Lands' End, through both its catalog and its website, was actually one of the first companies to understand that swimwear that shapes and flatters the body should be available to all women, regardless of size
(PRWEB) July 9, 2009
Curvy girls today can actually feel good about their figures, even when putting on the previously "dreaded swimsuit" thanks to retailers and websites who are helping plus-size women get into the swim of things with better shape, smoothness and style.
That was the message conveyed by Michele Weston, CurveStyle Therapy Expert ,Columnist and recognized plus-size fashion authority. Ms. Weston was one of the select group of fashion-industry insiders taking part in this segment hosted by Rebecca Spera. In preparation, Weston scoured the market, idenitfying LandsEnd.com and e-tailer AlwaysforMe.com as offering the "best of the best" when it comes to fashionable and well-fitting swimwear to enhance those curvy shapes.
"Lands' End, through both its catalog and its website, was actually one of the first companies to understand that swimwear that shapes and flatters the body should be available to all women, regardless of size", recalls Ms. Weston who first began working with the company's plus size division while the Fashion and Style Director at MODE magazine and continued with writing and fashion editing for VenusDivas.com and DivineCaroline.com In its current Lands' End SwimShape Collection, available in sizes 6 to 26W, the company is incorporating the same smoothing, maximizing and minimizing features we have found in today's increasingly popular shapewear, according to Suzanne Bryant, vice-president of Lands' End Design, observing that "shapewear has gone from fashion phenomenon to 'must-have' wardrobe staple." Lands' End 's current line features mix and match swimsuit separates, each offering an all-over smoothing effect. Barbara Wagner, women's merchandise manager for Lands' End explains, "Swimsuits that feature an exclusive silicone fabric treatment, like the new SwimShape Collection, really help to spots and controls female curves. This results in a more flattering fit and a comfortable feel." As Ms. Weston said after reviewing the line prior to her Mirror/Mirror appearance, "with more beautiful swim styles and the continued finessing of the built-in slenderizers and minimizer panels, this year's swimsuit shopping for the curvy customer is sure to be a less-stressful experience."
Also helping to alleviate that stress is Smithown, NY-based web company, AlwaysforMe.com. Founded by Susan Barone, a former fashion buyer, AlwaysforMe.com has turned into a major force in the plus size swimwear market, according to Ms. Weston who has watched the company's growth since it was founded in 2000. Along with making name-brand swimwear collections available online, Always for Me offers its own Chic, Sport and In Control Collections." Creating our own swimwear lines ensures that we can offer plus size women great fit in a swimsuit that is both fashionable and functional" says Barone. According to Ms. Barone "Sales continue to be strong at Always For Me despite a rainy start to the season and slow economy because Always For Me swimwear provides great quality, fashion forward style and a good value." She adds that "Based upon the feedback we have received, we have now expanded our offerings to include more fun and flirty styles for the junior size customer for women wearing size 16 - 26W. Something that both they and their mom's can truly appreciate." In 2008 the company achieved record sales figures and it looks forward for a strong 2009.
There is a bright spot in the swimwear retail market and It is no wonder that sales for these plus size fashion resources continue to always be on an upswing. As Ms. Weston points out, "In America alone there are more than 60 million women who wear size 12 and up, spending $25 billion a year on clothing." These figures come from American Demographics and Port Washington, NY-based research organization the NPD Group.
Swimwear styles from both companies, selected by Weston, can be seen during the recent Mirror/Mirror segment that aired on ABC's new Live Well Style show: http://livewellhd.com/mirrormirror/story?id=6884644#bodyText.
For more curvy swimwear information on the looks used in the segment - log onto: http://www.mjwstylemedia.com and also view the 2009 swimwear segment for ABC/TV Live Well HD Network with the style show Mirror/Mirror about more plus-size better body-image tips.