Create a cohesive swimwear collection

Last updated: 2025 – Content enriched with recent industry data, certification references, and methodological recommendations to strengthen your business plan.

Do you want to boost your swimwear line and turn it into a consistent, desirable, and profitable brand? Before you start, check out the evolution of the global swimwear market :

*2025 figures are presented as a high-scenario hypothesis, based on continued growth in e-commerce, travel retail, and the adoption of recycled materials. They should be cross-referenced with the latest industry studies (e.g., Allied Market Research, Statista, Textile Exchange reports) before being used in a business plan or bank application.

Methodological note: systematically check the publication year of the studies you cite and update your assumptions at least once a year. Swimwear purchasing behaviors evolve quickly (social media, inflation, travel, climate).

A consistent collection allows you to :
✔ differentiate yourself immediately,
✔ build a true brand identity,
✔ reassure and retain your customers thanks to a consistent experience, from the first scroll to the unboxing.

2024–2026 Trend: customers expect comfort, inclusivity, transparency, and authentic storytelling. Winning brands don't just sell swimsuits, but a clear vision of the body, holidays, and the planet, supported by concrete evidence (certifications, testimonials, audits).

Key Points

• Define your target market in a structured way (segment, persona, price, uses) with an STP framework (Segmentation – Targeting – Positioning), based on data (Google searches, surveys, reports).

• Offer 6 to 8 flagship models that cover key needs (sport, beach, plus-size, shaping, tanning, maternity...) and that you can track in terms of margins and stock rotation.

• Highlight sustainability and traceability: certified materials, audited factories, clear social commitments, with label names and a dedicated explanatory page on your website.

• Formalize your method: development process, checklists, decision matrices, manufacturer specifications, and collection versioning (V1, V2, V3...).

Defining the Vision and Niche

Identify the Target Market with a Clear Method

To avoid launching a "for everyone" collection that speaks to no one, base your approach on a structured method. For example:

• Segmentation: luxury, performance, eco-friendly, inclusive, shaping, maternity, competitive swimming, beach lifestyle…

• Targeting: choose 1–2 main segments, no more (e.g., “urban young women aged 25–35, sensitive to eco-responsibility and active on Instagram”). Validate this choice with data: surveys, newsletter pre-registrations, waiting lists.

• Positioning: define a clear positioning statement, such as:
  “Brand X is an eco-comfort swimwear line, designed for active women who want to feel supported without compromising on style.”

You can rely on:

• Product category analyses (luxury, active, eco-responsible, inclusive…).

• Audience studies (Google Trends, IG surveys, customer questionnaires) with a real sample (at least a few dozen responses).

• Alignment with strong values: body confidence, slow fashion, athletic performance, minimalism, etc., indicating how they are concretely reflected in your products.

Tip: write down the “core problem” your brand solves (e.g., “I can't find a supportive and comfortable swimsuit that doesn't look old-fashioned”). All your collection decisions must address this problem.

Analyze the Competition with a Simple Grid

The swimwear market is evolving rapidly: e-commerce growth, rise of recycled fabrics, key role of social media. To position yourself, you can use a competitive analysis table:

Then complete this analysis with:

• identification of key players: who dominates your segment?

• the study of their product ranges (strong pieces, prices, materials, sizes offered).

• the analysis of their marketing: social media, storytelling, UGC, loyalty programs.

• the understanding of their customer journey: customer reviews, return management, delivery times.

Define a Differentiating and Credible Concept

A good concept relies on a focused and credible positioning. For example, Arena positions itself as a high-end swimming specialist: performance, quality, professional sports universe.

You can draw inspiration from this logic by asking yourself 3 questions:

• Function: is your swimsuit designed for sport, beach, intensive swimming, well-being, maternity...?

• Emotion: does your brand universe speak of power, softness, holidays, self-confidence?

• Responsibility: how do you position yourself on materials, production, inclusivity?

Goal: be able to summarize your concept in a clear sentence that you can display on your home page, packaging, and Instagram.

Designing a Coherent Collection

Image Source : pexels

Develop a Strong Guiding Thread

To avoid a "soulless catalogue" effect, build your collection around a clear guiding thread:

1. In-depth research: color charts, prints, flagship cuts, expectations (comfort, support, coverage...).

2. Brand DNA: list 5 keywords that summarize your brand universe (e.g., “eco-luxury”, “Mediterranean”, “athletic”, “minimalist”, “sensory”).

