How To Start A Swimwear Line

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If you ask any entrepreneur, starting a business comes with its fair share of challenges.

Starting your own swimwear line requires a great deal of effort, dedication and most importantly passion.

If you're willing to put in the effort to build your own swimwear line, you're going to want to follow the critical steps to creating a successful brand.

We've created a guide that covers each step of the process - from making key financial decisions, to launching and marketing your business the right way, and tips/strategies on how to grow your swimwear line effectively.

avg revenue (monthly)
$10.2K
starting costs
$15.9K
growth channels
Word of mouth, Email marketing
business model
Advertising
best tools
Instagram, MailChimp, Shopify
time investment
Side project

💡 Introduction To The Swimwear Line

How To Name Your Swimwear Line

It's important to find a catchy name for your swimwear line so that you can stand out in your space.

Here are some general tips to consider when naming your swimwear line

  • Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
  • Conduct a search to see if others in the space have the same name
  • Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
  • As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!

Why is naming your swimwear line so important?

The name of your business will forever play a role in:

  • Your customers first impression
  • Your businesses identity
  • The power behind the type of customer your brand attracts
  • If you're memorable or not

It's important to verify that the domain name is available for your swimwear line.

You can search domain availability here:

Find a domain starting at $0.88

powered by Namecheap

Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.

It's also important to thoroughly check if social media handles are available.

As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.

Here's some inspiration for naming your swimwear line:

  • Mermaid Racer
  • Swimwear Supreme
  • A Shore Thing
  • Swimwear Ready
  • Focus
  • Performa Swimwear
  • Find yourway
  • The Smiley Apparel
  • Ress
  • WavyDay
  • BlueWonder
  • Aquaspeed
  • Curves+ Beauty Line
  • Osea
  • Swimsport
  • Lege
  • Favell
  • ZooZuu
  • Itisme Sun Wear
  • The Fine Waters Apparel
  • Swimming Kingdom
  • Kickin’ Swimwear
  • Swimming Ride
  • Waterrags
  • Float
  • Sunpeace Apparel
  • Golden Goddess Swimming
  • Beachy Apparel
  • Dwers
  • Freestyle Suits
  • Beach Fashionista
  • Darwin
  • Body Beauty
  • Aquaboy
  • The Sea Swimmers
  • Swimcool Apparel
  • Aquafit
  • The Fun Sea
  • Simply Swimwear
  • Dive Into Swim
  • Sea Kingdom
  • WheelDive
  • Green Mermaid Kingdom
  • Waterlove
  • Coloreffects Apparel
  • Great East
  • Watersign Apparel
  • Dive In!
  • The Sea Palace
  • Sweet n Sexy
  • SunPattern
  • Water Kingdom Class
  • Swimwear Supplier
  • A Shore Thing
  • AquaFusion Instructor
  • Water Magic
  • Dancing Wave
  • International Swimming Institution
  • Water Wardrobes
  • Laps To Waves
  • Water Army
  • Girlswim
  • Swim Coverings
  • Sandsea forever
  • Commando
  • Bubble Wear
  • SunSymfony
  • Water Centre
  • New England
  • The Perfect Hourglass Swimsuits
  • FreckleFrock
  • Klorin8
  • Swimming Institute for Women

How Evan Named His Business: Junk In Your Trunks

The initial idea behind Junk in your Trunks and its initial concept is quite different. It started as a reaction of short-shorts for dudes coming back into fashion, and one day I was like it’d be funny if there was a brand Junk in your Trunks that was short-shorts for dudes and they had a dick that hung out of the leg. The initial idea was a dick that’d clip into the shorts that were going to be a sunscreen dispenser.

Thing is, once I had put an ounce of effort into this, it seemed like a lot of effort for a really cheap joke.

But the more I thought about it, I did still have something compelling to play within the name. Junk in your trunks is super visceral and has a lot of meanings and connotations that you can play off if I were to keep going toward short-shorts or swim as a category: Junk in the trunk aka big bootied folks, guys’ junk in their ‘trunks’, and what grabbed me the most, in an era where sustainability is coming to the forefront there was an interesting opportunity to work actual Junk (recycled materials) into play.

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Evan Waldenberg, on starting Junk In Your Trunks ($25,000/month) full story ➜

Players

Big Players

Small Players

Big Players

Small Players

Which Business Model Should You Choose?

When deciding whether or not to start a swimwear line, it's important to first decide if you want to operate a physical or online store (or both).

