歐洲泳裝市場(chǎng)分析

IntroductiontotheSwimwearMarket

泳衣市場(chǎng)介紹AlexandraSuhner1/72Agenda日程SwimwearMarket泳衣市場(chǎng)TheConsumer消費(fèi)者KeyBrands主要品牌Bestsellers熱賣品MarketingandPromotion營(yíng)銷與推廣Trends趨勢(shì)

Research:JustStyleandMintel2/72Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpurposesordistribution.請(qǐng)注意：此次講座所含圖片和文字均受版權(quán)保護(hù)，不可用作任何商業(yè)目和轉(zhuǎn)發(fā)。3/72TheSwimwearMarket

泳衣市場(chǎng)Sinkorswim:theswimwearmarketto2014淹沒(méi)或“游泳”：2014前泳衣市場(chǎng)Thefall-outfromtheglobalcreditcrunchislikelytohaveanadverseeffectontheclothingindustryforsometime.全球金融危機(jī)將來(lái)還會(huì)對(duì)服裝產(chǎn)業(yè)產(chǎn)生負(fù)面影響Overall,itcouldlowerworldswimweargrowthbetween2008and2014from5.32%to1.69%andleavetheworldmarketatretailworthUS$13.25bnratherthanUS13.85bn,accordingtoanewreportfromjust-style.據(jù)just-style新報(bào)告顯示，2008-2023年，泳衣增加估計(jì)從5.32%降至1.69%，全球零售市場(chǎng)總額修訂為132.5億美元4/72TheSwimwearMarket

泳衣市場(chǎng)Thisworst-casescenario,thereportsays,islikelytoleadtoa"considerablereductionintheexceptionallylargenumber"ofswimwearbrandsthatexisttoday.報(bào)告還說(shuō)，糟糕經(jīng)濟(jì)也許使泳衣品牌“大幅減少EdHardy5/72TheSwimwearMarket

泳衣市場(chǎng)Retailmarketin20082023年零售市場(chǎng)Just-styleestimatestheretailmarketforswimwearandbeachwearin2008isworthUS$13.15bn-a2.1%riseonthemarket'svalueofUS$12.88bnin2006.

just-style估計(jì)2023年泳衣與沙灘裝零售市場(chǎng)總額達(dá)成131.5億美元，較之2023年128.8億增加2.1%Withinthis,women'sswimwearrepresents70%oftheworldtotalvalue,followedbymen'sswimwear(17%),girls'swimwear(10%),andboys'swimwear(4%).女式泳衣占70%，接下來(lái)是男式泳衣（17%），女孩泳衣（10%），男孩泳衣（4%）6/72TheSwimwearMarket

泳衣市場(chǎng)Overall,just-styleestimatesthattheaverageworldretailpriceforswimwearandbeachwearin2008isUS$12.43.(upfrom$12.35in2006)just-style估計(jì)2023年泳衣與沙灘衣全球平均零售價(jià)格為12.43美元。（2023年為12.35美元）7/72TheSwimwearMarket

泳衣市場(chǎng)Whytheslowgrowth?為何增速遲緩？thecurrentuncertaineconomicsituation現(xiàn)今不確定經(jīng)濟(jì)形勢(shì)long-termpopulationstagnation人口增加長(zhǎng)期滯后theshiftinbrandedmanufacturingtolower-costcountries.品牌生產(chǎn)轉(zhuǎn)移至低成本國(guó)家Marks&Spencer8/72TheSwimwearMarket

泳衣市場(chǎng)Thefuturemarket將來(lái)市場(chǎng)FollowingtheBeijingOlympicslastyear,thenextmajoreventforswimwearwillbetheLondonOlympicsin2012.繼北京奧運(yùn)會(huì)后，下一種對(duì)于泳衣銷售來(lái)說(shuō)最大盛事就是2012倫敦奧運(yùn)會(huì)Unitsalesfor2012willbe1,099mpieces,agrowthof41munitsfrom2008.2023年銷量將達(dá)成10.99億，比2023年增加4100萬(wàn)件9/72TheSwimwearMarket

泳衣市場(chǎng)Brandingdiversity品牌多樣化Inthedevelopedworld,brandsaccountforbetween60%and70%ofthevalueofthemarket在發(fā)達(dá)國(guó)家，品牌擁有率達(dá)成60-70%10/72TheSwimwearMarket

