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For the swimsuit market, the simple sex appeal is no longer enough

Aug 22, 2017

It's still a niche market for environmentally friendly and low-priced swimsuits, but with more financial dominance after 00, the situation may be different.

Sexy, fit, light - these are the three basic features of swimsuits, but these three points are no longer enough to satisfy new consumers.

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According to media reports Glossy fashion industry, with customers face model (Direct To Consumer) brand becomes more and more, swimwear manufacturers have discovered new needs of the market, people are calling for more cheap and environmentally friendly new products.

The key to this product design is the use of high-quality environmentally friendly materials that can be worn by customers for long periods of time. Also, the style is one piece swimsuit, compared with sexy bikinis, a chip of the line to simplicity, and suitable for the majority of people figure - girls no longer need to practice a supermodel and hungry as a horse.

According to market research firm Edited, the rate of sales of one piece swimwear jumped three times this year, compared with the same period last year. In addition, from online sales figures, bikinis selling rate decreased by 9%, and an increase of 20%, they are using circular fabric processing environmental protection suit, the price is less than $100 (about 690 yuan).

According to media reports Glossy fashion industry, with customers face model (Direct To Consumer) brand becomes more and more, swimwear manufacturers have discovered new needs of the market, people are calling for more cheap and environmentally friendly new products.

The key to this product design is the use of high-quality environmentally friendly materials that can be worn by customers for long periods of time. Also, the style is one piece swimsuit, compared with sexy bikinis, a chip of the line to simplicity, and suitable for the majority of people figure - girls no longer need to practice a supermodel and hungry as a horse.

According to market research firm Edited, the rate of sales of one piece swimwear jumped three times this year, compared with the same period last year. In addition, from online sales figures, bikinis selling rate decreased by 9%, and an increase of 20%, they are using circular fabric processing environmental protection suit, the price is less than $100 (about 690 yuan).

However, the "green materials" is a general concept, behind it also contains a large number of different branches -- such as EcoGypsy is by hand crochet swimsuit fashion, the brand from Bali Island are not too many high-tech components, its environmental protection is not "waste", but "little machinery chemical pollution".

Koru is the use of recycled carpet fluff, garbage bottle approach, but in the production process reengineering will use the bulk of the dyed fabrics, although on water resources and land pollution is controlled in a certain range, but it also shows that Koru is not 100% green brand. These details are difficult to obtain from the marketing side and the marketing side of the brand. It is the same for all environmental protection clothing brands.

But for consumers, these details are difficult to obtain from these high environmental protection brand sales and marketing end end, to truly meet the heart looking green underwear, or to own more homework, don't let the "green" has become another empty advertisement.