Technavio’s market research analyst predicts that the global swimwear market is set to grow at a CAGR of almost 6% during the period of 2016-2020. With process innovations and advancing technologies, such as incorporation of neoprene fiber to develop fabrics that improve their elasticity and efficacy, the swimwear market has begun witnessing high sales already through the last year. Consumers are also preferring high-end brands’ swimwear that have features like luxury beading and hand embroidered patterns.
The premium swimwear manufacturers and designers focus on the comfort level of premium swimwear as it has a high impact on the consumer’s purchase decision. Though expensive, these swimwear brands focus more on offering value-added features such as trendy prints and convenient cuts that enhance the slimming effect. Also, the premium swimwear offers greater resistance to the impact of sand, salt, chlorine, and other minerals in the water, and their high sales will augment the growth of the swimwear market over the next four years.
America is the largest revenue contributing region in the global market for swimwear as has been understood through Technavio’s analysis. The region is currently witnessing the increased adoption of swimwear, especially in the premium category.
Some of the major markets in this region are the US and Canada in North America and Brazil in South America, among which the US occupies the largest market share for swimwear products. The high sales of swimwear through specialty retail stores and surging adoption of water sports, including swimming by the millennial population, will contribute to the positive growth of the market in America through the coming years, Technavio predicted.
The Indian Market Cap
Swimwear in India is fast picking up in toe with the global galloping speed of the swimwear industry. The swimwear market in the country has started pacing with the considerable growth rate of 35% past year to the tune of Rs 1000 to 1200 cr. Considerably in the last one year the swimwear market in the country has moved much beyond its predictable confinements.
The major indicators like infrastructure development owing to development and opening of a swimming pools around the country and consumer awareness have shown significant improvements for this category. Apart from that the rising awareness towards health and fitness has also contributed considerably to add more growth to this segment.
“The Indian swimwear market has changed remarkably and is gradually progressing towards a fashionable zone. Consumers today possess a great sense of style with a sustainable ethos who demand great fit, comfort and value for money merchandise. A small percentage of Indian consumers are looking for more stylish sexy cuts, but their elk will grow in the years to come. Swimwear which works like a shapewear too is a new innovative creation newly seen in the swimwear category across the globe. Swimwear is still a seasonal business in India and that’s the major challenge. It need to be a full grown activity spanning over 12 months of the year to make it more of a viable business in the longer run. Internationally swimwear is well accessorized too. But the current Indian market trends only accommodates core and basic styles. We can expect seeing the progress for the country, that India will trend itself towards these international styles soon in years to come.” says, Samar Ghosh, Brand Head Lobster Swimwear.
Swimwear has also been gaining exclusive momentum owing to the fact that people are fixing up budgets to set out on luxury vacations on and off which definitely makes swimwear a necessity at present in clubs, hotels, beaches and plush housing complexes. Also swimming becoming a rage and a healthy practice is opening up demand for innovative swimwear starting from Rs 500 to Rs 1,500. Apart from this the swimwear industry in India can be effectively categorised as Rs 350 to Rs 1250 being the popular category, Rs 1250 to Rs 4500 making up for the mid-premium and above Rs 4500 -Rs. 8,000/- being classified as the premium category and Rs. 8000/- + as the luxury segment. But there is a huge demand in the economy category that considers swimwear in the range of Rs 200 to 800.
According to Brijesh Kumar Choubey, lead analyst for apparel and textile research at Technavio, “Swimwear is witnessing better acceptance among emerging countries, especially those in APAC. With vendors offering a range of products, including modest swimwear, this demand is likely to see significant increase in the next five years. More vendors are realizing the potential of plus-size apparel and swimwear and have been making successful in-roads into this segment in the last three years.”
Brand performance
The key players in the swimwear category are majorily global players especially the popular ones in North America and Europe. Some of these global manufacturers distribute their products through e-retailers while some have their own web portals selling in different countries.