泳衣市場(chǎng)BrandingdiversityThevarietyofbrandsthatexist,especiallyinWesternEuropethatcontributetothecontinuingdiversityoftheswimwearmarket.品牌多樣化，尤其在西歐，勢(shì)必造成泳衣市場(chǎng)連續(xù)多樣化Speedo11/72TheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景SwimwearfashionintheWesternworldwillbedrivenbytheacceptanceofswimmingasarelaxingpastimeforanageingpopulation;西方老齡化人口以為游泳是輕松消遣方式，這種觀點(diǎn)促進(jìn)了泳衣銷量Amongtheyoungeragegroup,swimwearwillbewornawayfromtheseaandthepool;?年輕人雖然不在海里和水池中也照樣穿泳衣12/72TheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景Figuresupportingandenhancingfabricswillencourageolderwomentowearswimwear;形體支撐面料使老齡婦女熱衷泳衣Internetsalesgrowthwilloutstripthatoftraditionalretailing;?網(wǎng)絡(luò)銷售增加超越了傳統(tǒng)零售伎倆13/72TheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景TheLondonOlympicswillcreateaswimwearmarket'splash'in2023,asanantidotetothegloomanddoomforecastfor2023-2023.倫敦奧運(yùn)會(huì)是2023-2023低迷預(yù)測(cè)一貼良劑14/72TheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Femalepurchasingofswimwearshowsabroadbasedappealto15-54-year-olds.15-54歲女性是主要潛在泳衣消費(fèi)者

Perhapssurprisingly,respondentsaged35-44-years-oldarefoundtobekeybuyersofswimwear,denotingthatthisagegroupisimportantintermsoftakingholidaysabroad.

35-44歲是最主要泳衣買家，顯示這個(gè)年紀(jì)段人喜歡國(guó)外度假15/72TheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Theproportionofwomenbuyingswimwearholdsupwellacrossallagegroupsuntilthe45-54benchmark,whenitfallsoffsharply.各個(gè)年紀(jì)段女性都喜歡買泳衣，不過(guò)45-54歲會(huì)顯著下降Theimplicationisthatmass-marketclothingretailersofwomen'sswimwear/beachwearneedtosegmenttheirrangescarefullytoappealtoawidetargetaudience,andhavesomethingforeveryoneintheirofferings,ratherthansimplyhigh-fashiongarments.這說(shuō)明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體需求，而不但限于時(shí)尚款式16/72TheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Womeninthe55+agegroupsdotendtobecomelessfashion-consciousandmaythereforeretaintheirswimwearforuseoverseveralyears,sinceusewillbereservedsolelyforholidaysabroad.55歲后來(lái)女性就不熱衷時(shí)尚了，因此一件泳衣會(huì)穿很數(shù)年。泳衣購(gòu)買力與社會(huì)經(jīng)濟(jì)地位有很大聯(lián)系。見表17/72TheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Purchaseofswimwearisstronglyrelatedtothesocio-economicstatusoftherespondentwithonequarterofmenand40%ofwomeningroupABhavingboughtswimwearinthepreceding12months,comparedtojust11%ofmenand17%ofwomeningroupE.18/72TheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Maritalstatusdoesinfluencepurchasingbehaviourinthatsome41%ofsinglewomenpurchasedgarmentsovertheyear,comparedto35%ofmarriedwomen:Singlewomenclearlytendtoenjoymoredisposableincometospendonitems'forself',includingclothingandtoiletriesamongothers.結(jié)婚情況確實(shí)影響購(gòu)買行為，相比35%已婚婦女，41%獨(dú)身女性會(huì)在一年期間購(gòu)買泳衣，獨(dú)身女性還會(huì)為自己花費(fèi)更多用于購(gòu)買服裝，衛(wèi)生間用具。19/72KeyBrandsintheSwimwearMarket

泳衣市場(chǎng)主要品牌Themostimportantoftheseareretailerbrands,inparticularM&S,andsportsbrandssuchasAdidasandSpeedo.ThesethreebrandsdominatetheUKmarketforbeachwear,whilenumeroussmallerbrandscompetefornichepositions.