Physical Location

If you do plan to open a physical store, it's important that you find a spot in a high-traffic area. This is a great way to gain exposure for your business and also get new customers.

It's also important to consider the higher costs associated with operating a physical store (ie - employees, rent, utilities, etc) and the long days/hours associated with running a store.

The main benefit, however, is that customers love being able to see products in person. It's important to recognize that although some people enjoy shopping online, there will always be the shopper persona that likes to touch, feel and see the product they're buying.

Online Business

One of the main benefits of operating online is that you are exposed to the entire world, versus just one local area. Rather than depending on foot traffic, you have all the tools at your disposal to create exposure for your store online.

Additionally, there are much lower costs to operate an online store - fewer employees, you can operate from your home, and you get to create your own schedules (yes, holidays included!)

Although you are operating online and have the ability to connect with people all over the world, it's important to consider that you will need to invest marketing money upfront in order to promote your store to the right audience.

So, which business model should you go with?

Each model has their benefits, however, the consumer trends for swimwear line are shifting towards e-commerce businesses.

Search Interest

Let's take a look at the search trends for swimsuits over the last year:

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When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.

The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.

These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.

  • LLC: All income and expenses from the business are reported on the LLC personal income tax return.
  • S corp: Owners pay themselves salaries + receive dividends from profits.
  • C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.

Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.

Learn more about securing the right permits and licenses ➜

Determine Which Business Bank Account You Need

There are hundreds of banks out there, and it can be overwhelming to find one that's right for your business.

Here are some factors you may want to consider:

  • Location - Is your bank close enough that you can easily make deposits or get cash?
  • Low Fees - Make sure to understand any and all fees associated with setting up and maintaining your bank account. Ask for a list - banks usually try to keep this hidden and in the fine print.
  • Online Banking Services - Make sure you can easily navigate through your online portal and you have easy access to everything you need.
  • Line of Credit - What do your options look like (even if you don't need this now, you may need this down the road).
  • Every bank has something that differentiates them from the rest, so make sure whatever that is applied to your needs and values.

Check out this list of the 13 Best Banks for Small Business in 2020 and what makes them so unique.

Design A Prototype

Turning your idea into a reality can feel like a daunting task - but it's critical that you have an idea of what your product will look like (even if it's just a sketch) prior to finding a manufacturer.

Here are some common ways you can design your prototype:

  • Draw Your Initial Design on Paper
  • Form pieces of fabric together
  • Consider Taking A Generic Product And Putting Your Own Brand On It
  • Try Making the Product Yourself
  • Consider Building A Prototype With A 3D Printer

To learn more about how to design and prototype a product, check out our latest guide here.

The Design Process: Amanda Louise Bikinis

To create the first AmandaLouise bikini, I literally ripped apart a few bikinis I had, created patterns off of them, and then tweaked that for over a year until I had the fit just right.

I’d done pretty complex pieces in highschool, including a homecoming dress, but this was really different. The bikini is tiny, so there’s no margin for error with cutting/sewing.

Also, working with lycra is a BEAST! The fabric is stretchy and slippery. From my days quilting with oh so easy to work with cotton, this was a whole new challenge. It also took me to working on a serger (a specific type of sewing machine) that I had not used before.

Handmade vs. production

The important thing I’ve discovered about apparel design is that there’s the handmade route and the production route.

Going into major production is a WHOLE different animal. I recently went down that path and was completely unprepared for the incredible financial investment it took.

Because of that, we’ve come back to keeping our collections small and couture and made to order. Honestly, I love it this way because our suits are each constructed here in Arizona with a small team that loves what they do and pours in the same passion I have for making women feel beautiful.

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Amanda Freick, on starting Amanda Louise ($5,000/month) full story ➜

Purchasing Inventory For Your Swimwear Line

When first starting out, it's important to start small with your overhead to get a gauge for what people want.

Just remember - if you order a line of items that don't sell, it's nearly impossible to recoup the money lost.

Buying the right inventory takes research and planning in order to get it right.

