Ecomdigest Swimwear Newsletter - 11.14.2024

PLUS: LOFT dives into swimwear with a fresh Fall 2024 splash

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 6 minutes

Niche Nuggets 🔎

Left on Friday founders Laura Low Ah Kee and Shannon Savage, with Lululemon experience, created durable, stylish swimwear. Their "Smoothing Dream Fabric" gained Olympic attention, leading to a partnership with Canada's beach volleyball team. Their innovative designs, based on athlete feedback, showcased at the 2024 Paris Olympics, winning silver medals.

WET Swimwear’s cruise collection shows how to blend functionality with aspirational design to meet diverse consumer needs. By emphasizing daytime elegance with bold one-pieces, adventure-ready rash guards for sun protection, and evening glamour with versatile cover-ups, the brand creates a narrative of style and practicality.

Marketers can take inspiration from this approach by showcasing products as multi-functional, appealing to various lifestyle scenarios, and using storytelling to elevate the brand's value and resonate with consumers.

BeachCandy's pivot to organic fashion offers marketers a powerful example of aligning brand values with consumer priorities. Founder Brit’s personal journey inspired a focus on health, sustainability, and wellness, with organic, chemical-free materials that cater to holistic lifestyles. By championing transparency and promoting benefits like breathable, hypoallergenic fabrics, BeachCandy taps into the growing demand for clean, ethical fashion—a trend marketers can leverage to resonate with conscious consumers.

LOFT has entered a strategic licensing partnership with Li & Fung, a leader in supply chain solutions, to launch LOFT Swim. This collaboration aims to expand LOFT's offerings in the swimwear category, leveraging Li & Fung's expertise. The new collection, debuting in Fall 2024, will feature a range of swimwear designed to flatter various body types, available at full-price retailers nationwide.

This partnership is a natural progression for LOFT, known for its fun and feminine fashion. By tapping into Li & Fung's swimwear design and distribution capabilities, LOFT aims to reach a broader audience. The collaboration highlights Li & Fung's role in helping brands diversify and grow, offering new opportunities for both companies in the competitive swimwear market.

MarediModa's 22nd edition highlighted industry resilience with high-quality attendees despite fewer visitors. Exhibitors focused on versatile designs and customization to meet changing consumer preferences. Sustainability and responsible sourcing were emphasized, alongside recognizing emerging design talent through The Link competition, showcasing the industry's commitment to innovation and growth.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for e-commerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division