Debenhams Reveals The Long And (Very) Short Of Men’s Swimwear

Debenhams has revealed new research showing the exact age when men can no longer resist the allure of ‘speedos’.

The correlation between the age of a man and his swimwear preference has shown that while board shorts dominate from age 13 and tailored trunks are popular during the late 20s and into the 40s, it is age 55 when men opt for the tiny proportions of swim briefs, says fashion store Debenhams*.

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In fact, the peak is reached at the age of 59, when the length of swimming trunks can reach as little as just two inches (fabric measured down the hip).

Debenhams’ research shows that boys wear regulation swimming briefs throughout their early schooldays, when most of their clothing is bought by their parents, until the age of approximately 13 years old.

A transformation occurs over the next four years as teenagers rebel, with length of trunks plunging a full 15 inches to hit the knee by the age of 16, as seen on singer, Justin Bieber.

Trunk length slowly begins to creep back up between the ages of 28 and 35, as young men look to hit the beach and show off their bodies in order to find a partner.

Debenhams spokesperson, Ruth Attridge said: “It was no surprise that most respondents referenced the pulling power of Daniel Craig’s tight-fitted blue trunks as their main beach influence.

“However, when we discovered that even James Bond can’t tear British men in their over 50s away from the skimpiest of bathers, we knew we had to start taking notes.”

Throughout the 40s, board shorts and their smarter cousin, trunks, do battle with a 50 / 50 preference from Debenhams customers.

However, from age 55, swimming trunks turn back into swimming briefs and at the age of 59 reach eye-watering proportions, a la Giorgio Armani and Peter Stringfellow.

Almost no men ever return to board shorts, apart from the notable exception – actor, Jack Nicholson.

Attridge continued: “Our findings are very important in helping our men’s swimwear designers get ready for the Olympic sales boom, expected to start at the beginning of 2012.

“With tiny, tight, togs sure to create a splash, we will be reviewing our designs to try and ensure all men look like David Gandy in their swimmers, whatever their age and figure.”

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Boots Treat Street Welcomes Aviva Insurance

Boots Treat Street is pleased to welcome Aviva Car and Home as one of its newest brands to join the online shopping portal. This deal is a new offering for the ‘Insurance’ area of the Boots Treat Street website, which will allow customers to collect more Boots Advantage Card points through the site and collect points whilst protecting their possessions.

Treat Street has established this partnership with Aviva Insurance to provide its customers even more options from leading UK insurance brands, alongside the RAC, Legal & General Home and Life Insurance and Sheila’s Wheels.

Dave Robinson, Head of Partnership Marketing at Boots Treat Street, commented: “Aviva Treat Street is happy to announce that customers can now expect to collect Boots advantage card points with Aviva Car & Home Insurance. Aviva Insurance is a fantastic addition to the Insurance category of Treat Street and we look forward to the many opportunities this coming-together will offer our customers are excited to be able to help our customers collect Boots Advantage Card points whilst protecting their possessions.

“We know that insurance is an important thing to consider and now you can expect discounted prices and Boots Advantage card points with every policy thanks to Treat Street.

Aviva Car and Home Insurance joined Boots Treat Street in July 2011, and is a leading provider of life and pension products in Europe (including the UK) with substantial positions in other markets around the world, marking it the world’s sixth largest insurance group based on gross worldwide premiums at 31 December 2009.

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Boots Treat Street Welcomes French Connection

Boots Treat Street is pleased to announce the launch of French Connection at boots.com/treatstreet. Fashion-loving Boots customers can collect even more Advantage Card points when they shop online at French Connection through Treat Street. French Connection offers a catwalk-inspired fashion-forward clothing range with a quirky spin on design as well as great quality at affordable prices and now customers can collect points on all the summer fashion must haves.

Dave Robinson, Head of Partnership Marketing at Boots Treat Street said: “We are delighted that French Connection has joined Treat Street. This new addition offers great value for new and existing customers, who want to reward themselves following a purchase online through Treat Street.

“We plan to expand our offers and retailers in the fashion and gifts categories throughout 2011 so be sure to check the website frequently for new offers. By shopping through Treat Street, you can collect Boots Advantage Card points with every purchase.”

Launched in 2010 and now with over 70 brands to choose from, Boots Treat Street enables Advantage Card customers to collect Boots Advantage Card points with every purchase they make online .Customers shopping through Boots Treat Street collect at least one point for every £1 spent with stores such as eBay, Play.com, The Train Line and New Look.

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Debenhams Launches Sports Range With Jenni Falconer

Debenhams has announced the launch of a brand new women’s sportswear range, XPG by Jenni Falconer, designed by the TV personality and sports enthusiast, which will go into 36 stores and online.

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XPG (cross performance gear) by Jenni Falconer will be the first celebrity own-bought collection for Debenhams and adds to a sportswear portfolio that includes collections from big name brands including Nike, Reebok and Adidas.

The women’s sportswear collection has been designed by keen marathon runner and ‘This Morning’ presenter, Jenni Falconer to combine performance and style in a fashionable, feminine way. Bright, bold colours and high function fabrics have been used to optimise sporting performance and suit all figures at exceptional value for money.

The debut collection includes 35 pieces, available in sizes eight to 16 and ranging from £14 to £40 in price. Practical details include reflective prints, wickable and breathable fabrics, mesh panelling and MP3 compatible pouches. Stretch leggings and trousers have specially placed seams which cut across thighs to create a sleek and trim silhouette.

The XPG by Jenni Falconer launch collection will be introduced from today covering 8,000 sq. ft. of new selling space.

Adam Creasey, Trading Director for Debenhams said: “By enlisting Jenni Falconer, we have been able to create a functional, flattering range that’s as wearable in the gym as at home.

“With a fitness boom expected to coincide with the run up to the London 2012 Olympics, XPG by Jenni Falconer cements our position as the High Street home for sportswear design and value.”

Jenni Falconer said: “I’ve always looked for a sportswear line that really works for my lifestyle and caters to my needs. I put a lot of thought into what practical features would make training that little bit easier – the locker key pockets and iPod pouches are small details that make a big difference.

“I love that I can wear this range at the gym, for cycling, walking, running, yoga classes, using workout DVDs or just for relaxing at home.”

An essential core selection supports seasonal pieces, including pastel coloured performance tees in breathable fabric, and grey marl tracksuit bottoms with smooth peached finish.

Loose fit vest tops in a stripe fabric are designed to be layered over a crop tops and sports bra, and come in bright pinks and berry shades as well as classic grey and black. Hooded zip-thru jackets feature shaped cuffs to keep hands warm while running outdoors. The shower resistant jacket is super lightweight, with reflective print ideal for cyclists.

Creasey added: “We have introduced XPG by Jenni Falconer to offer our customers great value sportswear combined with feminine styling and practical features. Debenhams sports department caters to both aspiring athletes and the sporting fashionista.”
The launch of XPG by Jenni Falconer is supported by a PR and marketing campaign and is merchandised in store and online with dedicated collateral and shop fit. Jenni Falconer appears in both press and store promotional campaigns.

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