GRAN-KINI SALES SOAR AS FABULOUS-FIFTIES FOLLOW HELEN MIRREN S LEAD! JD WILLIAMS ANNOUNCES 230% UPLIFT IN TWO-PIECE SALES THIS SUMMER Kim Cattrall exemplifies body-confidence, Helen Mirren s beachwear sparked a soar in Gran-kini sales whilst a Nigella Lawson cover-up is officially out JD Williams has announced a growth of +227% YOY in bikini sets driven by women who were ironically born around the time of the two-piece s invention in 1946. Separates are selling especially well in particular the high-waist brief as favoured by Kim Cattrall. So strong is the trend that swimwear buyers have dubbed the skimpy beachwear the Grankini.
Rachael Antal, Swimwear Buyer at JD Williams says: Historically, when British women hit fifty, there is a noticeable shift in their body confidence which generally means sales of one-pieces soar, with bikini sales across this market depleting. The general consensus was always an urge to cover up with bulky kaftans note the Nigella Lawson Burkini blunder back in 2011 - and minimise curves with sculpting swimsuits on the beach and round the pool. However, since Helen Mirren stepped out looking incredible in a sexy magenta bikini, celebrities around the world have followed suit, embracing their shape and looking fabulous in the two-piece. A gentle shift in body confidence is certainly apparent as this year British women have taken note from over-fifties like Kim Cattrall, Carole Middleton, Sharon Stone and Jane Seymour and consequently our bikini sales have more than trebled. "A full costume on an older lady instantly says granny ; but wearing a supportive, wellproportioned bikini is less aging and accentuates rather than hides natural shape. Advances in swimwear technology mean that we can now create bikinis that flatter a mature shape. Wider straps, gage wires and built-in mesh support hoist and shape breasts in the same way that lingerie does, while bikini bottoms with higher waist lines offer coverage for any wobbly bits or stretch marks. Women over 50 are responsible for 6.7 billion of British fashion spend and much of this is apportioned to the summer wardrobe. Rachel MacLynn, Chartered Psychologist and Matchmaker, comments: By 2050 the over 50s will account for 2 billion of the population. The term flat age society has been applied to this constantly expanding market who manage the ageing process in a way our predecessors did not. "There are no rules to say when a woman should retire her bikini. Women over fifty are as interested in looking glamorous as their younger counterparts; and the beach is no exception. Traditional age barriers no longer exist - meaning that customers of all ages are confident about fashion which would explain why so many fifty plus women are confident in a Grankini rather than feeling vulnerable next to women half their age. With over 140 year s expertise in fit and fashion, JD Williams, part of the N Brown Group, caters for 3 million customers. They refuse to adopt a one size fits all approach, instead focusing on clothes that fit and flatter, making shopping for fashion easy and enjoyable whatever your size or shape. Get the look:
Be a beach babe like Kim Cattrall heads like Helen Mirren Turn Bikini Magisculpt body-sculpting bikini by JD Williams Cleo Plunge Top: B-F, 34-46 at 25 Top: 31 up to 38FF Briefs: 18 16.50 Briefs:
*Available from www.jdwilliams.co.uk/shop/swimwear - ENDS For more information, images or interviews please contact fashion@z-pr.com or telephone 0207 896 3404 Notes for Editors N Brown Group is a leading multi-channel retailer headquartered in Manchester employing over 3.200 people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets which are poorly served on the high street, such as the plus size and more mature customer segments. The Group has total sales of over 780m as of January 2013 with online sales representing over 53% of total revenue. As part of its multi-channel strategy, N Brown Group operates nine Simply Be stores across the UK of which six are dual facias with Jacamo. Current brands include Simply Be, Jacamo, Fashion World, JD Williams, Marisota, House of Bath, Figleaves, Gray & Osbourn and High and Mighty. The Group is listed on the London Stock Exchange (LSE: BWNG) and is a constituent of the FTSE250.
Other fab over fifty celebs in the Grankini: Carole Middleton, Jerry Hall, Jane Seymour, Sheryl Crow, Denise Welch