Lycra brand owner Invista is set to reveal new swimwear consumer insights and technical performance advantages at Mode City, Paris, from 7-9 July 2012. The findings are said to offer fresh empirical perspectives on real swimwear consumer behaviour around the world as well as priorities when shopping for a new swimsuit, which have the potential to help brands arm themselves against consumer disappointment.
Not surprisingly, Invista says, fit continues to be the most important attribute when shopping for a new swimsuit, with 97% of women prioritizing fit over other features¹.
“Most fashion swimwear consumers buy their new swimsuits when they are getting ready to go on holidays or when they grow tired of their old suits. In this continuous replacement process, they discussed their level of brand and store loyalty, especially based on previous experiences with a swimsuit, good or bad,” the company says.
Invista says its research also shows that women spend 40% of their time in their swimsuits at the pool¹, as opposed to at the beach, in fresh water or sunbathing, where their suits come into contact with a range of threats such as sunscreen, pool water, perspiration, body oils, and high heat.
The study explores how women care for their swimsuits, revealing that only 53% of women wash their suits after use, and almost 40% wait to wash or rinse their suits until after they’ve dried on the same day or later. ¹
Relating real consumer behaviours to garment performance, Invista says its tests demonstrate that hazards of the pool environment can stay in contact with the swimsuit for quite a long time before being washed clean.
Xtra Life Lycra fibre - The long lasting fit promise
According to Invista, Xtra Life Lycra fibre resists fibre breakage and fit loss more than five times longer than other chlorine-resistant elastane, providing swimwear brands a way to elevate the value of their products and increase brand loyalty among their consumers.
“Trusted among women worldwide, 77% agree that they would be more likely to buy a suit labelled with the Xtra Life Lycra fibre brand than one without¹,” Invista says.
“Xtra Life Lycra fibre is known for its promise of superb fit and resistance to degradation from the swim environment, with a proven record of strength when faced with the damaging effects of perspiration, chlorine, sunscreen or heat.”
Visitors to the Invista stand at Mode City can also expect an update on Lycra fibre with W technology, with latest information on its commercial applications for intimate apparel. W technology aims to elevate Lycra fibre to a new standard, by offering enduring whiteness, uniformity and reduced grin-through for richer fashion shades for intimate apparel.
The Mode City show is the leading international trade fair for intimates, swimwear and well-being. It is the most important business platform in the world for the swimwear and lingerie market. This year over 25,000 m2 of exhibition space will host exhibitors representing 500 brands. Nearly 25,000 buyers are expected to attend, 70% of them international.
¹ Global Consumer Swimwear Study – 2011 Strategic Insights
Author: Billy Hunter