Demand for swimwear unleashed after the outbreak
According to NPD research data, sales of swimwear have begun to exceed pre-epidemic 2019 levels beginning in the first week of March 2021. Adult swimwear sales reached $2.7 billion between January and May 2021. It’s an increase of nearly 20% compared to the same period in 2019. The average selling price of adult swimwear has also increased by 5% compared to 2019.
With the growth of the sports and fitness industry and the reinvigoration of tourism, the swimwear market will continue growth across the globe.
Market Size Analysis
-According to data from kbv research’s swimwear market report, the North American swimwear market will grow. At a CAGR of 4.9% during the period 2019-2025. The US is the largest swimwear market in the world, accounting for more than 27.1% of the global market in 2020. Approximately 25% of swimwear in the US region is sold through online channels.
-The European swimwear market is to grow at a CAGR of 5.5%.
-The Asia Pacific swimwear market will grow at a CAGR of 8.7%. The Asia Pacific swimwear market will grow at a higher rate than other regions over the next five years.
-In the United States, the peak of searches in most states occurs in May-July. March-April is a good time to warm up.
– California, Texas, and Florida have high potential.
-Hawaii, Arizona, and Maine are new areas to explore.
Consumer profiling & search buying habits
A portrait of the US swimwear consumer
-Bikinis and split swimsuits are the most popular among American women consumers
According to Google Survey, the average American woman buys 2.6 swimsuits per year and this value will continue to grow.
Market trends for 2021 indicate higher sales of bikinis and separate. Female consumers tend to buy one bottom and multiple tops to get different combinations. At the same time, women are more willing to experiment with new designs.
For Example, trendy prints such as leopard print, special designs such as asymmetrical, high waistlines, ruffles, puff sleeves, and bow elements. Vibrant colors are also in demand.
-U.S. male consumers with a preference for camouflage/navy/Hawaiian style swim trunks
As for men’s swimwear, the year 2022 will see a strong market for flat-front trunks, low-rise trunks, and long trunks. Contrasting colors such as sky blue, turquoise, and blue, which contrast with tanned skin, will soon be in vogue. Camouflage, navy, and Hawaiian-style swim trunks are timeless options.
The men’s swimwear market is expected to generate total revenue of US$5,161 million in 2021 and will grow at a moderate rate. Revenues reach US$6,311 million by 2024.
-More and more brands are adding children’s swimwear to their assortment.
-Try the family swimsuit set.
Category Trends & Hot Items
-The most searched swimwear keywords in the US include bikini, swimming suits, and bather.
-What US consumers are searching for about swimwear
-Other popular styles
-Cow print bikini/swimsuit trend on the rise
-The compilation style bikini trend reached its peak last year
-Halter Top for going out/beach is also the direction to test
-Functional fabrics such as glow-in-the-dark and reflective swimwear are becoming increasingly popular.
In addition to fashionable and popular elements, comfort, quality fabrics and scientific cuts of swimwear are also elements that consumers are looking for.
Functional fabrics such as jacquard, glow-in-the-dark and reflective are becoming increasingly popular.
-Significant market potential for special populations such as pregnant women
The modest swimwear would be a gold rush opportunity not to be missed. In addition, the maternity market has been underappreciated. 2019 saw maternity swimwear make up just 3% of all swimwear products in the UK and US markets.
But its sales are growing rapidly, with a 30% and 22% year-on-year jump in the UK and US markets respectively, compared to 2018.
-Demand for special size swimwear continues to grow. The market for petite swimwear, plus-size swimwear, and tall swimwear has huge potential.
-Related search terms for Plus Size
-Pledge size swimwear advice
Review of Cupshe
Cupshehas four links in the top 10 best-selling women’s one-piece swimming costumes on Amazon US, making it a hot ‘star brand’.
Under the “One-piece swimming costumes” section of the shop’s homepage, the average product price was US$32.33. The total sales of the 72 ASINs in front of this page amounted to 40,680 units, with total sales of over US$1 million.
And look at its Website shop:
The main image design of the products sold on the website shop is more scene-stealing than on the Amazon platform. It gives consumers a more eye-catching sensory experience and thus encourages them to make a purchase.
Advice on optimizing websites shop
Determine brand positioning
First of all, sellers should determine their brand positioning, as well as the main selling points and audience of their main products. Combine this with the trend of the category in Google Trends or in the hot list of major e-commerce platforms to target and package their selling points. For example, design different advertising slogans according to different scenarios for swimwear, such as pools, beaches, spas, etc.
It is also a good idea to refer to popular swimwear, colors, or prints. These require sellers to research in advance, studying the hot styles and product categories of well-known swimwear brands and competing products.
Optimize the user experience of the website
As far as website shops are concerned, the user experience will be a more important aspect. After the seller has established a good brand foundation, they should use all aspects of the site to carry out product promotion. And improve the user’s dwell time and depth of visit on the site.
When users enter the website shop, a subscription sign-up page pops up. It could be offering discounts such as 10% off the first order to guide users to sign up and leave their money. And driving them to take advantage of the offer. It also leaves a trail of users for subsequent remarketing activities.
A collection of hot product pages based on product sales. Guiding users to a deeper understanding of the brand’s popular products.
Set up different divisions according to the application scenario, style, or material of the product. Guiding the user through the purchase of products according to their intended use.
Visual and clear information about the brand’s return policy, shipping details, delivery logistics, and special offers.
Clear advertising framework
Sellers can choose different promotion platforms depending on their advertising objectives. For example, advertising on the search engine side is more about increasing product sales. While laying ads on YouTube is more conducive to increasing brand and product awareness.
Use different approaches and bidding strategies in the pre and mid-phases of an advertising campaign. In the early stages of a campaign, machine learning data is less available and manual control of budgets and bids is required. Later on, with a certain amount of user data accumulated, intelligent bidding can be used to make judgments with the help of machine learning.
In addition, the format of the advertisements presented varies depending on the audience.