Swimwear Market Analysis: Insights to Prepare You for Next Season

Summary of the Swimwear Industry

The global swimwear market is undergoing positive changes as consumer tastes shift. Exclusive transaction data from JOOR reveals:

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• Transaction volume is up 15%: in the last 12 months compared to the prior year, driven by a 13% increase in the average price point.
  
  
• Online is a crucial channel: the top five swimwear retailers on JOOR are all multi-brand e-commerce sites.
  
  
• Children's swimwear drives growth: the category is up 37% over the previous 12 months.
  
  
• Bikinis surge: they are the fastest-growing category, up 41% over the prior year.

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As fashion’s leading wholesale management platform, with access to over 14,000 discerning brands and 700,000 curated fashion buyers, we’re able to uncover new industry trends and market dynamics. Read on to discover how the swimwear landscape is evolving and use our insights to shape your 2027 strategy for this important category.

Ripples Of Growth

The swimwear category has seen another year of growth, with transaction volume from May 2025 to April 2026 increasing 15% vs the previous 12-month period. This uptick is significantly driven by an increase in the average price point, which has risen by 13%. Surging fossil fuel prices may be contributing to this increase, as they are driving the cost of classic swim materials like nylon and polyester up for manufacturers around the world.

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A slight 2% increase in the number of units sold indicates buying appetites for swimwear continue to grow despite price increases. Over the past 12 months, almost 6,400 retailers from 129 countries around the world placed swimwear orders on JOOR, from industry-leading brands including Solid and Striped, Seafolly, Vilebrequin, Orlebar Brown, and Cult Gaia.

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The Key Takeaway for Brands

Brands should be reassured that rising costs may not negatively affect their overall sales as there is still a strong demand for swimwear from global consumers. One-pieces are the largest product category by sales volume at 32% and can be a useful entry product for retailers looking to test new brands, so be sure this style is well represented in your collection.

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The Key Takeaway for Retailers

In response to the growing momentum in this category, JOOR has launched its Making Waves: Swim & Resort 2027 Passport show to highlight the world’s top beach and resortwear brands. Buyers can explore brands from around the world and place orders from the comfort of their office in just a few clicks. 

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E-commerce Surfs The Wave

In the past 12 months, the top five retailers for swimwear on JOOR have all been multi-brand e-commerce sites. This reinforces data from our previous reports that highlighted online as a critical distribution channel for the swimwear category.

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This growing trend is most likely due to the easy nature of online shopping, which facilitates quick browsing and comparison across styles and sizes, and allows consumers to try swimwear on privately at home. 

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Interestingly, in the past 12 months, 6 out of the top 10 swim brands on JOOR were US-based brands, cementing the country as a global leader in this valuable product category. From cult LA and Miami-based brands to high-end designs dreamed up in the Hamptons, retailers are looking to American labels for the latest in innovation and style that’s driving consumer demand. 

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The Key Takeaway for Brands

Swim and resort brands looking to spearhead growth should actively seek out retail partners with a strong e-commerce channel. Brands on JOOR can also use the Find New Retailers feature to identify online pure-play retailers well-suited for swimwear shopping.

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The Key Takeaway for Retailers

Retailers can use JOOR to find American swimwear brands to add to their assortment. The Find New Brands directory allows buyers to filter for specific categories and price points that will best match their consumer profile.

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Kids' Swimwear Makes A Splash

73% of swimwear sold on JOOR in the past year was women’s, 22% was men’s and 4% was children's; however, it is the latter category that is driving the fastest growth with a 37% increase in sales volume over the past year. The kids' swimwear market is undeniably booming.

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Styles that prioritize UV protection and quick dry technology are favored by parents concerned with safety, while playful prints and stylish designs are sought after by those interested in sharing vacation photos of their family on social media. 

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The Key Takeaway for Brands

For swimwear brands with a children’s collection, promotion of this category is an easy pathway to potential growth. Share details of your kids' range on your JOOR brand profile, social media, and in marketing emails so buyers can easily understand your children’s swim offering.

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The Key Takeaway for Retailers 

JOOR’s network includes children’s swim offerings from renowned fashion brands such as Bonpoint and Louise Misha, as well as notable swimwear resources such as Vilebrequin and Zulu & Zephyr. Use the Find New Brands section on JOOR to discover labels offering kids’ swimwear that are interested in forging new retail partnerships.

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A Swell in Bikini Sets 

Bikinis accounted for just 16% of total swimwear sales on JOOR over the past 12 months compared to one-pieces at 32% and cover-ups at 29%, but bikinis are the product driving the fastest growth with sales up 41% over the prior year.

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Given that separate tops and bottoms are both declining in sales, -14% and -16% respectively, it seems clear that there is a consumer shift towards bikini sets. The mix-and-match swimwear preference of previous years seems to have been replaced by a desire for a more coordinated look. 

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From May 2025 to April 2026, one-pieces declined by 2% as bikini sales have grown, perhaps in part because of an increased variety in designs that include two-piece styles offering greater coverage such as the bikini short. This style of bikini offers more modesty on the lower half of the body and has gained popularity across Australia.

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This could well gain traction internationally as a more retro-leaning alternative to the one-piece or classic bikini, providing both practicality and style. This vintage aesthetic is set to be a key trend for 2027, a fact solidified by the Chanel Resort 2007 show, where Matthieu Blazy sent models down the catwalk in glamorous interlocking C logo swim caps.

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The Key Takeaway for Brands

Consider adding bikini sets or a bikini short design to your collection to cater to evolving trends and ensure you can offer buyers a range of styles that address various consumer tastes, from the more conservative to the more revealing. 

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The Key Takeaway for Retailers

Use JOOR’s Visual Assortment tool to check that your swimwear assortment is well merchandised and contains a good mix of key categories from one-pieces and cover-ups to bikinis with varying coverage options.

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How JOOR Can Help You Succeed in the Swimwear Category

Our data proves that the swimwear market is experiencing a wave of positivity, and capitalizing on this momentum is easy with JOOR.

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Retailers can browse our Making Waves: Swim & Resort 2027 Passport show to shop the world’s finest selection of brands from the category, while brands can access our suite of tools, including JOOR Discover, to foster new retail connections and spearhead growth in the swimwear category and beyond. Request your demo today!

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