, such as rental space, storefront design, inventory management, hiring staff, and restocking products.

Therefore, it is essential to carefully consider these factors and evaluate the best option for your lingerie business.

Learn more: 10 tips on creating an eye-catching fashion visual merchandising

Virtual store

A virtual store can be a cost-effective option with a broader reach than a physical store. However, there are still some downsides to consider before deciding which option is best for your business.

One common concern for customers when shopping online is uncertainty about product sizing and delivery times, which can lead to hesitation and lost sales.

To address these issues, it’s important to provide detailed product descriptions, including measurements, fabric types, and materials used.

Additionally, using models with diverse body types can help customers visualize how the clothing will look in different shapes and sizes.

By offering a great shopping experience, a virtual store can be a wise way to expand your customer base and increase sales.

Manage your lingerie collection with Audaces Isa

Audaces Isa's display

Audaces Isa is powerful Fashion PLM (Product Lifecycle Management) software designed to help your company manage and streamline its collections.

From the beginning stages of production, Isa provides an intelligent tool to help all teams stay focused on their individual processes, resulting in greater accuracy, efficiency, and profitability for your business.

With this tool, your company can enjoy a range of benefits, including:

  • Reducing product launch time by over 30%;
  • Real-time product tracking;
  • Centralizing information in a collaborative environment;
  • Access to an online repository of all product files;
  • Secure cloud-based storage for all your files;
  • Convenient mobile access anytime, anywhere;
  • Dynamic reporting tools for effective decision-making;
  • And much more!


In conclusion, selling lingerie requires a dedicated process, but the rewards can be significant when you offer high-quality products that fit your customers’ bodies well.

To succeed in this market, it’s crucial to invest in pieces that will satisfy your audience.

You can also employ various strategies and techniques to maximize the sales results of your lingerie collections. To learn more about these tactics, download our free e-book now and start planning your next launch right now!


What is needed to sell lingerie, and how to get started?

To establish a successful lingerie store, it’s important to have a solid business plan and well-defined goals. This includes identifying your target audience, selecting quality products, and developing effective marketing strategies to reach potential customers.

How to calculate the selling price of lingerie items?

To determine the selling price of your lingerie pieces, you need to consider several factors, such as the cost of production, fixed overhead expenses, and desired profit margins. By understanding these key components, you can set a competitive and profitable price point for your products.

Where is the best place to sell lingerie?

A physical store allows customers to see and try on products in person, while a virtual store offers a wider audience reach and lower initial investment costs. Ultimately, the best option will depend on your business goals.

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Audaces is a global reference in the development of innovative solutions for the fashion industry, integrating processes, people, and technology.

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