SOURCE: Lands' End

Lands' End

April 14, 2011 14:00 ET

Biggest Trend in 2011 Swimwear? Real Women, Real Swim Styles Rule; Lands' End Survey Finds Real Women Want Wearable Styles and Quality in Swimwear

MADISON, WI--(Marketwire - Apr 14, 2011) - There's a new trend in swimwear this season -- swim styles for REAL women are in. In fact, a recent survey by Lands' End found that the majority of the female respondents prefer swim styles designed with real women in mind such as Slenderizers (82 percent), One-piece styles (81 percent), and SwimMinis™ (70 percent). Wearable swim trends are tops and it's not surprising considering almost all female respondents (99 percent) identify themselves as REAL women with curves as opposed to the less than one percent who state they look like a supermodel.

"This season, real women rule and they are determining the trends seen at the beach and poolside," said Ivy Spargo, general merchandise manager, Lands' End. "At Lands' End, we've found that women want coverage combined with flattering fits and fashion-forward details and they will find them in this season's swim styles."

Styles to Flatter Real Women Top the Trends
From ruching and ruffles to swim skirts and patterned swimsuits, according to Spargo, all women will be able to wear this season's hottest trends. Ruching or shirring may be reminiscent of the Greek Goddess era but this figure-flattering style detail will turn many into a Beach Goddess when it comes to swimwear. Gathered fabric is sewn together and perfectly drapes to conceal and compliment almost all body types. Another wearable swim design detail this season is ruffles. Lands' End has added this of-the-moment detail to swim skirts and swim tunics for a feminine touch. For those looking for coverage and style, look no further than the swim skirt. More than seven out of ten (72 percent) of those surveyed are considering a swim skirt this season.

While solid colors will remain a style staple in swimwear, patterns are picking up. In fact, the survey found 81 percent of women are considering a patterned swimsuit. Popular prints this season include retro polka dots, nautical stripes, graphic florals and paisley prints.

Slenderizing Swimsuits Go Mainstream
No longer a secretive undergarment, swimsuit slenderizers have now gone mainstream. As a result, the survey found more than eight out ten women (81 percent) are considering a Slenderizing swimsuit this season as new innovations emerge. Lands' End offers a variety of figure-flattering swimwear with targeted slenderizing properties in three different collections: ShapeWear, All-over Control and Tummy Control.

While women may want control in a swimsuit, many want targeted control in areas like the abs, obliques and back. Lands' End's ShapeWear Collection features an exclusive slimming technology for targeted control. Overwhelmingly, 95 percent of women want a dream swimsuit to help flatten the tummy area. That dream can become a reality with the Lands' End Tummy Control Swimwear Collection featuring one-pieces and swim separates for those seeking some midsection support. For many surveyed (93 percent), the dreamiest swimsuit offers all-over slimming. Lands' End's All-over Control Collection offers technology and fabric that deliver slimming power that fits snugly, yet feels comfortable in and out of the water.

Quality in a Swimsuit Never Goes Out of Style
Quality in a swimsuit is always in fashion and, according to the survey, the majority of women (94 percent) are willing to pay more for good quality swimwear. More than a third of respondents (38 percent) started shopping for quality swimwear in their 20s while 43 percent discovered superior suits in their 30s and 5 percent in their 40s. When looking for swimsuit quality characteristics, almost all reported searching out good design and high-quality fabrics (98 percent), good bra support (97 percent), well-sewn seams (94 percent) and non-plastic hardware (84 percent).

Other Interesting Survey Findings
From March 28, 2011 to April 1, 2011, Lands' End surveyed 678 women through surveymonkey.com. Additional interesting survey findings include:

  • UnReal Swimsuits - The real women surveyed believed that some swimsuit designs can be unreal including those with "barely there" bottoms and flimsy fabrics (93 percent) and no support tops and lack of coverage (92 percent).

  • Fit Favorite - When asked what swimsuit characteristic was most important, more than half of survey respondents chose fit (67 percent).

  • Beach Chair Bound - Due to lack of swimsuit confidence, women surveyed stated they've refused to wear a swimsuit in public (76 percent), missed out on a fun water activity (74 percent) and didn't get off their beach chair or towel (68 percent).

  • One-Piece Punch - When asked which swimsuit style women will consider this season, the majority overwhelming chose the one-piece (81 percent) over a bikini (18 percent).

  • Bring on the Bandeau - Over a third of survey respondents (37 percent) are considering a bandeau swim top style.

  • Old Hollywood Glamour - It's evident that women want to look glamorous on the beach as more than two-thirds (67 percent) stated they will look for swimsuits with Old Hollywood style.

  • Coverage and Cut Above - More than nine out of ten women agree that the cut and coverage of swimsuit are what attracts them to swim styles.

  • Swim Confidence Boost - 84 percent of women stated they would have more confidence in a swimsuit if someone simply offered a nice compliment.

  • Care is Key - Eight out of ten survey respondents stated they know how to properly care for their swimsuit.

  • Real Women - Six out of ten (60 percent) embrace how they look as a real woman.

To view this release in a media-rich format, go to: http://www.pwrnewmedia.com/2011/landsend/slimwear2/

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