  1. Identify your target audience: Identify the age, gender, annual income that you will be selling to. This is a defining factor in ordering the right inventory that will sell.
  2. Research your competition: Conduct market research and identify the different types of styles, price points, and materials being used. This will help you see what's trending and ways that you can improve/stay ahead of the competition.
  3. Create an inventory wishlist: Identify what you need for the launch of your business and create a budget that you will stay within. Remember, it's okay to start small.
  4. Find a supplier Make sure to first compare prices and analyze different options.
  5. Delivery timing: Schedule the inventory delivery to match with seasonality and trending buying seasons

Pro-tip: It's easy to become biased based on your own fashion preferences on what types of shoes/apparel to purchase. This is where a lot of fashion businesses go wrong. It's important to base purchase decisions on current buyer behavior, trends in the market, and specific to your niche.

Startup Costs

If you are planning to start a swimwear line, the costs are relatively low. This of course, depends on if you decide to start the business on your own or bring on a big team at first.

We’ve outlined two common scenarios for “pre-opening” costs of a swimwear line and outline the costs you should expect for each:

  • The estimated minimum starting cost = $2,550
  • The estimated maximum starting cost = $29,300
Startup ExpensesThese numbers are based off the average expenses incurred when starting a swimwear line. Min Startup CostsDefined as an swimwear line you have started and plan to execute on your own. You’re able to work from home with minimal costs. Max Startup CostsDefined as an swimwear line you have started with one other team member. You decided to rent out an office space to set up the business.
Licenses and Business FormationThis refers to setting up your business license and establishing any legal contracts. $250 $1,000
PayrollThis number depends on if you decide to pay yourself a salary up front and the amount of employees you hire. The average salary for a full-time swimwear line individual is $0 $4,000
Advertising/PromotionThis includes (but not limited to): paid ads, public relations, networking events etc. $200 $2,000
Website and Email HostingCosts to host website, domain names and email $100 $300
Liability InsuranceDepending on which state you live in, the costs and regulations vary for liability insurance. You can learn more here. $500 $2,000
Shop DecorIf you plan to operate a physical store, you may want to consider decorating the place with wall decor, furniture, plants etc. $0 $7,000
InventoryThis includes all upfront inventory you will need in order to launch. Be sure to compare prices of wholesalers to ensure you're getting the best deal and margins remain high. $1,000 $8,000
Equipment and TechnologyThis includes (but is not limited to) any expenses such as: laptops, cameras, office supplies and technology platforms $500 $5,000
Total Starting Costs $2,550 (min) $29,300 (max)

Raising Money

Since the startup costs to start swimwear line range between $2,550 - $29,300, there are ways you can raise money to cover these costs.

Here are a few ways you can secure additional funding:

Evan Waldenburg discusses how the $9K raised on Kickstarter got their business up and running:

As I mentioned, we decided to do a Kickstarter to mitigate the need for investing a lot of personal capital or taking on debt upfront.

Our Kickstarter was by no means a smashing success, but we hit our goal, raised $9k, and it was enough to get the wheels going and move into production.

There are a million things I’d do differently or try to do better if I were to do it again. Sometimes when I start to look back at my Kickstarter I start to cringe, but hey, it got the ball rolling and I don’t think we’d be in the solid position we’re in now had things not gone how they went.

Of the $9k raised I spent about $3k to fulfill the orders placed through the Kickstarter as well as a little extra inventory. I used $2.5k to hire a Shopify developer to help build my store. I had worked with him previously for another online store initially found him on Upwork.

About 55% of the Kickstarter money came from Family and Friends so take from that what you will.

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Evan Waldenberg, on starting Junk In Your Trunks ($25,000/month) full story ➜

Revenue Expectations

We've interviewed several different founders in the swimwear line and asked them how much $ they're making today.

OceanZen

  • $120K/year in revenue
  • Sells sustainable swimwear.
  • Solo founder
  • 0 employees

Amanda Louise

  • $60K/year in revenue
  • Sells luxury beach and compeittion swimwear
  • Solo founder
  • 0 employees

BohoWrapsody

  • $9.6K/year in revenue
  • Sells swimsuit cover-up.
  • 2 founders
  • 2 employees

Junk In Your Trunks

  • $300K/year in revenue
  • Sells swin trunks
  • Solo founder
  • 1 employee

How To Price Your Swimsuits

One of the most challenging and critical pieces to starting your swimwear line is determining how much to charge for your swimsuits

When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.

Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.

On the other hand, when businesses over-price, this tends to be just as damaging to the business.

When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.

Here are some factors to consider when pricing your product:

Understand your customer

It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:

  • Customer demographic: Age, gender, location, etc.
  • Buying habits of your customer: What they buy + when they buy
  • Level of price sensitivity with your customer

All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.

