Wellness: The New Frontier of Swimwear

In this blog post we dive deep into the hard truth of Women's Health and why Wellness can impact our choice of swimwear. 

You Are Probably Wondering How We Got Here? 

Women's lifestyle has always been a key aspect of this brand, providing swimwear for many different types of women to facilitate a timeless wardrobe was a key goal for us to achieve.

On this journey of meeting with many women we realised there was something deeper that needed to be tapped into. 

Providing services to women can sometimes be challenging because you have to get into the mind of your ideal client, understand her needs for the product she desires and the timing has to be absolutely right. 

The woman's body is unique by nature and can go through various changes depending on the phase of wellness and lifestyle choices. From puberty to child birth to menopause, we see our bodies go through the good and the bad during these key time stamps of life.

If we peel apart these phases we will get to understand significant areas in a women's  wellness journey that can determine outcomes to overall physical and mental health. 

What Influences Women's Swimwear Choices?

In order for us to understand our ideal client, it is important for us to understand what phase our target woman is during her life cycle and what product will be suitable for her. After much needed research, we realise that a woman's decision on her choice of clothing is also highly dependent on her phase of wellness which we will divulge in this blog post. 

When it comes to selecting swimwear, women's choices can be influenced by both physical and mental factors such as body confidence, self-perception, fitness goals, and emotional well-being. 

Let's dive a little deeper! 

A study by Mintel Store: UK Women's Market Report found that 60% of women choose swimsuits that offer more coverage, such as one-pieces, tankinis, or high-waisted bikinis, especially when they are feeling less confident about their body. Other statistics show that 66% of women feel self-conscious about wearing swimwear, especially bikinis, and this feeling is heightened by concerns about body image and societal expectations of beauty.

There is truth that women who are more physically active and feel confident about their fitness level are more likely to choose more revealing or form-fitting swimwear like bikinis. A survey by Shape Magazine showed that 46% of women who regularly exercise are comfortable wearing bikinis compared to 30% who don’t work out as frequently.

During swimwear fittings for our made to measure services we found that body confidence was always the hot topic and too right it should be!

Research shows that 75% of women’s body image dissatisfaction increases when trying on swimwear, which is directly linked to anxiety and stress about appearance. This mental state can lead women to choose more conservative swimwear, such full-coverage one-pieces and in some cases tankinis.

Women who experience higher levels of body positivity or mindfulness practices such as meditation or tapping into an inner divine feminine energy are more likely to embrace a variety of swimwear styles, including two-piece bikinis.

The "body positivity movement" has led to a rise in confidence, with 28% of women reporting that they now feel more comfortable wearing revealing swimwear compared to previous years.

For women struggling with body dysmorphia or anxiety, 59% prefer swimsuits that hide specific areas of their body, such as tummy-control one-pieces or swimsuits with built-in support to address their perceived “problem areas”. After many swimwear fittings we found that the KANAI INFINITY swimsuit is our number 1 bestseller and served many women some to this day still have pieces in their wardrobe!

Do Women's Reproductive Health Conditions Determine Swimwear Choices? 

A woman’s current reproductive health condition, such as fibroids, postpartum recovery, or post-pregnancy, can significantly influence her swimwear choices. These conditions affect both physical comfort and body confidence, which play a major role in selecting appropriate swimwear.

Women who experience conditions like heavy menstrual bleeding, which can be common with fibroids, cysts or certain hormonal imbalances, may avoid wearing light-colour swimwear and prefer darker, more absorbent options. While menstruation doesn’t always directly impact swimwear choice, the potential for unexpected bleeding can lead some women to choose more practical or functional options.

Endometriosis, fibroids, cysts which can cause bloating, abdominal swelling, and discomfort, may lead women to choose swimwear that offers more coverage and support around the midsection. Women with fibroids often experience bloating or visible changes in their lower abdomen, therefore opting in for high-waisted bikinis and one-piece swimsuits can provide compression and coverage around the stomach area are popular choices.

Women experiencing womb issues and symptoms that cause discomfort may prioritise comfort over style, opting for swimwear made from soft, stretchy fabrics that won’t exacerbate discomfort or pressure on the abdomen.

For women recovering from surgery swimwear choices are often influenced by the need to protect sensitive areas such as incisions or scars. Women may select one-piece swimsuits or high-waisted bottoms that provide coverage over surgical areas.

Why Do Women's Choices Become More Limited During Pregnancy And After Postpartum/Post-pregnancy? 

After pregnancy, women often experience body changes such as stretched skin, weight fluctuations, and reduced core strength, all of which can influence swimwear choices.

Over 60% of women express body image concerns after giving birth, which can lead them to opt for full-coverage swimwear that supports areas like the tummy, hips, and breasts. Underwire or padded tops provide additional support, especially for women who may still be breastfeeding.

In the postpartum phase, many women also prioritise swimwear that accommodates changes in breast size. Underwire or padded tops provide additional support, especially for women who may still be breastfeeding.

For women recovering from a C-section swimwear choices are often influenced by the need to protect sensitive areas such as incisions or scars therefore one-piece swimsuits or high-waisted bottoms will facilitate this ideal client. 

Postpartum, many women face challenges with body image and confidence. A study published in the Journal of Reproductive and Infant Psychology found that 70% of women report significant dissatisfaction with their body in the first year after giving birth, which can affect their swimwear choices. Women may opt for modest swimwear styles, such as one-piece suits or swim dresses, that offer more coverage and help them feel more comfortable in social settings.

Conversely, women who feel empowered by their postpartum journey may embrace more revealing or bold swimwear choices as a form of self-expression. The rise of body-positive movements has encouraged many new mothers to feel more confident in their post-pregnancy bodies, with some choosing to wear bikinis or two-piece swimsuits despite societal pressures to cover up.

Why Women Prioritise Their Health When Choosing The Right Product?

Physical comfort, body image, and emotional well-being play essential roles in selecting swimwear that aligns with a woman’s current health status. Women often prioritise coverage, support, and functionality when managing these health conditions, opting for swimwear styles that help them feel confident and comfortable in their own skin. As awareness of reproductive health issues grows, so does the demand for inclusive, functional, and stylish swimwear that empowers women to embrace their bodies at every stage.

Conclusion 

As we go through a new phase of feminine awareness and inclusivity we will be looking to explore more practical, functional and timeless styles of clothing whilst maintaining our unique sense of style. 

We appreciate all the support from the women in our audience as we embrace a new phase of our brand.