Swimsuit Confidence Gets Better With Age

Swimsuit Confidence Gets Better With Age. (PRNewsFoto/Lands' End) DODGEVILLE, WI UNITED STATES 06/11/2008


12 Jun 2008 13:00 Africa/Lagos


Swimsuit Confidence Gets Better With Age

More Magazine and Lands' End(R) Survey Reveals Healthy Swimsuit Attitudes Among Women Over Forty

DODGEVILLE, Wis., June 12 /PRNewswire-FirstCall/ -- Move over Millennials, the most confident beauties at the beach this season may be over the age of 40. A reader panel survey of more than 1,400 women over the age of 40 conducted by More magazine and Lands' End found nearly half (47 percent) of respondents have gained swimsuit confidence with age, admitting they feel most confident in a swimsuit since turning 40-years-old. Healthy swimsuit attitudes are further echoed with nearly all (95 percent) participants stating women over 40 can truly look and feel fantastic in a swimsuit.


(Photo: http://www.newscom.com/cgi-bin/prnh/20080612/AQTH009)


"Forty-something body confidence is in," says Regina Haymes, Fashion Director of More magazine. "These results reconfirmed what we already know about our readers -- these are unquestionably poised, self-assured women who are confident about who they are."


While fewer than 10 percent fully embrace wearing a swimsuit, 60 percent of survey respondents stated they really don't mind it and deal with it in stride. Seventy-one percent of those surveyed have learned the key to confidently wearing a swimsuit is to maximize the good parts and minimize the rest.


"We are not surprised women are confidently embracing just how great they can look at any age while wearing a swimsuit," said Tara Ellef, senior vice president of merchandising, Lands' End. "While swimsuit assurance may come with age, it may also result from over twenty years of swimsuit shopping experience. We've found over time women come to better understand which swimsuit styles and fits will best flatter their body shape."


Swimsuits to Fit and Flatter


For almost nine out of ten survey respondents (88 percent), a flattering fit is the most important factor when selecting a swimsuit. Nearly half (46 percent) of survey respondents described their body shape as a rectangle, while one-third of respondents (34 percent) felt they had a triangle or pear-shaped body. To complement and balance these body types, more than half (51 percent) of survey respondents considered one-piece swimsuits and 40 percent considered tankinis as the best suits to address the swimsuit anxiety zones, including minimizing tummy (45 percent) and hips (30 percent).


Other interesting survey findings from the More/Lands' End survey include:
-- Taking a Pass on Perfection -- When it comes to wearing a swimsuit, 79
percent would rather be unselfconscious with a perfect swimsuit
attitude than be self-conscious with the perfect swimsuit body (21
percent).
-- Sophisticated Swimsuit Styles Rule -- More than half of respondents (57
percent) want to look stylish in an elegant and sophisticated way; 35
percent want a sporty suit that performs well; five percent crave a
sexy, attention-getting style and three percent long for the latest
trendy pieces.
-- Not Under the Knife -- Three out of four respondents (75 percent) would
rather have a custom-designed swimsuit than receive complimentary
plastic surgery to achieve a fantastic swimsuit look.
-- Searching out a Suit -- Almost one-third (32 percent) of those surveyed
stated they usually can find a suit they like, but it might take a
little longer than anticipated.
-- Why Buy? -- The number-one reason, according to 46 percent of survey
respondents, to purchase a new swimsuit this season stems from the need
for a better-fitting suit. Thirty-one percent of respondents will
purchase a new swimsuit because their body has changed, 30 percent are
looking for swimwear for a specific occasion and 29 percent seek to
update their style.
-- Options, Options, Options -- Respondents are looking for options in
swimsuits. In fact, overall design style and size options ranked very
important to six in 10 respondents (60 percent), while about half of
all participants stated their swimwear purchase is significantly
influenced by bra support, quality fabrics, coverage and tummy control.
-- Sizing it Up -- While a "better fit" is the number one reason for
buying a new suit (46 percent), just one in four (25 percent) actually
take measurements and reference size charts; most use bra size to
determine swimsuit size (52 percent).

About More

Launched in September 1998, critically acclaimed More magazine is the only lifestyle publication that celebrates women in their 40s and 50s. Designed to make today's 40+ women look and feel better than ever, More features successful women who are still turning heads and making news. Each issue covers beauty and fashion shown on models who are over 40, and More's articles on health, relationships, travel, and money are angled toward a seasoned, sophisticated audience. More is published 10 times a year by Meredith Corporation. Its circulation of 1.1 million reaches a readership of 4.4 million. More was named 2006 Magazine of the Year by Ad Age and also landed on the publication's "A List" of Top 10 magazines in 2003 and 2005 and 2007. Also, Adweek named More to its 2006, 2007 and 2008 "Hot List" and Media named More the "Best Women's Lifestyle Magazine" of 2004. Visit http://www.more.com/.


About Lands' End


Lands' End(R) is one of the world's largest merchants of casual and tailored clothing for women, men, children and infants around the world. Lands' End merchandise can be purchased online at http://www.landsend.com/, by calling 1-800-800-5800 and by visiting the Lands' End Shops at Sears. The company is considered America's swim headquarters with swimsuits to fit and flatter every body. Lands' End is a proud member of Sears Holdings Corporation (NASDAQ:SHLD) . All high-quality Lands' End merchandise is Guaranteed. Period.(R)


For more information on More, log on to http://www.more.com/.


For more information on Lands' End swimsuits, visit http://www.landsend.com/swim.


Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20080612/AQTH009
PRN Photo Desk, photodesk@prnewswire.com
Source: Lands' End

CONTACT: Michele Casper of Lands' End, +1-608-935-4633,
michele.casper@landsend.com; or Anna De Souza of More Magazine,
+1-212-551-7072, anna.desouza@meredith.com


Web site: Lands' End
More Magazine


NOTE TO EDITORS: For a copy of the full survey results, please contact Anna De Souza, anna.desouza@meredith.com.