These large vendors compete in the global swimwear market in terms of their wide range of product lines and established brands. During the next 5 years, several developing countries are expected to offer considerable growth opportunities to the market, given the growing infrastructure and adoption of swimming and swimwear in countries such as China and India.
Noticing India closely in this category will show us how a good percentage of small and medium brands have been dominating the market over the past few years. The middle class consumer base of the country is served largely by economical and medium range products offered by the local brands who dominate the economy and the popular band of the swimwear category. Branded players with products adding to the premium category used to hold a meagre share of the market accounting for just 5%. Has seen a considerable growth in this segment with people gaining awareness and demanding better quality.
Much like the apparel and the intimate apparel industry as a whole, large numbers of new brands have been entering swimwear segment too in the past year and has fed on the need gap of the aspirational market. With this, the intensifying competition and increasing product portfolios have been tempting manufacturers to offer innovative products at
affordable price to the consumers.
“Changes are drastic in this category since the last few years and Enkay is ever ready to adapt to the changing trends and evolving times. We are always ahead of our competitors through our vision and our followers are witness to the change we have brought to the industry since inception,” explained Mr.Nand Badlani, Owner, MD, Enkay Swimwear.
The Technavio market analysis predicts that with a wide assortment of brands present in the market at the moment, the women’s swimwear segment dominates the global swimwear market and will continue its dominance throughout the forecast period. Women are donning swimwear not only for competitive activities but also for regular surfing and aquatic fitness activities. Swimwear for women is available in multiple bold colors, asymmetric designs, African and geometric prints, and the classic yet modern silhouettes. The high demand for innovative swimwear such as thermal swimwear and swimsuits that provide UV protection will have a positive impact on the growth of the market.
The specialty retail stores segment is the highest revenue generator among all the types of retail formats in the global swimwear market, the report predicted. The rising popularity of apparel and sports goods specialty retail stores is one of the major factors that drives the growth of this segment. Since specialty retailers operate their own retail outlets, they can effectively plan their budgets for marketing, advertising, promotions, brand building, training, and IT support. Through the effective use of these operations, they reach out to consumers on their own to sell their products. DICK’S Sporting Goods and American Apparel are examples of some popular retailers in the segment.
The Indian story is no different at present, with the majority consumer population hailing from big cities to small towns this is a well aware and choosy generation which demands glamorised yet quality products. Owing to which and seeking inspiration from this market category and the International product values, the Indian brands too have started eyeing swimwear from a more futuristic angle and have started to get in tune with the modern needs to supervise productions of great value.
“There have been two major accountable changes in the retail trends. Earlier not many retailers had a precise knowledge about swimwear. Today every retailer wants to sell swimwear. The growing demand for swimwear has made them more prepared and they are today stocking up at least 20% of swimwear products in their retail stores. During the swimwear season retailers focus and give their undivided attention to this segment and this is certainly a positive sign for swimwear brands too. Today’s customer are also aware of the fit and end up purchasing swimwear that best suits their body shape.” commented, Mayur Muchhara, Director Lactra Swimwear.
FASHION DETAIL
The choices and preferences for women have gone through a sea change when it comes to swimwear. Women have grown conscious and have at the same time dropped their inhibitions concerning this intimate apparel. Two piece bikinis have gained a new found place in the wardrobe of the youth but the full bodycover and frock style swimwear are still choices that women make. Thanks to a new breed of designers and brands making way to the Indian market, the half sleeves, frills, cycling shorts, 3/4th pants, britches, hipsters, capris in floral prints, polka dots in varied colours, beach dress, cut-out swimsuit, beach pant, cotton short, sarong, one piece swimsuit, twist halter bikini set, jumpsuit, halter strapless dress, mesh insert one-piece, maxi dress, crochet cover up, skirted swimsuit, string caged swimsuit, one shoulder fishnet insert, lime bikini set, hipster bottom, crochet triangle bikini top, three way beach cover- up, frill bikini padded bikini top, leopard waist hipster bottom and crochet halter and the more preferred monokini swimsuit has become a rage with women today.
