The Swim Brief - 1.9.2025

Plus: Jamie Bolton’s E-commerce marketing predictions for 2025🌊

Author

Sophie Bruxner-Randall
January 09, 2025 • Estimated Reading Time: 8 minutes

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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.💫 

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

The Kids' Swimwear market is expanding at a remarkable pace, driven by a surge in disposable income and a heightened focus on children's safety and comfort. North America holds a commanding stake, yet Asia-Pacific is emerging as the swiftest growth region, projecting a compound annual growth rate of 9% to escalate from $5 billion in 2024 to $12 billion by 2032. Industry behemoths like Adidas, Nike, and Decathlon are leading the charge, leveraging cutting-edge UPF clothing and sustainable fabrics to satisfy consumer demand for eco-friendly products.

In a world where UV protection awareness grows alongside e-commerce's unstoppable ascent, swimwear designs are riding the wave of bold patterns and innovative materials. Yet, market players must navigate the stormy seas of seasonal demand and cut-throat competition. The report's depth encapsulates product types from one-piece suits to rash guards, spanning applications from poolside relaxation to fervent sporting endeavours.

The US swimwear market continues to struggle, with imports falling from $1.43 billion in 2022 to $890.70 million in 2023. In 2024, demand remains weak, with imports from January to October totalling $655.69 million, a 9.90% year-on-year drop, according to OTEXA.

Vietnam, the top exporter, saw a 6% decline, shipping $199.96 million worth of swimwear. Other key suppliers, including China, Indonesia, Sri Lanka, Bangladesh, and Colombia, also reported significant decreases. However, Cambodia and Egypt bucked the trend with export growth of 5.81% and 29%, respectively. Kenya’s performance was especially notable, with a 115.15% increase to $11.23 million, accounting for 95% of Sub-Saharan Africa’s exports to the US.

Despite the downturn, these gains suggest potential in emerging markets.

Fashion and lifestyle brand Guess, is redefining brand engagement with the strategic launch of its inaugural beach club takeover in Australia, partnering with La Luna Beach Club.

This initiative is more than a mere cosmetic overhaul; it's a calculated strategy to deepen consumer engagement through experiential marketing, as seen with previous takeovers in hotspots like Ibiza and London. The Guess Beach Club is a savvy extension of their marketing arsenal, offering a curated experience that not only entertains but also strategically aligns with Guess's brand ethos. The highlight—a cocktail soirée—offers an exclusive stage for interaction with VIPs, crafting memorable consumer experiences that are both engaging and brand-centric.

In a marketplace where standing out requires ingenuity, Guess's approach reflects a keen understanding of elevating brand presence into a lifestyle experience. This beach club takeover, following successful ski destination projects in Europe, exemplifies Guess's innovative approach to strategic marketing. By transforming prestigious locations, Guess not only enhances its brand visibility but also deepens its market influence, underscoring the brand's commitment to impactful and engaging consumer connections.

Nani Swimwear's 2025 collection introduces innovative, versatile swimwear focused on style and functionality. Key elements include adventure-ready patterns, reversible designs, and the new underwire V-neck crop. These offerings empower individuals with diverse coverage options, emphasizing confidence and comfort. Marketers should note the emphasis on versatility and inclusivity as core branding strategies.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

Influencer Marketing

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ClickZ is a Contentive publication in the DTC Ecommerce division