Earlier this month the American arm of Lands' End published results of a survey of more than 1,000 women, in which 83% confessed to having worn the wrong size swimwear. Over half (54%) said that they had bought bottoms too big hoping for more coverage and 34% a suit too small because the style wasn't available in their size, going some way to explaining the high number who had experienced "saggy bottoms" (65%), "cleavage overflow" (58%) and a "muffin top" (54%).
Seven out of 10 of those surveyed believed that the biggest mistake women made when buying swimwear was choosing the wrong style for their shape. To address this, the retailer has categorised its own swimwear offering with a handy body shape key. Items marked with an inverted triangle will, apparently, "balance or minimise the bust", rectangle will "create curves", triangle "balance hips and thighs", circle "define waist" and star will "suit all figures". Boden has also gone the extra mile to give its customers the best chance of getting it 'right', offering editorial examples of how to wear Boden in your 20s, 30s, 40s and 50s. These photo-shoots use real Boden staff, making the styling even more accessible. Although I'm not sure what you're supposed to wear if you're 60 plus...
In an industry dominated by fast-fashion and disposable trends, these two retailers are sticking to their guns, helping their mature customers invest in clothes that they will wear, and wear, and wear.... Lands' End even honour a 'send it back for any reason' pledge, with Facebook fans saying that the company has replaced swimwear that had gone see-through and a skirt that had been ruined by chewing gum on a church pew. Now that's what I call customer service.
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