Major women's underwear brands like Hanes and Maidenform have been losing market share to private labels over the last four years, according to a new report by Citi analysts Susan Anderson and Kate McShane.
Private label brands that are leading the way include specialty retailers like Victoria's Secret.
Some like Chico's FAS Inc's, Soma brand and American Eagle are trying to gain market share by targeting department store customers and by opening retail stores under new brands.
We looked through Citi's report and put together the latest findings on trends in the women's intimates market and the secular shift in where women shop for them.
Note: Data is drawn from NPD, and NPD changed its methodology in 2010 so market share losses might not be as big as indicated.