NEW YORK — With the airline industry facing upheaval, terrorism still weighing heavily on the minds of travelers and cruise ships plagued with sick passengers, vacation-dependent swimwear firms are employing a variety of strategies and special...
NEW YORK — With the airline industry facing upheaval, terrorism still weighing heavily on the minds of travelers and cruise ships plagued with sick passengers, vacation-dependent swimwear firms are employing a variety of strategies and special promotions to attract shoppers.
And with this year’s retail sales expected to be flat or slightly up from last year’s $1.8 billion, executives are breaking away from well-worn formulas in favor of new practices.
Peter Rubin, president of the Swimwear Manufacturers Industry Association, expects travel to pick up next year.
"A lot of people didn’t travel last year because they were afraid to get on planes," Rubin said. "Now people feel it’s necessary to get away. They might not go see the pyramids, but they will drive or get on a plane to go to Florida."
There is a tremendous amount of pressure on manufacturers to keep prices down, said Brenda West, vice president of Manhattan Beachwear, the maker of the Hot Kiss, Hobie, Surfside and Ocean Avenue junior lines. The company also produces VM Sport, a misses’ label.
Department stores have seen retail prices of junior swimsuits creep up to $70 and $80, which is too pricey, she said. "Price is the number-one concern," West said.
To keep retail prices in the $50-to-$70 range, Manhattan Beachwear is doing more manufacturing in Mexico and Brazil, and is sourcing fabrics from a greater range of locales. The company is using its four factories in the Los Angeles area to chase trends, West said.
Department stores and mass marketers like Target and Mervyn’s are increasing their private label business, with suits that retail from $40 to $60, West said. Private label sales account for 30 percent of Manhattan Beachwear’s business. Overall, the company expects sales to increase by 20 percent, but West was quick to point out that Sept. 11 took a toll on last year’s business.
To mark its 75th anniversary next year, Speedo plans to highlight that milestone on hang tags, its Web site and in its first consumer catalog, said Craig Brommers, vice president of marketing. A sweepstakes will be held for consumers to win a trip to Australia, the place where Speedo was founded in 1982.For the first time, the company is also looking into doing consumer advertising in May or June. The brand may also run some commercials during NBC’s coverage of the "Duel in the Pool," a swimming showdown between the U.S. and Australia in April.
On the product front, Speedo Endurance, $70 reversible suits made of PBT fabric and available in "brighter, fun" colors, will be the focus, Brommers said.
Sunset Beach, a junior label owned by Speedo Authentic Fitness, will be trying its hand at special events this spring. The brand has teamed up with the cosmetics company Hard Candy to develop a tie-side bikini with Hard Candy-inspired charms like plastic hearts, and a gift-with-purchase: nail polish dyed to match the swimwear.
In February, Sunset Beach will hold a sweepstakes at Gadzooks, encouraging shoppers to design their own suit. The winner will be flown to Los Angeles to select the fabric for their suit, which will be produced on a limited run.
For 2003, La Perla has produced a few hundred extra swimsuits because this year the company sold out of almost everything, a company spokeswoman said. For the first time, there are plans to run print ads this spring for La Perla Mare, swimsuits that retail for $250 to $600.
To make the line more glamourous, the emphasis will be on suits embellished with sequins, jewelry and hand embroidery. There will also be plenty of colors like bright pink, orange and red. Variations of the bikinis that were especially made for Halle Berry to wear in "Die Another Day" are expected to be important at retail.
Swimwear sales are slightly ahead of last year, and the new La Perla store in New York’s SoHo district, its seventh store in the U.S., should help boost 2003 sales, the spokeswoman said.
Amahlia Stevens, designer of Vitamin A, lists Minnie Driver and Britney Spears among her brand’s fans and is working to provide her bikinis to the entertainment industry. On the East Coast, the brand is represented by the Simply Chic showroom, which also handles Juicy Couture. Stevens prefers to focus on better specialty stores and has developed a lifestyle collection to layer over the swimwear for 2003.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)