ClickZ Swimwear Newsletter - 12.19.2024

Plus: Explore 100 years of swimwear at the Design Museum

Author

Sophie Bruxner-Randall
December 19, 2024 • Estimated Reading Time: 6 minutes

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ClickZ Swimwear is the essential newsletter for e-commerce professionals in the swimwear industry. 💫 This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Chelsea Peers, co-founded by Tom Pyne, excels in sustainable loungewear, achieving 12% YoY growth and $15M sales in 2023. B Corp-certified, they prioritize sustainability, using OEKO-TEX mills and supporting charities. Their strategic focus on customer engagement and innovative design drives success in both UK and US markets.

The Design Museum’s Splash: A Century of Swimming and Style exhibition, curated by Amber Butchart, offers a rich exploration of swimwear’s evolution, from iconic pieces like Pamela Anderson’s Baywatch swimsuit to cutting-edge designs like the LZR Racer. This showcase reveals how societal shifts—bodily autonomy, inclusivity, and technological innovation—shape consumer behavior and product trends.

For e-commerce marketers, the exhibition underscores key strategies: balance heritage with modernity in product narratives, embrace inclusivity in campaigns, and use cultural storytelling to connect with contemporary values. By drawing from these insights, swimwear brands can craft marketing messages that resonate deeply with evolving consumer expectations.

Budgy Smuggler has teamed up with SmileyWorld to launch a vibrant swimwear collection, featuring playful designs like SmileyWorld Donuts and Geometric patterns. This collaboration emphasizes personal expression and humor, aligning with both brands’ values. a strategic move to capture consumer interest through creative, expressive fashion.

LSEB Creative Corp expands its global reach by partnering with eight influencers across major markets, including the USA and Europe, to boost brand visibility for Lauren Bentley Swimwear. This strategic move targets diverse demographics, enhancing brand recognition and engagement, though new content launches are delayed until early 2025.

Influencer Corner 📣

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’”

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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