Looking by means of an individual’s closet of swimwear, hardly ever would you discover model loyalty. The swimwear market could be very fragmented, with folks procuring extra for model than for a particular label.
For Melanie Travis, founder and CEO of direct-to-consumer (D2C) model Andie, that smells of alternative. Swimwear is a virtually $21 billion market, Travis mentioned — however the one main participant is Speedo, which is “fairly totally different than Andie,” based in 2017 and catering to millennial and Generation Z girls.
“It’s such a fractured panorama, and what will get me so excited concerning the future is to construct a very generation-defining swimwear model,” Travis mentioned, with alternatives to supply extra than simply swim as the corporate grows. For instance, Andie launched intimates in April and is “beginning to make inroads in synergistic classes,” she mentioned.
To make certain, a fragmented swimwear market means there are many gamers to deal with, with extra rising each season. Victoria’s Secret, for instance, simply relaunched its swim line amidst a revitalization of the model, and D2C model MeUndies in May launched its first swimwear line alongside its underwear and luxury objects.
See additionally: Victoria’s Secret, Bath & Body Works Chart Separate Paths On Similar Trends
Travis mentioned, although, that rising “fastidiously and strategically” with a deal with understanding the purchasers within the digital panorama is essential to Andie’s success. “I believe we will construct the following massive go-to swim model,” Travis mentioned.
Andie began with a “very traditional” product — “a bit black costume of swimwear, one thing each girl might have in her swim drawer, even when she had different types as properly,” Travis mentioned. From there, Andie expanded to different types, however Travis mentioned the model targeted on “solely including types that girls need and love.”
“We’re mad information scientists relating to progress and understanding the digital panorama, buying clients on-line and constructing a model that actually resonates with our core demographic,” she added.
Reaching Consumers
Facebook and Instagram have been a core a part of Andie’s technique in its first 4 years of existence, the CEO advised PYMNTS, however the model has additionally began doing extra with TikTook — each by way of working with influencers to start out viral campaigns and paying for commercials on the video social community.
According to analysis lately performed by TikTook, 39 % of customers say TikTook movies are most probably to affect product purchases, second solely to household and mates. Additionally, 67 of customers mentioned adverts on TikTook seize their consideration, and 72 % mentioned adverts on the platform are inspiring.
“By being extraordinarily rigorous with our method to digital advertising throughout social platforms, we’ve been capable of maintain the shopper acquisition prices actually low as we scale, which is tough to do,” Travis famous.
Still, advertising on social media is hardly a novel phenomenon. In truth, social commerce has gotten so massive that even social networks themselves are in search of a lower of the motion. According to eMarketer, social commerce — which refers to discovering and buying merchandise by means of social media apps — is projected to high $363 billion in gross sales.
Read extra: Commerce Is Fast Becoming The New Battleground For Social Media Giants
All of that is maybe a part of the explanation that Travis mentioned Andie has reached some extent the place the corporate’s advertising methods want to interrupt out of the digital panorama so as to “put Andie on one other degree and drive extra top-of-the-funnel consciousness about Andie to a broader girl who perhaps isn’t on Instagram.”
The most public effort has been Andie’s new promoting marketing campaign with Demi Moore, who was one of many model’s first buyers. In the depths of the pandemic, Travis mentioned she reached out to Moore and requested if she can be all in favour of doing adverts for Andie along with her three daughters. The result’s a nationwide marketing campaign, together with a billboard on Sunset Boulevard in Los Angeles and adverts throughout New York City, along with digital adverts.
Andie additionally partnered with actress and mannequin Claire Holt, who has seven million followers on Instagram, to design a set of swimsuits so as to attraction extra to a Gen Z viewers.
“It simply felt like this stage of Andie’s progress is the fitting time to diversify our advertising efforts and companion with celebrities who … actually resonate with our model values,” Travis mentioned.
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https://www.pymnts.com/news/retail/2021/fragmented-swimwear-market-leaves-opening-for-d2c-brands/