Understand your costs

When pricing your swimsuits, it's critical that you first identify all of your costs and consequently mark up your swimsuits so you can factor in a profit.

The actual cost of your swimsuits may include things like:

  • The actual cost to make the product (ie. raw materials, supplies, manufacturer).
  • Shipping + overhead fees
  • Rent
  • Operating costs to run your business

You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.

Create revenue goals

When determining the price of your swimsuits, you'll want to create goals for revenue + how much profit you want your swimwear line to make.

This process is simpler than you may think:

  1. Think about your breakeven cost (by completing the above step).
  2. Create a revenue goal based off of your break-even cost
  3. Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
  4. Divide your revenue goal by the number of items you plan to sell

This figure will help determine your estimated price per product in order to meet your revenue goals.

Evaluate your competition

The last piece in determining how to price your swimsuits is by simply looking at your competition.

The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your swimsuits fits best in the marketplace.

All of these factors play an equal part in pricing your swimsuits, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.

Lauren Costanza, founder of Bluminary provides us with a detailed spreadsheet of all of her costs associated with running her business:

I knew this would be a self-funded adventure, and I set aside $3,000. During the first three months, I had a detailed spreadsheet where I tracked where the money was going and what was going toward products versus researching and developing new products.

The spreadsheets involved columns and rows of numbers to craft a budget and gain an understanding of how much would need to be invested at each stage of the process - from gathering supplies to building a website, and shipping materials.

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Lauren Costanza, on starting Bluminary ($500/month) full story ➜

How To Find A Supplier For Your Swimwear Line

Here are the steps to consider when finding a supplier/manufacturer:

Know your design

One very critical step to finding the right supplier is having an initial idea of what your design/product will look like.

Sketching is one of the most simple ways to get started in the design phase.

What's great about sketching is that you can practically do this anytime, anywhere - even on the back of a napkin.

To get started, all you need to do is pick up a pen and paper and start drawing - or if you are working on a virtual/software product this can be a diagram that outlines the user interface or experience.

Decide your supplier type

You'll want to identify the type of supplier you are looking for.

Here are some questions you may want to ask yourself prior to searching for a supplier

  • Are you looking for a manufacturer to produce your product idea?
  • Do you want to find a supplier that can simply purchase existing products for you?
  • Do you want a drop-shipper to supply and fulfill orders?
  • Do you want a domestic supplier or an overseas supplier? Read more about the pros and cons of each here

Where to start your search

Once you have an understanding of what type of manufacturer/supplier will be best to bring your idea to life, there are several areas you can start your search:

Domestic Suppliers

Overseas Suppliers

Junk In Your Trunks Manufacturing Experience

Once we felt like we had something good enough to take to the market we spent about $650 on a small order of 35 trunks.

These weren’t meant to be sold, but these were really were glorified samples that I sent around to friends for testing and for content creation (asked them to provide feedback and take some pics or vids in the trunks that I could end up using for content around a launch).

Ultimately, I got a good amount of feedback to help me tweak the trunks slightly and a decent amount of content. Rather than just place an order, I decided to use some of this new content to launch a Kickstarter to help us assess demand and help raise some of the initial capital to enter our first real round of production.

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Evan Waldenberg, on starting Junk In Your Trunks ($25,000/month) full story ➜

Alibaba Tips From Founders

I did not have expensive prototyping design software, so my “designs” were free-hand drawings I created with colored pencils. It didn’t cost thousands of dollars and it was efficient.

The next process was to packaging my product. I knew I wanted elevated packaging because I thought of my product as an affordable, luxury product ($29.99 per pair). For this box, I went straight to the source: Alibaba.

If you’re not familiar, Alibaba is a site where you can access factories (mostly in China) and get almost anything made. It’s an inventor’s playground. I posted my box design specifications, and within 24 hours, I had selected a factory that could make my boxes for about $1.10 each.

When you look for a factory on Alibaba, make sure they are a “Gold Supplier” with “Trade Assurance”.

Alibaba validates and scores its factories though a badge/award system, so make sure you check these qualifications carefully. I have been lucky and had no issues so far.

how-i-run-a-12k-month-push-up-padding-inserts-e-commerce-with-a-full-time-job.

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Jocelyn Thompson, on starting EPIPHANY LA ($12,000/month) full story ➜

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Marketplaces

There are various different marketplaces that you can effectively sell and promote your swimwear line, whether that's local or online!

