Should You Focus on Men’s or Women’s Swimwear？

Launching a swimwear brand is exciting, but one of the first—and most important—decisions you’ll face is choosing your target category. Should you design collections for women, men, or both? As a swimwear manufacturer, we often see new brands struggle with this choice. The right decision can determine how smoothly your business scales, how quickly you build a loyal customer base, and how well you stand out in a competitive market.

1. Market Size and Growth Potential

The women’s swimwear market is significantly larger than the men’s category. Women purchase swimwear not only for functionality but also for fashion, with seasonal collections and trends influencing frequent buying cycles. Bikini sets, one-pieces, and resort wear drive high demand, making this category an attractive option for startups seeking volume.

On the other hand, men’s swimwear is a smaller but growing segment. Men tend to prioritize comfort, fit, and durability, often buying fewer styles but returning to trusted brands once they find their fit. While the volume is lower, competition is less intense compared to women’s swimwear. This creates room for brands that want to specialize in a niche, such as sustainable board shorts or athletic-inspired trunks.

2. Consumer Behavior

Women are more likely to buy multiple swimsuits per year—one for beach vacations, another for poolside parties, and even more to follow seasonal trends. They also tend to engage with brands on social media, driving viral marketing opportunities.

Men, by contrast, usually purchase swimwear less frequently, but they’re highly loyal once they find a brand they trust. This means a men’s-focused brand might have fewer transactions per customer but stronger long-term retention.

3. Design and Production Complexity

Women’s swimwear involves greater design variety—thinks different cuts, fabrics, patterns, and embellishments. This makes the category creatively rewarding but also more complex in production, requiring careful grading and fit adjustments across body types.

Men’s swimwear, in contrast, is more streamlined. Most products revolve around trunks, briefs, or board shorts, with variations in length, waistband design, and fabric. From a manufacturing standpoint, it’s often simpler and less costly to produce.

4. Competition and Branding Opportunities

The women’s swimwear market is highly saturated, with both fast-fashion and luxury brands vying for attention. Breaking in requires strong branding, influencer collaborations, and trend-driven design. However, the high competition also signals high demand.

The men’s market, while smaller, is less crowded. This offers opportunities for a brand to stand out with clear positioning, such as premium quality, eco-friendly materials, or minimalist aesthetics. If you’re looking to carve out a unique niche with less upfront marketing spend, men’s swimwear can be a strategic choice.

Both men’s and women’s swimwear categories have unique advantages. Women’s swimwear offers higher volume and trend-driven potential but requires strong marketing and design differentiation. Men’s swimwear provides a steadier path with less competition and stronger brand loyalty.

As a swimwear manufacturer, our advice is to align your choice with your brand vision, resources, and marketing strengths. Whichever path you choose, success comes from consistent quality, clear positioning, and a deep understanding of your target audience.