Why does this brand become the next Lululemon?

Leslie Denby has been looking for the right sportswear retail business in her brother’s fitness studio in Houston, frustrated in Texas. She is a buyer of the studio’s clothing department, and although she sees many options, many people don’t have the fit or the style she wants.

Denby isn’t exactly a newbie. She has worked at Chanel and has had some experience in fashion. “I want to create a clothing brand that covers a lot of need for high intensity workouts, yoga on athleisure,” she says. Denby named DYI defines your inspiration, based on studio names, defining the body and mind. The track was originally sold exclusively in the studio, but the brand is now sold in 400 stores across the country and has begun to be sold overseas.

Her brand is called a Lululemon because of its DYI leggings. Lululemon has become a famous yoga pants. The quality and fitness of the bottom make the brand a superstar. DYI par Lululemon leggings. The high waisted Leggings make you need it and need to smooth, smooth place. But the belt doesn’t dig in. It’s really comfortable.

Denby didn’t spend the night here. “I do the first round of Leggings is wrong. She said, “I’ve been digging until I’ve found the right fabric.” Then she added her fashion expertise to the design and came up with a practical and pleasing product for women of different sizes. Leggings collection of the most popular in the DYI project.

It turned out that the line was manufactured in Losangeles, but the problems caused by the distance were more than necessary. She realized that many people in Texas had set up shop in Houston. She now has a 10000 square foot factory and employs 30 people. “We are printing fabrics, cutting, sewing and shipping all from one location,” Denby said. This is rare for a garment line.

Managing a factory allows the board to create a new collection every month. Small studios like the ability to quickly refresh stores. In addition, all fabric prints are designed on site and printed in organic ink. “It’s very special for our team,” she added.”

A local sewing factory also created not in Texas and began to Denby to make its goods lost. The factory also produces baby clothes and swimsuits. Other fitness studios are customizing the print tanks for her, as they prompt them from the top of the popular soul cycle brand. Her production group is called the inspiration manufacturing group.

“I don’t think it will happen, and I can’t believe I would,” Denby said. “This is an ideal job.”. I really wake up every day and think it’s amazing. When you have this itch, you have to do it.”

Seafolly, aircraft, Republic of China: Australian beach brand by private equity

The scene is a luxurious India Palace on the foot of the Himalaya Range. Some 30 wealthy friends from Britain are celebrating their fortieth birthday. Spent the whole morning in the swimming pool, the group was called into the bar for lunch. At this point, all the people disappeared.

A member of the team is the London photographer Adam Brown. His friends hurried away to change them too tight or too loose swimwear to clothing more suitable for lunch, Brown noticed that women simply add a shirt, scarf or wear in their swimming athletes. Women are fashionable, relaxed, and elegant from the sun to the homeless. Man, well, not so much. Therefore, he has no design experience, but has a clear understanding of potential customers, so he began to design for men a high-end, suitable for their own quick drying shorts, to meet the requirements of each holiday clothing.


Orlebar Brown, his business partner, Julia Simpson Orlebar, created two years later in 2007, not just a new Menswear brand. It spurred the growth of clothing classes known as beach bars. While they fasteners and tailored cuts, Orlebar Brown immediately appealed to the swimming shorts style savvy people are willing to pay for a vacation type image, they want to think – Saint Tropez in 1960s during the heyday of swimmers hundreds of dollars. Orlebar Brown is a much more attractive item than a swimsuit.


“Summer is not a season for us, it’s a mental state,” Brown said at the mobile phone from the lounge in Istanbul airport to Turkey Bosphorus Resort Hot spot. “Summer is a color, temperature, its door opens on a plane when it stands in front of you, your entire vacation.”. Our sales strategy is to follow the sun from all over the world.”

Private equity acquisition into swimwear

Not many people can wear it underwater, which may be why private label swimwear manufacturers and beach clothes have been fashionable forgetting the land. But the beach has become a battleground for investment. 2012, Vilebrequin, another brand of beach bars, luxury men’s shorts, sold by 85 million 500 thousand of the private equity owners, NASDAQ listed G-III clothing group. 2014, the LVMH group’s private equity division has snapped up Australian brand seafolly, which has blocked the dream of South American brands. 2015, the private equity giant retail PAS Group acquired aircraft swimwear, and in February this year, crescent capital partnership bought the Republic of China from the diversion.

Luxury Missoni Paul Smith TOD, the giant, “S, Ralph Lauren, Burberry (Burberry), Hugo Boss, Chanel, Dolce & Gabbana), and most recently swimwear Calvin Klein added to their offerings……. According to the global industry analyst at Limited by Share Ltd, is a set of design department every 4 swimwear annum extended across the next five years, is the leading market value of $1 billion by the United States in July 22nd 2022.

