The purposes of this study are: 1.) To study and analyze the approach to increase brand equity by using marketing strategies of lingerie products and to increase the sales revenue by using marketing strategies. 2.) To impress the consumers that used the lingerie products. The results of this study are as follows: The factors that affect to the consumer’s perception and selection were 1). Product Variety 2). Products meet the Target Group and 3). Integrated Marketing Communications (IMC). Marketing strate