Retail experts are tipping women's intimate apparel as one of the hot spots for the sector this year with the release of the steamy movie Fifty Shades of Grey expected to trigger a rise in sales of lingerie and related "items".
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Being billed as the "movie event of 2015", it is the adaption of the best-selling book and lingerie retailers can't wait for its release.
Although a discretionary category, lingerie sales have been higher in the past year, as consumers look to spoil themselves with a one-off purchase.
This demand, which has also been out-pacing even jewellery sales, has led to the opening of more stores, including the overseas-based Victoria's Secret outlets and the Agent Provocateur, both of which are on the hunt for more stand-alone stores across the country.
The movie will open in Australia on February 12, only two days before the other "big" discretionary spend day, St Valentine's Day.
Leif Olson, director and head of retail brokerage Australia at CBRE, says both labels have been looking at the Australian market for some time, with Victoria's Secret now at the QVB in Sydney and Chadstone and the Emporium in Melbourne, as well as the outlet at Sydney Airport.
He said Agent Provocateur has found a home in Westfield Sydney, as well as selling through David Jones.
"Lingerie is a very busy market with BB Retail and the overseas labels all keen to expand," Mr Olson said.
It is understood the labels are scouring all the capital cities for more stores.
According to IBIS World, the lingerie market in Australia is worth about $194 million and is spread between, luxurious high-end products to the every day necessities and sports-based apparel.
It has one of the lowest barriers to entry, given the lower-priced goods are the most bought online. But at the luxury end, the margins are very high and profitable for a retailer.
"Concentration has not changed significantly over the past five years due to the absence of major merger and acquisition activity across the industry," IBIS World says in its report on the sector. "Nonetheless, capital requirements and barriers to entry are low, which should entice new players to the industry."
EDITD, a UK-based group that does real-time analytics of pricing, assortment and deep product metrics for apparel professionals, has predicted that the Fifty Shades of Grey movie will set a big trend internationally.
"The release of movie Fifty Shades of Grey will make certain of that – featuring girl of the moment Rita Ora, whose style is already scrutinised worldwide," the EDITD report says. "Cue an increase in naughtier shapes and bondage detailing as the category is given a huge platform on which to expose itself, and its wearers."
A less risque retail trend is expected to be triggered by the birth of the second royal baby in April by the Duchess of Cambridge, which is expected to boost the sale of infant attire sales and maternity clothes worn by the Duchess.