Even more enticing, swimwear is sold as a state of mind, everything on the market, you want to wear D, when your holiday. With inexhaustible fuel imagery Instagram, high profit, luxury communication in the jet region are increasing and societal dressing approval for water, even when you are a long way from its wear realising Department broader resort is its growth potential.

Brown’s cult label typifies several “sectors” of the hottest trend. Firstly, the price is a good barrier: a pair of University Orlebar Brown Shorts costs less than $595. “Say, so, it seems that some togs misses expand the center point. Until Orlebar, Brown, dived, enthusiastic market, for some people, players are not enough expansion. “I’ve never been priced by embarrassed about us,” Brown said. “There is a tailored 60 is a pair of our shorts, and waistband has six in its independence. Our quotation rows double needle method, hook weaving department, all hardware is made in Italy fabric, is from france.”

Secondly, a hero swimwear line, allows Orlebar brown to wear men and women with a multi-storey broader class resort. In the mostly advertises label ITS swimming shorts, but the gas it produces a full page set chinos, shirts and jackets, Eve’s line, imagery packages sold all that pop up summer travel happy, and ensure good times and stomachs. Sixty cents per Orlebar Brown’s sale is non swimming.

The third trend is a severe case of sector investment attraction, a little Orlebar Brown proposed by 80 thousand from London based private Holdings Company Piper in exchange for a major extreme minority in 2013. “Adam is very clever, in making people think” I can see that I may say is that the beach, I only need to buy those shorts, “said Gibson Libby, Partner A AT Piper stake. Xie said, adds resorts wear paper, in terms of clothing and investment focus proposition, there is jumped front of the queue fashion.

“If you look at” luxury “or” Zegna “brand Calvin, Klein or Chanel, they’re all swimming. But the broader resorts wear resistant category is “Grand Prix.”. This page is driven through more casual, dressing, generally, and people spend more holidays than they used. Its drivers also use numbers, which provide a much more global view of the world. People can imagine their own lights, swapping beaches on the Internet, even if they are somewhere in England. Cold.”

A queue at Bondi

From the afar, mottled crew on sleep deprivation, patientqueuers hasn’t sent any good indication to them, queuing method. Frocked pops up on the edge of the alongside are homeless; international students waited next cashed popup to naive airtaskers; fanatical luxury is the seller of goods, they ostentatiously displayed stack of $50 and $100 in bonds. This strange microcosm clothing association played quit in June, in the middle of the iconic suburb University in Bondi Beach, Sydney.

“Yes, occasion opens a pop-up shop and houses high expectations of the utterly collectable Louis Weedon collaboration with cult New York to participate in the highest brand. The limited edition of the demand capsule collects $1400 and $6000 for hoodies, and skateboards is so vast that homeless people and airtaskers pay up to $300 overnight queue. At that time, hip tipped hysterical enthusiasm, when Justin Bieber popped’s enthusiasm, in the pop-up is his surprise visit to australia. A week, to its two week run, the acquisition of shares and shuttered for RA stores…….

The LV X highest popup was mysteriously canceled in New York and Miami. But it is not by accident that the nation is ahead. The suburbs were a beach packed young, avant-garde Mecca brotherhood, skateboarding worn. A few months ago, LV global chairman and CEO, Michael Burke, visited Sydney on a business trip. The decision was made with one of the world’s most famous beach backgrounds, the fashion show host.

It’s a sign of the way in which luxury apparel brands link themselves to the beach’s energy and atmosphere. Sydney’s most anticipated annual party is barefoot on the beach party s hermes. In February this year, 650 guests were color printing installation, skateboard ramps excited, huge floating on the DJ hippocampus, a lifeguard tower, a virtual reality experience, acrobats wearing old-fashioned lifeguard clothes, and a customized, curved screen projection of 180 degrees. Yes, there’s a shoe, fashion set, concierge trim, toe dipping to 400 tons sand dredging, Cronulla beach and shipped to Sydney’s carriageworks event space.

Prior to this, LV has the concept of Barefoot Beach Ball and black tie party in Palm Beach, Sydney. With the black tie above, dress, and shorts (or equivalent to women) at the bottom, for the treatment of cancer, Australian fundraising is a social blow, and tickets are sold before they are printed.

Former LV Australia CEO Philip Corne started the event at 2002. At present, LVMH’s private Holdings Company L Catterton Australia division executive chairman, and won a seventy percent stake, seafolly $70 million, just said that the water feels good, go together. “If you think about it carefully, if people come to the money tomorrow, most people will tend to the beach house, boat, summer vacation,” Corne said. “Not everyone is suitable, but the sun and the sea, it is dynamic, very relaxed, very chic.”. In water, one day is worth two other places.”