Here are some of the most common ones:

  • Your own website! Shopify is known to be the best for e-commerce stores
  • Local places! Gift shops, farmers markets, festivals, grocery stores etc
  • Etsy - E-commerce website for craft supplies
  • Craft is Art Marketplace to buy and sell handmade crafts & fine art
  • Aftcra Online marketplace where you can buy and sell handmade products
  • Storenvy Marketplace for authentic brands
  • Amazon

Etsy Tips From Founders

Etsy is one of the most common marketplaces for this business type, however, there are some tips and tricks from other founders you'll want to consider prior to listing:

Financially speaking, Etsy is a really great way to start a business because it’s essentially free until you start selling. It cost nothing to launch besides my 20 cent listing fees.

Etsy has been encouraging free shipping with a lot of pushback from sellers, but I built everything into our prices about a month ago and introduced free shipping shopwide, which seems to have improved conversion rates and search visibility already.

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I honestly attribute the bulk of my success to photography. I was a photographer first so obviously very lucky to have no issues launching with great images and it’s something I consistently produce.

With Etsy especially, there are a ton of mediocre amateur photos so it was an easy way to set myself apart from the start, and I don’t think Etsy themselves would feature my products and market them so often otherwise. We’re also able to compete fairly well on price because 80% of customers are American, and our dollar is much weaker.

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Sasha Weekes, on starting Timber Grove Studios ($6,000/month) full story ➜

One big mistake I’m seeing from other people selling handcrafted items is regarding Etsy. I’m seeing people do one of two things:

  1. Under-utilize the platform
  2. They are solely using the platform

What I mean by this is that I’m seeing a whole lot of handcrafters that only use Etsy because it’s easy. But referring people to an Etsy page as your webpage isn’t as professional as a dot com webpage, plus, Etsy’s fees are much higher than Shopify. Also, when Etsy makes changes to its marketing structure, I’ve seen people who have no other website get absolutely screwed and their shops go under.

The other camp is those that refuse to use Etsy at all. Etsy is a marketplace, with a built-in audience that is often searching for exactly the product you make! Both camps are making the mistake of not diversifying their markets. Use Etsy, it’s an amazing sales tool, but don’t rely on it solely.

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James Wolfer, on starting Valhalla Wood Forge ($4,300/month) full story ➜

Consider Selling On Amazon

In addition to selling your products directly on your site, you may want to consider selling on Amazon to reach a wider audience and attract new customers.

Here are some pros and cons of selling on amazon:

Pros

  • Easy and seamless process to get your product listed on Amazon
  • There are roughly 100 million thoroughly committed prime customers, so you're bound to tap into new business
  • Can help grow your business exponentially and reach new audiences

Cons

  • You may encounter some "copycats" and counterfeit products
  • Amazon owns the relationship with the customer (you lose control over product reviews + customer service)
  • If you already have a low-markup, amazon may not wrth your while and you could end up losing money
  • Commissions and listing fees are high - it's easy to lose control of your offering

Follow these instructions to get your product listed on Amazon

Make Sure You Get The Package Design Right

The way you package your swimwear line is often the first impression your customer has - so it's important to get it right.

You may want to ask yourself these questions:

If my product is on a shelf next to hundreds of other similar products:

  • Will my swimwear line stand out?
  • Will the branding/packaging create a connection with my customer, and hence, lead them to buy?

There are hundreds of tools you can use to help with packaging and design:

  • Canva - Allows non-designers to create beautiful Instagram/Pinterest posts, flyers, business cards, etc.
  • Stickermule - High quality custom stickers you can include on or in your packaging.
  • Noissue - Custom tissue paper and compostable mailers
  • Rollo Label Printer - A great tool to print all shipping labels at home

Build A Website

Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).

  1. Pick a domain name that's easy to remember and easy to type
  2. Choose a Web Hosting Plan (ie. Shopify, Squarespace)
  3. Make sure you choose the right theme and design
  4. Implement the proper page structure (ie. about page, contact page, pricing etc)

To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.

Web Design

Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.

Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.

One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.

If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.

Traditional Launch Strategies (that work)

There are various different ways you can launch your swimwear line successfully.

Here are a few different strategies to get customers excited about your swimwear line:

  • Set up a Facebook page for your business. This is a great way to establish an online presence
  • Host an event in a fun location with drinks & food. This is a great way to get exposure in the local community.
  • Get Press! Pitch your story to the media and you may just land in an amazing publication
  • Live sales to get customers excited
  • Send a hand-written letter in the mail with a discount on your services to the local community/neighborhoods.

