How much do women hate swimsuit shopping? Enough that online and catalog company Lands' End has developed a cult-like following for its elaborate fit system, organized around "anxiety zones," with,
for example, 40 styles desinged "to minimize tummy/waist." (And don't overlook the fact that catalog shopping allows women to try on suits at home, in perfect privacy, away from the deadly glare of
the store mirror.) Since Lands' End "began addressing issues of shape and fit in the late 1990s... a sizable portion of its annual sales has come from swimsuits, said David McCreight, president of the
company." "We're probably one of the top swimwear businesses in North America," McCreight told
The New York Times.
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