Corne said that this happy state of mind, we are eager to seek positive and unique experience, the eternal memory is one of the factors contributing to the growth of swimwear, as a form of mass now holiday wardrobe. “My personal view is that we are at one time, and now consumers would rather have a few things, good things last longer, and more investment in memory and experience,” he said. “A small measure in Sydney is the number of cruises, as we have seen before.”. All airlines and airports. And the beach lifestyle has been there, and it won’t rush – on the contrary.”

Tigerlily makes splash

The symbol of life is Australia’s label and personification of the Republic of China, which is creative director Amelia Mather. The 35 year old, is a typical Sydney beach girl; she said on the beach, like Jodhi Meares every weekend, her former boss and founder (Meares sold Tigerlily 2007, Mather has zero flow) and only bra wearing bikinis.

“The swimsuit is definitely emotional for me,” she said. She moved from the warehouse to an office in Alexander, Sydney, and was inspired by an old handmade Bikinis nightclub and a suspender skirt that inspired her design team. “We wear it on weekends or in leisure times.”. We work so hard, and those who really treasure us. Swimwear is reserved for those moments, and what makes it so special?.”

Mills, under creative leadership, labels sensational fashion – indeed. 2000, in Australia fashion week, with the Czech supermodel Eva Herzigova, the Republic of China launched, all sparkling sparkling water, wearing a $500000 studded Pearl bikini. The following year, Kristy Hinze made a $1 million diamond for the Republic of China bikini and held a boa constrictor around his neck. When Mills married James Packer, the whole family was placed in the front of the packers.

Mather joined the Republic of China in 2003. At the age of 21, he was accused of developing label clothes and entering the big leisure class with swimwear brand. Fourteen years later, she has grown up in the ROC territory of athleisure, dresses, wearing kimono to 70 sales, and the remaining thirty percent swimsuit. She attributes part of the success of business to more casual attire, which blurs the season and creates products that meet consumer needs. “The clothes that everyone can wear all the year round.”. We allow it to come into contact with a range of age groups and shapes, and people want to buy Australian beach lifestyle, wherever they are.

Patrick Verlaine, at the new moon capital partners, who became president of the Republic of China when the Communist Party bought 60 million dollars, said the Private Equity Investment Firm plans to sell, Australia’s unique identity to a wider audience, for the double size of the Republic of China in the next two to four years. He plans to open more stores in Australia, make more effective digital strategy, a new web site, the most important thing is to improve its foothold in the North American and European markets, and eventually become the Southeast Asia and South africa. “The Australian swimsuit is good and confirms overseas; it represents the essence of Australia and has an international appeal,” Verlaine said. “We have seen a good opportunity for the Republic of China overseas, and there is still no opportunity to flourish. If we don’t see it, we won’t invest.”

Seafolly “swimsuit superpower”

No wonder, perhaps, I Catterton Asia plans to create a $50 million ($657 million) “Sephora swimwear by opening more than 150 seafolly and the dream of the private label swimwear manufacturers in the United States, Australia, Asia, the Middle East and Europe, the establishment of wholesale sales in the retail and online market, brand clothing, towels, bags, sunglasses diversified leisure wear and shoes.

Philip Catterton of L Corne says the group aims to create a swimsuit superpower. “Our antenna is real and looking for opportunities all the time.”. Buying brands is a relatively easy part. To ensure that business systems and management policies are consistent and successful integration, that is the beginning of the real work. At the same time, expanding to another country should not be taken lightly. So we have the desire to pursue “Sephora” strategy, but the significance of the strategic investment management.”

Although seafolly manages to capture third of the Australian women’s swimwear market, global rule is neither reassuring nor easy, as Corne acknowledges. “My personal view is that Australia has so much to offer from the world to find,” he said. “This is the standard clean environment by people.”. It’s open; we have sand, sunshine, the sea, thousands of miles of beautiful beaches. But we go further than we think. It has competition. Seafolly has been a good start in the American market, but it has little practical opportunities.”

Eco swimwear brands are recognized

Finch designed to use recycled fiber in its product Repreve China swimwear brand, is the new recipient of the project only approved seal. Finch’s design is the first Chinese brand to win this award, based on the company’s commitment to transparency and the creation of a sustainable supply chain. Finch designed is a brand with only three brands approved in winning swimwear categories, from more than 115 nominations.

An important player in Finch’s design supply chain is the unified manufacturing company Repreve fiber production, which is made from recycled plastic bottles. Repreve can be traced and certified through a unified, proprietary, trusted verification program, and one purpose is to provide customers with increased Repreve transparency levels with integrated authentication procedures. As part of the US trust program, fiberprint technology is unified, a unique tool that allows third parties to analyze fiberprint signature fabrics and unify them to demonstrate the level of Repreve content.

Only project approval is based on environmental and social practices for the brand. In addition, the project considers only availability, accessibility (size and price), quality and aesthetics.

