What Andie'' s VP of brand name as well as layout is considering in 2022 

When Andie went into the marketplace in 2016, it intended to interrupt the multi-billion buck swimsuit market by concentrating on fit as well as feature, while additionally developing stunning swimwears.

In the years considering that, the direct-to-consumer brand name has actually increased its item variety, went into traditional as well as increased over $30 million.

Yet to Michelle Copelman, Andie’s vice head of state of brand name as well as layout, the firm’s simply starting.

Copelman signed up with Andie in September 2020 from Outside Voices where she acted as vice head of state of layout. And also before that, she held layout duties at tradition gamers like Victoria’s Secret as well as J. Team.

” Narration is extremely vital to me,” Copelman informed Retail Dive. “Every one of these brand names, also Victoria’s Secret, did an actually superb task of truly recognizing their client, as well as truly recognizing that they’re pursuing as well as what they’re offering– the uniformity from layout completely via advertising and marketing. That’s why I truly value my function at Andie, being head of both layout as well as advertising and marketing. We’re truly able to begin with a principle as well as see that follow up completely throughout customer.”

That narration component is playing right into just how Andie is approaching its following item launch: whitewashes. Copelman stated in advance of the collection launching, which is anticipated to take place in June, the brand name is checking out 2 possible courses: introducing it as a different collection, as Andie has actually usually performed in the past for brand-new items, or introducing it combined with swimsuit as a method to have “one motivation” as well as inform “one tale.”

Whitewashes is simply among lots of jobs on Copelman’s mind. As Andie plans for the year in advance, the exec reflects on its brand name method as well as what’s following for the firm.

A year of development

While the pandemic influenced merchants throughout the market somehow, some made out much better than others. For Andie, the brand name “has actually had remarkable development throughout the pandemic,” Copelman stated. The firm introduced in November that it expanded 100% year over year.

” Perhaps [retail] really did not see foot web traffic, specifically in traditional or online with females purchasing evening dress as well as gowns as well as whatnot. However, for $100, to acquire a bikini for possibly a weekend break away or to see your enjoyed ones as well as to discover minutes of pleasure throughout the stressful year as well as a fifty percent, we located a great deal of females still desiring that,” Copelman stated. “Considered that Andie’s everything about convenience as well as this concept of cost effective deluxe, I assume that truly reverberated with clients.”

Copelman included that the brand name has actually obtained a frustrating quantity of favorable responses for its front runner items as well as more recent launches.

” I have never ever, ever before seen the quantity of favorable feedbacks from clients. As a passionate buyer myself, I’m constantly stunned since I have actually never ever truly believed to connect to a customer support group as well as, you understand, simply use my commends as well as praises,” Copelman stated, including that provided where the swimsuit market has actually remained in the past– pressing attractive as opposed to satisfying the demands of its customers– Andie sticks out to customers. “We have actually had the ability to sort of bridge that void of this concept of internal elegance, as well as looking genuinely stunning on the coastline, as well as fitting– not just in your very own skin, yet in a garment that’s so tiny out in public. Underwear is the following surrounding classification which’s generally checked out behind shut doors.”

Something Copelman is additionally pleased with is just how extensive Andie’s target market is, which she stated has actually profited the brand name as well as additionally offered guarantee that its layouts are functioning.

” I was speaking to our sales partners over the weekend break as well as they stated that a mom child was available in as well as a 13-year-old got it as well as her mommy additionally got a bikini,” she stated. “I resembled ‘Well that’s sort of great as well as fantastic’ that we have actually truly had the ability to develop the traditional single that reverberates with all females throughout America.”

Over the in 2014, Andie has actually additionally released right into brand-new groups, increasing its item offerings. In addition to whitewashes, the brand name released right into intimates last April as well as loungewear in December.

