Swimsuits for all! Flattering cuts, shapes and styles to try now

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With summer approaching, everyone's trying to refresh their wardrobes. But that sometimes means bathing suit shopping — an activity nobody enjoys.

Whether you're dealing with uncomfortable fabrics or just poor-fitting swimwear, it can sometimes feel impossible to find a swimsuit that actually looks and feels good.

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Report: Adore Me knows what customers want – and gives it to them

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Omnichannel lingerie startup Adore Me is reportedly paying very close attention to what customers say online.

According to CO, Adore Me is utilizing machine learning and language analysis technology to mine online customer reviews for insights into what its shoppers want. Leveraging the Yotpo Insights platform, which uses machine learning and sentiment analysis to uncover word patterns in customer product reviews, Adore Me analyzes customer comments left on its site and derives insights such as satisfaction with different product features.

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A bra expert shows us how to choose the right plus-size sports bra

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Finding the perfect plus-size sports bra can require a lot of research and patience since you’re looking for both support and comfort. However, bra expert Kimmay Caldwell says that, while there are no one-size-fits-all rules for plus-sized babes, there are a few tips that can make your search a little easier.

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Think Tank: Why Physical Stores Are Critical for Digital Natives

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Department store locations were once considered the only means for D2C brands to expand into brick-and-mortar, but digitally native brands are now seeing great value in opening storefronts of their own. In fact, digitally native brands are set to open 850 brick-and-mortar stores within the next five years, according to a recent report on more than 100 top online retailers. And, as the cost to acquire customers online increases, I expect this trend to accelerate.

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Where Does The Victoria's Secret Fashion Show Go From Here?

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The days of network television viewers being able to gawk at/admire supermodels in skimpy Victoria’s Secret lingerie strutting their stuff on the catwalk are over, according to the brand’s corporate masters at L Brands.

In a memo sent last week to employees at the Columbus, Ohio-based company that I obtained, CEO Les Wexner announced that “going forward we don’t believe network television is the right fit” for its annual fashion show, which has been shown on CBS and ABC for nearly two decades.

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Victoria’s Secret ‘rethinking’ annual fashion show, says network TV not ‘right fit’

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Lingerie retailer Victoria’s Secret is “rethinking” its annual fashion show, according to a memo sent to employees Friday by L Brands CEO Les Wexner, which was obtained by CNBC.

Wexner said network television is no longer the “right fit” for the event, which has been broadcast on ABC and CBS for almost 20 years. He said the company instead will focus on creating a “new kind of event.”

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31 Amazing Plus Size Swimsuits You Can Buy Right Now — Including A Bunch Under $50

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In my experience, there are really only highs and lows when it comes to swimsuit shopping. And when it comes to plus size swimsuit shopping? Well, it's easy to think there are a lot more lows than highs. There's the societal pressure to somehow magically transform yourself into the mystical "beach body" between the months of April and June. There's the lack of options in plus sizes that don't have ruffles or aren't tankinis. And then, if you're like me, there's also that little voice in your head — the same one that was there when you were a teenager — that says you will never look good enough in a bathing suit or a bikini, no matter how cute the suit. That you should just cover up, sit down, and totally give up on finding a cute bikini altogether. But here's the thing: Feeling confident in a swimsuit requires first being confident enough to try on swimsuits. And you deserve to feel confident in a swimsuit. Maybe you'll take the time to try some on and finally find just one this summer that you love — that's OK. Maybe you'll find a dozen.

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Alexa PenaVega Looks Gorgeous Showing Off Her Huge Baby Bump In Bikini

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Alexa PenaVega, 30, showed off her huge baby bump in new selfie, and the mother looked like she was about to pop! Alexa stood in front of her mirror for the pic, and posed in a black bikini with her hair up in a bun. She captioned the image, “Baby boy is HUGE. Measuring three weeks ahead 🙈🙈🙈 If you need me I’ll be living in bathing suits on the beach 😂😂👙🌊 ( @adoreme bathing suit) #pregnancy.”

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Chico's Needs Younger Customers And TellTale Intimates Brand Is Its Start

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Not long after delivering disappointing news about Chico’s FAS fourth quarter and full year 2018 results, it announced the launch of a new intimates product line, TellTale. It will be sold in a new way for Chico’s—online only, not in stores—and will be aimed at a new customer: younger women.

The 36-year old Chico’s needs new energy as its once highly successful fashion formula aimed at Baby Boomer women is running out of steam.

In fiscal 2018 net revenues across all brands were down 6.6%, following a 7.8% decline year-over-year in 2017. Both Chico’s, which accounts for 52% of corporate sales, and White House Black Market, 33% of sales, have lost ground since 2016.