Throw A Launch Party

*Steph, founder of Ocean Zen Launch Experience

My passion was my purpose and that is what inspired me and drove me to launch. This is why I believe it’s so important to launch something that you are passionate about, something that you believe in, otherwise you will lose interest and go onto the next.

I had a launch party at my house with about 30 friends and friends of friends, there was champagne and a catwalk show… but none of my friends wanted to model in the catwalk show down my corridor, so I put the bikinis on and showcased them and got my first few sales that night!

Since then, our launch parties have stepped up, with real models at a dreamy venue with goodie bags, grazing tables, drinks and beauty bars and a DJ.

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Steph Gabriel, on starting OceanZen ($10,000/month) full story ➜

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Social Media Advertising

Social Media Advertising is one of the leading ways to get the word out when it comes to swimwear line.

There are various different Social Media platforms available to you. Some may be more critical for your marketing efforts than others, however, it's important to have an understanding of what's out there and available to you.

Let's talk about a few of the main platforms and what makes them unique:

  • Facebook Advertising - more than 2 billion monthly users. Facebook is the best for lead generation + capturing email addresses for e-commerce businesses.
  • Instagram Advertising - approximately 500 million monthly users and has a higher audience engagement rate than any other platform. Instagram ads are best for linking to a product page or landing page and reaches the 18-29 age group most effectively.
  • Twitter Advertising- Small businesses typically use twitter ads to drive brand awareness, but the platform is meant more for organic engagement (and is not as heavily used for paid advertising)
  • Pinterest Advertising - 175 million monthly users and most effectively reaches the female audience. Pinterest is great for promoting products without "promoted". The promoted pins have a way of blending right in.
  • LinkedIn Advertising - 227 million monthly users and is geared towards the B2B market and generates the highest quality leads. Great platform for recruiters, high-end products and services that will help businesses

It's important to first define your goal/objective so that you don't waste time and money into the wrong platform:

Here are some different questions to ask yourself as it relates to your goals:

  • Do I want to simply drive brand awareness?
  • Do I want to drive users to my website to gather information?
  • Do I want to increase sales and get my customer to take action?

From there, choose the platform that targets your audience best and start experimenting!

Learn more about social media advertising ➜ here.

Consider Working With Instagram Influencers

Partnering with like-minded influencers (within your industry) is one of the most effective ways to grow your social media organically.

Industry influencers already have an established and loyal following. With one post, your product immediately establishes a connection with a brand new audience. It's that powerful.

When finding influencers to promote your product, do your research and make sure that their following will actually be interested in your product.

It's easy to be blinded by any influencer with a huge following, but if those followers don't resonate with your product, there may not be any value there... so make sure you do your research!

Evan Marshall, founder of Plain Jane discusses how "micro-influencers" have impacted his business:

Influencer marketing has been huge for us. Our approach is pretty simple. We give out samples of our products and ask people to post about us on social media aka a micro-influencer strategy.

We really like this approach because we get authentic stories and content. We cannot really control the messaging so the product has to speak for itself. We don’t really take product photos at all. Our customers take the photos and we ask to reuse them.

With any influencer strategy, you have to be very sure you’re targeting the right people and engaging with them. You can make sure you’re targeting the right influencers by looking through their posts and then looking through the profiles of their engaged followers.

It takes more time per influencer but the payoff is certainly worth it. Make sure their followers look like your existing customers.

It takes a ton of time and work to grow a social media following this way but it’s worth it. Other accounts have tried to grow themselves through botting or other manipulations. As a CBD company, we didn’t want to give Instagram any reason to shutdown our account so we’ve done everything through content and real engagement. It’s not magic to make this happen. You just have to post consistently and then reply or like every single comment you get. It takes months but it works

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Evan Marshall, on starting Plain Jane ($275,000/month) full story ➜

Grow Your Email List

The more engaged list of emails, the more engaged customers, which ultimately leads to more sales.

One of the best ways to start growing your list is by providing your customer with something free (or discounted) in return.

This could also be anything from:

  • Ebook
  • Fascinating case study
  • Video series
  • Free week of the product
  • Discount on the product

Learn more about how to grow your email list and improve email marketing ➜ here.

