Boux Avenue, the UK's leading lingerie specialists recently carried out research with YouGov, where they discovered a massive 68% of women aged 18-44 in the UK don't enjoy shopping for swimwear*.
From body confidence issues to cost. There are many reasons Boux found on why bikini and swimsuit shopping - something that should be associated with happy holidays, is actually an unhappy buying experience for women!
What's more staggering 90% of 18 to 44 year old women have never had a bikini top fitting for wired cup bikinis*. Meaning the bikinis that the UK population are buying, may not even be fitting correctly!
Delving into the data deeper.
- Only 5% of females asked liked shopping for swimwear a lot*
- 37% answered not very much at all, with 31% answering not very much*
- 24% of females answered they like shopping for swimwear a little*
So Why Do Women Not Like Shopping For Swimwear?
Looking further into the data from the research carried out by Boux Avenue and YouGov, there were a few dominators that kept on coming up, for why women don't like shopping for swimwear.
- Body Confidence - around half of women (52%)** explained how shopping for swimwear can lower their self esteem as they don't like the way they look in swimwear feeling self-conscious, along with finding it hard to find a flattering style. - With 36% saying tummy control is a key feature they look for in swimwear* Further proving women aren't looking to confidently bare all in swimwear, but instead looking for coverage, due to struggling with body confidence when considering their swimwear purchases.
- The Perfect Fit - many women listed finding it hard to find swimwear that fits correctly and therefore impacting on body positivity as a reason to not enjoy buying new pieces
- The cost of swimwear - finding it too expensive for an item that is not worn that often.
- Shopping Experience - finding it hard to find their sizes, or the correct size for their figure, along with trying on process feeling awkward in stores.
Boux Avenue are always thinking of ways on how they can help their customers, creating a more pleasurable shopping experience. Which is why they offer help and advice on their blog, for example - What Swimwear Suits My Shape, which has received 12K views over the last 3 months, talking about all the different body shapes. Along with Boux's How should a Bikini fit - offering expert tips.
Images follow as : Pear Shape, Apple Shape, Hourglass, Athletic and Inverted Triangle - Credit Boux Avenue
One comment that stood out in the survey was someone saying they don't like shopping for swimwear because: "Hard to find swimwear for my bra size and hard to buy swimwear that's sized by bra sizes and not clothing sizes." The Boux designers have worked on a collection of swimwear that fits like lingerie, offering various different styles and shapes from 6 to 18, along with a selection of underwired bikini tops being available in bra sizes, and up to a G Cup.
Boux Avenue also offers bikini top fittings, creating a more comfortable and enjoyable fitting room experience. Yes a bikini top fitting is really a thing and with only 7% of women ever having an underwired bikini top fitting (3% not recalling)*, it is time we brought you up to speed!
Why Have a Bikini Top Fitting?
When buying wired bikinis sold in bra sizes, it is still important to have a Bikini fitting, just like a bra fitting. By having a bikini top fitting it helps to ensure you get the right look as well as comfort. A fitting with one of Boux's experts will also help to ensure that your wire is sitting behind all your bust tissue and not digging in, which can cause discomfort and potential lumps.
You may think a wired bikini top will be the same size as your usual bra. However there are factors that can affect the underband sizing. Due to the nature of the fabric used in a bikini, the fabric may be tighter and have less stretch than your bra. As well as the fabric, a majority of bikinis only have one clasp on the underband, and not the usual 3 hooks we are used to on a bra, which can factor into the underband feeling tighter. Finally your bust shape may not suit every style bikini, resulting in different sizes in certain styles, which Boux fitters will be able to advise on, creating a more positive shopping experience.
Key things to look out for to be able to tell if you are wearing the wrong size bikini top?
Just like a Bra fitting, Boux Avenue fitters look out for the following Five Faithful Features in an underwired bikini top:
- The Underband - this should not raise up the back and should be in line with the wires at the front. The underband needs to stay in place when moving. However, your personal preference may affect this.
- Straps - not digging into your shoulders, and taut enough that they don't fall off your shoulders.
- Cups - encasing the bust - not gapping or digging in.
- Wires - sitting under the armpit and encasing all breast tissue.
- Center front - sitting in between the bust and flush against the breast bone offering separation.
Now you are an expert in swimwear shopping, and will hopefully have a more enjoyable and positive shopping experience going forward. Remember we are all beautiful, we are all unique and fabulous. This summer let's express body positivity and support each other. A simple like or positive comment on that Instagram post can go a long way!
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*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4,432 adults, 1,030 of which were females aged 18-44. Fieldwork was undertaken between 8th - 12th July 2022. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
**Taken from coded data calculated by Boux Avenue