The latest research of online sales in the U.S. and U.K. from Edited shows a marked increase in one-piece swimwear. Researchers at the firm said “thanks to the ever-present activewear trend and retro styles ahead of the “Baywatch” movie premiering later this month, bikini styles offered online have declined by 9 percent compared with last year, while one-piece swimsuits have increased by 20 percent.”
The researchers said that one-piece swimsuits are selling out at a rate that is three times faster than a year ago.
“One-piece swimsuits are taking 37 days to sell out on average [in the first quarter of this year], compared with 106 days for full-price sellouts for the same time last year,” Edited said. “Figure-flattering and tummy-control designs are showing the greatest movement, along with traditional, round-neck swimsuits.”
Regarding top brands, Edited noted that Dolfin, Speedo, Tyr, Nike and Arena were the most stocked in the U.S., while Adidas was the top brand in the U.K.
“The Nineties are seeing a revival,” the researchers said in their report. “High-leg swimsuits that feature low scoop backs and plunge necklines are massively popular. A style note for the faint-hearted, it’s a big trend thanks to Baywatch and celebrities such as Kim Kardashian and Kylie Jenner. Asos is the top retailer for this trend, followed by Topshop and Hollister.”
Edited also said other popular styles resonating with consumers include “halter-neck styles featuring deep plunge effects, cutouts and botanical prints, as well as swimsuits in dark hues (black and blue).”
Emily Bezzant, head analyst at Edited said “While you don’t need to put your bikinis into storage this season, the one-piece has made an explosive comeback this year. It’s not surprising due to current trends and our quest for comfort — and retailers are capitalizing on this growth with a bevy of flattering and daring styles for 2017.”
BY Arthur Zaczkiewicz