The swimwear market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different markets and targeting them with the right products.
One of the most popular methods for performing swimwear market segmentation uses demographic factors like age, size and gender.
Other methods use behavioral factors like purchasing habits, benefits sought, and brand preference.
In this article, we will look at swimwear in terms of 10 different variables: type of swimwear, price range, style, color, size, material, planned use, gender, age, and brand.
But first, let’s start by understanding why it is important to use market segmentation when selling swimwear.
The Importance of Segmentation of the Swimwear Market
The segmentation of the market for swimwear products is essential because it allows swimwear manufacturers and retailers to target specific groups of consumers with laser precision.
By understanding the needs and wants of different segments, businesses can create products that are more likely to appeal to them and retailers can stock swimwear products that their customers are most likely to buy.
The market for swimwear ranges from those looking for a practical item to those looking for a fashion statement.
Some people buy swimwear for specific activities like swimming laps at the local pool while others want something they can lounge around in at the beach.
Some people are looking for a bargain while others are willing to spend more for a designer label.
As you can imagine, there is swimwear for every budget and every style, but not all swimwear is equally popular with all consumers.
And so by segmenting the market, businesses can identify which of their products are most popular with each group and target their marketing and sales efforts accordingly.
Variables for Swimwear Market Segmentation
Swimwear market segmentation can be performed along the following 10 axes:
- Type of swimwear
- Price range
- Style
- Color
- Size
- Material
- Planned Use
- Gender
- Age
- Brand
Most swimwear products are made for a specific type of swimmer. For instance, there are swimsuits designed for those who participate in water sports like surfing, diving, and wakeboarding.
Other swimsuits are made for those who simply want to lounge around on the beach or by the pool.
And still others are designed for those who participate in competitive swimming.
Most swimwear manufacturers do not cater to all types of swimwear buyers. They tend to focus on those segments that are most likely to buy their products.
This also has an impact on branding because different types of swimwear buyers tend to prefer different brands.
For instance, those who participate in water sports are more likely to buy swimwear from brands like Quiksilver, Rip Curl, and Billabong.
Competitive swimmers tend to prefer brands like Speedo and TYR.
And those who simply want to lounge around on the beach are more likely to buy swimwear from brands like Seafolly, Roxy, and Bikini Triangle.
This is why many manufacturers and retailers of swimwear products perform occasion segmentation to target different consumers who will use their swimwear on different occasions.
It is therefore essential that businesses decide which segments they want to target and then design their products, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the 10 variables used in swimwear market segmentation.
#1. Segmentation Based on Type of Swimwear
Swimwear comes in many different types and the type of swimwear is one of the most important factors that customers take into account while making a buying decision.
The most common types of swimwear include :
- Swimsuits for water sports
- Swimsuits for competitive swimming
- Swimsuits for leisure
- Bikinis
- Tankinis
- One-piece swimsuits
Different types of swimwear are popular with different segments of the market. For instance, bikinis and tankinis are popular with those who want to lounge around on the beach while one-piece swimsuits are more popular with those who participate in water sports.
Some manufacturers and retailers focus on a specific type of swimwear while others cater to all types of buyers.
Those who focus on a specific type of swimwear often have a competitive advantage because they can design their products specifically for that type of swimmer.
This is why businesses need to decide which type of swimwear they want to sell before designing their products, marketing, and sales strategy.
#2. Swimwear Market Segmentation Based on Price Range
Price is, of course, a major factor that influences consumer behavior.
When it comes to swimwear, there are products available at all price points, from budget-friendly options to designer labels.
Not all segments of the market are willing to spend the same amount of money on swimwear, though and so swimwear manufacturers and retailers perform price segmentation to match the price to the consumer’s willingness to spend.
For instance, those who participate in water sports are often willing to spend more on swimwear because they need products that are durable and provide a good level of performance.
On the other hand, those who simply want to lounge around on the beach are often more price-sensitive because they do not need such high-performance products.
Businesses need to decide which price point they want to target with their products.
They also need to make sure that their products are priced in line with what their target market is willing to pay.
If they price their products too high, they will struggle to sell them. If they price their products too low, they will not be able to make a profit.
#3. Segmentation Based on Swimwear Style
Swimwear comes in different styles.
Some styles are designed to be more revealing while others are designed to be more modest.
The style of swimwear that a consumer chooses is often influenced by their personal taste and preference.
However, it can also be influenced by factors such as the occasion for which they need the swimwear and the activities they will be participating in while wearing the swimwear.
For instance, those who participate in water sports often prefer swimwear that is more functional and less revealing.
On the other hand, those who simply want to lounge around on the beach are often more willing to wear revealing styles of swimwear.
#4. Segmentation Based on Swimwear Color
Color is often the most visible factor that influences a consumer’s decision to purchase one swimwear over another.
Some colors are more popular than others.
For instance, black is a popular color for swimwear because it is slimming and flattering. Bright colors are also popular because they can help the wearer to stand out from the crowd.
However, some segments of the market prefer more muted colors while others prefer bolder shades.
Most swimwear manufacturers will bring out products in all combinations of colors, shades and designs. This is one of the surest ways to attract as many consumers as possible.
#5. Segmentation Based on Swimwear Size
Naturally, swimwear needs to be available in all possible sizes. From children to plus-size adults, there needs to be something for everyone.
Some segments of the market are more size-sensitive than others. For instance, some plus-size people often have a hard time finding swimwear that fits them well and flatters their figures.
As a result, they are often willing to spend more money on swimwear that makes them look the way they want to look.
This is why businesses need to offer a wide range of sizes in their swimwear products to attract as wide an audience as possible.
#6. Segmentation Based on Swimwear Material
The material from which swimwear has been made is an important factor for many consumers.
Some materials are more popular than others. For instance, synthetic materials such as nylon and Lycra are often preferred because they are stretchy and comfortable.
However, some segments of the market prefer natural materials such as cotton and linen.
This is often because they feel that these materials are more breathable and allow the skin to breathe.
#7. Segmentation Based on Planned Use
Many consumers choose one product over another based on how they intend to use it.
In the case of swimwear, some consumers might buy it for a specific occasion such as a vacation or a pool party.
Others might buy it for more general use such as swimming laps at the local pool.
Still others might buy it for more adventurous activities such as surfing or diving.
Segmentation of planned use also helps in things like store layout. For instance, a store may display swimwear in different parts of the store depending on the type of activities that the swimwear is meant for.
#8. Swimwear Market Segmentation Based Gender
Some products can definitely be segmented based on gender and swimwear is certainly one of them.
While there are some styles of swimwear that can be worn by both men and women, most styles are designed specifically for one gender or the other.
For instance, bikinis are designed for women while board shorts are designed for men.
These designs also have other implications. For instance, bikinis are often seen as being more revealing and designed to accentuate the wearer’s beauty while board shorts are seen as being more functional and sporty.
#9. Swimwear Market Segmentation Based Age
Age is a factor when it comes to swimwear sales because different age groups often prefer different styles.
For instance, young children often prefer swimwear that is brightly colored and has cartoon characters on it.
Older children and teenagers often prefer swimwear that is more trendy and stylish.
Adults often prefer swimwear that is more classic and timeless.
Finally, seniors often prefer swimwear that is more comfortable and practical.
Consumer age also impacts their size, and so segmentation based on age and that based on size often go hand-in-hand.
#10. Segmentation Based on Swimwear Brand
Finally, the brand can play a role in a consumer’s section of swimwear but not very often.
Some consumers may be loyal to a swimwear brand, but most are brand agnostic.
This is because swimwear is not a very expensive product and so consumers are not as likely to be loyal to one brand over another.
However, there are some exceptions. For instance, some luxury brands such as Gucci and Versace have a loyal following among those who can afford their products.
So while brand segmentation of the swimwear market is not as common as it is with some other types of products, it is still something that businesses need to be aware of.
Conclusion
As you can see, the target market for swimwear can be segmented using many variables and can be analyzed from different angles.
In this article, we performed swimwear market segmentation following these 10 factors: type of swimwear, price range, style, color, size, material, planned use, gender, age, and brand.
Swimwear manufacturers and retailers often use market segmentation to better understand their customers and figure out how to appeal to them.
With swimwear market segmentation, they can better understand which of their products are likely to sell well and can target their audiences more effectively.
