The Swim Brief - 1.30.2025

Plus: Kylie’s vibrant bikini, Form and Fold’s fit innovation, and eco fabrics

Author

Nandini Sehgal
January 30, 2025 • Estimated Reading Time: 6 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

The Swim Brief is the essential newsletter for e-commerce professionals in the swimwear industry. As we dive into 2025, it’s the perfect time to refresh your strategies and embrace new opportunities for growth in this dynamic market.💫 

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

Sector Spotlight 🎥

Kylie Jenner's vivid orange bikini, a statement for summer, showcases her versatile fashion range. Marketing professionals can gain insights into the strategic unveiling of new collections. Her bold choice, part of her Khy label, emphasizes brand identity, encouraging marketers to consider impactful, eye-catching designs for attention.

Aro Swimwear, a female-led Los Angeles brand, collaborates with actress Madelyn Cline for an eco-friendly swimsuit line. Launching with vibrant, sustainable styles like cutout maillots and bikinis, it aims to capture the market. Available online today, this strategic partnership positions Aro Swimwear as an innovative industry leader.

Form and Fold's Square swimsuit is a game-changer for women with D cup sizes, offering superior fit and versatility. Although pricey, its ethical production and robust wear justify the cost. Innovative construction ensures comfort, making it ideal for water and casual outings. The value is undeniable for long-term use.

Sustainable swimwear fabrics are transforming the industry by offering performance without environmental harm. Fabrics like ECONYL and Repreve, made from recycled materials, reduce petroleum dependency and environmental impact. Recycled polyester and RPET further decrease carbon footprints, aligning with global green trends and appealing to environmentally conscious consumers and marketers.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Optimization Hub 📈

Creating a marketing budget involves six key steps: define business goals, establish a sales cycle, identify outside costs, understand market positioning, select strategies, and research pricing. Ensure budget allocation focuses on high-return channels yet remain adaptable to market trends, integrating innovative "moonshot" strategies for growth.

Google's enhancements to Performance Max provide marketers with greater campaign control and insights. Updates include campaign-level negative keywords, brand exclusions for Search and Shopping ads, and demographic targeting. These features aim to improve transparency and effectiveness, addressing advertisers' calls for more control over AI-driven strategies in digital marketing.

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

ClickZ is a Contentive publication in the DTC Ecommerce division