3. Palette: 2 pillar colors + 2 secondary + 1 accent for the entire collection.

4. Shape Balance: 1-piece, 2-piece, bandeau, triangle, high-waisted briefs… consistent with your positioning.

5. Storyboard: imagine your silhouettes in real life (on the beach, at the pool, on vacation…).

Solid storytelling can increase add-to-cart rates and brand memorability, even with few references.

Create Unique & Mix-and-Match Styles

Mix-and-match has become an expected standard: combinable tops and bottoms, differentiated sizes, complementary colors. To structure your offering, you can:

• offer sporty and feminine cuts in parallel,

• play with open backs, high-cut hips, and long leg openings,

• integrate adjustable or criss-cross straps for customizable support,

• choose technical fabrics (like H²Infinity made from recycled polyester).

Concrete advantages of mix-and-match:

• better freedom of movement and adaptation to every body type,

• more even tan,

• multiplication of looks with few pieces.

Select 6 to 8 Flagship Models

No need to release 30 references: a strategy inspired by Sézane capsules (limited collections) shows that a short and desirable offering works better.

6 to 8 targeted models = more clarity for the customer + less dead stock + stronger storytelling.

Quality Materials and Production

Choose Suitable and Sustainable Materials

For a swimsuit, the main technical criteria are: elasticity, recovery (stretch recovery), chlorine/UV resistance, comfort on wet skin, and drying.

• Elastane (Lycra®): very stretchy, provides comfort and support, sensitive to excessive heat.

• Nylon (polyamide): quick-drying, soft touch, good elasticity.

• Polyester: excellent resistance to chlorine and UV, durable colors.

• Recycled fabrics (e.g., yarns from fishing nets or textile scraps): better brand image and strong ecological argument, especially when certified.

You can compare your options with a simple table:

Regarding certifications, prioritize:

• Oeko-Tex Standard 100 to limit harmful substances,

• ISO 9001 for quality management,

• Global Recycled Standard (GRS) to trace recycled materials,

• possibly ISO 14001 for environmental management if your manufacturer offers it.

Select Reliable Manufacturers

A "good" manufacturer is not just the cheapest one, but one that combines:

• quality labels and transparency in processes,

• ability to work with technical materials (recycled fabrics, high grammage),

• fair working conditions, as detailed in certain quality charters,

• clear quality control protocols (colorfastness tests, seam resistance, measurement control).

Quick checklist to qualify a manufacturer:

• Can they produce in the grammages and blends you target?

• Do they accept an initial order with a reasonable MOQ?

• Do they offer a written standard schedule (proto – pre-prod – prod – QC – shipping)?

• Do they provide workshop photos/videos, certificates, and test reports?

Test and Adjust Prototypes

Before validating a model, always go through a complete prototyping cycle:

• digital pattern making to optimize size grading,

• physical prototype to check the fit and feel on the body,

• colorfastness tests (chlorinated water, salt water, UV), ideally according to ISO 105 type standards,

• morphological tests on several body types (large bust, wide hips, defined waist, etc.).

Never validate a model without at least one cumulative 24–48 hour wear cycle (pool, sea, drying, repeated wearing).

Strong Brand Identity

Create a Credible Brand Story

A good brand story isn't limited to "I love the sea." Lasting brands structure their narrative around:

• a clear commitment (ecology, well-being, athletic performance, local production...),

• a perspective on the body (body positive, inclusion, modesty, sensuality...),

• evidence: recycled materials, audited factory, concrete actions, inclusive campaigns...

For example, some brands like Banana Moon have captivated with ECONYL® collections, while others focus on highly immersive universes (holidays, surf, getaways).

Develop a Coherent Visual Identity

To be recognizable:

• create mood boards for each collection,

• develop recurring patterns/signatures (stripes, stylized flowers, a recognizable shade of blue...),

• organize photo shoots that highlight body diversity and situations (pool, beach, boat, rooftop...).

