Press releases | May 8th 2017

The bikini to avoid if you want to feel confident on the beach

New research, conducted by online shopping delivery service CollectPlus, has revealed the key features UK females look for when buying swimwear – and it’s bad news for the triangle bikini.

  •  Fewer than 2 in 10 British women feel confident in triangle bikinis
  • Finding swimwear that is figure flattering is women’s biggest priority (49%)
  • More than half (52%) struggle to find swimwear that is flattering while offering support

With the summer holiday season just around the corner, feeling confident (39%) in a costume is a key factor in choosing whether to buy or not. However, when it comes to bikinis only 25% of women feel confident, with triangle bikinis (18%) the worst culprits for low confidence.

triangle bikini

Instead, it seems us Brits are turning to the tankini for our beach bliss in summer 2017. As the top choice of swimwear for 60% of British females, the tankini is most definitely seeing a revival. In fact, Google searches for ‘tankini sets UK’ have seen a 100% increase in the last 12 months1.

The swimwear styles that make women feel the most confident are:

  1. Tankini (60%)
  2. Modest swimsuit (59%)
  3. Cut out swimsuit (44%)

Unsurprisingly, then, it seems support is a top priority for women looking for swimwear. More than half (52%) struggle to find swimwear that is both flattering and supportive, and finding costumes which fit on both the top and bottom is challenging for 47%. Many women (40%) also struggle to find swimwear which either fits or supports their bust – potentially down to the fact that many high street swimwear ranges work in dress sizes rather than bra sizes.

One in five shoppers will go online for swimwear, as they believe there are more options (52%) than in store, making it easier to find the style they want (46%). However, 49% choose to buy online as they dislike trying swimwear on in changing rooms.

The top five retailers British women go to for swimwear are:

  • Marks & Spencers (44%)
  • Asda (37%)
  • Debenhams (36%)
  • River Island (29%)
  • John Lewis (28%)

Catherine Woolfe, Marketing Director at CollectPlus, says:

“It’s no secret that for many women, the thought of buying beachwear brings a certain level of anxiety, as many feel pressured to always look good around the pool and on the beach.

“It’s a shame that so many find it difficult to buy swimwear which supports and flatters their shape. Shopping online is a good option for those who struggle to find the right fit, as there are so many more options to choose from, as well as the opportunity to try different styles in the comfort of their  own home.

“CollectPlus makes it easy for customers shopping online to find the perfect swimwear.  And any which don’t suit can then be quickly returned from any CollectPlus point.”

If you are heading away this summer and you’re in need of some expert advice on the swimsuit to buy, head to: (link to be added)


Notes to Editor

These statistics were determined using a survey of 1,843 participants. For further information please contact


  1. Information on Google Searches for ‘tankini sets UK’ was retrieved from Google Trends and was correct as of the 19.04.2017:



Drop and Collect Limited trading as CollectPlus is the UK’s largest independent store-based parcel delivery and returns service. It offers a simple and convenient way for people to collect online purchases from or return unwanted items to more than 350 high street and online retailers, including John Lewis, New Look and ASOS – all at their local convenience store.


It is also possible to send parcels to any UK address from a CollectPlus store, making it a convenient option for those who sell products via online marketplaces such as eBay, as well as acting as a cheaper and convenient alternative parcel service for sending packages to friends and family.

Founded in 2009, CollectPlus was the first business to offer third party Click & Collect in the UK and now has a network of over 6,000 conveniently located parcel stores across the UK, nearly all of which are open early ‘til late seven days a week. 90% of the UK’s urban population live within a mile of a CollectPlus point and 89% within five miles in rural areas.


CollectPlus now handles in excess of 400,000 parcels a week and in September 2016 handled its 75 millionth parcel. Drop and Collect Limited trading as CollectPlus is a wholly owned subsidiary of independent parcel carrier, Yodel.



UK independent parcel carrier Yodel handles over 155 million parcels every year and has a relationship with 85 per cent of the UK’s top retailers. The company is headquartered in Hatfield and has over 60 locations across the UK, including three central sorts and over 50 service centres.

Yodel offers a range of services to meet the needs of its clients and their customers.  Through Arrow XL, Yodel can also offer a two-man service for white goods and large items up to 120kg.

Illustrations © Emma Jones

May 8th 2017 - by @CollectPlus