“Finch”, consistent with the slow fashion movement, repeats 85% of its prints and fashions year after year to encourage eternal, responsible purchases. We design our signature photos in-house, and work is just manufacturing partners to share our core values, responsible for social and environmental production, “says Itee Soni, founder of Finch.

Since the launch of Repreve fiber from 2013 swimsuit, Finch has quickly established the name of the most luxurious partnership with some travel, including six senses, W Hotel, Mandarin Oriental, Ritz Carlton, Bai Yue and the naked ecological tourist destination.

“When we start, we’re looking for a supplier that understands the task of providing a transparent supply chain for our customers,” says Heather Kaye, founder of Finch. “We find our commitment in collaboration with unity; and through the use of Repreve, they can help us create a good environment and quality products for our consumers.”

The regeneration of Repreve swimming trunks men and boys in women and girls category, Finch is essentially a one-stop shop for ecological swimwear. In addition to being environmentally friendly and stylish, the Finch swimwear is also high performing, providing a minimum of 50 sunscreen UPF levels for each item.

“We are proud to support Finch, and the project they received was just a well deserved honor,” said Jay Hertwig, vice president of global brand premium value, to join PVA. “Sparrow” for the entire family, stylish swimwear, functional and environmentally friendly.”

Finch design and ecological awareness of the global traveler’s mind launched in June 2010. Founder ITEE, SONY and Heather Kaye add up to 25 years of clothing design and manufacturing experience, and established the core printing design and sustainability of Finch in their DNA.

Finch offers timeless, sustainable, luxury swimwear manufacturer China, signature prints, holiday dresses and accessories. Finch’s swimsuit for women, men and children, is made exclusively from REPREVE yarns. Finch fabric provides natural UPF 50 + UVA and UVB sunscreen, without adding chemicals. Finch’s signature photo is a repeat of the season, easy brand recognition and nod after the slow fashion season.

Interfiliere Shanghai to focus on textile printing

Interfiliere Shanghai’s leading trade show in lingerie, sand suits, swimwear fabrics will focus on textile printing and dyeing. Interfiliere in collaboration with the Federation de la et de la underwear will highlight the technology and print professional lingerie, swimwear and sportswear. The two day event will begin in October 10, 2017.

The program will witness participation in the fabric, accessories, lace, OEM/ODM, embroidery, mechanical and textile design fields, in analyzing consumer expectations and forecasts, changing market innovations and performance driven.

Shanghai is the global bodyfashion rendezvous between China’s Interfiliere, the major textile producing countries and other parts of the world. The International Festival will focus on trends in lingerie, swimwear, sports / athleisure.

Trade activities will show a trend of 2019 spring / summer, showing the choice of innovation, fabrics, samples, accessories and colors to reflect the trend of the concept of planning Paris.

The Shanghai Interfiliere thirteenth edition, with the Paris partnership concept, will demonstrate the life prototype, inspire visitors and promote new industry specifications with the original combination of fabrics and special technologies.

The event will also host seminars and conferences. The exhibition will become an accelerator for online business opportunities, which will expand and strengthen the network with the industry.

The fourth edition of the interfeel awards, the selection of global underwear professional recognition, sportswear industry and swimwear manufacturer China, will reward Interfiliere Shanghai exhibition know-how and collection.

Six special interfeel awards will be given to exhibitors from various industries, including lace, embroidery, accessories, sustainability, shapeletic and engeniring Technology (bonding, molding).

The foundation of Maui provides a new ecological consciousness manakai swimwear

Maui manakai launched a new line of environmental protection swimsuit swimsuit. The collection of eco consciousness is a sustainable technical fabric made from sustainable plastics and manufactured on domestic soil.

Almost all of the swimwear in the market today is made of some form of polyester. Each year, about 70 million barrels of crude oil is produced to produce virgin polyesters.

Instead, manakai uses recycled and recycled polyester warp knitted fabrics to make their garments. Environmentally sustainable fabrics are made from 100% consumer recycled fibers. Fabric – made of waste PET material, including carpet fluff, plastic bottles and fishing lines – is designed to withstand chlorine and suntan oil and creams, ultra, according to company website. These fabrics provide not only muscle control and shape retention, but also UV protection, soft feel and comfortable stretch.

Company boss Anna Lieding said manakai custom swimwear manufacturers, do custom print all their certification and Accreditation of environmental NGOs in the ecological consciousness of their company. In addition to using eco-friendly fabrics, the company also produces environmentally friendly custom swimwear manufacturers in the United states.

“Manakai swimsuit is working with several small family businesses and we’ve spent months working side by side,” Lieding said. “We put the swimsuit to hand in life is happy, get paid, can survive wages, enjoy some vacation time, and, from first hand experience, we can ensure that all United States laws and regulations by you in a pleasant and safe environment.”

