Introduction

The womenswear & underwear market has always been a significant part of the global consumer landscape. With the continuous evolution of fashion trends and increasing consumer demand for comfort and style, this category has witnessed remarkable growth. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their products in an engaging and creative manner, thus playing a crucial role in the growth of the womenswear & underwear market.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the womenswear & underwear market in the US is substantial in size. Over recent years, it has shown a consistent growth trend, driven by factors such as changing fashion preferences, increased awareness of body positivity, and the growing influence of social media. Consumer demand has also evolved, with a greater emphasis on comfort, quality, and unique designs. For instance, the demand for plus-size and sustainable lingerie has been on the rise. This overall market scenario sets the stage for the performance of this category on TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 07 week of 2025 2025/02/16 - 2025/02/22, the womenswear & underwear category exhibited interesting sales patterns. The GMV Gross Merchandise Volume for the week was $0 with a 0% QoQ Quarter-on-Quarter change. However, the sold count was 40,200, indicating a significant number of transactions. Looking at the top-selling products, items like "New-Plus size girls' bra, comfortable, slimming and anti-sagging" had a sold count of 21,400 and a GMV of $171,300. Another popular product, "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES", had a sold count of 8001 and a GMV of $240,000. The popularity of these products can be attributed to factors such as their unique features addressing specific consumer needs like comfort and discreteness in the case of the nip cover, effective marketing on TikTok through engaging videos and influencer collaborations, and the overall trendiness of the designs that appeal to the target audience.

Brand Case Analysis of the Specific Category

Several brands stood out in the womenswear & underwear market on TikTok during this period. For example, "Hsia-Bras" had a GMV of $543,000 with a -2.33% QoQ change and a sold count of 20,500. They likely achieved this through their focus on quality products, perhaps with a reputation for well-fitting bras. "FeelinGirl LLC" had a GMV of $537,300 with an 18.19% QoQ increase and a sold count of 21,700. Their success might be due to their product range that caters to a wide variety of sizes and their active marketing strategies on TikTok, such as live streams and engaging video content. "SHAPSHE" also had a notable performance with a GMV of $329,800 and a 2.24% QoQ increase, along with a sold count of 7027. Their waist shapewear products might have gained popularity due to their effectiveness in tummy control and the way they are presented in TikTok videos, highlighting the benefits to potential customers.

Conclusion

Overall, the womenswear & underwear market on TikTok in the US during the 07 week of 2025 showed a mix of trends. While the GMV had various changes across different brands and products, the sold count indicated a healthy level of consumer engagement. For cross-border merchants, it is advisable to focus on product features that address current consumer demands, such as comfort and style. Leveraging TikTok's marketing capabilities through engaging videos, collaborations with video bloggers, and live streams can significantly boost sales. Looking ahead, the market is likely to continue evolving with an increasing emphasis on sustainability, inclusivity, and innovative designs, and merchants need to stay attuned to these trends to remain competitive.