The online swimwear market traditionally rides waves of seasonal growth, and this year was a swell. Since the end of May, historically the biggest month for online sales of swimwear, revenue from online swimwear sales grew 48 percent when comparing May 2014 to May 2015. The bulk of sales–a whopping 88 percent–were made by women, who also tend to return to the same retailers year after year.
Projected Online Swimwear Sales, by Month
Swimwear buyers are highly loyal. A wallet-share analysis of Land’s End, the market leader in online swimwear sales, reveals that it pockets 82 percent of total dollars each customer spends on swimwear, helping it secure a 13 percent market share. However, the market is becoming increasingly competitive as online sales climb at Amazon, J.Crew, Nordstrom, and Victoria’s Secret. As of May 2015, both Amazon and J.Crew exceeded Land’s End’s projected swimwear sales.
Projected Online Swimwear Revenue, by Retailer
Slice Intelligence found that consumer spending varies greatly by gender, with women spending an average of $78.21 on an online swimsuit order, versus $42.81 for men. The retailer with the highest average customer spend per is Shopbop, where consumers spend an average of $307.40 on swimwear per visit.
Average Online Spend, Per Person, at Top Retailers
Bikinis Top Swimwear Styles – But the One Piece Is on the Rise
When it comes to shopping for women’s swimwear online, the bikini is tops, comprising fully 68 percent of all women’s styles. However, Slice Intelligence saw modest climbs in sales of more modest styles as we headed into May, the prime time for swimsuit shopping, with consumers spending nearly $38 million on one-pieces this season versus $23 million last year. For men’s beach style, the fashion runs down the middle: 48 percent of online sales were swim trunks, and 42 percent were board shorts.
About This Data
With a panel of more than 2.5 million online shoppers, Slice Intelligence offers the most detailed and precise digital commerce data available, reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, over time. This retailer-independent methodology accurately measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized ereceipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time, from a representative sample of online consumers. Slice Intelligence correlates to the U.S. Department of Commerce as well as public filings of leading ecommerce companies.