But companies and brands have one chance to get it right — or risk permanently losing customers.

Forced to stay home, even as the weather warms up, consumers are indulging in a little retail therapy by way of swimwear and resort wear.

Intimates and swimwear brands are getting sustainable. But what each brand is doing varies — and can be confusing. Here’s a roundup of how some innerwear brands are trying to save the planet.

Smart bras, personalized fit specialists and the ability to touch and feel products make shopping for bras in real life more attractive.

Rihanna continued to break boundaries in 2019, including the historic launch of the Fenty label, the Savage X show and more.

The pop star introduces her own lingerie show, just as the Victoria’s Secret Fashion Show calls it quits — for the foreseeable future. But where does Rihanna’s brand really sit in the intimates market?

The acquisition is another sign of a changing intimates apparel market.

A number of other brands have been using models of various shapes and sizes for years.

The lingerie giant is making a concerted effort to be more inclusive. But is it too late?

Can the lingerie giant make a comeback?

Casual fashions, a desire for comfort and ath-leisure styles are all contributing to the trend.

Profits are better than expected thanks to a strong start to the back-to-school season, but the momentum wasn’t enough to tame investor fears.

The move is part of Abercrombie’s multiyear transformation, and could be an attempt to snag market share in the intimates apparel category.

Smaller brands and start-ups are circling in, trying to take market share as the lingerie giant puts its comeback strategy in motion.

Intimates companies that want to succeed need to offer something new.