ABG to Launch SI Swim Collection, Targeted to Women
With its bevy of scantily clad fashions, the Sports activities Illustrated Swimwear situation hasn’t historically been focused to ladies. However that isn’t stopping Genuine Manufacturers Group, proprietor of the storied sports activities journal, from setting its sights on females with the launch of its Sports activities Illustrated Swim assortment.
ABG has licensed Venus Vogue, a ladies’s swimwear and attire producer, to create a brand new line of fits below the Sports activities Illustrated Swim identify.
Sports activities Illustrated had supplied a Swim and Lively line with a unique licensee in 2018 when it was nonetheless owned by Time Inc., however that assortment is now not obtainable.
Natasha Fishman, govt vice chairman of ABG, mentioned the brand new assortment with Venus is about celebrating the “legacy” of the Swimsuit franchise, however is meant to attraction to an “empowered and highly effective lady.”
“Swimsuit has at all times been a extremely anticipated version of the Sports activities Illustrated franchise. In recent times, the problem has developed a message of inclusivity, exhibiting that magnificence embraces the thoughts, physique and spirit,” she mentioned. “The launch of this line is a pure first step for Sports activities Illustrated Swim and can pave the best way for significant model extensions.”
She mentioned the Swimsuit franchise has garnered a “important feminine following” on Instagram the place it has a more-inclusive tone. Because of this, the advertising and marketing plan for the launch will focus on social media, together with a gifting program to influencers, Fishman mentioned.
Pamela Kimball, director of swim, intimates and sleepwear for Venus Vogue, mentioned the corporate has been creating swimwear since 1984 and presents sizes 2-24 in cup sizes A-G, and the gathering with Sports activities Illustrated is meant to “champion body- and self-expression” with items that assist ladies really feel snug and assured.
She mentioned at launch, the gathering will embody 39 kinds, with greater than 140 stockkeeping items in several sizes, colours and patterns. That may embody double-strapped attractive items, she mentioned, together with one-pieces in brights, neutrals, metallics and animal prints.
There are additionally about 4 to 5 complementary cover-ups, she mentioned.
The gathering will vary in worth from round $85 to $140. It is going to be obtainable for buy on siswim.com and choose items might be featured within the 2020 Sports activities Illustrated Swimsuit situation, scheduled to be printed in July.
Subsequent 12 months, ABG additionally hopes to start wholesaling the model, Fishman mentioned. Kimball added that she sees alternative at division and specialty shops in addition to sporting items retailers.
Wanting forward, SI Swim will even be expanded into complementary product classes similar to eyewear, well being and wonder merchandise, pool and beachwear, summer time equipment and journey merchandise. Fishman mentioned activewear and loungewear are additionally pure extensions for the model.
ABG bought the journal for $110 million final Might and has mentioned it sees potential in increasing its attain into all the pieces from attire to occasions and conferences, playing and gaming.
Final month, it partnered with 101 Studios to create Sports activities Illustrated Studios, a car to develop, produce and distribute long-form movie, tv and audio content material.
Sports activities Illustrated is the most-read sports activities journal on the planet, with a complete viewers of greater than 120 million customers. However the frequency of the previous weekly has been diminished and a big chuck of its workers has been terminated.