Here are a few images of swimwear lines:


Recycled Materials Secure Project JUST Seal of Approval for FINCH Designs’ Swimwear

With ecologically conscious fashion labels, FINCH Designs has access to the JUST certification program in its products using the REPREVE® Recycling Swallow brand.

The approval of the JUST project is based on a study of brand environment and social practice. In addition, the project JUST considers usability, accessibility (size and price), quality and aesthetic.

The company said it was the first Chinese brand to receive this distinction, based on its commitment to transparency and the establishment of a sustainable supply chain.

An important participant in the FINCH design supply chain is Unifi Manufacturing, Inc., which recycles the plastic bottle into a fiber called REPREVE, which is traceable and certified by Unifi’s proprietary U TRUST ™ verification program.

U TRUST is a certification program designed to provide greater transparency for REPREVE customers. As part of the U TRUST program, Unifi combines FIBERPRINT ™ technology, a tool that allows third parties to analyze the structure of FIBERPRINT signatures, and Unifi is used to verify the level of REPREVE content.

FINCH co-founder Itee Soni said: “FINCH has determined the slow fashion movement and repeated 85% of print and style each year to encourage eternal and responsible procurement.

Soni went on to say: “We have designed all the signature prints internally and only share the core values ​​of our social and environmentally responsible production with our manufacturing partners.”


Since the release of swiftlets by REPREVE fiber in 2013, FINCH has partnered with some of the most luxurious travel names such as Six Senses, W Hotels, Mandarin Oriental Hotel, The Ritz-Carlton, Park Hyatt and Nude Ecology Resorts.

“When we started, we were looking for a supplier to understand our mission to provide our customers with a transparent supply chain,” said Heather Kaye, co-founder of FINCH. “We found our commitment to working with Unifi; by using REPREVE, they can help We create high quality products for the benefit of consumers and the environment. ”

In addition to being environmentally responsible, it is said that each project provides protection from the sun’s UPF rating of at least 50.

Brenda West is the president of RAJ Swimming

Tallin, Calif. (January 4, 2017) – RAJ swimming began in 2017, announcing the new president of the city of Brenda, and Steven Brink as the chief financial officer and chief operating officer.

Since its inception in 1967, the West will be the first leader to RAJ private label swimwear manufacturers as president of non-family members.

“We respect Brenda’s many years of achievement as a competitor and will not be happy with the RAJ team,” said Lisa Vogel, co-owner and CEO of RAJ Swimming.

Western guide Manhattan Beach costumes as the founding partner of the evolution and growth and served as president for eight years, designing and implementing program and financial goals, combining more than 55 brands.

“Alex and Lisa have achieved the values ​​of the core company, and I am proud to be part of such a respected business: Brenda West said: In 2017, I look forward to the new brand opportunities in our current brand portfolio And growth.

“Steve brings a wealth of experience and experience to the RAJ team,” said Alex Bhathal, co-owner and CEO of RAJ Swimming. “We are delighted to have him join our organization and look forward to seeing his contribution.

The company announced that its executive management team’s strategic change is part of a long-term organizational strategy to coordinate business and continue to drive growth.

“Raj Swim has a huge manufacturing history and a good vision of how to move forward in today’s changing market.I am pleased to join a solid team and I look forward to becoming part of the company’s future.” Steven Brink said.

Mr. Brink served as Chief Financial Officer and Chief Operating Officer of Not Your Daughter’s Jeans for eight years. Prior to NYDJ, Brink was Chief Financial Officer of Quiksilver. He is a proven leader, his business experience and strategic vision perfect for the next stage of RAJ swimming.

RAJ Swimming Company celebrates its fiftieth anniversary this year as a leading fashion industry in the swimsuit industry, serving all major sectors of the women’s and children’s markets.

RAJ is one of the few vertical private label swimwear manufacturers in the United States, designing, manufacturing and marketing designers and private label swimsuit and cover. The combination of its world-renowned brands separates them into swimwear experts. Contemporary brands include Ella Moss, Basta, Splendid and VYB. Active and casual brands include coral reefs and NEXT. Athena and LUXE Lisa Vogel cater to the luxury of women. For 50 years, RAJ has established industry standards in terms of design innovation, quality awareness and production flexibility.

In its history, RAJ has attracted the best retailers, the best brands and the best swimsuit talent. In 2009, RAJ opened a retail door to SwimSpot. SwimSpot has more than 8 locations in the United States and is a fast, easy and fun shopping destination for modern sun lovers. SwimSpot’s Fit expert team can help you find the best swimsuit or beach accessories to match your body type and personal style!

Is the underwear market in another interruption?

In Soho’s Aerie pop-up store, the body’s positive Victoria secret message since the release of the first free Photoshop free movement since early 2014 has become the brand’s calling card that has been perfectly packaged and displayed on the wall Graffiti or single swimsuit. “There is no problem,” read a sign, next to a buffering covered banquet. There is a yoga studio next to the locker room. Through the checkout counter, read the “keep true” and “can not be retouched” pins filled with color bucket. They are free to buy donations to the National Dietetic Association of consumers.

