The amount of competition for eyeballs and dollars with designer swimsuits is ferocious behind the scenes.
Manufacturers and marketers alike have their own campaigns and strategies to entice sales, but there are common themes and methods that continue to emerge season in and season out.
Shoppers who are looking to update their wardrobe for the summer should be savvy enough to pick out these techniques and judge outlets on their merits.
Once they are aware about this work, they will be able to separate the spin from the substance with these elegant swimsuit lines.
1) Celebrity Endorsements
Brands selling designer swimsuits will often develop a marketing campaign around a famous face to help garner traction in the market. From singers and pop stars to models and influential media identities with brand appeal, they will help to draw a connection with particular segments of the community. It is an effective tactic that outlines the resources of a business, leveraging their following and fame to attract new sales.
2) Instagram & Social Media Marketing
The explosion of social media commerce over the past 5 years has forever altered the landscape for sellers of designer swimsuits. In 2020 these lines are almost duty-bound to build their campaigns around Instagram, using a platform that highlights all of the stunning aesthetic features through picture mode, GIF mode, TikTok and IG video among others. Consumers have a user-friendly app to scour the product line, save posts and select the ‘buy now’ button for complete customer experience. Why venture through generic websites when this app offers a one-stop-shop?
3) Quality of the Material
It is great to craft the perfect social media campaign and have the power of a celebrity endorsement behind the brand, but designer swimsuits ultimately live and die by the quality of the material. These items are slender in size and vary for user support, so the material that is on show must be effective, durable, easy to dry all while remaining comfortable in wet and dry conditions. This is where the aid of polyester and Lycra lines become beneficial, offering a smooth and breathable fabric that is sexy, aesthetically pleasing but practical for beach and pool environments.
4) Wide Range of Swimsuit Choice
There is a fine line for designer swimsuits when it comes to earning a corner of the market and catering to a wide range of consumer interests. Trying to be all things to all people is often a recipe for disaster, but everyone from teens to 50 and 60-year-olds are still seeking value in the market. This is where the promotion of halters, bikinis, thongs, one-piece items, enhancer bras and triangle tops are mandatory products. Seasonal trends will change and consumers will have different demands as they look to update their summer wardrobe.
5) Seasonal Deals & Discounts
The idea that designer swimsuits can be sold at the same price from winter through to summer is hard to grasp. Especially for a market that experiences major peaks and troughs, sellers are smart enough to set their prices accordingly depending on the shifts in demand. When competing for consumer interest, there are pre-selected windows where 10-20 or 50% off marks are openly published. Then there are the two-for-one or three-for-two deals that help to move more stock, seeing other brands create consumer accounts where points and reward schemes are leveraged.
Brands selling designer swimsuits will continue to use a mixture of traditional and contemporary marketing tactics to earn more shares. On an individual level, it is important to recognise these strategies to appreciate them on face value, all the while taking advantage of incentives and quality materials that really do offer value for money.