Most swimwear brands, including Andie Swim and Onia, are moving ahead with product launches. The company turned to TikTok for the first time to produce a launch video of employees dancing and wearing the latest items for Andie’s 2020 spring launch on April 1, which included four different suit colours. Andie also gave customers a 15 per cent off code.
Onia is also moving forward with product launches into the summer, focusing on the brand’s direct-t0-consumer business to drive sales, essentially at a standstill with wholesale.
Although both Andie Swim and Onia have seen sales falling over the first few weeks of quarantine, both said things have started to pick up in the last two weeks. The global swimwear market in 2018 was valued at $18.9 billion and is projected to reach $29.1 billion by 2025, according to Statista data platform. This was before the hit of the recent pandemic. It’s uncertain how the market will be impacted in the long run, but Melanie Travis, CEO and founder of the DTC swimwear brand Andie Swim, said she’s hopeful that while swimwear sales will bounce back in these next few months as the industry may hit. She is hopeful to start traveling by June or July.
