Aurora San is a Swimwear Startup Using the Direct-to-Consumer Model
Katherine Pendrill — June 12, 2017 — Fashion
References: wolfandbadger & wwd
With summer clearly in sight, sisters Gemma Sherman and Natasha San have founded a direct-to-consumer swimwear business called Aurora San, which aims to change the way women buy their beachwear.
Aurora San is a direct-to-consumer swimwear startup that has been in business since May of 2017. The brand's first collection is largely based around timeless silhouettes that can be updated with each season simply by the changing of the swimsuit straps. As a result, the Aurora San collection includes five styles of customizable swimsuits that feature the interchangeable straps. There are also numerous different straps to choose from, including printed and solid colors.
By making interchangeable swimwear available directly to consumers, Sherman and San are filling a long-overlooked gap in the marketplace that has previously gone unnoticed by mainstream fashion brands.
Aurora San is a direct-to-consumer swimwear startup that has been in business since May of 2017. The brand's first collection is largely based around timeless silhouettes that can be updated with each season simply by the changing of the swimsuit straps. As a result, the Aurora San collection includes five styles of customizable swimsuits that feature the interchangeable straps. There are also numerous different straps to choose from, including printed and solid colors.
By making interchangeable swimwear available directly to consumers, Sherman and San are filling a long-overlooked gap in the marketplace that has previously gone unnoticed by mainstream fashion brands.
Trend Themes
1. Direct-to-consumer Swimwear - Direct-to-consumer swimwear is a growing trend that presents an opportunity for new brands to fill gaps in the marketplace.
2. Interchangeable Swimwear - Interchangeable swimwear is a trend that allows for easy customization and updates to a customer's swimsuit collection.
3. Timeless Silhouettes - Swimwear featuring timeless silhouettes is a trend that allows for versatility and longevity in a customer's wardrobe.
Industry Implications
1. Fashion - The fashion industry can disrupt traditional swimwear retail by adopting the direct-to-consumer sales model and offering innovative interchangeable options.
2. E-commerce - E-commerce companies can capitalize on the trend of direct-to-consumer swimwear by offering easy customization and personalized options.
3. Retail - Retail companies can disrupt their traditional swimwear offerings by introducing interchangeable and timeless silhouette options to cater to evolving customer preferences.
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