Lands' End has announced the launch of Swim Finder, an online tool intended to assist women in their search to find the right swimsuit, digitally. The tool provides virtual consultations to guide online styling decisions and make purchasing easier for shoppers.
According to a recent Lands' End survey, 51 percent of women shop for swimsuits online, and 72 percent of those that don't would be more likely to purchase swimsuits online if there was a tool they could reference for guidance.
Finding clothes that fit the right way is a big concern for many online shoppers, meaning solutions to this dilemma are a big priority for retailers. For example, Me-ality, in partnership with Bloomingdale's (NYSE:M), recently took initiative by launching an online shopping site that allows customers to personalize jeans to their body shapes by using a virtual fit profile to "try on" the online merchandise from home.
The Lands' End survey also found that 43 percent of women think the most difficult thing about buying a swimsuit is finding one that flatters their figure. Still, 80 percent believe finding a perfect swimsuit would make them feel more confident.
As another example of retailers' online fitting initiatives, BCBGMaxazria's VP of omnichannel and international e-commerce Alex Golshan said in a recent interview that the brand is working on improving online fitting technologies and hopes to soon capture, through data, shoppers' measurements as part of their digital effort to ensure a good fit.
So how does Swim Finder work? A user answers a series of questions, using imagery to select a style, body type and desired amount of coverage. After finishing the questionnaire, shoppers can browse the assortment, available in sizes 0 to 26W.
"At Lands' End, we know the key to a flattering swimsuit is finding the perfect fit, and that's why we are excited to announce the launch of the Swim Finder tool," said Michele Donnan-Martin, executive VP, merchandising and design, Lands' End. "This tool provides personal swim fit guidance, just as if you have your own personal swim fit expert helping you shop in the privacy of your own home. This tool provides our customers with the suits that are perfect just for them out of the hundreds of swimsuit styles that Lands' End offers."
Other parts of the survey reveal that only 64 percent of women know what swimsuit style and cut is best for them, 25 percent would rather have a good swimsuit than an extra day of vacation, 73 percent would prefer to cover up rather than walk around in a swimsuit, and 62 percent put swimsuit shopping on their top-five-most-dreaded-things-to-do list.
-See this Land's End press release
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