最主要是零售品牌，如瑪莎，阿迪達(dá)斯或Speedo這樣運(yùn)動(dòng)品牌。這三大品牌主導(dǎo)了英國(guó)沙灘裝市場(chǎng)，其他小品牌則競(jìng)爭(zhēng)其他商機(jī)OnereasonforthelargenumberofplayerswithintheUKswimwearmarketisthatitconsistsofalargenumberofbrandsfromdiversebackgroundsthattargetnichemarkets.英國(guó)泳衣市場(chǎng)百家爭(zhēng)鳴，原因之一是存在大量背景多樣品牌20/72KeyBrandsintheSwimwearMarket

泳衣市場(chǎng)主要品牌Retailerbrands零售品牌egM&S,Next,JohnLewis'Aquatics,PrimarkDedicatedbeachwearbrands專門沙灘衣品牌egSeafolly,Gottex,GideonObersonandHuitSportsbrands運(yùn)動(dòng)品牌egadidas,Speedo

21/72KeyBrandsintheSwimwearMarket

泳衣市場(chǎng)主要品牌

Fashion/designerbrands時(shí)尚設(shè)計(jì)師品牌也會(huì)提供泳衣產(chǎn)品whichofferswimwearaspartoftherange,egGucci,EmporioArmani,Dolce&Gabbana,GianniVersace,PoloRalphLauren

Lingerie/underwearbrands

內(nèi)衣品牌多樣化，介入沙灘裝市場(chǎng)thathavediversifiedintothebeachwearmarket,egAgentProvocateur,Fantasie,Triumph,Cosmopolitan22/72SpeedoEstablishedinAustraliain1928,Speedoclaimstobetheworld'snumberoneswimmingbrandandhasanestimated16%shareoftheUKmarket(2001).1928年在澳大利亞創(chuàng)建，Speedo宣稱為世界第一泳衣品牌，2023年估計(jì)占英國(guó)市場(chǎng)16%份額23/72SpeedoThecompanyhasareputationforproductinnovationinitsmissiontoachievetheworld'sfastestswimsuit,havingpioneeredthefirstswimwearbrandtoproduceanylon/Lycramixswimsuitinthe1970s.In1996forTheAtlantaOlympics,thecompanylaunchedAquablade,afabricwhichisclaimedtoreducesurfaceresistanceand,hence,increasespeedthroughthewater.70年代，Speedo制作了尼龍萊卡混合泳衣，96年亞特蘭大奧運(yùn)會(huì)時(shí)，公布Aquablade面料，據(jù)稱，該面料能夠減小阻力，從而提升水中速度.24/72SpeedoSpeedo'snewFastskinfull-lengthone-piecebodysuitgrabbedtheheadlinesatThe2023SydneyOlympics.AccordingtoSpeedo,its'Biomimetic'designemulatesthehydrodynamicefficiencyofashark'sskinwithfabricthatmimicssharkskinandseamingthatimprovesmuscleco-ordination.Thecompanyclaimsthesuitoffersasmuchas3%improvementinspeed.SpeedoFastskin連體泳裝在悉尼奧運(yùn)會(huì)風(fēng)光無(wú)限。據(jù)Speedo稱，“仿生”設(shè)計(jì)模仿鯊魚皮水力效能，提升機(jī)體協(xié)調(diào)。公司還稱，鯊魚皮泳衣能夠提升3%速度25/72SpeedoCollaborationwithCommedesGar?onsSpeedo與CommedesGar?ons合作26/72SpeedoThebrand,bestknownforisfunctionalsports-basedswimwear,hasmovedintonewproductareas.Thecompany'srangenowoffersthreedistinctsegments:

Speedo目前已涉足運(yùn)動(dòng)泳衣以外領(lǐng)域，主要有三大部分：LeisureSwimandKidsSwim休閑泳衣與小朋友泳衣Beachwearrange-awiderselectionofbeachapparel沙灘衣系列Multisport-aleisurerangetoincludebothmen'sandwomen'sunderwear,togetherwithafitnessrange.多功能運(yùn)動(dòng)休閑系列27/72Speedo28/72SeafollySince1975,SeafollyhasbeenattheepicentreofAustralianbeachlifestyleandhasquicklybecomeoneofthemostrecognizedswimwearandbeachlifestylebrandsworld-wide.accessoriescollection.自1975年，Seafolly便成為澳大利亞沙灘衣中心品牌。29/72SeafollySettingtheseasonstrends,Seafollyoffersafun,fashionforwardandinnovativerangeofswimandlifestylewear.Seafolly應(yīng)對(duì)季節(jié)趨勢(shì)，提供有趣，時(shí)尚前衛(wèi)，新意泳裝系列Seafollyhaveallanarrayofbikinis,onepieceswimsuits,coverupsandapparelalongwithanextensiveaccessoriescollection.Seafolly擁有全線比基尼，連體泳裝以及其他配飾系列30/72SeafollyBoldstatementprints,contrastingtexturesandinjectionsofeclecticcolourencapsulateandreflecttheSEAFOLLYbrandphilosophy.張揚(yáng)印花，對(duì)比強(qiáng)烈材質(zhì)和電力十足顏色濃縮了Seafolly品牌理念31/72Seafolly32/72ZimmermanAustralianbrandfoundedin1991bysistersNicky&SimoneZimmermann1991年為NickyZimmermann與SimoneZimmermann姐妹所創(chuàng)Sophisticatedfemininity,strongsilhouettes,clevercolourcombinationsanddelicateoriginalprints.

