For Tommy Bahama, everyday is a beach day. And to promote its spring women’s swimwear collection, the brand has created a Cabana Room shop-in-shop at its New York flagship.The 300-square-foot shop is intended to deliver “an immersive swimwear shopping experience in an inviting environment reminiscent of a modern resort cabana,” according to the company.The shop is located inside the store’s 45th Street entrance, and has white-washed wood floors, blue and white floor-to-ceiling cabana curtains and teak furniture from the company’s home collection outside the entrance.Two Swim Finder video screens display a digital catalogue of the entire swimwear assortment and customers can use it to narrow down the selections, which are then brought to them by staff trained in fitting swimwear.Lissette Marquez, fit specialist for the label, said this is the only Cabana Room in the chain and Tommy Bahama chose New York because it is the flagship for the brand and also can act as a model for a potential wholesale rollout. A wholesale version of the shop would be available to interested stores in October for cruise 2018.The Cabana Room had a soft opening two weeks ago, and Marquez said sales of the swimwear are running 54 percent over the same period last year. Among the bestsellers are a Shibori blue-and-white print. The shop also offers the new Island Sculpt collection, a collection with 41 percent Lycra that features four-way stretch intended to shape and enhance curves. In addition to one- and two-piece swimsuits, the shop also includes cover-ups, a swim legging, rash guards, boyfriend shirts and hoodies.“We believe Tommy Bahama swimwear is exceptional and we wanted to build an experience to celebrate it,” said Doug Wood, chief executive officer of Tommy Bahama. ”The Cabana Room offers guests the relaxed, comfortable and personalized experience of our complete swim collection — every style, every color, every print. It’s where everyone can find their perfect fit."In fiscal 2016, Tommy Bahama, a division of Oxford Industries, has been struggling with reduced traffic at its 168 stores as well as a lackluster women’s business. Oxford is hoping that signature product such as swimwear, cover-ups, knit dresses and handbags will help lead to a turnaround this year.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.