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COVERT SWIMWEAR by Kristen Malarky


good vs. evil social media Original Bad Girls money

What makes a girl bad?

good girls gone bad pop

culture popularity

Today’s world is different then what it used to be. People are choosing sides and beginning to root for a different team. Not always does the good come out on top but instead many are trying to unleash their dark side. Being bad is becoming the new “It� persona. Shows on television are starting to highlight the bad guy, and ideologies taught to our parents are turning stale. This is leading to a shift in society and giving people the want to embrace the dark within themselves.


Manifestations Popular television series such as “Breaking Bad” and “Orange is the New Black”, have changed the rules of characterization. The once typical villain is no longer hated by viewers, but rather relatable and likeable.

Ideologies of human culture are starting to change. According to The Huffington Post, the practice of any religion is at an all time low. People are looking for new things to believe in and ruling out more traditional beliefs.

In recent news, The Esquire has posted about a study that shows people who do drugs, have sex & stay up late are actually smarter. In history, these activities have been looked down upon and considered “bad”. Drugs & Sex are becoming a huge part of our every day lives and people are becoming more and more accepting of it.


Target Market

Rae is a 23-year-old boutique manager who hails from Columbus, Ohio. She’s been dating her steady boyfriend since the beginning of college and friends say he will pop the question any day now. To many she has a seemingly perfect life. Each day is pretty typical usually with no surprises. However in a couple of weeks Rae and a few of her closest friends are jet setting to Saint Tropez for an all girl’s geta-way vacation. She can’t wait to let loose and escape from the daily mundane routine of her ordinary life. She is ready to be daring and exciting. Her motto for the trip is “What happens in Saint Tropez, stays in Saint Tropez”.


Problem Statement To create a line of racy swim wear for the hidden personality of a young woman that dresses in the sultriest of fashion only while on her get-a-way vacations.


COVERT:

“not openly acknowledged or displayed.”


Beach Bunny, and Covert would definitely be competitors. The target market is about the same. However, Beach Bunny only has boutiques in warm places such as Miami and California.

L Space is a very popular brand for swim in my target market. However, the aesthetic is totally different. L Space focuses on more simple designs and repeat the same looks season round.

Victoria’s Secret I believe is still a competitor even though they don’t focus solely on swim. They reach the mass markets and have established every summer to come out with a swim line.

Where to buy.... Covert will be sold in department stores, specialty boutiques, and have an online presence as well. Retailers I see best fit would be Nordstrom, Bloomingdales and the online site Revolve Clothing. All of these retailers focus on brands that are attainable luxury.

COVERT

SAINT TROPEZ size: small

$160


Strengths

Weaknesses

- Beautiful design aestheic made with quality fabrics

- More limited target market

- A more trendy, sensual edge compared to competitors

- Mid to High proce point

- Will be accessible to many

- More established brands elsewhere

Opportunities

Threats

- Provide interesting product for those who are looking for something new.

-Main competitors in swim market, who have already established a known name for their brand.

- To create relationships in main retailers to sell product out of

-Covert is an unknown brand

- Great for the woman who loves to travel - Year round swim products


Justification

There is currently a hole in the market for a great, fashionable, swim wear line. Swimwear is often overlooked and a brand that solely focuses on swim is needed. Swim needs to be available at all times of the year. “Covert� would be sold in department stores and specialty boutiques year round, all across the US. When a girl goes on a vacation she wants to be noticed. This collection will do just that.


Color Story

Smoulder Black

Limelight

Hot hot pink

Bleached Blonde

Sassy Orange


Materials

Nylon / Lycra

Neoprene

Mesh

Gold Metal Accents


THE COLLECTION


Merchandising

The Figi Suit $105 sizes: x-small, small, medium, large nylon / lycra SKU:8

The Molokai Suit $145 sizes: x-small, small, medium, large nylon / lycra SKU:12


The Rio Suit $145 sizes: x-small, small, medium, large nylon / lycra & mesh SKU:12

The Tahiti Suit $170 sizes: x-small, small, medium, large neoprene SKU:8


The Bora Bora Suit $140 sizes: x-small, small, medium, large nyon / lycra SKU:8

The Bahamas Suit $140 sizes: x-small, small, medium, large neoprene SKU:8


The Seychille Suit $150 sizes: x-small, small, medium, large nylon / lycra SKU:12

The Bali Suit $190 sizes: x-small, small, medium, large nylon / lycra SKU:8


The St. Tropez Suit $180 sizes: x-small, small, medium, large nylon / lycra SKU:8

The Rivera Suit $190 sizes: x-small, small, medium, large neoprene & mesh SKU:8


THANK YOU!

Covert Swimwear - Design to Trend  

A project completed my 4th year in a Design to Trend course. I took current cultural trends and came up with a new line of products inspired...

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