成熟女性主義，強(qiáng)烈輪廓，睿智顏色配搭以及優(yōu)雅原創(chuàng)印花33/72ZimmermanZimmermannpresenttheirready-to-wearcollectionseachyearatMercedesAustralianFashionWeek(April),andtheMiamiSwimFair(July)intheUS.Zimmermann都會(huì)在梅賽德斯澳大利亞時(shí)裝周（4月），美國(guó)邁阿密泳衣展（7月）亮相34/72Zimmerman

35/72Bestsellers

熱賣品Onepieceswimsuitswerepreviouslymorepopularduetopracticality,supportandlessrevealingthanbikinis連體泳衣因其實(shí)用，支撐感，不似比基尼那般暴露而得到越來(lái)越多顧客青睞36/72Bestsellers

熱賣品However,therearenowawidevarietyofstylesandcutsofbikinisfromskimpybikinistotankinis,classicunderwiredstylesforwomenwhoneedmoresupportetc目前市面上有不少比基尼和坦基尼，典型內(nèi)嵌金屬絲提供更多支撐，為女性愛(ài)慕37/72MarketingandPromotion

營(yíng)銷與推廣AdvertisingThelevelofabove-the-lineadvertisingactivitywithinthebeachwearsectorhastraditionallybeenlowadvertisingcampaigns沙灘裝預(yù)算廣告投放水平始終比較低sportsbrandssuchasadidasinvestheavilyinoverallumbrellabranded像阿迪達(dá)斯同樣運(yùn)動(dòng)品牌在整體品牌廣告推廣上投資很重38/72MarketingandPromotion

營(yíng)銷與推廣AdvertisingFurthermore,above-the-lineadvertisingexpendituredatadonottakeintoaccountthefactthatsomebrands,suchasSpeedo,utilisesponsorshipandPOSmaterialaroundkeysportingevents,suchasTheOlympicGamesheldinSydneyduring2023,toincreasebrandawareness.再者，預(yù)算廣告花費(fèi)沒(méi)有考慮到某些品牌以贊助商身份使用大型運(yùn)動(dòng)會(huì)銷售店資源來(lái)提升品牌關(guān)注度。39/72MarketingandPromotion

營(yíng)銷與推廣Sponsorship贊助Intermsofpromotionalactivity,mostbrandsandretailersfocusonin-storepromotionalactivity,withsportsswimwearbrandssponsoringorsupportingacollectionofcompetitiveswimmerstoendorsetheirproduct.大多品牌與零售商將重點(diǎn)放在店內(nèi)推廣上，運(yùn)動(dòng)泳衣品牌則通過(guò)贊助有競(jìng)爭(zhēng)力運(yùn)動(dòng)員來(lái)宣傳產(chǎn)品40/72MarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Packagingandoverallpresentationofswimwearcanalsobeamajorpromotionaltool,althoughswimwearcanbeaparticularlydifficultproducttodisplayinaninnovativemanner.泳裝包裝是一種巨大推廣工具，盡管泳衣難以展現(xiàn)創(chuàng)新伎倆41/72MarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Mostgarmentsarepresentedonhangers,whichcanbedifficulttomaintain,astheyoftenfalloffthehangers.多數(shù)服裝用衣架在展示，這樣很難保持形狀，由于衣服經(jīng)常脫落42/72MarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Theenhancedemphasisonmix-and-matchgarments,andspecificallyaccessories,incollectionspresentsachallengeintermsofin-storemerchandisingtoencouragepurchasingacrosstherange.混搭與配飾流行給店內(nèi)營(yíng)銷提出了挑戰(zhàn)43/72MarketingandPromotion

