QVC Survey Reveals 65% of Adults Said Size Inclusivity In Swimwear Is Important
“Shopping for swimwear is already a difficult undertaking for many women. As a champion of inclusive sizing for more than 30 years, it’s our job to make the experience a more enjoyable one and reflective of who the customer is,” says Rachel Ungaro, VP and GMM of Fashion Merchandising for QVC.
QVC Survey Reveals 65% of Adults Said Size Inclusivity In Swimwear Is Important
As customers gear up for a summer marked by swim and travel, QVC's recent expansion in the swim apparel category , with nationally known and trusted
As customers gear up for a summer marked by swim and travel, QVC's recent expansion in the swim apparel category , with nationally known and trusted brands such as Lands' End and Jantzen , along with direct-to-consumer brands such as Summersalt , features video presentations of size-inclusive models wearing dozens of swimwear styles, cuts and fabrics, to help support a more informed purchasing decision for the consumer.
QVC and Morning Consult surveyed 2,210 1 women, with a quarter of survey respondents saying it
is difficult to find flattering swimwear or swimwear in their size. Trust in a brand and video shopping added additional support when deciding on which style and brand of swimsuit they purchase: 65% of adults said "size inclusivity" is very important or somewhat important when shopping for swimwear.
The importance of size inclusivity in swimwear is generationally agnostic.
Gen Z to Baby Boomers overwhelmingly identified size inclusivity as very or somewhat important: 76% for Gen Z women 74% millennial women 75% Gen X women 66% baby boomer women 45% of survey respondents said they are much more or somewhat more likely to purchase online if they see a live video of products modeled on different body types Gen Z (54%) and Millennials (62%) agreed.
42% of Millennials said being able to interact directly with the presenter demonstrating the product live influences their decision. Close to 70% of respondents said trusting the brand was important when shopping for swimwear…
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