Support and fit technology are essential for the category, says Grede. “Swimwear is not an easy space to be in,” she says. “I think it takes a lot of work. And ultimately what we built is a very kind of SKU-heavy range, in order to give customers choice. That’s really what you have to do. We don’t take it for granted that the style or size she needs on the top, she also needs on the bottom.”
Customers seek sustainable fabrics and ethical supply chains
Alongside fit innovation, newly launched swim lines are using recycled fabrics. This is a trend reflected across the category, according to Kayla Marci, retail a***yst at Edited.