營(yíng)銷與推廣Tradeshows時(shí)裝秀Mostbrandedgoods,particularlyoverseasbrands,relyontradeshowsandexhibitions.大多品牌服裝，尤其海外品牌，倚重時(shí)裝秀和時(shí)裝展MajorUKeventsincludeTheSun&SwimwearShowinLondonandtheHarrogateLingerieShowinYorkshire.英國(guó)主要展會(huì)有倫敦泳裝秀，以及約克郡哈羅蓋特內(nèi)衣秀44/72MarketingandPromotion

營(yíng)銷與推廣Women'smagazines女性雜志TheCosmopolitanbeachwearrangeisnaturallypromotedthroughCosmopolitanmagazine,althoughthemainemphasisisthroughPR,withacampaignalsobeingconductedthroughwomen'sfashionmagazines,andnationalandregionalpress.都市沙灘裝自然通過(guò)都市雜志來(lái)推廣，主要伎倆是通過(guò)在女性時(shí)尚雜志或者國(guó)家與地方報(bào)紙上投放廣告來(lái)進(jìn)行宣傳45/72MarketingandPromotion

營(yíng)銷與推廣Women'smagazines女性雜志ManyotherretailerbrandssuchasM&SdobenefitfromPRactivityintheclothingpagesofwomen'smagazineswhichactasashowcasetowhatisonofferin-store.很多零售品牌，如瑪莎，在女性雜志上投放產(chǎn)品廣告，效果就像店內(nèi)展示同樣46/72CurrentTrends:AnimalPrints

當(dāng)下趨勢(shì)：動(dòng)物印花Zebra,giraffeandallmannerofwildprintsonthebeachthisyear.斑馬，長(zhǎng)頸鹿以及所有野生動(dòng)物印花今年會(huì)風(fēng)靡海灘

'OutofAfrica'trend.“走出非洲”趨勢(shì)Theblackandwhitezebraprint,bothinbikinisandone-piecestyles,withadjoininghoopsfordetail斑馬紋印花，加上環(huán)狀配件會(huì)成為比基尼與連體衣印花Jungleandsafari-likeprints叢林與東非游獵式印花47/72CurrentTrends:FloralPrints

當(dāng)下趨勢(shì)：花朵印花

Floralsarefeminineanddatewell花朵是體現(xiàn)女性，也是適合時(shí)尚BadgleyMishkaandElieTahari48/72CurrentTrends:FloralPrints

當(dāng)下趨勢(shì)：花朵印花HouseofHollandandSeafolly49/72CurrentTrends:BoldandBrightColours

當(dāng)下趨勢(shì)：張揚(yáng)與明亮色調(diào)Boldblockcolourswimweartocompensatefordetailedproductdesign.張揚(yáng)顏色泳裝彌補(bǔ)了產(chǎn)品細(xì)節(jié)設(shè)計(jì)不足ElieSaabandHerveLeger50/72CurrentTrends:BoldandBrightColours

當(dāng)下趨勢(shì)：張揚(yáng)與明亮色調(diào)Hotpinks,neons,andlightbluesverypopular.熱烈粉紅，霓虹色，淡藍(lán)非常流行JeanPaulGaultier,VPL51/72CurrentTrends:OneshoulderBikinis

當(dāng)下趨勢(shì)：?jiǎn)渭绫然酺akingtheircuesfromtheoneshoulderfashiontrend,one-shoulderedbikiniswillbethemusthaveswimwearin2023.單肩時(shí)尚勢(shì)必影響到泳裝，2023單肩泳裝絕對(duì)有一席之地52/72CurrentTrends:OneshoulderBikinis

當(dāng)下趨勢(shì)：?jiǎn)渭绫然酠ariosSchwabmarriedtheone-shoulderedbikiniwiththecutawaybikinitrendonhisSpring/Summer2023runwayatLFWMariosSchwab將單肩與圓形下擺式比基尼相結(jié)合，在2023LFW春夏上展示53/72CurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酇one-shoulderedmonokiniwasseenonHervéLégerbyMaxAzria'sSpring/Summer2023catwalk單肩單基尼54/72CurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酺heone-piececementeditscomebackoflastyearbybroadeningthemixtoincludemorehalterneck,bandeauandcut-outstyles,whilepolkadotsandanimalprints.連體衣加強(qiáng)了去年開始回歸勢(shì)頭，增加了頸帶，抹胸等款式，多見波爾卡圓點(diǎn)和動(dòng)物印花AgentProvocateur,EmilioPucci,Gucci55/72CurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酟ouisVuitton,MichaelKors,SeaFolly56/72CurrentTrends:Cutawaybikinisandonepieces