These ranges are offered in neon colours and prints alike, black-white, coral, feather, chocolate, black- purple, sea green, red, pink, blue, navy-white, fuchsia white and yellow-brown. And the prints are spread over a wide range of tropical, floral, foliage, butterfly, leopard, animal, polka, navy spot, snake, magenta brick, green stripe and lily floral motifs.
RECREATIONAL ACTIVITY :
Swimwear in the country has by far remained a seasonal apparel and one that is only purchased when the need be. But the opening of the economy and swimming becoming more of an awareness at present has actually added to the present scenario on a very positive note. Even though the simultaneous undeterred infusion of low quality Chinese swimwear products is further increasing the trouble for the domestic manufacturers by spoiling the price competency in the market. But still the market has not for a moment seen a dull time. Rather the swimwear market is steady and is taking the reasonable competitive strokes to cross the finishing line quicker in the Indian subcontinent.
In the upcoming ten years the swimwear category is expected to see an exponential growth in India, with the economy being most adaptive to the changing trends and styles and the consumer class demanding more quality in their swimwear in the price they pay. Indians are no more shy to pocket out some extra cash for their swimwear as there is an increase in relaxed dress codes, awareness regarding body care, rise in social mobility, and enhanced performance of textile industry.
The middle-aged and older men and women are readily investing in luxury swimwear as these are made of specialty fabrics that support their physique and provide the comfort that they look for. Other drivers for the swimwear and beachwear category includes the growth of the beauty and spa industry.
Current Indian market trends has more of core and basic styles. India will trend itself to these international styles soon in years to come
LOBSTER SWIMWEAR
Lobster swimwear has a distinctive profile and we believe that our collection defines a new direction for swimwear as edgy & ultra chic while maintaining an excellent fit. Also Lobster is proud to say that they have invested time, energy, money in educating the market to accept the swimwear with polyamide lycra fabrics and are very happy to see the market graduating to the actual swimwear fabric .
Lobster was the first Indian swimwear brand to use polyamide. Swimwear doesn’t always follow traditional fashion trends, so they always take the opportunity to experiment with cuts and colours. Keeping in mind the athletic sensibilities and the styles are driven to suit the Indian personality.
Luxury premium fabrics of polyamide lycra content from the best mills across the world coupled with special finish such as UV protection, extra fine feel & softness , shape retention, abrasion resistance, extra breathability and chlorine resistance are used.
Swimwear ranges from Rs. 300 to Rs. 1600. Swimwear products available in pan India.
“Earlier not many retailers had a precise knowledge about swimwear.
Today every retailer wants to sell swimwear.”
LACTRA SWIMWEAR
Lactra swimwear are focusing on 2pc swimsuit suit sets this upcoming season this is owing to the fact that this has been received the world over as a noticeable trend, and it is being desired by customers here in India too. Since there has been a lot of chlorine problems in the past owing to the pool usage, Lactra is planning on launching a new chlorine free swimwear range in the upcoming season to encounter this problem. Lactra are also launching swimwear in bright colours, an entire collection juxtaposed with prints and geometrical patterns. Lactra’s new collection will be marketed at a price range of Rs. 600 to Rs.2500.
The brand mentioned how they have witnessed 20% growth in the past year and is ready to register better growth in the years to come. This year they are likely to hit a 30% growth. Lactra swimwear caters to both adults and kids through their exclusive range. The kids swimwear range is available at- Rs. 400 to Rs. 1500. Lactra products are available in more than 600 stores PAN India with more than 100 models.
Lactra swimwear is available on prominent ecommerce platforms too like Flipkart, Amazon, Snapdeal, Paytm. “Our brand provides a lot of variety in terms of style and colours as compared to any other brand in India. We take pride in the quality we provide in our swimwear range along with the vast arena of product choices we offer with it. Our market share can be accounted at 20%. With our products mostly getting retailed at metro cities and at the prominent stores in the suburbs,” commented, Mayur Muchhara, Director Lactra Swimwear.
