Lands' End launches online swimsuit fit tool

Fashion retailer Lands’ End has launched an online fit tool designed to help women find the perfect swimsuit, following its research that discovered that only half of women shop for swimsuits online.

The Lands’ End Swim Finder was introduced after nearly three in four (72 percent) of those surveyed said that they would be more likely to shop for a swimsuit if there was a tool that helped them select the perfect style, size and silhouette.

The concept of the tool is to provide a professional swimsuit fitting consultation virtually, helping shoppers in their purchasing decision by providing best fit guidance and styling experience, as well as helping to reduce the possibility of returns. It works by asking the shopper a series of questions, using imagery to help in the selection of style, body type, and level of coverage, following the brief questionnaire, customers are able to shop recommended styles from Lands' End swimsuit collection, available in size 0 to 26W, ranging from regular and petite (short torso) to tall (long torso) and plus sizes.

"At Lands' End, we know the key to a flattering swimsuit is finding the perfect fit, and that's why we are excited to announce the launch of the Swim Finder tool," said Michele Donnan-Martin, EVP, merchandising and, Lands' End. "This tool provides personal swim fit guidance, just as if you have your own personal swim fit expert helping you shop in the privacy of your own home. This tool provides our customers with the suits that are perfect just for them out of the hundreds of swimsuit styles that Lands' End offers."

The survey also found that only 3 percent had ever had a swim expert provide a swimsuit fitting, while 62 percent of the women survey stated that shopping for a swimsuit was one of their top 5 most dreaded things to shop for.