Summertime is the perfect time to hit the beach or go for a swim, and what better way to do that than in a new swimsuit?
After all, swimsuits are a summer staple, and there are often so many styles and designs available. This makes summer an ideal season for selling to the target market for swimwear.
But the purchase of swimwear is not limited to the summer. Many people take up swimming as a sport in the colder months or even as a new year’s resolution.
Children who change sizes every few months can need new swimwear at any time of the year.
In this article, we will discuss who the target market for swimwear is and why they buy swimsuits.
We will also discuss what drives their purchasing decisions and what you could do to reach them.
Who is the Target Market for Swimwear?
To best understand who the target market for swimwear is, we first need to understand why someone would want to buy a new swimsuit or swimming shorts.
By understanding people’s motivations for buying swimwear, we can divide the market into segments and target our advertising and marketing to them more precisely and effectively.
Swimwear, after all, is a type of sportswear that has both functional and fashion purposes.
People buy swimsuits to go swimming in, of course, but they also often want to look good while doing so.
While there are many variables with which to segment the swimwear market, the focus of this article is solely on the needs and motivations of the swimmer.
This gives us the following potential buyers in the target market for swimwear:
- People who swim for sport or exercise
- People who participate in water sports (eg water polo)
- People relaxing at the beach or pool
- People going on vacation
- People going to a special occasion such as a pool party
- Parents buying swimming clothes for their children
Now, let’s look at each of these segments more closely.
1. People who swim for sport or exercise
Those who swim for sport or exercise generally do so year-round. They typically buy functional swimwear that is comfortable and does not impede their movement.
They are often looking for swimwear that is durable and will last them a long time.
Because they are swimming frequently, they may go through swimsuits faster than someone who only wears their swimsuit on vacation.
This target market for swimwear is the most reliable as they almost always need swimwear to practice their activity.
2. People who participate in water sports
People who participate in water sports such as water polo, surfing, or wakeboarding often need specialized swimwear.
This type of swimwear is designed to protect the wearer from the elements and allow them to move freely.
They may also need to buy swimwear for different seasons, as the water temperature can vary greatly.
3. People relaxing at the beach or pool
People who are just relaxing at the beach or pool are generally looking for swimwear that is stylish and makes them feel good.
They want to find a swimsuit that flatters their figure and makes them feel confident.
They are also more likely to buy swimwear on sale or at a discount, as they are not as concerned with the durability of the swimsuit.
4. People going on vacation
People who are going on vacation often buy new swimwear for the trip. While packing for the vacation they may realize that the swimsuit they used in the previous year’s vacation no longer fits well.
They may want to find a swimsuit that is stylish and unique, as they will likely be photographed in it.
They may also want to buy a swimsuit that is specific to the destination. For example, someone going to Hawaii may want to buy a swimsuit that is inspired by the local culture.
5. People going to a special occasion such as a pool party
A special occasion like a pool party is often the perfect excuse to buy a new swimsuit.
People want to find a swimsuit that is fashionable and makes them stand out.
They may also want to buy a swimsuit that is sexy or revealing, as they will likely be photographed in it.
Pool party swimwear is not purchased for its functionality, but rather for its style.
6. Parents buying swimming clothes for their children
Parents often buy swimwear for their children as a necessity.
They often look for a swimsuit that is affordable and will last their child multiple seasons or which can be handed down to younger siblings.
They may also buy swimsuits that coordinate with their own, so they can match with their child while swimming.
Functionality is important for children’s swimwear, as it needs to be comfortable and afford freedom of movement.
The target market for swimwear includes people who swim for sport or exercise and who need new swimwear from time to time.
People who participate in water sports like water polo and aqua gymnastics need swimwear that is durable and does not impede movement.
People who are relaxing at the beach or pool generally want swimwear that makes them feel confident. People going on vacation want swimwear that is stylish and unique to the destination.
People also buy swimwear for special occasions like a pool party. Parents need swimwear for their children that is affordable and functional.
Now that you know who buys swimwear and why you can better target your marketing efforts to the right people. You can also use this information to choose the right swimwear for your own needs.