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What Traditional Retailers Can Learn From the ‘Click-to-Brick’ Movement

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Data from Coresight Research tallied store closures of more than 8,000 in 2017. In 2018, there were more than 5,500 units that shuttered. And at current levels, store closures this year will exceed last year’s numbers.

Yet, according to a report from David Bassuk and Joel Bines, global coleaders of the retail practice at AlixPartners LLP, digitally native brands have opened hundreds of physical stores — with more on the way. Direct-to-consumer brands that have announced additional store openings include Amazon, Casper, Adore Me, Indochino, Untuckit and Warby Parker as well as Allbirds, Outdoor Voices, Rent the Runway, Ministry of Supply and The Tie Bar, among others.

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Want To Survive And Thrive In Retail’s New Shopping Battlefield? Capitalize On These 10 Winning Trends

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Almost no one can argue that the retail ecosystem isn’t changing at an accelerated pace. But a school of thought around the shift misses the mark pretty badly. Specifically, there are a lot of doomsayers out there who look at store closings (Sears, Lowe’s, JCPenney, Macy’s, etc.) as the harbingers of worse to come for retail, but the truth is that retail is just changing and sales are growing. It’s about where, when and how consumers buy goods that is shifting.

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Lingerie Makers Take On Victoria’s Secret

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There seems to be two paths forward in the niche world of lingerie marketing — that is, if you’re not the ailing segment leader Victoria’s Secret.

One is to embrace everyone, touting looks for all body types and all occasions, implicitly communicating that you’re not Victoria’s Secret, which has been accused of pushing too-narrow a vision of the female form that plays readily into male fantasies.

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Honestly, I'm Kind of Shocked That Kylie Jenner's Cheeky Bikini Didn't Steam Up the Mirror

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It looks like we aren't the only ones wanting to be on vacation, because Kylie Jenner posted a throwback picture of herself on Instagram. The beauty mogul showed off a red bandana-print bikini from Onia x We Wore What's collaboration. (She's worn a cow-print one-piece from the collection too!) Kylie's two-piece came with a cheeky pair of high-leg bottoms. Read on to see the steamy selfie and shop her exact swimsuit, as well as similar versions.

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Victoria’s Secret’s biggest problem may be L Brands leadership

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L Brands, the owner behind the struggling Victoria’s Secret brand, needs to do more than reshuffle a few board seats to convince investors it’s ready for a comeback, critics say.

L Brands said late Thursday that it will add two new “independent” directors to the company’s board following criticisms that the previous 12-person board had been largely comprised of cronies of founder Les Wexner.

But the stock barely moved on the news in late trading — and critics continue to say the biggest problem is Wexner himself.

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How 42-year-old underwear brand Hanky Panky’s plans to win over Gen Z

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Hanky Panky, an underwear company founded by two women in 1977, is on a mission to grow its digital presence and win over new shoppers, with a focus on Gen Z. While the brand currently has about 45,000 Instagram followers, its past social strategy of using product shots on white backgrounds and overly posed models wasn’t necessarily the best approach to win over that coveted demographic.

As part of a move to distance itself from competitors like Cosabella and a new wave of brands selling underwear, from ThirdLove to Everlane, who push no-frills products and muted colors, Hanky Panky rolled out a new digitally focused campaign yesterday. The brand is playing up its brightly colored styles and a size-inclusivity message to grow past its current customer base, mostly women over the age of 30.

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AFFORDABLE SWIMWEAR + SOME BUYING TIPS

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I’m not sure who decided swimsuits should cost more than designer denim or designer shoes that you get a lot of wear out of but I can tell you that I am so not down with swimsuits that cost $200, $300 or $400. I have personally come to loathe swimwear shopping because I think finding affordable swimwear that actually makes you feel good can be rather difficult. While I am all about investment pieces at this stage in my life, an investment swimsuit is just not going to be in the cards for me due to an extremely high cost per wear.

With this sentiment in mind, this month’s Affordable Finds post is entirely dedicated to swimwear! All of the styles included are under $150 and most offer extended sizing. I hope today’s post makes you excited about the season ahead!

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For the bra industry, a new fit

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On a spring night, Sara Buchholz, 26, is out for a walk in the South Side Flats neighborhood of Pittsburgh with her boyfriend. They stop at an Aerie store where she looks at bras.

“I don’t actively shop for a bra anywhere else. I think it’s mostly because this is just the most accessible, I would say,” she said.

Buchholz, who wears a 34A, said she likes Aerie’s basic cotton bras because they’re comfortable and under $30. And she also likes Aerie’s ads, which feature untouched photos of models of all shapes and colors with freckles, tattoos and stretch marks.

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