Simple sexy swimwear is not enough to make people feel good. What is your best way?

Sexy, fit, and light – this is the three basic characteristics that swimwear needs to have, but today these three points are no longer able to satisfy new consumers.

According to the World Apparel and Footwear Network, as the number of brands using Direct To Consumer has increased, swimwear manufacturers have also discovered new market needs, and people are calling for more new products that are cheaper and more environmentally friendly.

The key to the design of this product is the use of high-quality environmentally friendly materials that can be worn by customers for a long time. Moreover, the style is mostly a one-piece swimsuit, compared with the more sexy bikini, the one-piece line is simple and suitable for most people's body - the girls no longer need to be hungry for the supermodel Back.

According to market research firm Edited, the sales of one-piece swimwear has soared this year, three times that of the same period last year. In addition, from the online sales figures, the speed of bikini swimwear sales has decreased by 9%, while the one-piece style has increased by 20%. Most of them are environmentally friendly swimwear processed with recycled fabrics, and the price is less than 100 US dollars (about 690 yuan) yuan).

Reformation launched a one-piece swimsuit, the brand's main environmentally friendly fabric

Bikini launched by swimsuit brand Bikyni

Now, this is still a niche market. Many brands have only recently launched eco-friendly swimwear. The California brand Bikyni, which was founded in 2015, was the first to release a series of recycled materials in spring.

In this regard, consumers have shown a high level of interest, which will undoubtedly encourage Bikyni to continue to develop new products. Next, the company revealed that it would increase the use of environmentally friendly materials.

From the picture, Bikyni's product design is not beautiful, and the lines are relatively simple. However, given its low price, companies are often willing to promote their own benefits to consumers, and the market is willing to pay for this cost-sharing approach. Al-Khalil, the founder of Bikyni, stressed that the company cut off the middlemen and cares about the management of the supply chain to ensure that consumers can buy good quality and cheap things.

The eco-friendly swimwear brands, including Bikyni, are targeting the younger generation of the 85s. As the people of Generation Z grow up, paying attention to environmental protection will become a more popular attitude towards life. This market still has a lot of room for growth. As early as 2012, Ryan Partnership Chicago and other research institutions found that more and more consumers showed the orientation of environmental consumption, just to find the right products.

Now, savvy merchants give reasons for buying on ethical standards. Moreover, considering that most of the target customer base has low financial control ability, low price is also a suitable promotional point, so that you can act after your heart.

Next, the market for eco-friendly swimwear is bound to develop more styles. The niche brand Reformation is a retro style, and Summer Salt pays more attention to professionalism. It has developed swimwear tights that can be worn with tops, making it easy for swimmers to switch between different dressing scenes.

Summer Salt

However, “environmental materials” is just a general concept, and there are a lot of different branches behind it. For example, EcoGypsy's swimsuits are made by hand hooks. This brand from Bali does not have much high-tech products. Ingredients, its environmental protection does not lie in "no waste", but in "less mechanization and large pollution."

Koru uses the method of recycling carpet fluff and garbage bottles, but it still uses batch dyed fabrics in the remanufacturing process. Although the pollution of water resources and land is controlled to a certain extent, it also shows Koru. Not a 100% environmental brand. These details are difficult to obtain from the brand's sales and marketing, and are the same for all environmentally conscious apparel brands.

However, for consumers, these details are difficult to obtain from the sales and marketing side of these high-end brands. If you want to buy environmentally-friendly underwear that truly meets your expectations, you still have to do your own homework. "It became another empty slogan.

For more exciting reports, please pay attention to the world clothing and footwear network.