To the naked eye, most swimsuits seem like just a few pieces of fabric sewn together. Yet the cost of swimsuits varies widely, with some costing under $20 and others upward of $200. The difference in price can be confusing, given that many higher-priced swimsuits look and feel so similar to their lower-priced counterparts.
However, according to Amy Blea , an apparel designer and pattern-making instructor at the ArtCenter College of Design, even if a $20 and a $200 swimsuit look the same, there are probably several key differences that consumers should consider before taking the plunge and buying something new. How Are Swimsuits Priced? The final cost of a swimsuit starts with how much it costs to produce, plus markups from the manufacturer and retailer, Blea explained. Typically, a manufacturer marks up a swimsuit by approximately doubling their manufacturing costs before selling the swimsuit to a retailer.
Then, the retailer usually doubles the price again before selling the swimsuit to a consumer. “If it costs $50 to make the swimsuit, then the brand would sell it for $100. That’s their profit margin, and the retailer would sell it for $200 so they can make their profit,” Blea said.
Direct-to-consumer brands like Shein and Summersalt may have a lower markup than other swimsuit brands, but Blea said they likely include some retail markup. Even online-only brands “have expenses related to running a website” and advertising costs, so they are “justified in having a retail profit margin,” Blea said. Fit and Construction According to Blea, more expensive swimsuits are usually better quality, meaning “a better fit, better construction, better fabric and materials,” she said.
The fit of the garment is often much better in the higher-priced swimsuit, Blea explains. This is especially true in the bust area. “A well-constructed swimsuit top is similar to lingerie construction and can require much more complicated design and materials,” she said.
There may be other differences in how more expensive swimsuits are constructed as well. For example, “less expensive suits might only have a lining in small areas, whereas a better brand may be entirely lined on the inside for better coverage,” Blea said. Even some of the basic materials used in swimsuits can vary in quality.
“Something that may seem as simple as elastic can have different qualities. The cheaper elastic on the swimsuit wears out faster and doesn’t last as long,” Blea said. Additionally, some swimsuits use quick-dry fabric, chlorine-resistant fabric that resists fading, and fabrics using ultraviolet protection factor (UPF) that provides additional protection against the sun.
All of these fabrics will cost more. Moreover, “higher quality fabrics may be softer, have better stretch and return,” she added. Ethical Considerations According to Blea, manufacturing the fabric used in swimsuits and other clothing “can be harsh for the environment” because the process uses “a lot of water and chemical dyes.
” She explains that “some swimsuit manufacturers use eco-friendly manufacturing processes, but that costs more.” Additionally, she added that “better production processes require paying workers higher wages or using a recycled fabric that is more labor intensive.” Although these choices can raise the price for the consumer, some consumers prefer to know the workers who made their swimsuit were paid a fair wage, making it worth the additional cost.
However, Blea cautions that some brands use buzzwords like “sustainably made” or “sustainably sourced” without being able to back up their claims. She suggests researching the brand before shelling out extra money for an environmentally friendly swimsuit. Brand Presence and Name If it seems like everyone is wearing the same swimsuit, it may be because it’s cheaper to mass produce swimsuits.
When a brand orders a large quantity of swimwear, the cost to produce each item is usually lower, Blea explained. “Higher quantities keep costs down,” whereas ordering smaller batches of swimsuits leads to a higher cost for the consumer. According to Blea, “Target and Walmart brands that cost $20 are usually knocking off designs from more expensive brands.
They save you money by manufacturing in quantity and by using less expensive fabric and materials.” She cautions that although these mass-produced knockoffs may look the same as their higher-priced counterparts, they probably won’t fit as well or last as long. Some luxury brands may charge more “because it is exclusive, and you are paying for that designer’s brand equity,” Blea said.
She adds that “you are also paying for the uniqueness of the design and cut.” Ari Lightman , professor of marketing at Carnegie Mellon University’s Heinz College, told us that prestige brands may also provide “exceptional customer service,” which can be valuable if there is a problem with the swimsuit. However, because swimsuit designs are so easily copied, usually you are paying more for a better-made, longer-lasting swimsuit, rather than the brand name alone.
The Psychological Element Swimsuits are “a very challenging and difficult purchase” for many consumers, especially women, said Shawn Grain Carter , an associate professor of fashion business management at the Fashion Institute of Technology . “Therefore, such an investment is not simply just a monetary purchase, it’s psychological based on the consumer’s body and imperfections one wishes to conceal,” he explained. To play on these insecurities “swimwear ads usually highlight how well their product offers breast support, flattering necklines, slim thighs or accentuates the customer’s waistline and makes them feel sexy and beautiful at the pool or on the beach,” Carter said.
Swimsuit brands that claim to “fix” these issues may charge more. Is A $200 Swimsuit Worth It? Even though a more expensive swimsuit is likely to be better quality, ultimately consumers need to “make a choice on the best deal for what fits their needs,” Lightman said. Some consumers are willing to pay more because they believe in what the company stands for such as environmentally friendly practices or paying workers a living wage, he said.
However, other consumers are more concerned with getting a low-cost swimsuit than corporate social responsibility and won’t pay more. That’s an individual choice with no one-size-fits-all answer. Before deciding which swimsuit to buy, Blea recommends considering how you will use the swimsuit, so you don’t wind up paying more for features you don’t need.
For example, if you are buying a swimsuit for the beach, you may not want to invest in a swimsuit made with chlorine-resistant fabric. The same swimsuit, however, may be worth the investment if you go to a pool daily. Similarly, if you are getting a swimsuit to use in an indoor pool, a swimsuit with UPF protection may not make sense.
But paying more for extra protection from the sun may make sense for someone who plans on wearing a swimsuit to lounge on the beach for hours at a time. Carter also advises consumers to consider how often they will wear their swimsuit. If you will only be wearing a swimsuit for a few hours once a week over the summer, you may not need a swimsuit that holds up as well as someone who lives by the beach and goes swimming almost every day year-round.
Ultimately, when it comes to inexpensive swimwear, “the fabrics will not be exclusive, the workmanship will be basic to subpar, and the value is equivalent to the price that you pay for mass-produced apparel imported from cheap factories,” Carter said. However, he adds, “every customer can find a swimwear piece that suits their wants and needs at every available price point. It’s a matter of one’s budget and lifestyle preferences.
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