Debenhams Reveals The Great Bikini Cover-Up Contradiction
on: May 11, 2010, 5:08 am
Debenhams has discovered that with the 'staycation' trend
still going strong, as many people continue opting for a budget-saving
British holiday this year, 80% of women say they would not wear a
bikini when heading to a British beach for their summer break - despite
91% saying they always wear one abroad.
The leading department store uncovered the great cover-up contradiction when they
asked customers if holidaying in Britain affected their usual choice of swimwear, and identified the reasons for
this newfound modesty among those staying at home for their break.
No longer the preserve of older women, less revealing swimwear options such as the
skirted swimsuit are enjoying a surge in popularity among women of all ages, with a rise in sales of
more than 112% year-on-year compared to skimpier styles such as bikinis.
Sasha Nagalingham, Swimwear Buyer for Debenhams, explained: "Despite a reputation
for leaving inhibitions at the door in places like Alicante and Antigua, traditional
British reserve takes over in Bognor and Brighton - its geographical modesty."
The number one reason cited by women for their preference was the potential
embarrassment of being spotted in skimpy swimwear by an acquaintance, with 51%
choosing less revealing beachwear for staycations. The second most popular reason,
among 42% of respondents, was the presence of more children on the UK's beaches.
These reasons, among others, also saw 100% of women questioned saying they would
never go topless on a British beach, compared to 54% who admitted to going topless
Sasha added that there are regional variations in the trend, based on sales of
swimwear recorded at Debenhams stores across the nation. "Sales of skirted
swimsuits indicate that Blackpool is the most modest town in the UK, having sold
more units there than anywhere else," she said.
"Although low temperatures may be a contributing factor, Aberdeen was the second
most modest with Cardiff coming in as the least modest area in the UK."
The top 10 modest towns in Britain, according to Debenhams swimwear sales, were
found to be Blackpool, Aberdeen, Torquay, Bristol, Brighton, Hastings, Eastbourne,
Chester, Bolton and Reading.
Observing the trend, Sasha said: "The return of the staycation has simultaneously
sparked a return to Victorian values; judging by sales of the skirted swimsuit,
British beaches will look like 50s picture post-cards this summer."
Notes to Editors:
Debenhams is a leading department stores group, and has a strong presence in key
product categories including womens fashion, such as summer dresses, womens shoes, dresses, bikinis, jeans,
home ware, make-up, health and beauty, accessories, perfume, lingerie and
Contact Details: Lizzie Singleton
Debenhams Press Office
*33 Wigmore Street
020 7529 0121