billabong redefines women's beach wear

Billabong announces new line of women's surf wear

Surfersvillage Global Surf News, 12 July, 2013 : - - Billabong, the brand most associated with the world’s beaches, has today launched a new approach to women’s wear following six months of global research and design.



“Our market research has highlighted a generation of fashion conscious adventure seekers who are looking for a high quality beach lifestyle brand that has a strong DNA and a unique story to share,” said Billabong Global Brand Manager Mike Savage.


“While we’ve been pleased with our recent overall women’s wear performance, we see an opportunity to set the brand apart from the sea of sameness that has crept into this category and the message from both the core surf and wider active lifestyle market is – differentiate and innovate,” said Mike.


Based on the research the design team took a head to toe approach with high quality finishing touches, Italian fabric, an innovative signature design style and bold patterns and design.


Among the 27 new designs are “Mix ‘n Clash Bikinis” which offer the customer the freedom to individualize their bikini. It empowers women to be expressive while getting more looks for less.


Billabong’s unique quick drying Beach Bralette has been developed and can be worn from the water to wherever.


To be released in Spring 2014 the first of the new range is inspired by the beautiful beaches and culture of South Africa. One of the world’s top professional surfers Laura Enever joined models for a photo shoot and to film an advertisement for the new range in and around Durban, South Africa.


The Billabong team also trekked inland to spend time with the Ndebele Tribe whose tribal beadwork inspired many of the new designs and featured in the shoot.


Supported by an interactive, online catalogue and global rewards system the new women’s branding platform aligns with what customers said they were seeking from the brand.


“Having worked closely with the Women’s Design & Marketing Teams throughout the process I am proud of their creativity and commitment over many months to bring this new strategy to life,” said Billabong CEO Launa Inman. “But I am particularly excited for our wholesalers, retailers and most importantly our customers who from day one of the roll out will see a great brand taking an innovative new approach.”



http://www.surfersvillage.com/surfing-news/61310