Buying a swimsuit is a big deal for many women.
There are so many things to consider and it can be hard to find the right look that gives you the confidence to show off your body in public.
Swimsuits often make women feel vulnerable and exposed, but marketers can be sensitive to this issue by choosing designs that inspire confidence.
Looking Good in Swimwear
Marketers of swimwear must understand what women are looking for in swimwear.
They want something that is designed for their body shape and size. This is why you see so many articles geared towards choosing a swimsuit based on body type. Not all swimsuits look good on everybody.
It is also important to be sensitive to how revealing a swimsuit may be.
While some women are comfortable wearing anything, others are looking for a suit that is more conservative. They don't want something that is too suggestive or shows more than what they are comfortable with.
That is why it is important that marketing agents showcase various types of swimwear so that they will appeal to a broader audience.
Function
Today's woman is an active woman.
She doesn't just lie around on the beach in her swimsuit. She may go swimming for exercise, diving or engage in other activities while wearing a swimsuit.
That's why promoting a swimsuit that is comfortable, fits properly and stays in place is also important.
Women look at all aspects of swimwear today. They want it to be comfortable, flattering and affordable. It should make them feel good about themselves no matter what they look like.
Finding the Right Message
Marketers can appeal to today's woman by showing that the average female is the one wearing their creations instead of just celebrities.
For instance, Kristina Anderson is a woman who competed in the Miss Arizona USA pageant and wore a Kandice Pelletier as her choice of pageant swimwear.
While she is young and has a great figure, she has also been diagnosed with ovarian cancer. She is using the platform as a way to allow her to bring attention to issues that she has a passion for.
Anderson doesn't want cancer to define her or hold her back from life.
She is an inspiration to anyone facing a challenge, whether it be physical or something else. Her story is also a great marketing tool for anyone promoting swimwear and how it can give you confidence to face millions of people regardless of the obstacles you face in life.
In an interview, Anderson said that success for her was defined as pursuing her dreams and picking one's self back up after being defeated. It is also about finding true happiness in yourself and the things you do.
It is this attitude that can inspire women to face their own challenges and overcome defeat, whether it is by fighting an ongoing health battle or by putting on a swimsuit.
For marketers of swimwear, listening to what their customers want is the first and most important step.
For those that choose not to do that, they very well could see their marketing efforts sunk.