What’s Really Working in Swimwear & Lingerie…

5 min read

The State of the Industry: Tough Times, Loyal Shoppers & A £2bn Market

“It’s tough everywhere at the moment… but there’s always enthusiasm in this industry.”

Lingerie and swimwear aren’t immune to economic wobbles. Premium brands are feeling the pinch, shoppers are more price-sensitive, and yes - the M&S effect is real.

Highlights from Jonita:

Premium lingerie is struggling right now, but it always bounces back.
Trusted, mid-tier brands thrive during financial uncertainty.
Innovation is still booming - especially in period underwear, teen-focused ranges, and the curve market.
The UK stands out for celebrating real bodies more openly than other markets.

Oh, and the industry? Just a casual $2bn.

No wonder it keeps reinventing itself.

Want more on how the market’s shifting? Listen to the full episode with Jonita for the deeper industry breakdown.

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How British Women Think About Underwear (and Why It Matters for Marketing)

“We wear lingerie predominantly for us. Not for anyone else.”

This is where things get juicy - because underwear marketing is wildly different depending on the country.

According to Jonita:

British shoppers want comfort + value + something that still looks nice.
France? Boutique culture. No three-packs. No M&S. Completely different behaviours.
The US & Australia? Closer to the UK, but lean more stylised in creative.
High heels and lingerie together? “Absolutely not,” says the UK consumer.

If you're marketing in the intimate space, you cannot simply repurpose global creative. You’ll end up trying to pitch corsets-on-grand-pianos to a market that just wants a comfy wireless bra for school pick-up.

Curious how this plays out in real campaigns? Hear the full story in the episode with Jonita.

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UGC, Expert Advice & Why Trust Is Everything

“Trust is a very important word in this market.”

UGC isn’t just “nice to have” - in lingerie and swimwear, it’s essential.

Shoppers want:

Real bodies
Real reviews
Real fit advice
Real people saying “yes, this actually works for me”

And the nuance matters:

Comfort brands (think wireless newcomers like Stripe & Stair) thrive on UGC
Premium fashion brands still rely on studio shoots to tell their story

It all comes down to what your brand stands for - and how your creative supports that positioning.

Want examples of brands getting this right? Listen to the full episode to hear the brands and campaigns Jonita rates.

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PR, SEO & Why These Two Worlds Now Bleed Into Each Other

“It’s not about backlinks anymore. It’s about brand placement in articles people actually search for.”

This section is basically Abbie and Jonita having a mutual “yes THIS” moment.

Journalists today want:

Products actually available in relevant sizes
Prices suited to their audience
Imagery that works both for digital and print
Useful angles like “Best bras for small busts” or “What to wear on spa days”

And here’s the SEO kicker:

AI search is pulling from articles, not just homepages or product pages.

So those “best bras for…” pieces? Those “which swimwear suits my shape?” guides?

That’s what AI Mode is lifting into answers.

Meaning brands who combine PR + SEO now win twice:

Traditional placements
Visibility inside AI search responses

If ever there was a time for content, PR, and SEO teams to stop working in silos… it’s now.

Want to hear the PR x SEO rant in full? Tune into the episode for the complete conversation.

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Seasonality: Is It All Just Valentine’s Day & Summer?

“Bottom line: yes - we follow the media calendar.”

Swimwear = summer.
Sleepwear = winter.
Lingerie = Valentine’s Day and gifting seasons.

BUT smart brands are finding creative ways around the limitations:

Winter sun
Resort collections
Spa-day angles
Anti-chafe shorts (a hero category right now)

If your brand depends on seasonality, your storytelling needs to work harder between peaks - especially when the UK weather isn’t exactly beach-friendly.

Want to hear how Jonita plans seasonal campaigns? Listen to the full episode for her approach to calendars, launches and media timing.

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Sustainability: A Complicated Story the Industry Needs to Tell Better

“The average underwired bra has something like 80 components… imagine recycling that.”

This might be the most eye-opening part of the episode.

Key points:

Lingerie is really hard to recycle due to complex fibre blends and tiny components.
Most sustainability gains happen at the manufacturing level, not with the consumer.
Recycled lace is often pre-consumer waste (offcuts, overstock), not recycled underwear.
Durability is the unsung sustainability hero - well-made products last longer, reducing waste.
France is about to ban advertising of fast fashion and influencer promotion of it. Huge shift incoming.

This industry is doing good work behind the scenes - but the messaging rarely reaches consumers.

There’s a big opportunity here for brands who are willing to be open, honest and educational.

Want the full sustainability deep-dive? Jonita explains it brilliantly in the episode - well worth a listen.

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The Future: 2026 Trends, AI Fashion Shows & Why Brand Storytelling Still Wins

“If you’re launching a new brand, you have to tell people why they should consider you.”

Jonita’s predictions:

Brand storytelling will become the differentiator between big and small players.
Loyalty will rise - shoppers stick with brands that “get them.”
Native content and UGC remain powerful when balanced well.
AI isn’t shaking up marketing yet… but design? Yes.

The wildest part? AI-generated fashion shows are here - and incredibly realistic. Brands are already using them.

If you’re a model… look away now.

Want to hear more about AI fashion shows and the future of the industry? Catch that part of the conversation in the full episode.

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Jonita’s Parting Advice: Know Your Audience Better Than You Know Your Product

“Know your audience. Know their world. Know your place in their world.”

This is the golden thread of the entire industry.

If you understand:

who they are
what excites them
how they shop
what they value
what they won’t accept

…everything else becomes clearer: content, channels, creative, PR, messaging, product.

It all starts with the audience.

Want Jonita’s advice in her own words? Listen to the full episode - her closing thoughts are worth bookmarking.

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The Good Stuff, Summed Up

Lingerie and swimwear shoppers are loyal - and trust is everything.
The UK consumer is pragmatic: comfort + value + something that still looks good.
UGC is crucial for comfort brands; studio shoots still matter for luxury.
PR and SEO are merging fast - especially with AI Mode influencing search.
Sustainability messaging needs far more transparency and explanation.
Seasonality rules the calendar, but smart brands create demand year-round.
AI fashion shows are real… and about to shake things up.
Above all: tell a brand story people can emotionally connect with.

Want all the nuance behind these bullet points? Get the full context by listening to the episode with Jonita.

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Before You Go…

If you loved this conversation, go connect with Jonita Otter-Richardson - she’s a powerhouse in PR, lingerie, swimwear, and all things brand storytelling.

And if this episode got you thinking about: