Sartorially speaking, summer tends to be more casual than other times of year, but it’s big business for The Outnet.
The online and digital retailer’s Summer Shop bowed Monday, a fully shoppable section divided into three parts: relaxation, exploration and party. In-house brand Iris & Ink on Wednesday will launch its first swimwear collection at the Summer shop, consisting of a classic black side-tie one-piece bathing suit, ruched red bandeau bikini, nautical striped halter bikini and color-blocked tankini with an athletic, sporty edge. Same-day delivery to the Hamptons will be gearing up.
“What began as a small collection of essentials has evolved into a seasonal collection,”said Shira Suveyke, executive vice president and chief merchant. “Iris & Ink now offers nearly 180 styles per season, leading the brand to be one of our best-performing across the site.”
“We know the customer buys by occasion,” said Andres Sosa, executive vice president of sales, marketing and creative of The Outnet. “For the first time, you can actively navigate through the site. Summer is about understanding the customer’s itinerary. We’re trying to ensure that all her dressing needs are covered with a one-stop shop.”
Product assortments and editorial content are inspired by relaxation, exploration and party, and The Outnet’s social media channels, including its refreshed on-site content hub, will reflect three warm weather lifestyles, possibly with the participation of the brand’s influencers.
Besides Iris & Ink swimwear, other Summer Shop exclusives include a collection by March 11 featuring floaty embroidered tops and dresses, and Lisa Marie Fernandez’s activewear and swimwear capsule bowing in July. Other highlights include embellished kaftans by Missoni; two exclusive styles by Tibi; swimwear launches by Kenzo, Stella McCartney, Just Cavalli and La Perla, and summer-ready accessories by Clare V and Paloma Barceló.
“Summer is very busy for us,” Sosa said. “One reason we’re launching in May is because we see a spike in searches on the site. People are already starting to look for swimwear. Summer is a very important time of year and holiday is next.”
The Outnet will launch same-day delivery to the Hamptons on June 8. “This fits within the party mode,” Sosa said. “We’ve seen great traction in the Hamptons. We see it across VIPs and consumers spending long weekends in the Hampton during the summer.”
Mobile accounts for 50 percent of the Outnet’s sales. “People talk about mobile first, but that’s how we operate,” Sosa said. “We say, ‘How will this creative or activation work on mobile?’ and then worry about how it will look on site.”
Iris & Ink has grown beyond the expectations of Outnet executives. Beyond apparel, the brand has launched accessories, shoes, party wear and now swimwear. “There’s a lot left,” Sosa said. “We need to keep true to the brand and true to the quality and design.”
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