Swimsuit by Naturana
A new report* published 14th July by Klarna , a leading global retail bank, payments and shopping service, reveals new swimwear and summer trends amongst British consumers for the coming months.
The report reveals that Brits are leaving the bikini trend in the drawer this season. The one-piece swimsuit is the real summer must have – yes despite Love Island! Twice as many women (56%) prefer one-piece swimsuits instead of bikinis (30%) as comfort is now the number one priority for holidaymakers.
Men take comfort to a whole new level, with 22% expecting to go skinny dipping in the coming months, compared to only 9% of women. British Gen Zs (30%) are particularly open to the idea of skinny dipping, much more than their international peers, with only 18% of American GenZs and 22% of Australian GenZs expecting to go for a nude swim. As to swimwear, British men prefer to wear mainly swim shorts (42%) and sport shorts (19%), but would rather go skinny dipping than wear speedos (9%).
Swimshorts by Wavebreaker®
One thing everyone agrees on when it comes to swimwear is comfort. 86% say that it is more important to be comfortable than to look good. Consumers also take into account fit (70%), price (61%), and style (49%). Sustainability is a key factor for British consumers, with data showing that today’s shoppers seek out products that align with their values, with environmental and social issues as top concerns.
The report also shows what Brits are up to this summer, with more than 3 in 5 Brits (65%) looking to travel over the coming months despite the ongoing travel disruptions. More than 2 in 5 (42%) British travellers are planning to visit a nearby country, 38% are planning to stay in the UK and only 7% are planning a staycation at home.
*Klarna research conducted in May 2022, in cooperation with Dynata and across 7 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated, including 1,259 from the UK.
