70 percent of swimwear consumers feel no brand loyalty

By

Matthieu Guinebault

Published
Jun 25, 2014

A whole 70 percent of female swimwear consumers say they will change brands when purchasing their next swimsuit, an indication of very low brand loyalty stemming from a mistrust of product lifespan.

Such are the results of a survey conducted by Invista (Lycra), which interviewed 5,500 consumers in France, Germany, Italy, the United States and Great Britain. 81 percent indicate they want their swimsuits to last beyond just one season. And the quality of materials in swimwear plays a major role, with 83 percent of respondents associating a product's lifespan with the garment's fabric.

And consumers indicated they would take a tough stance when it comes to swimsuits that disappoints in how long they can be worn. Some 73 percent of survey participants indicated they would be less trustful during their next purchase in such a scenario. 68 percent said they do not like the idea of buying the same brand again if they were not satisfied with the product's durability.

The survey is not without a purpose – Invista is launching a new durable fabric, the Xtra Life Lycra fiber. The new material supposedly resists chlorine 50 percent more compared to other similar fabrics. And Lycra's renown still seems to make a difference. 75 percent of survey respondents said they would be prepared to pay more for a fabric made with this new technology.

The Invista group manufactures the brands Lycra and Cordura and is currently active in over twenty countries. The company specializes in fibers and polymers and employs 10,000 people in its various operations.