The objective with this product was to create a brand befitting an extremely unique swimwear line that would allow for its acceptance in the conventional marketplace. Included in this project was the creation and development of the company logo, custom photography, custom website, product tags and packaging, billboard, brochure, and complex poster design.
The client came to us with a one-of-a-kind problem: they wanted gain access to mainstream clothing and department stores but didn’t know how to successfully approach the marketplace with their somewhat risqué product.
We began by creating the name brand look and feel using a single vivid color on a black background. The logo was designed with simple sophistication to make a strong statement. The tagline, “Swimwear Revolution” is creatively written to also read “Swimwear Evolution,” helping to convey the message for a uniquely new type of swimwear. We had to illustrate both ways of wearing the suits in order to help buyers grasp the concept, and the client wanted the product tags to show both functions. Suit On/Suit Off had to be displayed in an inoffensive manner while revealing nudity, so we decided to make the models look like statues- essentially, we turned them into a form of art. We accomplished this by covering the models in silver body paint from head to toe. We made the vibrant colors of the suits pop by shooting the silver models on a black background.
Customer demographics vary by retailer and can be different within a retail segment. The retail sector offers consumers a multitude of shopping options. With many retailers offering identical or comparable merchandise, competition can be intense. To differentiate, small retailers may stock unique merchandise, deliver superior customer service, serve a local market, or provide a distinctive shopping experience. Personal income, consumer confidence, and interest rates drive demand. The profitability of individual companies depends on efficient supply chain management and effective merchandising and marketing. Large companies have advantages in purchasing, distribution, and marketing. Small companies can compete effectively by selling unique merchandise, providing superior customer service, offering a distinctive shopping experience, or serving a local market.
We designed the brand in such a way that, regardless of nudity, the Suit On/Suit Off illustrations are socially acceptable and can be displayed to the general public on billboards, posters, and all POS. By effectively removing the product’s potential marketing obstructions, the client is now able to successfully introduce their patented swimwear line into the mainstream retail marketplace.
The US apparel manufacturing industry includes about 8,000 companies that have combined annual revenue of about $14 billion. Large companies include Levi Strauss, PVH, VF Corporation, and Warnaco. The industry is fragmented: the 50 largest companies generate less than 40 percent of revenue. The industry includes knitting mills, but most apparel is cut and sewn. Globally, the apparel manufacturing industry dwarfs the US industry, with global export revenue alone topping $315 billion. China controls a third of the world market. Major international clothing makers are Youngor Group (China) and Armani (Italy).
Demand is largely determined by consumer tastes and the comparative costs of manufacture in the US and overseas. The profitability of individual companies depends on efficient operations and the ability to secure contracts with clothing marketers. Small companies can compete effectively with large ones by specializing in a particular type of apparel manufacture. There are few economies of scale in manufacture, because of the high labor content of most apparel. The industry is labor-intensive: average annual revenue per production worker is about $90,000.