On June 26 (Beijing time), the first session of the INTERFILIÈRE NEW YORK webinar series officially concluded.

With the theme “How Emerging Lingerie Sectors and Tariff Policies Are Shaping Future Trends,” the webinar focused on the textile industry at a crossroads where innovation and tradition intertwine.

Host: Moira Nelson, Founder of boutique fashion agency Bra La Mode
Guest: Kristen Classi-Zummo, Fashion and Activewear Industry Analyst at global data consulting firm Circana

Let’s explore the strategic breakthroughs discussed during the session:

Seizing Growth in a Tight Market: Strategies for North American Brands

Amid shifting lingerie trends 2025, North America’s crowded retail arena demands that brands anchor growth on three levers: social media visibility, tailoring messages to distinct shopper groups, and accelerating product innovation.

Boost visibility where attention lives.
Consumers aged 18–54 still discover trends on Instagram, TikTok, Snapchat, and emerging platforms. Fast fashion giants such as TEMU and SHEIN once dominated these feeds, but their ad spend fell 31% and 19% respectively in April—creating white space for rivals. Brands that step in now with authentic storytelling, creator collaborations, and responsive community management can capture the impressions these players are relinquishing.

Speak differently to different wallets.
Consumer segmentation is crucial because North America isn’t monolithic: Gen Z is price conscious yet steadily lifting its spend, while Millennials juggle income growth with selective cutbacks. Gen Z craves socially shareable, trend-driven looks; Millennials value versatile apparel that moves from desk to gym. Continuous listening—through social comments, regional surveys, and first-party data—lets marketers adjust tone, channel mix, and drop cadence to each cohort’s priorities.

Innovate where comfort meets practicality.
Logistics snarls and tariff shocks pushed many labels to freeze R&D, yet design breakthroughs are exactly what will differentiate brands by 2026. Apparel leaders already blend function and ease—Uniqlo’s integrated bra pads and OGL’s lined tanks are “no bra trend” hits—but that same shift threatens traditional lingerie sales. The rise in activewear production underlines a demand for comfort-driven innovation. Opportunity lies in solving fresh pain points: moisture wicking, adaptive fits for diverse bodies, and cooling fabrics ideal for rising summer temperatures. Lingerie product innovation in these areas helps justify slightly higher pricing and nudges purchase intent.

By occupying the social media gaps, segmenting communications, and doubling down on consumer-centric innovation, intimate fashion brands can convert today’s market pressures into tomorrow’s growth.

To better connect the Chinese and American lingerie industries, INTERFILIÈRE SHAGNHAI 2025 will launch a special program titled “Lingerie Twin Cities: A Dialogue of Opportunities Between Shanghai and New York.”

This initiative will include forum discussions, business matchmaking, and factory visits, aiming to help U.S. brands gain insights into Chinese trends and supply chains, and to foster business opportunities in collaboration with Chinese partners.

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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.

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