Aerie is just a fraction of the overall business of American Eagle, and is resonating with the consumer community, which is increasingly tired of traditional sexy underwear brands such as Victoria’s secrets. In 2015, Aerie’s sales grew 20% year-on-year, up 23% year-over-year (NetEase’s net revenue fell 1% to $ 1.1 billion in 2016).

At the same time, Victoria’s secret – still dominating the underwear market giant, at least $ 12 billion in the United States – has been trying to keep the momentum. Sales fell 13% year on year, down year on year as the company continued to feel the impact of stopping its non-sportswear and swimwear series in 2016. (The business has reorganized about three barrels – underwear, Gen Z target pink range and beautiful – and pull back the promotion).

With Victoria’s secrets, a series of destructive niche underwear brands – such as lively, Naja, negative underwear and third love – have also entered a competitive environment, selling a new type of inclusive, women-centered The identity, more about the wearer and less about who might be looking at her. They also offer a wider range of nude colors – serving a wider range of races – designed to reduce the price of competitors by direct-to-consumer distribution. Volkswagen brands such as Aerie and Madewell, launched an intimate relationship in February, have been noted. In March, Ph illips Van Heusen acquired True & Co, which is a vertically integrated online brand, proud of the right price for the undisclosed number.

Michelle Cordeiro Grant, founder of Lily’s brand-oriented niche brand, said: “The category has been neglected for so long that he has worked secretly in Victoria.” This is still the old retailer. ”

Now, Amazon is entering a brand of private label underwear brand. The series, called Iris & Lilly, has been launched in the UK, with limited size and color.

Amazon has several advantages. The complexity of its data operations enables the company to generate and quickly iterate its private label based on market feedback. Once the label gets traction, the size of the Amazon means that it can negotiate the lowest price from the supplier. In fact, the company has offered a bra cost as low as $ 8. (By contrast, Target’s average price is about $ 15, while Victoria’s secret average of about $ 40)

According to Piper Jaffray, Amazon also estimates that there are 63 million registered members of the Prime family, Consumer Intelligence Retail Partners is a family of more than $ 112,000 per year, which means that its products Line is likely to quickly gain market share.

“Our goal is to make Amazon the best place to buy fashion online,” an Amazon spokesperson said in a statement. “It is important that our customers find what they are looking for, so we’re constantly exploring and testing Creating a product for a specific category at this point allows us to increase the overall classification available to Amazon customers. ”

The question is: does Amazon have to destroy the underwear under the premise of the opportunity to reach a significant scale? What are they doing to defend themselves?

“This is what we talk about every day,” said Jennifer Foyle, president of Aerie’s global brand. “The Aerie Real platform is sure to separate us and there are a lot of ways to take advantage of this platform. On the one hand, Aerie doubled in the store, aiming to have a total of 200 separate locations by the end of the year, as a way to further distinguish the only players with online – including Amazon. Nevertheless, 40% of Aerie’s sales were conducted online “I think today is important to really take advantage of this all – round customer … Foyle said that many women really want to enter the store and gain experience.

Suitable for just creating and selling underwear, especially one of the many challenges of bra, its structure can be more structured to have 18 to 25 components. “This may be the hardest product I ever had the opportunity to be involved,” said Cordeiro Grant, founder and CEO of Lively.

“There are few manufacturers in the world and there are a lot of orders for these orders,” said Catalina Girald, CEO and co-founder of Naja. “Catalina Girald, the underwear brand launched in 2013, explains that” Manufacturer’s power “of the product”, also focused on the impact of production on the environment.

Girald said that the typical minimum cost for Asian plants is 3,000 to 10,000. “It makes it more difficult to have a wide variety of diversity in fashion and print, as well as in size and color,” she says, adding that Naja carries 22 to 32 dimensions in each bra, especially in larger designs, especially if The bra cup is molded. Cordeiro Grant agrees: “This is very SKU intensive. ”

Girald explains: “Because underwear is a technical product, you can not just zoom in from a 36D-size mold and zoom it up and think it will continue. Predicting the entire range of demand is another challenge,” she said. : “We want to be able to offer a wider range of sizes, but from the point of view of inventory management, the cost of capital to carry so many investors at one time is prohibitive. ”

Naja has its own factory in Colombia, controlling 80% of the supply chain, which makes Girald able to keep the price in the market without sacrificing the brand value of attracting customers. (Naja pay their workers above market wages and cover their children’s uniforms and meals, etc.). But Girald said the company is facing enormous pressure to lower prices. “We are looking for the non-discount market of Victoria’s [shoppers], but we find that the millennial consumers are starting to cut prices.” “Those are our customers, so we have to make sure we are not too far away.” We see retailers also feel driven.

