Over the last few days we have conducted two focus group sessions to find out what our customers think of our new swimwear collections.
Group One – The Yummy Mummies (aged around 30 – 45 with one or more children aged 0 – 14)
Our first group – the Yummy Mummies reviewed the Freya and Fantasie collections. All liked the tankinis ‘because when you’ve had a baby the texture of your stomach is papery and unfit for exposure’ said one. All liked the underwiring and bra structure – once you’ve tried it you will never go back to unstructured swimwear again! Halter necks are proving very popular with this age group this season.
Swim skirts were very well received and likely to be an enduring trend in swimwear design over the next few years.
Anything for a quick cover up on the beach was seen as a ‘must-have’ – so for example the fantasie kaftans, the stardust hooded tunic and the freya galaxy tunic all got the thumbs up.Have a look at the Freya swimwear collection now at www.harwayeslingerie.com
Group 2 The Choral Society (Aged around 60+ with grandchildren)
This group considered a bra structure essential to give shape, didn’t like too low a front or too high a leg – ‘probably unbecoming at our age’ they said. They didn’t want anything too jazzy or loud – more muted tones were considered suitable. Definitely no bikinis. Tankinis are possible, but need to be long enough. Halter necks were not liked by 2 out of 3 customers as they were considered unflattering. Control linings and ruching effects to disguise stomach areas were popular.
Top designs with our choral ladies were the fantasie Zante swimsuit (with control lining) and kaftan, the fantasie Goa swimsuit (muted colours) and kaftan and the fantasie Barcelona tankini. Shop for Fantasie swimwear now at www.harwayeslingerie.com.
The Fantasie and Freya Summer 2010 Collection is due into stock in the next few days, so I’ve been busy updating the website with all the details. We don’t expect this to hang about on the shelves for long, so get your order in early – and yes, swimwear does make an acceptable Valentine’s gift chaps!
The Freya range is aimed at a slightly younger audience, so bikinis, tankinis, on trend towelling hoodies and slash neck tunics are the order of the day. But knowing that our customers are real women rather than stick-thin models, we have chosen the styles that include shorts, swim skirts and bikini bottoms with fold over waists – we may as well be practical and buy bikinis we are comfortable in, as well as looking fantastic. Have a look at the range at 
Fantasie is aimed at ladies with curves – so D+ with underwire as standard and all the visual tricks some of the best designers in the UK can cram into a single small garment! In addition to all the technical advantages Fantasie have access to as underwear manufacturers – tummy control front panels, side shaping and cleavage enhancing for the bust, they have researched the common problems women say they have with swimwear, such as the bust appearing too heavy and really made strides into helping to even things out! And if you are really lacking in confidence you can quickly cover up with matching swim skirts or floaty kaftans. See the range at
Hotmilk Nightwear