Dive into Style: Fashion Industry Sets Sights on Swimwear and Resort Wear for SS '24

The global swimwear market is making waves, poised to reach a staggering US $28.84 billion by 2027, with an impressive annual growth rate of 6.38% from its 2022 value of US $22.6 billion, as reported by researchandmarket.com. This surge in market value has caught the attention of major lingerie brands, traditionally known for allocating only a fraction of their business to swimwear.

A notable trend within the swimwear market is the escalating popularity of resort wear, also coined as 'bikini apéritivo.' Resort wear, championed by luxury brands through their cruise collections, presents higher price points and margins, appealing to customers seeking chic beachwear for leisure rather than just swimming.

In response to evolving consumer preferences and to allure new distributors, swimwear trade shows are broadening their horizons. This strategic shift aims to cultivate a more immersive and conceptual environment, drawing in a diverse array of retailers and ultimately benefiting the entire industry.

Furthermore, lingerie takes up 12% of women's expenditures, whereas bathing suits make up a modest 1.6% of purchases. This industry emphasis on the swimwear market stems from the unanimous belief that it is a thriving and prosperous sector.

The recently concluded Curve SS24 show unveiled compelling trends for summer 2024 swimwear. Vibrant prints, captivating animal or floral motifs, and shimmering pieces in gold or silver lurex took center stage. Renowned brands such as Goldbergh, Melissa Odabash, and Lenny Nemeyer showcased their latest collections. Lenny Nemeyer, a Brazilian brand with a three-decade history, has risen to prominence as a leading swimwear label, particularly influential in the southern European market.

As the fashion industry continues to ride the wave of swimwear's popularity, the emphasis on resort wear and the expansion of trade show offerings are testament to the sector's dynamism. With eye-catching trends and esteemed brands leading the charge, the swimwear and resort wear market appears set to make an even bigger splash in the coming seasons, captivating fashion enthusiasts and expanding the industry's horizons.