Dylan Jacob, founder of Brumate states their email collection tactic that is proven to work:

We use Spin-a-Sale for this (you spin a wheel for a discount code in exchange for subscribing to our email list). This has been the best email-collecting tool we have found because the customer truly feels like they won a prize rather than just a coupon code.

Even if a customer doesn’t convert right away, if we have their email we have a 19% chance of converting them into a future customer whether that is through future promotions, new releases, or simply just sending an email at the right time for a purchase to finally make sense for them.

We also have a return customer rate of over 14%, so one out of every 6 people we convert will end up buying from us again with an average order value of over $60.00.

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Dylan Jacob, on starting BrüMate ($1,100,000/month) full story ➜

Improve Your Email Marketing

Different types of emails

Here are the most common types of email campaigns you can send to your customers and their benefits:

  • Welcome emails - the perfect way to provide information from the start with a clear CTA. Make sure to tell your customer everything they need to know about your product or service.
  • Newsletters - a great way to give customers updates or send out your latest content
  • Product launch emails - the quickest (and easiest) way to increase sales is by selling to current customers. Make sure they're the first on the list to know about your new product
  • Promotional emails - promote discounts, deals coupons etc. Try and make this feel exclusive and for a limited time only
  • Abandoned cart emails - give your customers a reason to complete their purchase!

Here's a great resource for finding curated email designs, for all types of email campaigns!

Advice On Newsletters From OceanZen

Once launched, I thought all of my bikinis would just sell… well they didn’t.

I didn’t have a strong way of getting my product out there in the world, and I also didn’t understand influencer marketing at the time, no marketing experience or marketing budget.

We didn’t really understand the importance of having a newsletter list until recently, and now with Instagram changing their algorithm, it’s the best way to get your brand/product direct to your customer, literally straight to their mailbox.

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Steph Gabriel, on starting OceanZen ($10,000/month) full story ➜

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Provide Great Customer Service

Providing exceptional care and creating relationships with clients is a great way to build your reputation and retain customers.

Whether you are an online business or a physical business, it's highly important to communicate with customers and make them feel like they are the priority.

Just remember: customer service represents your brand, values, vision and YOU as a person.

Customer service is huge for us. Like I talked about, building a community has been one of the best bi-products in the shop.

We want everyone to feel loved, cared for, and appreciated.

If we have a customer that comes in quite a bit, we will begin to notice what they buy and reach out to them if something new comes in if we think they will like it. We also try to call people by name and greet them as if they were entering my home, not just the shop.

Another great way we retain customers is through a loyalty point system. When a customer gains enough points through their purchases, they are rewarded with a discount. It’s our way of saying “thank you” for having them be a great customer.

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Emilie Casseday, on starting Blush Boutique Co ($25,000/month) full story ➜

Authenticity

As a brand, you want to deliver an experience that authentic, honest and transparent. Don't make the mistake of giving your audience less credit than they deserve.

Be Authentic

If you go around chasing every trend and only focused on yourself and money, you’re going to lose very quickly.

There have been many times where we have been tempted to do this but stayed true.

Sure we sacrificed sales, but we kept our integrity, played the long game and people saw and appreciated that, and really began emotionally investing in the brand.

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Valentin Ozich, on starting I Love Ugly ($300,000/month) full story ➜

Outsourcing

If you can afford to hire someone to help support your swimwear line, outsourcing is a great way to save you time and energy.

Most importantly, outsourcing can help you focus on the core growth of your business, versus spending your time on day to day tasks that other people can do just as well!

If you do plan to outsource your work, it's important to be hyper-familiar with the actual work involved.

Why is it important to be hyper-familiar with the work?

  • So you can understand how long it takes
  • So you understand the full process, edge cases, things that can go wrong.
  • So you can explain it in detail to your employee.
  • So you can make sure it actually works (for example - how do you know cold email works for your business if you’re not on the ground floor trying it out?)
  • Understanding the tasks at a deep level will save you a lot of time and money.

Build a Referral Program

Word of mouth is one of the best ways to get the word out about your business and acquire new customers. Especially when you are starting out, it’s important to build a solid referral program to encourage existing customers to help you find new ones.

A great way to do that is by offering a reward (ie. credit on your service or cash) to customers that refer you to their friends and family.

A fantastic referral program will help with clout, credibility, and establishing yourself in the space.

Resources

We put together the best resources on the internet to help you start your swimwear line.

Tools

Books

Web Resources

Videos

Case Studies

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Starter Story,   Founder of Starter Story

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