As a result, Naja lowered the price of its shots ranging from $ 38 to $ 65. Girald said: “We have found a lot of space to create less clothing,” Naja’s profit margin between 75% to 88%. “At our volume, it is quite impressive.

Underwear retailers want to appease the price of sensitive shoppers, Bralette’s popularity has passed. On the one hand, they often have small, medium, large, and reduced traditional dimensions. Aerie’s Foyle said: “They are a more value-oriented product, cheap and happy, funny fashion, he added, the company also invested in a lightweight bra, no expensive molded cup. She said:” We really Of the forecast, this push-ups category looks very old. “We first dominated [by bralette], so we were able to balance our [average unit retail] strategy very well. “Cordeiro Grant said the Bralette category stayed here, but the current growth will be somewhat stable, she said:” tight jeans is the mainstream, not the trend. “I think the brush is the same. ”

Cordiero Grant said: “I think there is a lot of reachability in this category, especially in terms of price, and so on, so where do we play?” Somewhere in the mid-1920s. “As we are getting bigger and bigger, we are getting more complex and expensive.”

Amazon has a history of solving complex and expensive categories, but will the special challenges of underwear prove to be tricky?

“People often want a service level or insight, knowledge or guidance about underwear,” says Kit Yarrow, a consumer psychologist and professor at the University of San Francisco’s Golden Gate University. “This has a lot to do with age and body type. I think a mature person or a full bust of people will only laugh (on $ 8 bra) – “there is no way to take care of my way”. ”

More mature customers may feel better service Soma Intimates, underwear retailers known for their extensive size, 2016 annual sales of $ 345 million. “Women are willing to pay for comfortable and high-quality solutions,” said Kimberly-Clark’s senior vice president of marketing. The retailer who carries third-party brands and private brands is the healthiest business of the parent company Chico.

Foyle added: “Aerie is a brand we are proud of when you consider Amazon, they may not be able to have Aerie Real movement and on behalf of something.” I think if we can provide a different way of expression and experience, then We will still win. “

Manhattan Beachwear: Construction of the 21st century swimming business

Manhattan Mahoney’s spacious corner office from Manhattan Beachwear headquarters is still very well since its arrival in August. But in a corner, he is the youngest president of 18 years old,

In the case of plexiglass, the suspension of three white-collar workers, ranging from small to medium, big shirt company’s 150th anniversary.

Mahoney is far from men’s shirts and east coast, and most of his career is here. But five years ago, he moved to Los Angeles, became president of NYDJ (not your daughter’s jeans), and later served as chief executive officer of the senior clothing, and thought of the clothing company Big Strike, until recently appointed Manhattan Beach apparel company’s new Chief Executive Officer.

Although most of his experience is men’s and women’s clothing, but his thirty years of clothing industry also included in the Amerex Group for two years – several decades of New York clothing company, not only coat and sportswear, as well as swimwear labels which include Bleu by Rod Beattie, Jones New York and Red Carter.

“I’ve been in this business for more than 30 years and I’ve been running a company for the past 15 years,” said Mahon, who took over Alan Cole, who founded the company 28 years ago. Authorized Hobbit’s name for junior surfing swimsuit line. Colvin continues to create one of America’s largest fashion swimsuit companies in Cypress, California.

Colvin retired and sold most of its company to Linsalata Capital Partners, a private equity firm based in Cleveland, for nearly seven years.

Has seven self-branded labels, 12 license labels and contracts to produce dozens of private swimsuit, Manhattan Beach apparel company’s life is busy with Mahoney, who is from the procurement and production to all employees of e-commerce and social media 300 people.

There are many things to do in his to-do list, but recently he has been modernizing the company’s 220,000-square-foot warehouse a few kilometers away from Buena Park.

“This will be done in early January and will be a highly automated, state-of-the-art facility,” he said. “The entire distribution center will be converted into clothes on the hanger, and there will be 1.8 million units on the hanger, which will be a huge increase for us.”

Every year, Manhattan Beach Clothing Company produces millions of swimsuit and costumes purchased around the world. The company has two factories in Mexico, accounting for about 25 percent of production, producing the rest of the production in China and Vietnam.

For a long time, Jerrie Shop owner Marna Hann said at the two swimsuit stores in Long Island, New York, that she had 90% of the label made by Manhattan Beachwear. “They fit for the money and the same. They keep for many years,” Hann said, hoping that Manhattan Beach’s costume stunt swimsuit continues under Mahoney’s leadership.

Manhattan Beachwear’s best-selling brand is La Blanca, which is owned by Los Angeles’s Apparel Ventures until Colvin acquired Apparel Ventures by the end of 2010. The brand is located in large department stores (such as Nordstrom and Bloomingdale’s) and more than 7,000 doors in the United States, plus it is distributed in more than 24 countries. Mahand said: “La Blanca has been in existence for 37 years and has been evolving.” Added a plus version a few years ago.

