Money: When Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive - PressFrom - Australia
  •   
  •   

MoneyWhen Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive

05:31  25 june  2019
05:31  25 june  2019 Source:   cnbc.com

Squid might thrive in oceans with rising carbon dioxide

Squid might thrive in oceans with rising carbon dioxide Scientists in Australia tested how two types of squid fared in futuristic waters. The results surprised them.

Women's swimwear is back at Victoria ' s Secret Swim ! Shop your fave swim styles in bikinis, tankinis, and one piece bathing suits today. Victoria ' s Secret Swim . All Swim . New! Bikinis. Styles. Brands .

Direct - to - consumer brands offer just that. It’ s a brilliant strategy and one that has ultimately transformed her small business into a a sales machine that is only barely Changes to traditional economics, consumer acquisition costs and overall consumer behavior are making it easier than


When Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive© Provided by CNBC LLC Christine Merrill, 31, bought two bathing suits from Andie ahead of her trip to Belize, after she was targeted by the brand on Facebook.

Almost all of Christine Merrill's swimsuits used to be from Victoria's Secret. Not anymore.

Recently, the 31-year-old, who works in ad sales in San Diego, was planning a getaway birthday trip to Belize and noticed a sudden flood of Facebook ads for brightly coloured swimsuits from a brand called Andie. Curious, one day she clicked on one of the playful ads to check out Andie's website. But she didn't buy anything.

Then, for the next few days, Merrill said, the ads seemed to get more frequent. With her trip to Belize looming, she went back to Andie's website again, noticed the swimsuit brand offered free shipping and free returns, along with a tool to suggest the best-fitting pieces, and she ended up buying three suits. She kept two of them and sent one back, thanks to a "very easy" returns process, she said.

Qantas launches direct flights from Brisbane to Chicago and San Francisco in major tourism boost for Queensland

Qantas launches direct flights from Brisbane to Chicago and San Francisco in major tourism boost for Queensland Qantas will announce two new non-stop flight routes from Brisbane to San Francisco and Chicago in a major tourism boost for the region.

That' s not to say direct - to - consumer startups have killed brick-and-mortar stores. On the contrary, they're revitalizing them—digitally native retailers are opening up more and more physical retail locations, but with their own spins. At these stores, you can find associates who will truly go out of

And ranking Victoria ’ s Secret against all the other brands in the survey doesn’t seem like an apples-to-apples comparison either. Victoria ’ s Secret gets high marks, but similar to brand rankings of social media followers, likes and shares, its high favorability rating isn’t the ultimate measure of its

"In the last few years, all these different [swimsuit] brands have popped up," said Merrill, who runs her own travel-and-lifestyle blog on the side. "I am certainly susceptible to the targeting, if it works. ... I feel like there was a time when Victoria's Secret was the only option."

When Victoria's Secret, then the dominant brand in women's swimwear, left the swimsuit business in 2016, it opened the floodgates for start-ups to conquer that market, which brings in more than $4.5 billion in sales in the U.S.

Pictures: Victoria's Secret models: Where are they now?

When Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive

"When Victoria's Secret exited, we were all [trying] to recoup that market share. But we came at it with style and also comfort," said Lively founder and CEO Michelle Grant.

Lively started as an online lingerie business in April 2016. It launched swim in May 2017, when Grant said she noticed customers were wearing Lively's bralettes, meant for day-to-day attire, on the beach. "Couple that with at that exact same time Victoria's Secret was exiting a half-a-billion-dollar business," she said.

Belle Gibson’s secret job at Melbourne strip club revealed

Belle Gibson’s secret job at Melbourne strip club revealed Wherever Belle Gibson goes scandal is known to follow and the latest twist in the disgraced cancer con-woman’s saga is no different. Tonight, A Current Affair can lift the lid on her secret job working for a well-known Melbourne gentleman’s club. The explosive revelation comes as Ms Gibson returned to the Federal Court today to explain why she can’t afford to pay a $410,000 fine after she fooled the world into thinking that she cured her terminal cancer by healthy eating. © A Current Affair Cancer con artist Belle Gibson has appeared in court.

E-commerce is the place to be for young, scrappy direct - to - consumer brands . By going down the non-traditional route, these e-commerce businesses bypass the middleman and have the opportunity to focus on the customer alone. They can go straight to the horse’ s mouth and provide an exceptional

Shop now and save on bras, panties, lingerie, sleepwear, sportswear and more during the Semi Annual Sale at Victoria ' s Secret !

Now, though Lively still sells underwear and bras at its core, roughly 25% of total sales are of swimsuits during the peak summer season, according to Grant. And she said the company is now planning to open a standalone Lively swim store — in Los Angeles or somewhere in Florida — as Lively has built trust with women in that category. "Swim is one of the hardest categories to get trust from people," Grant said. Wearing a brand's bathing suit, "you're basically naked in public."

When Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive© Provided by CNBC LLC Though Lively is known for selling underwear and bras, roughly 25% of total sales are of bathing suits during the peak summer season, according to founder and CEO Michelle Grant.

