Home / Knowledge / News / Apparel/Garments / Debenhams reports good sales in figure enhancing swimwear
Debenhams reports good sales in figure enhancing swimwear
05
May '14
A new generation of swimwear, credited with the ability to knock up to two inches off a woman’s waist, have been flying off the shelves as British women seek a flat stomach. 
 
Sales of the swimming costumes incorporating the latest figure enhancing technology have soared, with high street retailer Debenhams reporting a rise of 87% of their shapewear bikinis and swimsuits since they hit the store a month ago.
 
The built-in tummy-tuck technology helps reduce unwanted inches, smooth bulges, lift buttocks and create curves in the right places to boost women’s body confidence as they prepare for the holiday season.
 
The inner lining of the shapewear swimwear is similar to spandex which is also used in the majority of tummy control underwear. With its great elasticity, yet light and comfortable wear ability, it is a quick fix for ladies who are fleeing abroad for warmer weather this summer.
 
British women keen to emulate celebrity Mums who have worked hard at their post-baby bikini bodies such as Lily Allen, Kim Kardashian and Beyoncé Knowles, but without the time or budget for personal training sessions, are happy to get a little extra help from the best-selling, instant tummy-tuck swimwear. 
 
Natelle Baddeley head of accessories at Debenhams said: “There are very few women that don’t feel even a little self-conscious in a swimming costume, not just those that are new mums. Shapewear swimwear is fast becoming a woman’s secret weapon helping those of all shapes and sizes reveal an instantly slimmer silhouette – our best-selling sizes are 16-20.” 
 
Baddeley continued: “Most women will tell you that being seen in a swimming costume becomes much less daunting if you know the one you are wearing actually flatters your figure, rather than highlighting every lump and bump.”
 
Fans of the body-shaping swimwear have the Ancient Greeks to thank. They introduced the world to the first figure-sculpting aids. These “shapers” were a form of girdle made of wool and later of leather. They looked very much like wide belts or even ropes. 
 
Girdles in ancient times were often claimed to have magical powers. For instance, Ishtar, a goddess of Babylon, wore a girdle of fertility and Aphrodite’s girdle was associated with poetry. These predecessors of modern shapewear played an important role in the long history of garments used to shape and strengthen the body. 
 

Debenhams


Must ReadView All

Sanjay K Jain, managing director, TT Ltd

Textiles | On 21st Sep 2017

TT’s Sanjay Jain elected new chairman of CITI

The Confederation of Indian Textile Industry (CITI), the apex body...

Textiles | On 21st Sep 2017

NRF urges US lawmakers to lower corporate tax rates

The National Retail Federation (NRF) has written to the US Senate...

Apparel/Garments | On 21st Sep 2017

UK fashion exports £10.7 bn in 2016; highest till now

Exports of British fashion goods rose to £10.7 billion in 2016, the...

Interviews View All

Deepak Jain
Baggout

We are using Facebook and Instagram to promote ourselves

Representatives
Textile & apparel industry

GST is a complicated and lengthy process

Priyanka
Studio Priyanka Rajiv

‘To reinvent the age-old tradition of embroidery to suit demographics and...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search