ABG to Launch SI Swim Collection, Targeted to Women
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With its large number of scantily clad models, Sports Illustrated Swimwear was traditionally not aimed at women. However, this does not prevent the Authentic Brands Group, owner of the famous sports magazine, from targeting women with the launch of its Sports Illustrated Swim collection.
ABG has licensed Venus Fashion, a manufacturer of swimwear and clothing for women, to create a new line of suits under the name Sports Illustrated Swim.
Sports Illustrated offered a swim and active line with a different licensee in 2018 when it was still owned by Time Inc., but this collection is no longer available.
Natasha Fishman, Executive Vice President of ABG, said the new collection with Venus is about celebrating the "legacy" of the swimsuit franchise, but should appeal to an "empowered and powerful woman."
“Swimsuits have always been a highly anticipated edition of the Sports Illustrated franchise. Over the past few years, the topic has developed a message of inclusiveness that shows that beauty encompasses mind, body and soul, ”she said. "Introducing this line is a natural first step for Sports Illustrated Swim and will pave the way for meaningful brand extensions."
She said the swimsuit franchise found a "significant female following" on Instagram, where it had a broader tone. As a result, the launch's marketing plan will focus on social media, along with a gift program for influencers, Fishman said.
Pamela Kimball, director of swimming, intimates and nightwear at Venus Fashion, said the company has been making swimwear since 1984 and offers sizes 2-24 in basket sizes AG. The Sports Illustrated collection is designed to promote “body and self”. Expression “with pieces that help women feel comfortable and safe.
At the start, she said the collection would include 39 models with more than 140 storage units in different sizes, colors and patterns. This includes double-strapped sexy parts, she said, as well as one-piece in light, neutral, metallic and animal motifs.
There are also about four to five complementary cover-ups, she said.
The price of the collection is between $ 85 and $ 140. It will be available on siswim.com and selected parts will be featured in the Sports Illustrated Swimsuit 2020 issue due for release in July.
ABG also hopes to start wholesaleing the brand next year, Fishman said. Kimball added that she sees opportunities in department stores and specialty stores, as well as in sporting goods stores.
With a view to the future, SI Swim will also be expanded into additional product categories such as glasses, health and beauty products, pool and beach clothing, summer accessories and travel products. According to Fishman, active and lounge wear are also natural extensions for the brand.
ABG bought the magazine last May for $ 110 million and sees potential in extending its reach to everything from clothing to events and conferences to gambling and gaming.
In the past month, the company has partnered with 101 Studios to develop Sports Illustrated Studios, an instrument for developing, producing and distributing long-form film, television and audio content.
Sports Illustrated is the most read sports magazine in the world with a total audience of more than 120 million consumers. But the frequency of the previous weekly newspaper was reduced and a large part of the staff was hired.
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