QVC survey reveals importance of size inclusion in swimwear, a perennial pain point for women when shopping for swimwear


QVC and Morning Consult surveyed 2,2101 women, with a quarter of survey respondents saying it’s hard to find flattering swimsuits or swimsuits in their size. Brand trust and video shopping added further support when choosing the style and brand of swimwear they buy:

  • 65% of adults said “size inclusion” is very or somewhat important when shopping for swimwear.
  • The importance of size inclusion in swimwear is generationally agnostic. Gen Z to baby boomers overwhelmingly identified size inclusion as very or somewhat important:
    • 76% for Gen Z women
    • 74% millennial women
    • 75% Gen X women
    • 66% baby boomer women
  • 45% of survey respondents said they were much or somewhat more likely to buy online if they saw live video of products modeled on different body types
    • Gen Z (54%) and Gen Y (62%) agree.
    • 42% of Millennials said being able to interact directly with the presenter demonstrating the product live influences their decision.
  • Nearly 70% of respondents said trusting the brand is important when buying swimwear.
    • 42% said trusting or identifying with the presenter demonstrating the product was more likely to buy the product.

“Shopping for swimwear is already a difficult business for many women. As size-inclusive champions for over 30 years, it’s our job to make the experience more enjoyable and reflect who the customer is” , declares Rachel Ungaro, VP and GMM of Fashion Marketing for QVC. “We believe that vCommerce plays an important role in solving swimwear shopping problems. We can show fashion styles from multiple angles to see how light dynamically interacts with fabric, give a better impression of the texture, fit, and color, and demonstrate how the product moves across all body types Trust in the platform and influencer takes on new importance in a digital world and allows customers to better assess their purchasing decisions. ‘purchase.”

Recently launched at QVC is popular all-size swimwear brand, Swimsuits For All, via a collection in collaboration with Kim Graveland offers an assortment of 11 swimwear styles available in sizes 2 to 34, at the same price regardless of size.

About QVC®

QVC is a global leader in video commerce (“vCommerce”), which includes video shopping on linear television, e-commerce sites, digital streaming and social platforms. QVC empowers buyers with knowledge and shares ideas in a lively and engaging way. QVC offers an ever-changing collection of familiar brands and fresh new products – from home and fashion to beauty, electronics and jewelry – and connects shoppers to interesting personalities, compelling stories and customer service. prime. Situated at West Chester, Pennsylvania.and founded in 1986, QVC has retail operations in the United States, United Kingdom, Germany, Japan and Italy. Worldwide, QVC reaches over 200 million households through its 12 broadcast networks and reaches millions more through multiple streaming services, websites, mobile apps and social pages. To learn more, visit, follow @QVC on Facebook, instagram Where Twitteror follow QVC on pinterest, Youtube Where LinkedIn.

Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP) includes QVC, HSN®Zulily® and the Cornerstone brands (collectively, “Qurate Retail GroupSM“), as well as other minority stakes and investments in green energy. Qurate Retail Group is dedicated to providing a more humane way to shop and is the largest player in vCommerce. For more information, visit www.qurateretailgroup.comfollow @QurateRetailGrp on Facebook, instagram Where Twitteror follow Qurate Retail Group on Youtube Where LinkedIn. QVC and Q are registered service marks of ER Marks, Inc.

1 This survey was conducted between February 11th –February 12, 2022, among a national sample of 2,210 adults. Interviews were conducted online and data was weighted to approximate a target sample based on the Census Bureau’s 2017 Current Population Survey by gender, education level, age, race and region. The full survey results have a margin of error of plus or minus 2 percentage points.



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