The Unseasonal Sell

How bikini brands make swim season all seasons

For years, the swim suit industry operated how you would think. They would go into a big selling period in the spring and summer, just to hibernate in the winter and restock. This strategy cleared the inventory and designers would then start designing next summer's line. But now, even in the winter you might see bikinis in stores, but you will definitely see them on online storefronts. So how did the industry make bikinis a year round sell?

Global Mindsets

In the bathing suit industry, it was a huge turning point when companies adopted a global mindset, selling the styles across borders. This was revolutionary because it might be snowing in North America while it is peak summer in the Southern hemisphere. This can be utilized by having targeted campaigns for different geological demographics. For example, in October, you could launch campaigns for the newest summer lines in Australia and advertise resort wear in the United States. Use the differing current climates to your advantage.

Another way to utilize the winter cold is to market aspirational vacations. Even for those stuck in winter, the dream of a tropical escape is powerful. Brands should push aspirational content, like sun-drenched beaches, infinity pools, and exotic islands. This isn't just selling a bikini, it's selling the fantasy of vacation, positioning swimwear as a passport to paradise.

Expand to Resort Wear

Most brands have realized that the bikinis were just one part of the outfit and created a cohesive collection of "resort wear." This means expanding from bikinis to flowing coverups, sarongs, beachy dresses, and accessories. These are pieces that can be worn to the beach and worn to dinner after a long sun soaked day. This goes with selling the aspiration of vacation mentioned above. And sometimes these pieces can be multi-seasonal. Brands should blur the lines between swimwear and loungewear as well. This keeps consumers engaged, even when a dip in the ocean is months away.

Influencer Power and Aspirational Lifestyle Content

In the age of social media, bikini brands can easily thrive on visual storytelling. Influencers are constantly posting in non-seasonal spaces, showcasing bikinis on vacation. From luxury travel bloggers to everyday adventurers, influencers are paid to live out the vacation life year-round, making swimwear feel like a perpetual wardrobe staple rather than a seasonal item. For the last few years brands have offered brand trips to gorgeous tropical locations for influencers to showcase their products. These trips market towards the aspiration and self actualization in Maslow's Hierarchy of Needs. Consumers, whether they know it or not, look up to these influencers. They buy what they wear, even out of season.

In conclusion, it doesn't matter what temperature it is outside, when using the right tactics, you can make the unseasonal sell.