Browsing through a person’s swimwear closet, you will rarely find brand loyalty. The swimwear market is very fragmented, with people buying more for style than for a specific brand.
For Melanie Travis, founder and CEO of the Direct to Consumer (D2C) brand Andie, it smacks of opportunity. Swimwear is a nearly $ 21 billion market, Travis said, but the only major player is Speedo, which is “very different from Andie,” founded in 2017 and aimed at millennials and millennials. Z.
âIt’s such a fractured landscape, and what excites me for the future is creating a swimwear brand that truly defines the generation,â said Travis, with opportunities to offer more than swimming as the business grows. For example, Andie launched Intimates in April and “is starting to make inroads into synergistic categories,” she said.
Certainly, a fragmented swimwear market means there are a lot of players to contend with, and more and more are emerging with each season. Victoria’s Secret, for example, just relaunched its swimwear line as part of a brand revitalization, and D2C MeUndies brand launched in May its first line of swimwear alongside its underwear and comfort items.
See also: Victoria’s Secret, Bath & Body Works chart separate paths on similar trends
Travis said, however, that growing âcarefully and strategicallyâ with a focus on understanding customers in the digital landscape is key to Andie’s success. âI think we can build the next big swimming brand,â Travis said.
Andie started off with a “very classic” product – “a little black swimsuit dress, something every woman could have in her swim drawer, even if she had other styles as well,” said Travis. From there, Andie expanded into other styles, but Travis said the brand was focused on âonly adding styles that women want and loveâ.
âWe are data-freaked scientists when it comes to growing and understanding the digital landscape, acquiring customers online and building a brand that truly resonates with our core demographic,â he said. she adds.
Reach out to consumers
Facebook and Instagram have been central to Andie’s strategy for its first four years of existence, the CEO told PYMNTS, but the brand has also started to do more with TikTok, both in terms of collaboration. with influencers to launch viral campaigns and by paying for advertisements. on the video social network.
According to a recent study conducted by TikTok, 39% of users say TikTok videos are the most likely to influence product purchases, second only to family and friends. Additionally, 67 of users said the ads on TikTok grabbed their attention, and 72% said the ads on the platform were inspiring.
âBy being extremely rigorous in our approach to digital marketing on social platforms, we have been able to keep customer acquisition costs very low as we scale, which is difficult to do,â noted Travis.
Yet social media marketing is not a unique phenomenon. In fact, social commerce has become so important that even social networks themselves are looking for a share of the action. Social commerce – which refers to the discovery and purchase of products through social media apps – is expected to exceed $ 363 billion in sales, according to eMarketer.
Read more: Commerce is fast becoming the new battleground for social media giants
All of this may be part of the reason why Travis said Andie has reached a point where the company’s marketing strategies need to break out of the digital landscape in order to “take Andie to another level and increase his brand awareness.” . about Andie to a larger woman who might not be on Instagram.
The most public effort was Andie’s new ad campaign with Demi Moore, who was one of the brand’s early investors. Deep in the pandemic, Travis said she contacted Moore and asked if she would be interested in doing commercials for Andie with her three daughters. The result is a nationwide campaign, including a billboard on Sunset Boulevard in Los Angeles and ads throughout New York City, in addition to digital ads.
Andie also teamed up with actress and model Claire Holt, who has seven million Instagram followers, to design a swimwear collection to be more appealing to a Gen Z audience.
âIt was just like this stage of Andie’s growth was the right time to diversify our marketing efforts and partner with celebrities whoâ¦ really resonate with our brand values,â said Travis.