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DODGEVILLE, Wis. (May 14, 2013) –It’s time to shed the sweaters and put away the pants…swimsuit season is here! A recent survey of women by Lands’ End found that almost nine out of ten (89 percent) agree that wearing a swimsuit is the most exposed they ever are in public. It’s not surprising then that women surveyed believe that proper fit (98 percent) is essential in any swimsuit they are considering.
“A great fitting swimsuit is key to looking great and feeling comfortable during swim season,” said Erin McCormick, swimwear merchandise manager, Lands’ End. “At Lands’ End, we are committed to offering women fabulous fits and beautiful styles to help them look and feel confident whether at the beach or in the backyard.”
While women confess to feeling “exposed” when wearing a swimsuit in a crowd, the survey also found that only 20 percent are concerned about the opinion of the general public. While other’s opinions may not matter, women are still looking for fit solutions in swimsuits. In fact, almost eight out of ten (78 percent) want a swimsuit to flatten the tummy area, while almost half would like a swimsuit that enhances the bust area (49 percent), slims hips (48 percent) or helps to conceal thighs (48 percent).
The survey also found that two-thirds (66 percent) of respondents do plan to purchase a new swimsuit this year. When asked what prompts new swimsuit purchases, many cited multiple reasons including old swimsuits were worn out (88 percent), body changes (79 percent), upcoming vacations (70 percent) and simply wanting a new swimsuit style (35 percent).
Additional Swimsuit Survey Findings:
About Lands' End
Lands’ End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands’ End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands’ End Shops at Sears and around the world. Lands’ End is a proud member of the Sears Holdings Corporation (NASDAQ: SHLD).