the swimsuit market


1.1 Definition and scope of study

As fashionable as the latest pair of sneakers, the swimsuit has become in recent years a clothing and a fashion object in its own right . Swimsuits, tankini, monokini and bikini are the different variations that customers can find.

The swimwear market can be divided into two main categories:

  • The "technical" swimsuits "used by swimmers or pool sportsmen and women;
  • Recreational swimsuits, modern and summery, to swim in the sea and on the beach.

Men and women consume differently from bathing suits, 75% of the world market being women's swimwear. [ Kantar Worldpanel ] The latest market trends are UV-resistant swimwear, quick-drying swimwear and stretch swimwear. There are also ecological trends in the consumption of beachwear. In addition, a new outfit made by a Portuguese brand that doesn't leave a suntan mark is successful at home and abroad.

Surrounded by the sea and beaches, Portugal has great potential in this market. Once dominated by international brands, mainly Brazilian, Portuguese products are now gaining ground.

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