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The European Market for Women's Swimwear
published in Issue 124, July-August 2006
The women’s swimwear market in Western Europe comprises one-piece swimsuits and two-piece bikinis. The market was estimated to be worth US$3.11 bn in 2005, and this figure is forecast to reach US$3.16 bn by 2012.
Designers of swimsuits and bikinis are taking advantage of women’s desires to look fashionable at the beach and by the swimming pool. Styles of bikinis and swimsuits are constantly being revamped to give the consumer a range of choices when deciding on the balance between concealment and exposure.
Italy is the most important market for women’s swimwear in Western Europe. In 2005 it had the most sales in value terms, the highest average prices and the biggest consumption per woman over the age of ten. It was also the only country in Western Europe where there were increases in average prices between 1996 and 2005.
Average prices of bikinis are predicted to fall in all the main markets between 2005 and 2012. In the case of swimsuits, prices are expected to decline in all markets except Germany and Spain, where they are likely to remain constant.
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