The bra is the biggest retailed lingerie item. Due to changes in technology and the variety of fabrics now available to designers, innovative bras are able to be created, such as laser-cut seamless bras and molded t-shirt bras. Full-busted bras are also in great demand. Presently, the selection of sizes for women to choose from is wider than in the past. The idea in choosing bras has shift from finding one in an average size, to locating a bra that has a precise size.
Lingerie is purchased from manufacturers and wholesalers and then sold to the general population. As lingerie has become an asset in apparel sales, many retailers in catalogs, stores, and e-companies are offering bigger lingerie selections. These merchants realize that lingerie has higher profit margins that regular apparel, and as such are investing more time and money in the market. They are showcasing new lines of lingerie, and also revamping their older lingerie items. Competition within the lingerie industry is rising, and as such manufacturers and retailers will begin to focus on specific niche lingerie items.