In the present society, women are more conscious about their personality and demand for gorgeous intimate apparels has increased. They prefer wearing beautiful lingerie as an expression of their sensuality. Twenty-five years before, women of UK had only a handful of choices regarding lingerie's; either M&S cotton briefs, or cheap intimate wears from Knickerbox, or a simple one with lace trims. Lingerie was considered as a commodity or necessity. The feeling that intimate wears are important came into the minds of British women during the 90s, and the motive of fashion lingerie was nurtured. Now, the average British woman is elegantly dressed and looks confident than she was years before, due to the disposable income she has acquired, and the wide range of choices available in front of her.

The total worth of British lingerie market is estimated to be around 2.48 billion during the past year, which is a growth of 13% compared with the figures of 2002. On an average, one million bras are being sold in the UK market; annually. Industry leaders are of the opinion that UK lingerie market will further grow to around 2.73 billion at the end of 2008, exhibiting a growth of 16% as compared with 2004, and reach 2.9 billion by 2011. They further contemplate that the market may be dampened by a slow down in consumer spending on the high street and a relatively flat period of price rises. Global market is being manipulated by cheap overseas products, and this will have an influence on the slow growing, stable lingerie market in UK.

Manufacture of low cost apparels is being outsourced to the Far East, and intimate wears are no exception to this. Hence, many manufacturers are finding it hard to maintain their margin as they are pressurized by the retailers who intend to keep down their prices to sustain in the competitive retail distribution system. High street now views intimate apparels as an integral fashion item, along with super markets, and clothing manufactures promoting their products making it a fierce arena to operate. Some branded lingerie manufacturers are moving into the retail scenario with the notion of launching their own stores during 2008. The next decade will witness the performance of how well brands fare over in the UK intimate market.