Ecomdigest Swimwear Newsletter - 08.13.2024

Specialty Bites 🍪

MARKETING INSIGHTS
Indie Swimwear Brand Scores Olympic Uniform Deals with Two Teams

A Vancouver-based swimwear brand founded in 2018 by former Lululemon executives Laura Low Ah Kee and Shannon Savage, has made a significant splash at the Olympics. The brand secured deals to outfit both Canada's and Spain's women's beach volleyball teams, marking its Olympic debut. This achievement is particularly notable as Team Canada's uniforms are the first single shoulder-strap designs in Olympic history. The brand's journey began with a three-year sponsorship deal with Canada's national team in 2022, allowing them to create custom, high-performance designs that stand out on the court.

The partnership with Team Spain came together just six weeks before the Games, showcasing the brand's agility and commitment to performance. Despite the time constraints, Left on Friday managed to tweak existing designs to meet the needs of the Spanish athletes. However, due to Rule 40 of the Olympic Charter, the brand's marketing efforts are limited until after the Games, although the athletes have been showcasing their uniforms on social media.

The co-founders, who attended the Games to support both teams, see this global exposure as a validation of their mission to blend fashion and function in active swimwear. They plan to leverage this moment by expanding their marketing efforts and offering worldwide shipping post-Olympics. Additionally, they hope to capture the attention of Snoop Dogg, whose presence at the Olympics has gone viral, potentially boosting their brand awareness even further.

SWIMWEAR FASHION
Swimwear Brands Gear Up for Competitive Summer Season

Swimwear brands are gearing up for a competitive summer, with Andie Swim and J.Crew launching new campaigns and collaborations. Andie Swim's partnership with Mindy Kaling and J.Crew's collaboration with the USA swim team highlight the industry's dynamic nature, as brands strive to capture market share in a growing $20 billion industry.

MARKET ANALYSIS
Swimwear Market to Hit $41.1 Billion by 2030

The swimwear and beachwear market is projected to grow from $27.5 billion in 2023 to $41.1 billion by 2030, driven by fashion trends, UV protective innovations, and rising disposable incomes. Companies are leveraging R&D, strategic partnerships, and digital marketing to capitalize on this expanding market.

Industry Appetisers 🥨

FASHION COLLABORATION
END x Adidas SPZL Celebrate 10 Years with By the Sea Collection

END and Adidas SPZL celebrate their 10th anniversary with the "By the Sea" collection, featuring 11 pieces inspired by vintage Adidas designs. Highlights include the Moscrop 2 SPZL sneaker, Wilsy SPZL, and Samba Deco SPZL, alongside apparel like the Calavadella Jacket and retro Track Top and Pant.

RETAIL INNOVATION
Bloomingdales and Rebag Launch In-Store Luxury Resale Initiative

Rebag and Bloomingdales have partnered to offer over 2,500 pre-owned luxury items online and in select stores. This initiative aims to democratize luxury resale, promote sustainability, and enhance the shopping experience. The collaboration launched online on August 8, 2024, with in-store concessions to follow.

Performance Platters 🍽️

SOCIAL PLATFORM
Instagram Shifts to Views as Primary Metric for All Media Formats

Instagram will prioritize views as the main metric for all media formats, replacing 'plays' for reels and 'impressions' for non-reels. This change aims to unify metrics across the platform, enhancing user understanding of content performance. Other metrics like accounts reached and interactions remain available.

ADVERTISING PLATFORMS
Google's Antitrust Trial Could Reshape Online Advertising and Market Dynamics Forever

The upcoming antitrust trial against Google could lead to significant changes in the online advertising industry. Compliance costs, increased competition, and the rise of alternative platforms and technologies are expected. Google's market share may decline, and it might need to diversify revenue streams and adapt to stricter global regulations.