jd williams announces 230% uplift in two … an urge to cover up with bulky kaftans – note the...
Post on 23-Apr-2018
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GRAN-KINI SALES SOAR AS FABULOUS-FIFTIES
FOLLOW
HELEN MIRREN’S LEAD!
JD WILLIAMS ANNOUNCES 230% UPLIFT IN TWO-PIECE SALES
THIS SUMMER
Kim Cattrall exemplifies body-confidence, Helen Mirren’s beachwear sparked a soar in Gran-kini
sales whilst a Nigella Lawson cover-up is officially out
JD Williams has announced a growth of +227% YOY in bikini sets driven by women who
were ironically born around the time of the two-piece’s invention in 1946. Separates are
selling especially well – in particular the high-waist brief as favoured by Kim Cattrall.
So strong is the trend that swimwear buyers have dubbed the skimpy beachwear the
‘Grankini’.
Rachael Antal, Swimwear Buyer at JD Williams says: “Historically, when British women hit
fifty, there is a noticeable shift in their body confidence – which generally means sales of
one-pieces soar, with bikini sales across this market depleting. The general consensus was
always an urge to cover up with bulky kaftans – note the Nigella Lawson Burkini blunder
back in 2011 - and minimise curves with sculpting swimsuits on the beach and round the
pool. However, since Helen Mirren stepped out looking incredible in a sexy magenta bikini,
celebrities around the world have followed suit, embracing their shape and looking fabulous
in the two-piece.
“A gentle shift in body confidence is certainly apparent as this year British women have
taken note from over-fifties like Kim Cattrall, Carole Middleton, Sharon Stone and Jane
Seymour and consequently our bikini sales have more than trebled.
"A full costume on an older lady instantly says ‘granny’; but wearing a supportive, well-
proportioned bikini is less aging and accentuates rather than hides natural shape. Advances in
swimwear technology mean that we can now create bikinis that flatter a mature shape. Wider
straps, gage wires and built-in mesh support hoist and shape breasts in the same way that
lingerie does, while bikini bottoms with higher waist lines offer coverage for any wobbly bits
or stretch marks. Women over 50 are responsible for £6.7 billion of British fashion spend and
much of this is apportioned to the summer wardrobe.”
Rachel MacLynn, Chartered Psychologist and Matchmaker, comments: “By 2050 the over
50s will account for 2 billion of the population. The term ‘flat age society’ has been applied
to this constantly expanding market who manage the ageing process in a way our
predecessors did not.
"There are no rules to say when a woman should retire her bikini.
Women over fifty are as interested in looking glamorous as their younger counterparts; and
the beach is no exception. Traditional age barriers no longer exist - meaning that customers of
all ages are confident about fashion – which would explain why so many fifty plus women
are confident in a ‘Grankini’ rather than feeling vulnerable next to women half their age.”
With over 140 year’s expertise in fit and fashion, JD Williams, part of the N Brown Group,
caters for 3 million customers. They refuse to adopt a ‘one size fits all’ approach, instead
focusing on clothes that fit and flatter, making shopping for fashion easy and enjoyable
whatever your size or shape.
Get the look:
Be a beach babe like Kim Cattrall Turn
heads like Helen Mirren
Magisculpt body-sculpting bikini by JD Williams Cleo Plunge
Bikini
Top: B-F, 34-46 at £25 Top: £31
up to 38FF
Briefs: £18 Briefs:
£16.50
*Available from www.jdwilliams.co.uk/shop/swimwear
- ENDS –
For more information, images or interviews please contact fashion@z-pr.com or
telephone 0207 896 3404
Notes for Editors N Brown Group is a leading multi-channel retailer headquartered in Manchester employing over 3.200
people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets
which are poorly served on the high street, such as the plus size and more mature customer segments. The
Group has total sales of over £780m as of January 2013 with online sales representing over 53% of total
revenue. As part of its multi-channel strategy, N Brown Group operates nine Simply Be stores across the
UK of which six are dual facias with Jacamo. Current brands include Simply Be, Jacamo, Fashion World,
JD Williams, Marisota, House of Bath, Figleaves, Gray & Osbourn and High and Mighty. The Group is
listed on the London Stock Exchange (LSE: BWNG) and is a constituent of the FTSE250.
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