當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣57/72CurrentTrends:Cutawaybikinisandonepieces

當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣HerveLeger,HerveLeger,LaPerla,StellaMcCartney58/72CurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Animportanttrendsincethelate1990shasbeenthepromotionofthebeachweartotalwardrobeconcept,toencouragethepurchaseofawiderrangeofaccessoriesaspartofaco-ordinatedlook.Suchdevelopmentsareclearlyintunewithtoday'smoresophisticatedholidaymakerwhomaygoontwoormoreholidaysayear,oftentolong-hauldestinations,andwantstherightgarmentsforsuchoccasions.

90年代后期以來(lái)一種主要趨勢(shì)就是沙灘裝整體衣柜概念提出，這是為了鼓勵(lì)配飾作為搭配品購(gòu)買時(shí)尚。這種趨勢(shì)與時(shí)下越來(lái)越頻繁度假者出現(xiàn)相得益彰，他們往往一年兩次以上，并且經(jīng)常長(zhǎng)途旅行，非常需要合適衣裝DanielleScutt59/72CurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Swimwearaccessoriesareverypopularthissummer,encompassingeverythingfromsheerswimwearcover-upsandbigsunhatstochunkyjewellerythatcomplimentsasuit.泳衣配飾今夏非常時(shí)髦，從單純掩飾，到大太陽(yáng)帽以及夸張珠寶，應(yīng)有盡有

DianeVonFurstenberg,Dsquared2

60/72CurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Thecover-upthemehasbeenmuchinevidenceinthebeachwearmarket,asapossiblereactiontothetrendforwomentobegettinglarger.Furthermore,manywomenmayfeelunhappywiththeirownsizeorbodyshape,makingthemmoreinclinedtolookforgarmentswhichtheycanusetocoveruponthebeach,suchassarongs,skirtswhichmatchswimwearandsoon.掩飾主題在沙灘裝市場(chǎng)顯而易見。很多女人不喜歡自己身材，因此千方百計(jì)去掩飾，如莎籠（東南亞人裹在腰間長(zhǎng)條布）61/72CurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣HerveLeger(3),Milly(4)62/72

CurrentTrends:FashionandDesignerPositioning

當(dāng)下趨勢(shì)：時(shí)尚與設(shè)計(jì)師定位

Sportinginfluencesareassertedinthepromotionofperformancefabricsinfashionrangesandtheresurgenceof'moreisbest'(reducesdragandhenceincreasesspeed)withinthesportingarena.Thecover-upthemeisalsostronginrangespromotingsunprotection.運(yùn)動(dòng)原因在時(shí)裝領(lǐng)域功能面料方面以及在運(yùn)動(dòng)領(lǐng)域“更多才會(huì)更加好”復(fù)興下得到認(rèn)可。掩飾主題在推廣防曬系列方面體現(xiàn)強(qiáng)勁63/72CurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面料Tan-throughfabrics-thetechnologyiscontinuallydevelopingtoprovidebetterfabricsthatallowaneven,strapmark-freetan.曬透面料——陽(yáng)光能均勻地，不留死角曬到所有肌膚TheSunSelectrangeoftan-throughfabricsmarketedbyInterladalsoprotectsthebodyagainsttheharmfuleffectsofsunlight.InterladSunSelect系列也可保護(hù)身體不受陽(yáng)光傷害1997thefirsttan-proofswimweargarmentswerelaunchedintheUK.

1997年，首件防曬泳衣登陸英國(guó)64/72CurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面料BootsTheChemistclaimedtohavelaunchedthefirstrangeofladies'beachweartohaveanauthenticatedclothingprotectionfactor(SPF)of40-plus.Thegarments,includingswimsuits,sarongsandshorts,blockoutmostoftheharmfulUVAandUVBraysandaremadefromthesoftDuPontCoolMaxfabric.BootsTheChemist公布了服裝保護(hù)指數(shù)（SPF）達(dá)成40+女式沙灘衣。這些服裝，包括泳裝，莎籠和短褲能夠阻擋長(zhǎng)短波紫外線，并且是用柔軟杜邦CoolMax面料制作而成65/72Swimw