The Covid-19 pandemic fundamentally changed the ways in which fashion brands and retailers conducted business for a significant period of time—due largely to travel restrictions and stay at home orders—and many companies who didn’t leverage digital technology suffered as a result. One unforeseen result, however, was a notable shift in the travel industry: once restrictions were lifted, people were fueled to resume traveling and inspired to see the world. This presented a positive opportunity for the swimwear industry and translated into a surge in demand for their products, ranging from swimsuits to cover-ups and accessories, which widened the consumer base.
Interestingly, the swimwear market is poised to reach $30.5 billion by 2028. Recently, wholesale fashion platform JOOR hosted a webinar in which Amanda Bacal, the SVP of Marketing, had the pleasure of connecting with two prominent clients; Elaine Tran, the founder and owner of Dippin’ Daisy’s, alongside Stephanie Yana Barber, the COO of Beach Bunny Swimwear and her committed wholesale account manager. The takeaways from this webinar were vast and we’re excited to share them here.
Over the course of the webinar, both brands asserted that the current swimwear market is shaped by the versatility movement that is “pushing, pushing the boundaries” of style. Bikini tops are now replacing bras, and one-pieces are serving as bodysuits, while matching sets are becoming a go-to choice for casual outings. Even more common, mesh and crochet outfits are frequently worn to night-clubs, or layered over basic bikinis.
The thriving fashion brands Beach Bunny and Dippin' Daisy's have harnessed the power of versatile trends, showcasing how elements like inventive hardware accents, delicate roses, lace, ruffle edges, and cheeky feminine details can make a bold statement on the streets. These brands embrace the fusion of elegance and sportiness, with an increasing preference for sportier silhouettes. By skillfully blending revealing-yet-structured designs in a palette of earthy browns and vibrant hues, they successfully attract those who live active lifestyles, bridging the gap between fashion and functionality.
Offering diverse sizes, without modifying the original styles of the swimsuits, has been met with positive reception for Dippin’ Daisy’s and Beach Bunny. A valuable lesson for fellow swimwear companies would be to remain broad in their assortment, by adding 1x, 2x, 3x to a basic size run. Beach Bunny’s sizing approach—that resonates with consumers— is different; instead of using 1x or 2x labels, they changed the grading so that larger sizes now reach a triple D.
The market is transforming dynamically, even in terms of the traditional sales calendar. As revealed during the webinar, Beach Bunny shared that numerous brands now choose to unveil their collections exclusively up until Spring, a departure from the previous practice of extending them throughout the entire summer. This adjustment is largely attributed to the evolving demands of e-commerce platforms, which are now inclined towards more frequent and timely product releases. Adding to this evolving landscape, Beach Bunny occasionally experiments with launching one or two exclusive e-commerce collections as a means of assessing consumer interest. On a similar note, Dippin' Daisy’s adopts a versatile drop strategy that caters to both retail and wholesale clients, accommodating pre-orders to align with varying preferences.
JOOR’s wholesale ecommerce platform has played a vital role in facilitating smoother communication with Beach Bunny's wholesalers. Even if their drop dates do not align with standard market dates, Beach Bunny has the ability to introduce new designs to buyers consistently, giving them the opportunity to plan ahead and make purchases. This approach was not possible before leveraging a digital wholesale platform like JOOR, and it allows buyers to make informed decisions and shop a selection of products consistently.
Influencer marketing is a segment of the industry that emerged in the 2000s with the advent of social media and it has evolved in a number of ways since then. During the webinar, Dippin’ Daisy’s dived into the role of key influencers in elevating brand awareness and generating interest from potential retail partners. In fact, rather than organizing a traditional fashion show, they opted to host a Miami influencer brunch for their exclusive Hamptons launch, which, according to the brand, drove “a good amount of ecommerce sales.” In 2022, Statista reported that influencer marketing in the US was valued at a record of 16.4 billion.
Having been impacted by Covid-19 restrictions, Beach Bunny and Dippin’ Daisy’s discovered the immense value of JOOR’s iPad app and web platform. JOOR’s tools and features allow users to personalize the shopping experience and easily tailor linesheets for each buyer, who can then place orders at their convenience. In other words, buyers no longer need to wait until working hours to conduct transactions through a manager. Through its iPad app, JOOR also allows Pro Retailers to streamline the ordering process, eliminating the hassle of taking extensive manual notes or trying to recall which styles they saw at trade shows is removed.
Furthermore, Dippin’ Daisy’s testified: “I'm not good at reporting and JOOR saves my life for that.” Specifically, JOOR’s production reports have allowed them to identify crucial information such as which sizes are performing well. Beach Bunny reported that JOOR’s new feature, JOOR Pay, was incredibly “convenient” for brands themselves, especially “to send invoices off to the buyers once they place… then, it's not on our hands to have a credit card so that's really nice of a feature.”
The accessibility of JOOR has proven to be incredibly beneficial for collaborating with independent retailers nationwide, in an eco-friendly way. In the past, after tradeshows, brands faced the challenge of getting lookbooks to their buyers who did not wish to carry them in their suitcases. This resulted in having to arrange for expensive overnight FedEx mailings in order to share the information necessary for buyers to place their buys. JOOR has simplified the process while showing its appreciation for the power of sustainability efforts; linesheets can be customized based on preferences during the tradeshow, to eliminate the need for printing excessive lookbooks and additional pages of unwanted items, and to avoid the unsustainable costs of shipping.
Maximizing sustainability with JOOR offers a range of benefits beyond lowering environmental impact. For buyers using the iPad app, these include global reach and access through the ability to sell from anywhere both offline and online, reduced travel, accurate inventory planning, transparent supply chains and enhanced data analysis.
In conclusion, the pandemic reshaped fashion, spurring positive shifts as the industry adapted. Brands like Beach Bunny and Dippin' Daisy's showed resilience, testified on the efficiency of JOOR’s app, and highlighted key takeaways for the industry; versatile swimwear trends for daily wear, successful size inclusivity, evolving D2C strategies driven by JOOR's platform, and influencer impact. The power of sustainability efforts in streamlining business processes was also mentioned. This transformation fosters growth, offering insights for navigating fashion's dynamic landscape with innovation, inclusivity, and sustainability.
Interested in having your brand featured on JOOR, the world’s premier B2B digital wholesale ecosystem? Book a brand demo today.
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