Market Trends of Women's Swimwear Industry
Increasing Popularity of Swimming as a Hobby and Sport
- Health-conscious customers in the region are opting for going swimming as a hobby and an important sports activity as well. According to Outdoor Foundation data, 25.62 million people in the United States, including men and women, participated in swimming activities in 2021. Owing to this, the demand for swimwear is increasing among women.
- Additionally, market players are also launching new products in the market that is attracting women. Market players are also launching new ads and campaigns on social media to attract customers.
- According to a survey by CreditCards.com, in August 2021, 72% of millennials said social media impacts their buying decisions. Owing to these factors, social networks are expanding into every aspect of consumers' daily lives, including their shopping habits. In October 2021, Kim Kardashian West, the TV personality and founder of Skims, collaborated with Italian fashion house Fendi to release a unique collection. The upcoming SKIMs x Fendi ready-to-wear collection will feature swimsuits, form-fitting dresses, and tops, and prices start at USD 950.
- Visually driven social media platforms, such as Instagram and Pinterest, initially emerged as digital counterparts to window shopping. However, with the introduction of features like Buyable Pins, social ads, and shoppable Instagram galleries, these platforms now offer brands instantaneous access to stores and product pages through social media. The captivating visual content, particularly in swimwear customer photos, fosters an active social community and inspires brand enthusiasts to share an abundance of user-generated content.
- Aspirational content transcends mere informational messaging and delves into the realm of immersive lifestyle experiences. It allows companies to express their values through content encapsulating their brand's essence. In addition to inspiration, user-generated content allows customers to tell the brand exactly what they like and do not like about their products.
- Therefore, most brands, like Frankie's Bikinis, have their product development process largely influenced by Instagram, which highly increases swimwear sales. These social media platforms allow swimwear brands to connect to their customers, improve their product line per the consumers' preferences, and boost their market.
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Asia-Pacific Holds Largest Market Share
- Rapid urbanization in the Asia-Pacific area has led to higher spending on clothing among women in several nations, including China, India, Indonesia, and Thailand. This trend is expected to continue throughout the forecast period, increasing product demand.
- The region's swimwear industry is predicted to expand due to increasing women's swimwear awareness and consumer desire for fashionable, comfortable swimwear. Product innovation is the main factor fueling the expansion of the women's swimwear market in the Asia-Pacific region.
- The expansion of the women's swimwear market is fueled by changes in fashion trends and consumers' rising disposable income, which leads to an increase in buying modern and designer swimsuits, particularly multipurpose one-pieces, and cover-ups are also seen as fashion choices.
- Additionally, participating in swimming as a sport is also increasing among women. According to Australian Sports Commission Survey data from 2022, 18.3% of women participated in swimming in Australia.
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