Press Releases

13/07/14

SWIMWEAR BETWEEN THE SEXES


New sales figures from retailer Debenhams reveal women are ditching their itsy bitsy bikinis in favour of feminine 1950s high-waisted briefs and swimsuits, whilst men are revealing more on the beach than ever before.

The department store has seen a marked increase in sales of retro style bikinis - up 17% compared with this time last year. To meet customer demand the retailer is offering ten times the amount of big bottomed style bikinis compared with Summer 2013.

Sales of men’s board shorts have been in steady decline, as the smaller, Daniel Craig style swim shorts are most in favour, seeing a 242% increase in recent weeks.

To meet demand Debenhams’ swim shorts are on average 2cm shorter than this time last year.

The trend is being put down to women trying to recreate the David Beckham look on their partners for summer holidays - other celebrities backing the trend include David Gandy and Mark Wright.

Lizzie Singleton, spokesperson for Debenhams says: “We are calling this the ‘Beckham Boost’; men are clearly taking David Beckham’s lead and opting for tight trunks as opposed to billowy board shorts.

Guys are taking the opportunity to bare more than ever before due to the recent warm weather and preparation for the annual Great British getaway, as thousands prepare to jet off abroad in coming weeks.”

Women on the other hand have realised that 1950s styles can look more stylish and chic than traditional string bikinis. Celeb fans of retro swimwear include; Rihanna, Poppy Delavigne, Taylor Swift, Kelly Brook, Katy Perry, Naomi Watts and Jennifer Lopez.

Lizzie Singleton continues; “Women are ditching skimpy swimwear and opting for Bridget Bardot styles. Curvier celebrities such as Christina Hendricks and Kelly Brook are proving to be the new bikini idols.”

The return of the final season of Madmen is also being put down as a reason behind the trend, with Megan Draper inspiring women to copy her relaxed LA look.

Singleton continues; “It is encouraging to see guys are looking to Beckham and Craig for style inspiration and steering clear of the beach looks demonstrated by Peter Stringfellow and Rod Stewart - our personal shoppers are on hand to help perfect the look.”

Debenhams swimwear is available in all stores nationwide and online at Debenhams.com.

ENDS

Sales of men’s board shorts have been in steady decline, as the smaller, Daniel Craig style swim shorts are most in favour, seeing a 242% increase in recent weeks.

To meet demand Debenhams’ swim shorts are on average 2cm shorter than this time last year.

The trend is being put down to women trying to recreate the David Beckham look on their partners for summer holidays - other celebrities backing the trend include David Gandy and Mark Wright.

Lizzie Singleton, spokesperson for Debenhams says: “We are calling this the ‘Beckham Boost’; men are clearly taking David Beckham’s lead and opting for tight trunks as opposed to billowy board shorts.

Guys are taking the opportunity to bare more than ever before due to the recent warm weather and preparation for the annual Great British getaway, as thousands prepare to jet off abroad in coming weeks.”

Women on the other hand have realised that 1950s styles can look more stylish and chic than traditional string bikinis. Celeb fans of retro swimwear include; Rihanna, Poppy Delavigne, Taylor Swift, Kelly Brook, Katy Perry, Naomi Watts and Jennifer Lopez.

Lizzie Singleton continues; “Women are ditching skimpy swimwear and opting for Bridget Bardot styles. Curvier celebrities such as Christina Hendricks and Kelly Brook are proving to be the new bikini idols.”

The return of the final season of Madmen is also being put down as a reason behind the trend, with Megan Draper inspiring women to copy her relaxed LA look.

Singleton continues; “It is encouraging to see guys are looking to Beckham and Craig for style inspiration and steering clear of the beach looks demonstrated by Peter Stringfellow and Rod Stewart - our personal shoppers are on hand to help perfect the look.”

Debenhams swimwear is available in all stores nationwide and online at Debenhams.com.

 

ENDS

The Top 5 bestselling swimwear pieces are as follows: Women 1. Floozie by Frost Frost French polka dot bikini WAS £26.50 NOW £21.20 2. Floozie by Frost French tummy control skirt suit WAS £38.50 NOW £30.50 3. Reger by Janet Reger floral high waisted bandeau bikini WAS £47.50 NOW £38 4. Red Herring pink Aztec print high waisted bikini WAS £16 NOW £12.80 5. Red Herring high waisted tile print bikini WAS £14 NOW £11.20 Men 1. Red Herring navy contrast trim swim shorts WAS £16 NOW £11.20 2. Maine New England navy sailing boat swim shorts WAS £25 NOW £17.50 3. Red Herring turquoise contrast trim swim shorts WAS £16 NOW £11.20 4. Hardcastle blue semi-circle swim shorts WAS £22.50 NOW £15.75 5. Red Herring red contrast trim swim shorts WAS £16 NOW £11.20 About Debenhams Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 243 stores across 28 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions. In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear. It holds the number two market position in premium health and beauty. Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Betty Jackson, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Pearce Fionda, Stephen Jones, Preen, Janet Reger, John Rocha, Jonathan Saunders, Ashley Thomas, Eric Van Peterson and Matthew Williamson.

CONTACTS

For more information and high-res imagery please contact:

Debenhams Press Office
020 7529 0236 / press.office@debenhams.com

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