Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/528948
" Performance in an outdoor mall is substantially greater for us." SwimSpot often starts with a temporary pop-up store before signing a long-term lease. That can make it challenging to find a suitable space, because the own- ers of shopping centers think of Christmas as the time to lease va- cant spaces on a temporary basis. "Our busy season is now: April, May, June, July and August," Jan- nuzzi said. "Malls just don't think of pop-ups at that time." SwimSpot is about to start testing an off-season strategy with product categories like resort wear and apparel for run- ning or yoga to help produce revenue during those typically down winter months. SwimSpot uses a minimalist design with plain, white inte- riors to help make all those colorful products stand out even better. "We also need a lot of fitting rooms," Jannuzzi said. "Fitting rooms are where we make our money." One thing that sets SwimSpot apart is its use of fit special- ists to help customers, some of whom may be anxious about the way they look in a swimsuit and need a confidence boost. Prices range very widely — from $30 to upwards of ten times that amount, though most sales fall in the $70 range. Perhaps not surprisingly, most of the customers are young or still on the young side — between 18 and 45 — but there are also those who are older, yet still in good physical condition. All will find a place of welcome, Jannuzzi says. "We have customers who are super fit — over 50 or 60 — who wear a bikini," she said. "Re- gardless of your age or body type, we have something for you." Swimwear sales in the U.S. — including men, women and children, hit $4.4 billion for the 12 months ended May 2014, up 6 percent over the previous year's comparable period, ac- cording to NPD Group. "Swimwear is one of the few catego- ries that's enjoying healthy growth," said Marshal Cohen, chief industry analyst at NPD. "Apparel is just finally recovering, and swimwear is leading the charge. It's one of the most inno- vative categories, and innovation is what keeps the consumer engaged." Innovations in fabric, contour and UV protection have prompted consumers to wear swimwear off the beach, too. "It fits, and it's more comfortable," Cohen said. "It keeps color in the forefront, which is what the consumer has been looking for." Swim shirts also are gaining popularity and now repre- sent about 5 percent of total swimwear sales, a trend that has also been evident at SwimSpot. Two years ago the company introduced a zip-up, short-sleeve swimsuit that provides full cover- age for women who enjoy vigor- ous activities like surfing, snor- keling or waterskiing. "Very few of our stores wanted to try it," Jannuzzi said. "We made a small run. … It sold out in less than two weeks and became one of our strongest core items." All the swimwear sold at SwimSpot is manufactured by Raj in two California factories. The brands are Athena, Ella Moss, Hurley, Luxe by Lisa Vogel, Nautica, Next, Reef and Splendid. Retailers that carry the lines include Anthropologie, Blooming- dale's, Dillard's, Macy's, PacSun and Ron Jon Surf Shop. "We are looking to expand our assortment beyond the Raj portfolio," Jannuzzi said. "We do sell accessories and other products that are beyond Raj." S C T For leasing info, contact Rose Jannuzzi, senior vice president of opera- tions, at rjannuzzi@swimspot.com. r e T a i l i n g T o d a y J u l y 2 0 1 5 / S C T 23