Lands' End Reveals What Women Want in a Swimsuit

Lands' End Reveals What Women Want in a Swimsuit 
Survey Finds Fabulous Fits, Beautiful Styles and Slimming Solutions
Top the Swimsuit Features List 
DODGEVILLE, WI -- (Marketwired) -- 05/14/13 --  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
"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 others' 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: 

--  One-Piece Preferred - One-pieces continue to rule among almost seven
    out of ten women (67 percent) when it comes to swimsuit silhouettes.
--  Bold Bikinis - While one-piece swimsuits may rank tops, almost half of
    those surveyed plan to brave a bikini this season (46 percent).
--  Choices, Choices - Almost a quarter of women (23 percent) will give
    themselves swimsuit choices this season by purchasing more than one
--  Swimsuit Qu
ality Counts - Women demand a quality swimsuit with 89
    percent stating the level of quality in a swimsuit impacts purchasing
--  Cool Coverage - Swimsuit shoppers are looking for swim coverage. In
    fact, 85 percent look for a swimsuit with good coverage.
--  Oh So Slimming - More than half of respondents (53 percent) would like
    to find a swimsuit with slimming technology.
--  Mix it Up - When asked about swimsuit style more than half (56
    percent) prefer to buy each piece separately in order to choose proper
    fit each piece.
--  Speech vs. Swimsuit - Survey respondents stated that when in public
    they would be more self conscious in a swimsuit (66 percent) than
    giving a speech in public (35 percent).
--  Keep it Quality - There are many factors that go into purchasing a
    swimsuit but for 89 percent of respondents, quality in a swimsuit
    choice is key.
--  Shopping Strategies - Swimsuit shoppers are using multiple channels
    when shopping for swimsuits including: In store (89 percent), Online
    (64 percent) and via catalog (42 percent).

About Lands' End
 Lands' End(R) 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.(R) Lands' End delivers timeless style for Men,
Women, Kids and the Home at, 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). 
Editor's Note: 1,122 women ages 18 and over participated in the
Lands' End Swimsuit Survey. The survey was fielded via Survey Monkey
from April 22-26, 2013. 
To view this release in a media-rich format, go to: 
Media Contact:
Michele Casper
Lands' End
Press spacebar to pause and continue. Press esc to stop.