Sylvia’s swimsuit in the state of Bellevue, Washington, chief executive officer and co-owner Sylvia Bailey said that as long as she remembered, she carried the La Blanca label. “I think we will sell a lot of this package,” said Bailey, “this year they brought back the New York Anniversary Pack,” said Bailey, who has more than 50 brands in the company’s two stores.

La Blanca label will soon be expanded into a life brand that includes underwear and casual shoes. “It may be launched in 2018,” said the new government chief executive.

Covering all demographics

Managing the stability of the 19 brands is a challenge, but Mahoney is responsible for overseeing the Big Strike’s large number of different groups and missing tags. Manhattan Beach has its own brand, except La Blanca, is the junior of the bikini lab; Green Dragon, a boho resort line; Pink Lotus, an active clothing line; 24th and Ocean, missed the swimsuit line; and Hollywood Maxine, a More mature customer’s swimsuit label.

Its authorized brands include Trina Turk, Trina Turk Recreation, Kenneth Cole New York, Kenneth Cole Reaction, Polo Ralph Lauren, Lauren Ralph Lauren, Nanette Lepore, Hobie and Sperry. Manhattan Beach Shoe Company recently acquired the lucky swimsuit license, the first season is Cruise 2016.

In order to take care of all these labels, the company has about 20 swimwear designers, each with its own department at the bottom of a 75,000-square-foot building located in a large industrial park. Design vice president is swimsuit veteran Howie Greller.

The color and style of each room describe the nature of each label. La Blanca rooms have more gentle colors, stamps and a few unique silhouettes as well as stylish bikini swimsuit.

Nanette Lepore The room is bright and has a vivid pattern and design. Lauren Ralph Lauren has swimsuits in the room, more refined and refined dark blue and black.

Near the sewing room, equipped with 75 sewing machines, clothing workers make samples of each label. Beyond is a cutting table.

The center of all these rooms was a large space, and a table tennis table was laid for the workers. Recently, it has been transformed into a two-week yoga course area.

Growth by leaps and bounds

Although Manhattan Beach Shoe Company will not disclose its income (estimated at hundreds of millions of dollars), but Mahoney thinks there is enough room for development.

The company is ready to sign an agreement with a European distributor to improve the bottom line of its swimsuit label.

Then Mahoney thinks it can dig out the space outside the swimsuit. In 2014, Manhattan Beach Clothing acquired a Los Angeles CMK manufacturing company, which produced popular clothing and clothing based on the name of Green Dragon and Pink Lotus.

Mahoney specializes in increasing this type of clothing and casual wear when swimwear sales fall during the winter or season. Each swimsuit label already has its own cover and casual wear, but Mahoney wants to create a separate holiday clothing department to take care of the design, pattern making, purchasing and production in a centralized manner. “We want to realize the resort in a divided business,” he said, “and now it is everywhere.”

E-commerce is another major move that swimwear companies are following. Believe it or not, some swimsuit business is more than 50 percent online. “My previous work experience did not see this figure,” Mahoney said, noting that many women would order two or three swimsuit, try out their privacy in their home, and return those who did not want them. “We have to be in line with e-commerce partners to help them,” Mahoney said.

The company has been looking for new licensing opportunities. The new chief executive said: “We still have room to expand the business.” There are many great brands, no swimsuit core competitiveness. “

Industry Talent Added to Tori Praver Swim

Tori Praver Swimwear has added some industry talent to the new licensing agreement to help it reach a new level.

The swimming brand, which was previously sold at stores such as Diane’s, Molly Brown’s, Neiman Marcus and Urban Outfitters, was an independent company founded by the Tori Praver model.

Under the new arrangement, the company has signed a licensing agreement with the Curgent Group, which is a partnership between black and private.

Industry veterans Stever and Summer Rapp have black, Summer will serve as creative director of Tori Praver. A private company is a swimwear manufacturer with a large number of private brands in terms of procurement and manufacturing expertise.

Industry veteran Angi Hart has held key positions in L * Space and Billabong and is vice president of sales for Curynt Group.

Tori Praver will continue to serve as a label brand ambassador and will work with the Curgent Group to design and marketing activities.

The brand will be in July in Huntington Beach swimming group and Miami’s Cabana show debut modified resort.

“Our team will re-brand, design innovation and new purchasing strategies to invest a lot of effort to improve the quality of the product to achieve the maximum consistency and suitability of each garment.” “To cause brand awareness , We will focus and emphasize through our social media channels, e-commerce and targeted marketing, and we look forward to bringing this high-end product to market and strengthening our relationship with retail partners. ”

Add-black will also continue to be designed for other swimmers.