IT is just another day in the hit television show Sex and the City, and a disgruntled Samantha Jones (Kim Cattrall) walks around a La Perla boutique as she tells her lovelorn friend Carrie Bradshaw (Sarah Jessica Parker) the importance of quality lingerie in relationships. Samantha and Carrie both walk out with sexy knickers and furry shoes and suddenly, as though in a frenzy, reel life extends into real life as women all over the world start buying the very same items. Such is the retail influence of the show that Sex and the City lingerie was launched by Italian lingerie label Cosabella (cosabella.com) last year to commemorate the film version of the show.

And although a piece of Samanthaesque underwear may not be available in Singapore, yet, there is plenty of variety to choose from as industry players estimate that the luxury lingerie market - lingerie sets that cost upwards of $200 - have grown from about 8 per cent 20 years ago to about 25 per cent today.

An influx of quality high-end lingerie labels entering the market in the past year has also helped to up the ante.

One such label is the Italian lingerie label La Perla that made the strategic decision to open a standalone boutique in Ngee Ann City last year after opening its regional office here in 2006. A set of La Perla undergarments can easily set one back $500.

'It was of strategic importance for our brand's visibility in Asia to have a store in Singapore in an iconic location,' says La Perla's managing director Andrea Bonardi.

'We have noticed that La Perla is now recognised and talked about, compared to one year ago and it is a positive sign. It means that there is indeed a growing attention to quality lingerie amongst women, especially those who look for a very personal and self-indulging experience.'

Likewise, French lingerie label Chantelle that graces the shelves of high-end boutiques like Galeries Lafayette in Paris and Bloomingdales was brought into Singapore by undergarments specialists Vizon Singapore last year.

Its spokeswoman revealed that they had noticed the label after being approached by the principal office in France last November and after they noticed that the brand had a huge following in Europe and the US.

'We noticed that Singapore's lingerie market has matured in that women are now more accepting of premium lingerie so we thought it was a good time to bring Chantelle into Singapore,' she says, pointing out that Chantelle had achieved month-on-month growth of at least 10 per cent since its inception in January.

'Plus, in order to create variety for their customers, department stores have also been more inclined to stock premium brands because they would like to offer a selection within the store apart from Triumph and Wacoal.'

She adds that the upward trend in the luxury lingerie market is largely due to the fact that women are more well-travelled and educated when it comes to their quality of life, including the lingerie they put on.

DOING IT IN STYLE Sales from brands including La Perla and Princesse Tam Tam have increased by 88 per cent from the same period last year despite the current tough economic times.

Which is perhaps why even though French lingerie label Valisere was launched in Singapore many years ago, the brand only became more prominent in the last four years.

With prices ranging from $79 for a pair of matching briefs to over $400 for a corset, Valisere's products don't come cheap but as women start to appreciate quality more, so do sales of Valisere's products.

Says Valisere's spokeswoman Lorna Tio, 'Valisere customers are mostly working adults (ranges from late 20s to 40s) who are financially independent and who appreciate the finer things in life.

Which begs the question as to why someone would pay $700 for a set of Paladini underwear when they can get their wardrobe staples for less than a fifth of the price? 'Wearing beautiful intimate apparel underneath the clothes makes a woman feels confident and sexy,' points out Ms Tio.

'It's all about indulgence and empowerment. Expensive lingerie emphasises the exclusivity of the materials and designs which can't be found in other mass market brands. Expensive lingerie made of exquisite fabrics are often being worn as outerwear nowadays.'

Agrees Mr Bonardi: 'Lingerie is a very technical product - a bra consists of over 50 components. It is a product that requires a very special know-how and also manual processing.

'Quality lingerie is the result of high-quality materials and know-how to make lingerie fit and adhere to any body shape and is the result of an artisan tradition that dates back centuries. Women buy quality lingerie because when once they try one and get used to it you'll find that they cannot switch back anymore!' Businesswoman Kady Leyau believes that any woman will be able to tell the difference between quality lingerie and those that are not.

'There's just no comparison. The fit, the design and the comfort level are just world's apart when it comes to quality lingerie and those that are not,' says Ms Leyau who usually buys her lingerie when she travels and who once splurged on a set in Paris that cost over $1000.

'It was horribly expensive and such an extravagance but once I put it on it was magical. It is so delicate and beautiful and when I sleep in it, it's as though I'm not wearing anything at all. It's like a second skin.'

But in these tough economic times, perhaps expensive lingerie might be a bit too much of an indulgence?

No, say industry players, for the worse the times are, the more the reason to look and feel good within they say.

In fact, British luxury department store Selfridges noticed an upward trend in the sales of suspender belts and stockings. In the last three weeks alone, sales from brands including La Perla and Princesse Tam Tam have increased by 88 per cent from the same period last year.

The store cites the new Bond film and the fact that couples are favouring a romantic night in over expensive nights out during the current economic difficulties as the main reasons for the spike.

Daniela Riccio, who has just set up Glamourpuss to distribute garters and chemises from the label Hello Dolly, believes that if people are going to stay at home, you might as well do it in style.

'If people start to be more economically conscious, then they'd stay at home more,' she says pointing out that wearing nice lingerie can change a person's mood. 'But even when at home why bother renting a film when you can play dress up?'

To which Mr Bonardi replied: 'If you have less money to buy luxury, and you still want to indulge yourself, buy lingerie because it is still cheaper than a watch, dress or shoes! On top of that you feel better physicially and emotionally.' An equally unfazed Ana Liew who believes that 'people consider lingerie as comfort food', is setting up Chai, a mini department store due to open at the end of the month at Liang Court that will stock premium brands like Princesse Tam Tam and Parah.

'We try to diversify and create a unique shopping experience. The design of the store is interesting, there will be a lot of chandeliers and platforms like a catwalk so there will be more displays than merchandise which keeps the customers entertained,' she says. And the longer they stay, the more they are likely to buy, naturally.

This article was first published in The Business Times on Nov 8, 2008.