To increase its specific reach also additionally as well as come to be the location for all points required for holiday, the brand name released a market of kinds providing third-party items from brand names like Supergoop, Hat Assault as well as Corkcicle. And also to accompany its launch right into loungewear, Andie turned out items from brand names associated with lounge, like sandals from Llani, rest masks from Sunday Person as well as corrective oil from elegance brand name Esker.

” I began my occupation out at J. Team as well as I seem like what they did so perfectly was full outfitting as well as we’re type of taking a comparable strategy at Andie Swim,” Copelman stated. “For the coastline holiday as well as socializing by the water, what is the full appearance or devices that a person would certainly require to take place holiday? … No one ever before simply appears to the coastline in their bikini.”

Assisting to money future item launches, Andie in December introduced it increased $18.5 million in a round led by Marcy Endeavor Allies, a financial backing company co-founded by Jay-Z. The firm stated it would certainly make use of the funds to sustain its omnichannel circulation development as well as worldwide development, expand its group as well as release brand-new items. Copelman additionally stated the funds will certainly aid Andie overhaul its advertising and marketing mix, which has actually been sped up by Apple’s intro of the iOS14 upgrade that impacted application monitoring. The firm is currently aiming to expand its networks by relocating right into locations like linked television as well as direct-mail advertising.

The iphone upgrade “did most definitely shock large strategies as well as advertising and marketing bucks,” she included. “Yet it’s fascinating. We were currently decreasing this course of expanding the networks that we either participated in naturally [or] on paid. This either pressed us along quicker or simply made us even more passionate regarding it. Comprehending that technology is simply one item of it.”

Approaching omnichannel

Swimsuit is mainly deemed a classification customers require to try out before buying since correct fit is so vital, yet Copelman stated that also as an electronically indigenous brand name, it has actually been well outfitted to offer clients.

” Entering into a shop, obtaining worn a fit, generally a little dressing room that possibly does not have the most effective light, as well as possibly does not have the most effective variety– you sort of do not wish to do that in January or February,” Copelman stated including that those 2 months are a huge marketing duration for the brand name with the vacations concluding as well as springtime break around the bend. “There’s most definitely that deluxe of purchasing on the site as well as attempting it on in the convenience of your very own house.”

” We are a direct-to-consumer brand name as well as going omni is the following shift for Andie as we remain to expand and also as we record even more clients.”

Michelle Copelman

Vice Head Of State of Brand Name as well as Style, Andie

To make certain correct fit, Andie presented real-time fit professionals, well prior to the pandemic, that are offered for clients to call as well as have video clip appointments with to see to it they’re matched with the proper dimension as well as design that finest matches their demands.

The brand name remains to purchase ecommerce as it stays Andie’s major profits network. The firm’s fit test, which customers take before buying to aid match them with the design that functions finest for them, is going through an overall spruce up, Copelman stated.

Yet, like lots of DTC brand names, Andie progressively saw worth symphonious offline. In 2015 in November it opened up a pop-up store in West Hand Coastline, Florida.

The shop is powered by Jump, which has actually aided DTC brand names like Birdies as well as Something Navy construct as well as run brick-and mortar areas, as well as additionally includes technology from Lightbox that will certainly aid attach clients to Andie’s in shape experts along with display the brand name’s complete variety, permitting them to purchase items not offered within the shop.

” It’s truly vital not just in expanding brand name recognition, yet additionally possessing our brand name tale as well as remaining to message that out. We are a direct-to-consumer brand name as well as going omni is the following shift for Andie as we remain to expand and also as we record even more clients,” Copelman stated. The firm is “seeing it, yes, to drive profits, yet additionally as a choice to a signboard on Sundown Blvd.”

The brand name has actually additionally created collaborations with resorts as well as stores, consisting of BunkHouse, as a method to “dip our toes” right into wholesale, Copelman stated.

” We maintain stating at Andie: Meet her where she is. Make bikini purchasing as uncomplicated as well as very easy as feasible,” Copelman stated. “There’s truly absolutely nothing as very easy as purchasing something and afterwards having the ability to stalk the coastline 2 mins later on because bikini.”

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