Thanks in part to the Channel 4 The Campaign for Real Sex series and the popularity of erotic novel trilogy 50 Shades of Grey, consumers are displaying a greater willingness to experiment with more erotic lingerie styles. Ann Summers and Agent Provocateur have seen their sales boosted as a result, while more practical and feminine lingerie retailer Marks & Spencer has taken on the design ideas of popular supermodel Rosie Huntington-Whiteley to create a luxury, modern collection.
Fashion trends have also propelled lingerie into the consciousness of the mass consumer market. Crop tops, bra tops and camisole slip dresses are all being sported as outerwear by celebrities and public figures, creating a swarm of fashionistas to follow suit. Meanwhile, fashion retailers are creating their own trend-driven lingerie ranges, thus causing the market to become overcrowded with surplus lingerie retailers and brands. Yet, the capability to constantly create new products and innovations in terms of the practical intimate items of sports bras, maternity bras and so on ensures that there will always be room for more styles and items to meet the marketplace in the coming years, with Key Note predicting that this successful market will continue to thrive with ongoing growth for the next 5 years.