Lisa Marie Fernandez Swimsuit'S Success Story

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Lisa Marie Fernandez has built up influential strategies such as iteration and timely expansion.

Brand sales will double this year.

New York, USA, despite being founded in the global recession, LisaMarieFernandez's swimsuit of the same name.

It has achieved steady and impressive growth.

The company is headquartered in New York, and has opened 182 stores in the US, Europe, Asia and the Middle East, and has doubled its annual sales growth over the past few years.

Fernandez, the founder, chief executive and designer of the brand, is expected to maintain this growth momentum in 2016.

Behind the rise of LisaMarieFernandez is just the constant evolution of swimsuit market.

The market is increasingly driven by global lifestyles and market demand for seaside costumes. According to market research, the market value will rise from $20 billion 900 million in 2014 to $28 billion 300 million before 2020.

The Fernandez image in fashion shows has come closer to the fashion declaration from the functions of the ordinary bikini and other swimsuits, aiming at the consumers who are looking for a distinctive swimsuit that can stir up social media.

Everyone knows about this product.

Girls know what their swimsuits are called.

But Fernandez recalled the summer of 2009 when he founded the brand. He said, "this market is really dull. It's not interesting."

At that time, few shops sold swimsuits in spring and autumn, and the main choice of consumers was "boring Triangle Bikini", she recalls.

LisaMarieFernandez

At that time, Fernandez was hoping to do something in the freelance stylist and editorial career. She wrote for American publications and other brands such as FranciscoCosta, but her real passion was always in swimsuits.

She built her own closet (she estimated that she had more than 300 swimsuits), and the first job was the magazine's swimwear market editor, so she found the market blank neoprene fabric.

Seven years ago, in 1980s, when the style was regurgying, the dress with colorful and strong body consciousness dominated the fashion flyover.

But no one brought back the neoprene bathing suit with the famous ElleMacpherson neoprene in that era.

For Fernandez, neoprene has both aesthetic and practical functions in 1980s. It is an undiscovered business opportunity.

"SPANX underwear equivalent to swimsuit."

Being able to absorb everything can make your body look strong and powerful - you don't even need to keep fit, "she said.

She found suppliers of neoprene that could produce high-end swimsuits, developed 7 kinds of neoprene bikini, and brought them to Paris fashion week on the spur of the moment and without commercial plans.

Many years of fashion magazine's work experience gave her extensive contacts in the industry, so she made the first exhibition smoothly, including Net-a-Porter's NatalieMassenet and LaneCrawford as fashion director SarahRuston.

Fernandez named the bikini with its own admired women, and learned from the style of the advanced clothing market, such as the sports style profile, the short type, the exposed zipper and the structural lotus leaf. Buyers also responded to such fresh aesthetics.

Net-a-Porter, BergdorfGoodman, Barneys and other 12 stores ordered the first series of brands.

Nowadays, LisaMarieFernandez produces two series each year: spring summer series and vacation series.

The upcoming 2017 annual fake series includes 294 SKU, and LisaMarieFernandez signature style sporty style Swimsuit (bikini and one-piece swimsuit retail price between 300 and 600 dollars). At the same time, the loose size dresses and waist belted skirts are priced at between 400 and 900 dollars.

Brand practices in product and retail expansion are very restrained.

Fernandez compares its product to Apple Corp's iPhone: slowly launching different colors and styles every quarter instead of creating new products.

LisaMarieFernandez is also producing its first 5 bikini styles, which include glue and bead, neoprene, terry cloth and waterproof denim.

At the same time, too many places, excessive distribution, this is self search for death.

"If we want to launch in the market immediately, we will have to dilute our products.

When we start, we have to introduce and focus, "Fernandez said." we need to spend more time familiarize ourselves with this brand.

This is not an overnight move. "

Mira swimsuit

Keep repeating the key styles to help the brand establish a high degree of recognition among consumers.

"Everyone knows about this product.

Girls know what their swimsuits are called, "she continued.

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Brands should also be cautious in their retail strategy to avoid overexposure.

"At the same time, too many places, too much distribution, which is self searching," Fernandez said, "the key is to appear in the" right "shops, rather than in 1000 stores.

The brand is different from each wholesaler, offering exclusive and "only once" color and fabric combinations to a specific retailer, so that customers can get different brand experiences at different shopping places each time.

In this way, it is necessary to have a flexible production network for the wholesale customers.

Since its inception, LisaMarieFernandez has the exclusive right to use a factory in New York, which is responsible for producing all swimwear and beach costumes.

The factory has exclusive control and geographical proximity advantage, which means that the brand can produce small quantity and frequent production (sometimes even as low as 14 units), and can start producing repeat orders within a week, so that the brand can cope with the unexpected fashion of some styles, and avoid bulk orders coming into the market, resulting in a reduction in price.

Through ingenious category expansion, Fernandez also aimed at and developed the Instagram generation market.

In the spring of 2013, Fernandez launched the "holiday destination dress", bringing a lightweight and comfortable shirt skirt and short skirt series, which is distinguished from the traditional South American cloak and the Turkey robe, so that the fashionable holidaymakers can go to the beautiful restaurants from the swimming pool and wear in the city.

Last year, tourism destination dress and sportswear (the latter launched in 2015) accounted for more than 50% of LisaMarieFernandez sales.

So far, Fernandez has achieved wholesale distribution in the wholesale and retail way. She thinks this is the core of the development of brand tourism destination dress.

"I don't want people to buy our bikini, but only in Istanbul or swimming pools.

I hope to buy bikini in tourist destination shops can also become a part of people's experience, "she said.

In 2015, 90% of the brand's sales came from wholesale business.

However, facing the consumer's electricity business will become the key point of economic growth.

Fernandez said it would "easily" rise from 10% of sales to 50%.

So far, the brand self operated e-commerce website has been suspended for the first time since its establishment, but it will be restarted tomorrow.

The new website is designed by EzraPetronio, and EzraPetronio is the artistic director of Chanel, Chlo, and SaintLaurent digital projects.

The platform will sell exclusive design styles and make use of the magazine background of Fernandez to produce new editorial content.

So far, LisaMarieFernandez has not received foreign investment. Before the company began to gain profitability in 2012, brand building and first year operation were all Fernandez's own expenses.

"No investor, no one tells us what to do, how to think about growth, and how to get a quick return."

She said.

But despite the Fernandez's financial independence and restraint in product evolution and retail growth, physical expansion and other business expansion will also require investment.

At present, Fernandez has no definite plan to open a shop, but "it's too early to shop," she said.