If you're a younger, female customer like Merrill, it's likely you've stumbled across one of Andie's, Lively's or swim brand Summersault's ads on Instagram or Facebook, or on the subway if you live or work in New York. They all started their businesses online, amassed loyal followings on social media and are generating buzz this summer around their inclusive size offerings in swimwear, instead of trying to target American women en masse.

Milk recalled in Victoria, southern NSW over possible E.coli contamination

Milk recalled in Victoria, southern NSW over possible E.coli contamination There has been a second milk recall affecting stores in Victoria and southern New South Wales over fears about possible E.coli contamination.

Victoria ’ s Secret Angels ( left to right) Behati Prinsoloo, Marisa Miller, Heidi Klum, Doutzen Kroes, Miranda Kerr and Alessandra Ambrosio during the Victoria ’ s Secret Fashion Show at the Lexington Armory in New York.PA Victoria ’ s Secret also hurt itself when it got out of the swimsuit business .

PINK is a college girl’s must-shop destination for the cutest bras, panties, swim and loungewear! Victoria ' s Secret PINK. NEW!

"The most effective direct-to-consumer brands are going after certain demographics," said Web Smith, founder of retail research platform 2PM. "Companies like Andie are going after particular customers, whereas Victoria's Secret is going after all women."

Meantime, swimsuits can be difficult to master as a brand, he said, because "it's such a technical fabric to make, products are very specific to fabric size ... you can't get it wrong."

For Andie, getting product and fit right was the most important thing before moving into spending on digital marketing. The brand launched in April 2017 but didn't spend on marketing until roughly May 2018, a year later, according to founder and CEO Melanie Travis.

"If you make a product women don't want, you can pay all the money in the world to Facebook and Instagram, and people won't buy it," Travis said. "A lot of brands fail when they fail to understand the customer."

And in swim, as in lingerie, there's been a movement toward more women wanting coverage and comfort. Up-and-coming swimsuit maker Summersault's motto, for example, is "Everybody is a beach body."

Alibaba isn't looking to dominate in the Australian market – but it's here for other reasons

Alibaba isn't looking to dominate in the Australian market – but it's here for other reasons Chinese company Alibaba has been in Australia for 3 years and now plans to add thousands of retailers to its online stores. 

Victorias Secret has the most horrible quality and service. Please do not buy any thing from them any more. Show rating distribution. Victoria ' s Secret . ConsumerAffairs Unaccredited Brand . 630 Victoria ' s Secret Consumer Reviews. Sort: Recent.

It makes perfect sense for consumer brands because of its precise targeting and lifestyle fit. We only remind you to track the performance of influencer ROI Savvy DTC brands know this and are building up. They’re collaborating and using smart marketing tactics to drive sales, grow their revenue and

"So much of swim has been done in oversexualized ways," Summersault co-founder Lori Coulter said. "Many legacy brands only know how to market this way."

Summersault launched online in May 2017, selling $95 swimsuits targeting women over the age of 22, and just a few weeks ago rolled out suits for maternity sizes.

"Anyone can think they can do swimwear, but it's really important to optimise fit," co-founder Reshma Chattaram Chamberlin said. "We're bridging the gap between functional and style at the same time. ... It's easy to make something shiny on Instagram, but if it doesn't actually perform," you'll lose customers, and fast, she said.

When Victoria's Secret left the swimsuit business, direct-to-consumer brands began to thrive© Provided by CNBC LLC People pass by a massive billboard Andie designed and painted in Williamsburg, Brooklyn.

L Brands' Victoria's Secret has since begun selling swimsuits again. But the bikinis and one-piece suits are only available online. And they're not actually made by Victoria's Secret like they used to be, but come from other brands, including Onia, Kenneth Cole and BCBGMAXAZRIA. A quick glance at the retailer's website finds many of the suits are still risque, like its lingerie.

"I don't go to Victoria's Secret anymore," Merrill said. "It's a different aesthetic than what I'm looking for."

Merrill said she does about 80% of her shopping online today, and she would buy from Andie again.

There are many women like Merrill when it comes to shopping for swim on the internet. Twenty-seven percent of swimwear is purchased online, compared with just 20% of total apparel, according to a study last year by NPD Group. And 78% of online swimsuit shoppers say they're loyal to just one brand, NPD Group found.

"When I posted about them on Instagram, everyone asked: 'Whoa, where was that bathing suit by?'" Merrill said about her first Andie purchases. "It felt like that was a community. So many of my friends were having this same conversation."

Instagram will start putting ads within the Explore page.
Today, the social media platform announced that it’ll soon start placing ads within the Explore page, which is where users go to discover new content that lines up with their interests . The ads won’t appear on the Explore grid itself, but they’ll appear once a user taps on an Explore post and begins scrolling through that discovery feed. The ads will be photos and videos, and the first ad — for IGTV — will go live today. The team will begin working with select partners over the next few weeks with the goal of opening Explore ads up to everyone over the next few months.

—   Share news in the SOC. Networks

Topical videos:

usr: 0
This is interesting!