How Swimwear Brands Can Meet Women’s Needs
Trying on a swimsuit remains a challenging experience for many women. A recent study reveals that 67% of French women don’t feel comfortable on the beach, a figure that has increased compared to ten years ago. This raises an essential question for brands: How can they better respond to women’s needs to help them feel confident in their swimsuits?
Swimwear Designed for All Body Types
Too often, swimsuits are designed according to aesthetic standards that don’t reflect the diversity of women’s bodies. To address this, brands need to offer styles that cater to all body types:
- Tops with optimal support for larger busts,
- High-waisted or shaping bottoms for those who prefer better coverage,
- More cut-out designs for those looking to elongate their figure,
- A wider range of sizes, beyond the traditional XS-L.
Balancing Comfort and Aesthetics
While the visual appeal of a swimsuit is important, comfort is just as crucial. Some women avoid wearing swimsuits due to discomfort caused by rubbing, tight straps, or a lack of support. Brands must offer:
- Soft, stretchy fabrics that adapt to movement,
- Adjustable clasps and straps for better support,
- Flat seams and linings that prevent irritation,
- Designs that eliminate pressure on the neck for racer-back styles.
Promoting a Positive Body Image
The image promoted by brands plays a significant role in self-acceptance. The study highlights that social and familial pressures are among the top triggers for body insecurities. Therefore, brands have a responsibility to:
- Showcase models of diverse body types in their campaigns,
- Create inspiring content that celebrates body diversity,
- Avoid excessive photo retouching and advocate for an authentic message.
Tailoring Offerings to Women’s Real Needs
The study also points out the mental health impact of discomfort, which can lead to stress or loss of confidence. To address this, brands can:
- Provide body shape advice to help customers choose the right style,
- Offer easier try-on options or personalized recommendations,
- Develop inclusive lines ranging from shaping swimsuits to versatile styles based on personal preferences.
Towards a More Inclusive and Supportive Swimwear Fashion
The major trends at professional trade shows in Paris, Miami, and Cannes for the Spring-Summer 2024 collections show that mindsets are shifting. Brands that integrate these values into their identity will have a real impact on women’s body perceptions and well-being.
A swimsuit should no longer be a challenge, but rather a symbol of freedom and confidence. By adapting their collections to the real needs of consumers, brands have the opportunity to transform this iconic piece into a true ally of women’s well-being.
