The digital state of play in UK lingerie: What 2025 demands from brands

The UK lingerie sector is evolving at pace. What was once an industry defined by aesthetic and aspiration is now being reshaped by deeper consumer values, shifting digital behaviours and rising pressure to perform across every touchpoint.

Lingerie is no longer just about lace and looks. It is about comfort, representation, functionality, and the way brands show up across every digital channel.

From search to storytelling to site experience, consumers are demanding more. And the brands that respond with clarity, purpose and data-backed decisions are quietly pulling ahead.

So what does digital strategy in lingerie need to look like in 2025? Here is where the smartest brands are focusing.

Search is Getting Specific. Strategy Needs to Follow.

In 2025, lingerie search behaviours are no longer led by broad one-word terms. Instead, we are seeing the rise of long-tail queries and intent-rich searches.

Consumers are not just looking for “bras” – they are looking for “supportive wireless bras for teens”, “comfortable bralettes post surgery” or “best everyday bra for back pain”.

Search is becoming personal.

Brands still relying on generic category terms are missing out on qualified, lower competition traffic and ultimately conversions.

The most effective SEO strategies right now combine technical clarity – fast site speeds, clean structure, smart schema – with a content plan that reflects how real people are searching.

This means investing in tools and insights to uncover what your audience is actually looking for. It means addressing every stage of their decision making. And it means keeping your site fit and fast enough that when they find you, they stay.

Page speed, crawl depth, image compression, mobile UX – these are no longer optional. They are the baseline.

PR with Purpose is Outperforming the Gimmicks

Digital PR in this space has matured. The tired tactics of clickbait stunts and fake job campaigns are wearing thin. In their place, we are seeing lingerie brands get smarter – building stories that mean something to the people they want to reach.

Campaigns that lean into real brand values – whether that is body confidence, age inclusivity, breast health awareness, or honest fit education – are landing stronger coverage, earning better quality links, and driving more brand affinity.

The brands standing out in 2025 are the ones who are not chasing headlines for the sake of it. They are the ones using PR to build long-term equity. They are telling stories that align with the product, the audience and the moment.

This is not about media coverage in isolation. It is about stitching PR into the wider content strategy, so that the authority it builds supports search visibility, email engagement, social content and product education.

In a world where younger audiences crave transparency and older audiences crave clarity, purpose-led storytelling is outperforming shock value every time.

UX is a Live Process, Powered by Data

Data is the biggest differentiator between the brands coasting and the ones growing.

Lingerie presents unique challenges for ecommerce – sizing complexity, return anxiety, personal preferences. The brands that convert best are the ones that constantly test, adapt and refine every element of the journey.

Smart brands are using heatmapping, exit intent tracking, on-site surveys and A-B testing to understand what is working and what is not. And they are using that data to test faster and smarter.

Whether that is changing how a size guide is displayed, tweaking fit messaging on product pages, trialling one-page checkout flows or using personalisation based on previous behaviour – these small, iterative decisions are quietly transforming performance.

It is not just about making the journey smooth. It is about using data to reduce friction before it happens.

The Trends Driving Consumer Expectation

Beyond digital strategy, the macro trends shaping the lingerie sector are not to be ignored – they are directly influencing the way brands should think about digital performance.

1.   Inclusivity is non negotiable
   Savage x Fenty has set the bar. Consumers now expect to see themselves represented – in size, skin tone, age and story. This is not a niche trend, it is a fundamental shift. Inclusive representation in marketing is no longer a brand differentiator – it is a baseline.
2.  Sustainability must be real
   Greenwashing is out. Conscious consumers want transparency, traceability and progress. That means brands need to talk clearly about fabrics, supply chains and carbon commitments. This is not just a retail challenge – it is a digital storytelling opportunity.
3.  Value matters more than luxury
   Post inflation fatigue is very real. Even affluent consumers are questioning what they buy. Value now means longevity, versatility, fit and comfort. Brands need to show why their product is worth it – and that comes down to content, reviews, education and service.
4.  Silver Gen is growing in influence
   The over fifties are expected to drive almost half of global fashion spend growth by 2025. This audience is underserved in lingerie – and overlooked in digital. The brands that embrace age-inclusive UX, imagery and product development will tap into a lucrative, loyal audience.
5.  Social media is the new search
   Discovery is increasingly happening in feeds rather than on Google. That means paid and organic social need to do more than drive awareness – they need to convert. Blending content, storytelling and shoppable experiences is the new baseline. If your brand is not there, it is not part of the conversation.

The Takeaway

Digital performance in the lingerie sector is no longer about campaigns in isolation. The brands who will dominate the next three years are the ones who treat SEO, PR, content, UX and data as a single, evolving ecosystem.

That means:

• Building a search strategy around real behaviour
• Using PR to build brand equity, not just links
• Letting insight and testing shape the user experience
• Meeting your audience where they already are
• Designing for comfort, clarity and conversion

Because in 2025, the brands that win in lingerie will not be the loudest. They will be the most aligned. The most consistent. The most relevant.

And the most ready to adapt.

This is one of my absolute favourite sectors to work in – where brand purpose, digital performance and creative thinking come together. And where the opportunity for growth is both exciting and wide open.