Swimwear Anywhere Inc. is launching Coco Rave, a junior swim line using bra sizing for C through DD cups, for cruise 2008.
The firm hopes it can apply its success with Coco Reef, a misses' swim line using bra technology and design, to a younger market.
"The fit of a suit is the number-one factor in selling a suit," said Sandy Engel, vice president of sales for Swimwear Anywhere. "Most women say a swimsuit is the hardest piece of apparel to buy, but most women know their bra size."
Since Coco Reef started three years ago, Engel said retailers had been requesting younger silhouettes, which inspired the company to start developing a more contemporary line a year and a half ago. Whereas Coco Reef targets 25- to 40-year-olds and is primarily tankini-driven, the new Coco Rave collection targets 15- to 25-year-olds and is bikini-driven.
The Coco Rave debut collection, for which the theme is "endless summer" with pineapples as a reoccurring symbol, uses a bright array of colors and youthful patterns.
The tops sell in sizes C, D and DD cups with XS/S, M/L and XL options, in lieu of rib cage measurements like 32 and 36.
The bra tops wholesale for $22 to $28 and the bottoms go for $18 to $28. The approximately 50-piece line also includes cover-up dresses and shorts that wholesale from about $20 to $40.
Engel projects it will be a $4 million to $6 million business in the first year, and thinks that number could ultimately double to Coco Reef's $10 million to $12 million in volume. Swimwear Anywhere is targeting the retailers that carry Coco Reef, including Macy's, Bloomingdale's and Dillard's.
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