Classic Styles to Stay: The micro and skimpy swimwear that was made popular by Emily Ratajkowski from her Inamorata swim line has also influenced other brands to release similar bikini styles. This risqué trend could be found from global fast fashion brand, PrettyLittleThing to Australian homegrown brand, Beginning Boutique.
However, vintage and classic silhouettes has proven to be more commercial and acceptable by a larger audience. Furthermore, with some parks in Australia started banning cheeky bikini bottoms, the classic covered style will continue to be a safer choice to invest for both brands and consumers. Besides, while trend is a great way to drive a business, offering a good fit and material matter most for active lifestyle categories such as swimwear.
The Importance of Fashion Colours and Prints: While the core colours of black and white remain popular, fashion colours are equally important to get right for swimwear. For instance, yellow, which was one of the trending colours in Spring/Summer 2019 also emerged as the popular colour in swimwear this season. With more celebrities donning bright-coloured swimwear on their Instagram, this flags as a huge missed opportunity for brands that only stick to core colours for this category.
Next Steps for Brands
Be Inclusive: With plus-size clothing regarded as a lucrative segment worldwide, having extended sizes is even more crucial to have now. As discussed in earlier topics, diverse sizing was still overlooked by the brands and retailers analysed. In addition, most plus-size specialist brands lacked in trendy swimwear offerings.
Modest swimwear is another segment not to be ignored. Although Nike has recently ventured into modest swimwear, this market remains largely untapped. With Muslim fashion forecasted to reach $361 billion by 2023, this signals a huge opportunity for brands to tap into, as well as a great effort for brands to start being inclusive.
Expand Assortment Width: As the swimwear space gets increasingly saturated even on Instagram, brands need to innovate and find ways to stand out. Having a wider breadth of assortment within swimwear, as well as beachwear or resort wear, will help brands to offer consumers a complete mix of items that is essential for a beach vacation.
To avoid risky investments, brands approaching this strategy should rely on real-time market data to make informed decisions.