“Changes are drastic in this category since the last few years and
Enkay is ever ready to adapt to the changing trends and evolving times”.
ENKAY SWIMWEAR
In 1986, K.G. Enterprises ventured into the business of manufacturing swimwear. Mr.Nand Badlani identified and took upon the market gap for quality swimwear by launching ‘Enkay’. Whether it was the skirt-shaped swimwear for young girls or a lycra-based single piece swimsuit for women – Enkay laid down many precedents in the swimwear category.
Enkay has always remained ahead of the league in swimwear and have earmarked several new trends and styles for the Indian audience with their keen eye on detail and progressive ideologies.
The company manufactures swimwear for all age groups and enjoys the largest market share across the country.
Enkay’s latest collection is described as trendy, comfortable and colourful. And the collection has been designed as contemporary and comfortable.
Enjoying a good market for years now, Enkay is today available in more than 900 MBO’s, all across the nation. Their penetration and reach has been extremely brilliant.
“We currently have our presence on leading e-commerce sites too like Flipkart, Paytm Amazon, Snapdeal, ShopClues to name a few. Enkay’s quality, performance and colour are the key factors that sets us ahead of the league. As we believe in providing nothing but the best and our swimwear crafted from Nylon Spandex fabric provides utmost comfort and performance resisting fibre breakage and fit loss and the colours on it look vibrant forever,” explained Mr.Nand Badlani, Owner, MD, Enkay Swimwear.
The collection is available at the price range of : Men- LUXURY LINE RANGE ABOVE RS.600, Women- LUXURY LINE RANGE ABOVE RS.1300 and Kids- SPORTY DIVING. RANGE ABOVE RS.1200
As per their Market share in the Indian swimwear market, Enkay enjoys the top position for all right reasons with an estimated share of around 18%. K.G. Enterprises believes in growing steadily.
2016 also marked the starting point of Innovative swimwear & active wear that is not only trendy but highly functional too.
CHAMP
Last year was tough and thus thought provoking especially for the swimwear & active wear brands. As getting the largest market share seemed to be the focus for all. 2016 also marked the starting point of Innovative swimwear & active wear that is not only trendy but highly functional too. All and all the year closed much better than expected as newer markets like readymade garment stores and modern retail added to the additional revenue rise,” commented Abhijeet Parkhi, Partner, Champ Sports Pvt. Ltd.
Champ’s latest collection is work of their months of ideation and labour. It includes a lot of styles that their customers were asking for along with a range of 7 to 8 new colours in Anti-Tan fabrics & fits. Champs currently supplies to around 1000 Top retailers in India either directly or through distributors along with a handful MBO’s spread across all 29 states.
Champ has also introduced their presence into the online market places this year, and hopes to cover a larger share in the near future. With this season’s chosen shades of Yellow, Aqua, Lemon and Wine Red in addition to the regular Black and Grey, Champ has also introduced florals and geometric prints with intricate lines and forms on high density backgrounds and a lot of cartoon prints for kids under their PRINTASTIC range. The complete package by Champs can be classified as:
Men- Trunks, Bodysuits, Swim Shorts starting from: MRP Rs. 140/- onwards. Women- Bodysuits & Frocks starting from: MRP Rs. 400/- onwards. Kids- Jammers, Bodysuits starting from: MRP Rs. 100/- onwards.
“As the data for swimwear in the Indian market cannot be exactly determined due to various factors, our estimate is that the swimming market in India could be around 300 Cr out of which our two brands – CHAMP & VELOZ potentially contribute to around 15-20%. We have put in good efforts in researching and introducing new designs & patterns for this season. We hope that the response of customers will be good and they will give us at least 20% rise this year,” mentioned Abhijeet Parkhi, Partner, Champ Sports Pvt. Ltd.
