What Andie'' s VP of brand name as well as style is thinking of 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 likewise developing stunning bikinis.

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

However to Michelle Copelman, Andie’s vice head of state of brand name as well as style, the business’s simply starting.

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

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

That narration aspect is playing right into exactly how Andie is approaching its following item launch: whitewashes. Copelman claimed in advance of the collection launching, which is anticipated to occur in June, the brand name is checking out 2 possible courses: releasing it as a different collection, as Andie has actually typically performed in the past for brand-new items, or releasing it combined with swimsuit as a method to have “one ideas” as well as inform “one tale.”

Whitewashes is simply among numerous tasks on Copelman’s mind. As Andie plans for the year in advance, the exec reviews its brand name technique as well as what’s following for the business.

A year of development

While the pandemic affected merchants throughout the market in some way, some made out much better than others. For Andie, the brand name “has actually had significant development throughout the pandemic,” Copelman claimed. The business revealed in November that it expanded 100% year over year.

” Possibly [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. But also for $100, to get a swimwear for possibly a weekend break away or to see your enjoyed ones as well as to discover minutes of happiness throughout the frantic year as well as a fifty percent, we located a great deal of females still desiring that,” Copelman claimed. “Considered that Andie’s everything about convenience as well as this suggestion of cost effective deluxe, I assume that truly reverberated with consumers.”

Copelman included that the brand name has actually gotten 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 reactions from consumers. As a serious customer myself, I’m constantly stunned since I have actually never ever truly believed to connect to a customer care group as well as, you understand, simply provide my commends as well as praises,” Copelman claimed, including that provided where the swimsuit market has actually remained in the past– pressing hot instead of accommodating the demands of its customers– Andie sticks out to customers. “We have actually had the ability to type of bridge that space of this suggestion of internal elegance, as well as looking absolutely 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 nearby group which’s typically checked out behind shut doors.”

Something Copelman is likewise happy with is exactly how prevalent Andie’s target market is, which she claimed has actually profited the brand name as well as likewise offered guarantee that its layouts are functioning.

” I was talking with our sales affiliates over the weekend break as well as they claimed that a mommy child was available in as well as a 13-year-old purchased it as well as her mommy likewise purchased a swimwear,” she claimed. “I resembled ‘Well that’s type of dazzling as well as fantastic’ that we have actually truly had the ability to produce the traditional single that reverberates with all females throughout America.”

Over the in 2015, Andie has actually likewise introduced right into brand-new classifications, increasing its item offerings. In addition to whitewashes, the brand name introduced right into intimates last April as well as loungewear in December.

To broaden its specific reach also additionally as well as end up being the location for all points required for holiday, the brand name introduced a market of types supplying third-party items from brand names like Supergoop, Hat Strike as well as Corkcicle. And also to accompany its launch right into loungewear, Andie turned out items from brand names connected to lounge, like sandals from Llani, rest masks from Sunday Resident 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 technique at Andie Swim,” Copelman claimed. “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 turns up to the coastline in their swimwear.”

Assisting to money future item launches, Andie in December revealed it elevated $18.5 million in a round led by Marcy Endeavor Allies, a financial backing company co-founded by Jay-Z. The business claimed it would certainly make use of the funds to sustain its omnichannel circulation development as well as global development, expand its group as well as introduce brand-new items. Copelman likewise claimed the funds will certainly aid Andie overhaul its advertising mix, which has actually been sped up by Apple’s intro of the iOS14 upgrade that impacted application monitoring. The business 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 bucks,” she included. “However it’s intriguing. We were currently dropping this course of branching out the networks that we either taken part in naturally [or] on paid. This either pressed us along quicker or simply made us even more passionate concerning it. Recognizing that technology is simply one item of it.”

Approaching omnichannel

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

” Entering into a shop, obtaining worn a fit, typically a little dressing room that possibly does not have the very best light, as well as possibly does not have the very best selection– you type of do not intend to do that in January or February,” Copelman claimed including that those 2 months are a huge marketing duration for the brand name with the vacations finishing up as well as springtime break nearby. “There’s most definitely that deluxe of buying on the internet site as well as attempting it on in the convenience of your very own residence.”

” 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 catch even more consumers.”

Michelle Copelman

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

To make certain appropriate fit, Andie presented real-time fit specialists, well prior to the pandemic, that are offered for consumers to call as well as have video clip examinations with to ensure they’re matched with the proper dimension as well as design that ideal matches their demands.

The brand name remains to buy shopping as it continues to be Andie’s major profits network. The business’s fit test, which customers take before buying to aid match them with the design that functions ideal for them, is going through an overall spruce up, Copelman claimed.

However, like numerous DTC brand names, Andie significantly 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 likewise includes technology from Lightbox that will certainly aid attach consumers to Andie’s healthy professionals in addition to display the brand name’s complete selection, enabling them to purchase items not offered within the shop.

” It’s truly vital not just in expanding brand name recognition, yet likewise 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 catch even more consumers,” Copelman claimed. The business is “seeing it, yes, to drive profits, yet likewise as an option to a signboard on Sundown Blvd.”

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

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

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