Ecomdigest Swimwear Newsletter - 08.22.2024

PLUS: Why TikTok is a must-invest ahead of peak periods

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Ecomdigest
August 22, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Despite their differing fashion styles, Crown Queen Mary of Denmark and megastar Taylor Swift share a mutual love for the Australian swimwear brand Zimmermann. The global pop star, 34, and Danish Queen, 53, have both been spotted wearing pieces from Zimmermann's 2023 Summer Swim collection this year. Queen Mary was seen in a Devi Plunge V Wire One Piece, retailing at around $160, while taking a dip in Sardinia before heading to the Paris Olympics. Taylor Swift, in a montage of personal moments shared on social media, was seen wearing a Zimmermann bikini top from the same collection.

Both Taylor's bikini top and Mary's one-piece feature a colorful paisley patchwork print, wired plunging neck, and thin spaghetti straps. Mary's swimsuit offers more coverage and includes a stylish removable belt with a chain-embellished detail. She paired her swimsuit with a Canopy Bay 76 Hutton Malibu hat by Australian TV personality and skin cancer survivor Deborah Hutton.

Zimmermann has gained a celebrity following in recent years, showcasing collections at both Australian and New York fashion weeks. While not cheap, the swimwear doesn't come with an exorbitant designer price tag. Taylor's $165 Devi Plunge V Wire bikini top is out of stock on the Zimmermann website but can be found with some online vendors for less than $50. Queen Mary's swimsuit ranges between $162 and $235.

This isn't the first time Mary and Swift's styles have overlapped. They are also fans of New York designer Ellen Hunter, known for her ornate handcrafted jewelry hair accessories.

Speedo dominated the Paris 2024 Olympics, with over half of the swimming medals won in their Fastskin 2.0 suits. The brand achieved 75 medals, including 29 golds and 16 Olympic records. Speedo's innovative technology, developed with Lamoral Space Tech, contributed to these successes, highlighting their commitment to progress and innovation.

Frankies Bikinis, founded by Francesca Aiello in Malibu, has opened its first permanent store in its hometown. The 900-square-foot boutique features exclusive products and a minimalist design. The brand, supported by influencers and a Victoria's Secret investment, plans further retail expansion, capitalizing on the growing swimwear market.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and summer sales.

Speedo's approach of sharing emotional, athlete-focused content demonstrates how established swimwear brands can leverage major sporting events and athlete partnerships to create engaging TikTok content.

TikTok's ability to attract new customers makes it ideal for product discovery in the swimwear sector, with the platform's broad reach and engaging content format driving both immediate demand and long-term brand loyalty.

As swimwear brands prepare for upcoming high-traffic events and peak seasons, how can they develop a comprehensive TikTok strategy that balances emotional storytelling, product showcases, and brand values to maximize both short-term sales and long-term customer acquisition in this highly seasonal market?

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

Disney, YouTube, and Instacart introduce innovative ad formats to enhance user engagement and brand recall. Disney's interactive and shoppable ads, Instacart's contextual product placements, and YouTube's picture-in-picture live mid-rolls aim to create less intrusive, more engaging advertising experiences, promising higher consumer interaction and improved monetization.

Industry Appetisers 🥨

Swimwear brands are gearing up for a competitive summer by launching new campaigns and collaborations. Andie Swim, for instance, preps a year in advance and has seen success with its Mindy Kaling collaboration. The industry, growing at 5% annually, faces intense competition from big brands like Skims and J.Crew.

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.

Ecomdigest is a Contentive publication in the DTC Ecommerce division