Trust of a brand and video demonstrations
support decision-making for more than 50% of Gen Z and Millennial
Women
WEST
CHESTER, Pa., June 2, 2022
/PRNewswire/ -- QVC, a world leader in video commerce("vCommerce"),
which includes video-driven shopping across linear TV,
ecommerce sites, digital streaming and social platforms, today
released results from a commissioned survey with Morning Consult,
where size inclusivity, size accessibility, and finding comfortable
and flattering styles are the most significant pain points for
women when shopping for swimwear.
65% of adults said "size inclusivity" is
very important or somewhat important when shopping for
swimwear.
As customers gear up for a summer marked by swim and travel,
QVC's recent expansion in the swim apparel category, with
nationally known and trusted brands such as Lands' End and Jantzen,
along with direct-to-consumer brands such as Summersalt, features
video presentations of size-inclusive models wearing dozens of
swimwear styles, cuts and fabrics, to help support a more informed
purchasing decision for the consumer.
QVC and Morning Consult surveyed 2,2101 women, with a
quarter of survey respondents saying it is difficult to find
flattering swimwear or swimwear in their size. Trust in a brand and
video shopping added additional support when deciding on which
style and brand of swimsuit they purchase:
- 65% of adults said "size inclusivity" is very important or
somewhat important when shopping for swimwear.
- The importance of size inclusivity in swimwear is
generationally agnostic. Gen Z to Baby Boomers overwhelmingly
identified size inclusivity as very or somewhat important:
-
- 76% for Gen Z women
- 74% millennial women
- 75% Gen X women
- 66% baby boomer women
- 45% of survey respondents said they are much more or somewhat
more likely to purchase online if they see a live video of products
modeled on different body types
-
- Gen Z (54%) and Millennials (62%) agreed.
- 42% of Millennials said being able to interact directly with
the presenter demonstrating the product live influences their
decision.
- Close to 70% of respondents said trusting the brand was
important when shopping for swimwear.
-
- 42% said trusting or relating to the presenter demonstrating
the product was more likely to buy the product.
"Shopping for swimwear is already a difficult undertaking for
many women. As a champion of inclusive sizing for more than 30
years, it's our job to make the experience a more enjoyable one and
reflective of who the customer is," says Rachel Ungaro, VP and GMM of Fashion
Merchandising for QVC. "We believe that vCommerce plays an
important role in tackling swimwear shopping pain points. We can
show fashion styles from multiple angles to see how light
dynamically interacts with the fabric, give a better impression of
the texture, fit and color, and demonstrate how the product moves
on all body types. Trust in the platform and the influencer takes
on a new level of importance in a digital world and allows
customers to gauge their purchasing decisions better."
Recently launched at QVC is the well-known size-inclusive swim
brand, Swimsuits For All, via a collaboration collection with
Kim Gravel, and features an
assortment of 11 swimwear styles available in sizes 2 to 34, priced
the same regardless of size.
About
QVC®
QVC is a world leader in video commerce ("vCommerce"), which
includes video-driven shopping across linear TV, ecommerce sites,
digital streaming and social platforms. QVC empowers shoppers with
knowledge and shares insights in a lively and engaging way. QVC
offers an ever-changing collection of familiar brands and fresh new
products – from home and fashion to beauty, electronics and jewelry
– and connects shoppers to interesting personalities, engaging
stories and award-winning customer service. Based in West Chester, Pa., and founded in 1986, QVC
has retail operations in the U.S., the U.K., Germany, Japan and Italy. Worldwide, QVC reaches more than 200
million homes via its 12 broadcast networks and reaches millions
more via multiple streaming services, websites, mobile apps and
social pages. To learn more, visit corporate.qvc.com, follow @QVC
on Facebook, Instagram or Twitter, or follow QVC on Pinterest,
YouTube or LinkedIn.
Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP) includes QVC,
HSN®, Zulily® and the Cornerstone brands
(collectively, "Qurate Retail GroupSM"), as well as
other minority interests and green energy investments. Qurate
Retail Group is dedicated to providing a more human way to shop and
is the largest player in vCommerce. For more information, visit
www.qurateretailgroup.com, follow @QurateRetailGrp on Facebook,
Instagram or Twitter, or follow Qurate Retail Group on YouTube or
LinkedIn. QVC and Q are registered service marks of ER Marks,
Inc.
1 This poll was conducted between February 11 –February 12, 2022, among a national
sample of 2,210 Adults. The interviews were conducted online, and
the data were weighted to approximate a target sample based on the
2017 Census Bureau Current Population Survey based on gender,
educational attainment, age, race, and region. Results from the
full survey have a margin of error of plus or minus 2 percentage
points.
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SOURCE QVC