Retail sale for the Champ products has seen a lot of new and emerging markets like organised modern trade as well as the online space over the last 30 years of their existence. However the trends in terms of styles and colours somehow hasn’t changed much over the last few years, the brand accounts.
The swimwear market of India is extremely seasonal and sensitive to climate changes. The 2016 market was profitable.”
FASHION FEVER
Fashion Fever, replicating the name is a well spread swimwear brand in Maharashtra, Kerela, and Southern India and Chennai. The brand has been marketing for over 12 years and has understood the swimwear market trends inside out. They cater primarily to men, women and children from premium to mid premium segments in India. According to brand founder Kushal Savla- M.D. “The swimwear market of India is extremely seasonal and sensitive to climate changes. The 2016 market was profitable.”
Fashion Fever is available in all major retail stores such as Amrapali, Vilan, Rituwear, Parichay etc. “We have a good name in the retail and our customers value our brand in the market”. he adds. The biggest achievements for Fashion Fever in India is its growth form a small firm to a bigger brand with a broader market reach. He tells us that the major problem the brand faced during inception was in marketing the brand as well as manufacturing quality swimwear products. However, over time, the brand caught up with fluency in these departments.
Though Fashion Fever swimwear is not available online, it relies on print media advertisements in Magazines as well as field work for spreading brand awareness. These strategies work well for Fashion Fever, and are complemented with ease of designing the swimwear styles and trends that the brand innovates every year. “We received a good response from people and now people are aware of Fashion Fever.” says, brand founder Kushal Savla- M.D. The popular swimwear styles of Fashion Fever are V cut and U cut shirts for men, sleeveless and full sleeve swimwear, bermudas and leggings for women, racer swimsuits and frocks for kids.
The price range for adults swimwear at Fashion Fever varies from Rs. 600 to Rs. 2000. Where as kid’s swimwear collection is priced between Rs. 300 to Rs. 600 Mrp.
Quality speaks, we have agents who market our products and we do advertising at various local swimming pools to increase our brand awareness.”
AQUA
Arora Agencies with their brand Aqua is perhaps one of the oldest manufacturer of swimming costumes in India. They have survived the test of times and continued to patronise the market with new offerings year after year. They started swimwear dealing mainly in wholesale and but today the brand is involved in retailing as well. They have a very trendy range, more of digital prints with vibrant colors, sticking to basic Indian styles.
They manufacture their products at their factory in Chembur. Aqua markets their products to mainly MBO’s, LFO’s in Gujrat, Maharashtra, Chhattisgarh, Tamil Nadu, Karanataka and Goa. Their range includes: M- V Shape Briefs, Trunks, Jammers, Full Body Suits. Women- Frocks, Frocks Sleeve Cycling Shorts, Frock Sleeveless, Slacks And Kids- Leggings. Price range for men-Rs. 250 to Rs. 1299. Women- Rs. 399 to Rs. 1799 and kids- Rs. 299 to Rs. 1299. Their creations are made from basic colors like black and navy blue, to add some more spice they are using colors like orange, red, rani and other florescent colors. Aqua uses the highest quality of Indian polyester and polyamide Spandex.
They do consistent quality checks on their suppliers and they try to give the same consistent fabric without any mixing of fabrics. For them quality is much more important than quantity. “We believe in quality rather than quantity, so taking care of quality helps us to reduce our (GR) goods return ratio to almost nil.
There is a stiff competition in the market, today we are thriving due to our quality standards and the service, constant innovations and changes helps us to maintain our brand. There are labour problems, and swimwear being a seasonal item for a short season, there is always pressure to supply on time. So we have to be ready with stocks so that there is no breakage in supply. Quality speaks, we have agents who market our products and we do advertising at various local swimming pools to increase our brand awareness.” says, M.D Siddharth Arora, Arora Agency.