Harmonize All Media

Your website, Instagram, TikTok, PDF lookbooks, and mailings must tell the same story:

• same color palette,

• same tone of voice (friendly, expert, activist, glamorous...),

• same emphasis on key values (sustainability, comfort, performance, etc.).

Launch and Promote Your Swimwear Line

Social Media Strategy

Social media is often the primary showcase for a swimwear brand. You can:

• post short Reels (4–7 seconds) showing the swimsuit in motion (jumping into water, swimming, walking on the beach),

• publish behind-the-scenes content of your development (fabric choices, prototyping, testing),

• show "real try-ons" on various body types,

• organize contests to generate UGC (User Generated Content).

Engagement (comments, shares, saves) is often more predictive of sales than the mere number of followers.

Collaborations and Influencers

Well-chosen collaborations can boost your notoriety. For example:

• Stéphanie Durant x The Brazilian Bikini Shop

• Noholita's collaborations with Mon Petit Bikini

Advantages:

• direct access to engaged communities,

• social validation of quality and style,

• "limited capsule" effect that reinforces purchase urgency.

Highlight Your Collection's Strengths

Lean on your brand's values (sustainability, inclusivity, performance...) and concretely demonstrate how they translate into your products (materials, cuts, sizes, prices).

Differentiation & Inclusivity

Image Source : pexels

Offer Models for All Body Types

Brands like Peony or Lolo Paris are making progress by showcasing body diversity in their campaigns.

Value Sustainability

To lend credibility to your ecological discourse:

• explain the origin of your materials (recycled, certified...),

• present your labels (Oeko-Tex, GRS, ISO) and what they truly guarantee,

• provide care tips to extend the lifespan of swimsuits.

Address Specific Needs

Some customers look for:

• reinforced support (large busts, intensive sport),

• more modest cuts (culture, modesty, sun protection),

• UV-protective fabrics,

• more inclusive sizing (from XS to 3XL or larger).

Inclusive fashion creates a strong emotional connection: customers feel seen, respected, and represented, which increases brand loyalty.

Practical Tools & Templates (to be transformed into downloadable resources)

Checklist: Swimwear Collection Development

• ✔ Target market defined (segment + persona + expected average price).

• ✔ Brand concept formulated in a clear sentence.

• ✔ Color palette + visual universe validated.

• ✔ 6–8 flagship models selected with precise objectives (sport, beach, plus-size...).

• ✔ Materials chosen + certifications identified (Oeko-Tex, GRS, ISO...).

• ✔ Qualified manufacturer (MOQ, lead times, certifications, client references).

• ✔ Prototypes tested on multiple body types.

• ✔ Social media strategy + launch plan defined.

Quick Positioning Matrix

Simplified Manufacturer Specifications Example

• Brand info: positioning, target, sales countries.

• Collection: number of models, sizes, grading.

• Materials: composition, grammage, expected certifications.

• Manufacturing: type of seams, finishes, linings.

• Tests: chlorine/UV resistance, colorfastness, stretch.

• Lead times: proto, pre-series, production, shipping.

• MOQ & pricing: minimum quantities, volume-based pricing structure.

FAQ

How do I choose the right fabric for my swimsuits?

Prioritize polyester/elastane or nylon/elastane blends suitable for the intended use (pool, sea, sport, beach). If possible, opt for certified recycled materials (GRS, Oeko-Tex). Ask your supplier for technical data sheets specifying chlorine resistance, UV resistance, and elastic recovery, ideally with reference to the tests used.

How many models should I launch to start?

You can start with 6 to 8 flagship models: this is enough to cover several needs (beach, sport, plus-size, shaping, basics) while maintaining controlled logistics and inventory management. What's important is the coherence of the collection, more than the number of references.

Should I offer inclusive sizing from launch?

Ideally, yes. Offering a wider size range from the start (e.g., from XS to XXL, or even larger) shows that your brand genuinely cares about inclusivity. If not possible, clearly announce your plan to expand sizes starting from the second or third collection and collect pre-registrations to prioritize the most requested sizes.

How can I make my market forecasts more credible?

Always rely on multiple sources (professional articles, industry studies, specialized press data) and specify the year of each estimate. Present growth figures as trends or scenarios, mentioning that forecasts may evolve depending on the economic climate and changes in consumer behavior. Indicate the update date of your document and plan for an annual review.