Keys to Improving Your Swimwear Brand in 2024
While demand is rising, competition is fierce, with many fashion brands expanding their swimwear business and many new brands entering the market with new entry points such as eco-friendly and technology.
With the arrival of summer, the swimwear market is heating up. While demand is rising, competition is fierce, with many fashion brands expanding their swimwear business and many new brands entering the market with new entry points such as eco-friendly and technology. There are constantly companies trying to tap into the swimwear market with different product concepts to attract consumers' attention.
There are no monopoly brands in the swimwear category yet, which leaves more opportunities. The market situation shows that the following trends are prevalent, and we can consider entering from these points to enhance the competitiveness of our brand.
Inclusive Swimwear
Consumers, especially women, are challenging more traditional notions of beauty. Body image demands are no longer the norm, and swimsuits no longer emphasize the display of the "perfect body", descriptors such as "slim" and "slimming", which have seen a 32% drop in usage since 2019, are being phased out in favor of "inclusivity". Marks & Spencer has only 13 swimsuits with the keyword "slimming" in 2022, compared to 73 in 2020.
The shape and fit of swimwear remain an important factor in consumers' decision to buy, and products that make consumers feel comfortable are preferred regardless of their shape.
Functional Fabrics
In addition to sizing and fashion elements, fabrics have also become the focus of consumer attention.
Concepts such as reflective, sterilization, and waterproof are gradually being applied to swimwear, and functional materials are no longer exclusive to athletes' swimwear.
The joining of other brands has also brought more possibilities to the swimwear market. For example, some professional physiological period care brands have entered the swimwear field by launching physiological period-specific swimsuits, whose fabrics have been specially treated to absorb liquids, prevent stains and odors, and whose quick-drying layer further keeps them fresh, bringing benefits to consumers who want to swim or have a bladder leakage during their physiological period.
Functional Swimwear
Sportswear, cycling clothing, yoga clothing ......, the rise of some activities will also drive the corresponding clothing hot a hand. With the rise of various water sports, swimsuits are functionally divided into more categories and styles. For example, surfing-specific models, boating-specific models, etc., the style also includes long-sleeved, short-sleeved, split, one-piece, etc.
In addition, in some markets, swimsuits with sun protection are becoming more and more popular.
Sustainable Swimwear
In 2022, the number of swimwear styles using recycled materials is 162% higher than in 2021 and 819% higher than in 2020.
Consumer interest in sustainable concepts is driving the use of green concepts in swimwear. Some brands are beginning to recycle materials such as plastic and fishing nets for their swimwear.
Environmental considerations are also a factor we can incorporate into our products, and some brands are dedicating a portion of their profits to ocean conservation efforts.
Kid's Swimwear
The demand for children's swimwear is also on the rise in the swimwear market.
According to BNPL experts, children have become the driving force in swimwear consumption, and bikini-style swimwear has become one of the top choices for kids, with sales of spaghetti strap bikinis growing at a high rate of 245%, up from 21% in 2022.
In the children's swimwear market, safety has become an element of great concern. Not long ago, a video on TikTok reminding parents "don't buy blue swimsuits" went viral with over a million views. Blue and similar pastel colors are not conducive for parents to identify where and who their children are in the pool, and children's swimsuits in conspicuous colors such as fluorescent orange and pink may be preferred.
