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Corporate Overview

Corporate Overview. The Swimwear Industry’s Leading House of Fashion…. Founded in 1967 Second generation family business 130,000 sq. ft. corporate headquarters and manufacturing facility in Orange County, CA

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Corporate Overview

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  1. Corporate Overview The Swimwear Industry’s Leading House of Fashion…

  2. Founded in 1967 • Second generation family business • 130,000 sq. ft. corporate headquarters and manufacturing facility in Orange County, CA • Vertical, Quick Response production system designed to provide competitive advantage with respect to customer service, quality, and design. • 400 employees • Exclusive relationship with select, quality Asian manufacturers. • Products sold through major department stores, specialty retailers, swimwear boutiques, international distributors, and catalogs. About RAJ Manufacturing

  3. Integrity • of our brand distribution • of our business principals • of our team • Product • Technical expertise in fit • Fashion leadership • Exemplary quality workmanship • Execution • Reliable shipping • Women’s swimwear and • beachwear focus • Financial wherewithal Core Values

  4. Mastery of swimwear industry's tricky seasonality • Premier quick-response supplier in the U.S., with fill-rates exceeding 98%. • Four to six weeks standard lead time, compared to the industry’s average of 8-12 weeks domestically, and 12-16 weeks from Asia. • 10 working day lead time for sales replenishment orders • Focus on “chasing” demand on fast moving styles in order to maximize in-season reorder opportunities Domestic Production Business Model

  5. Swimwear Product Lines

  6. Launched Thanksgiving 2009 • Key features of the site: • The Spot (blog) • Bikini Builder (mix and match feature) • Target market: • Primary Demo – W21-35, HH Income • >$75,000 • Geo – Midwest, Northeast, CA, FL, • AZ, TX • Psycho – Purchases online, • Influencer, heavy internet user Introduction to SwimSpot.com

  7. Multi –Category Retailers • X XX • X • X XX • X XX • Swim+ Specialists • X X • X X • X XX • X X • Swimwear Boutique X • X X Stores Catalog E-Commerce Competition

  8. Product • 10 Global Swim Brands • Price • Non-promotional • Promotion • Strategy and Metrics • Distribution • Internet sales via in- • house California D.C. The 4 P’s

  9. AD words • Seeing a conversion rate of .23, whereas the standard is 2-3%, and our expectation was 1.2% • Social Media • Initial set-up investment, ongoing daily management • SEO • Improving in SERPS across full set of preferred keywords • PR Media Relations • Slow start, picking up editorials/ advertorials, contests, and product tags • Affiliate Marketing • Trending upward; expected future bright spot Marketing Actions to Date

  10. Comparison Shopping Sites • Investing in additional ad/logo placement to increase traffic • Online Media • Ranking high in organic swimwear searches and inclusion in “sets” • Grass Roots/ Guerrilla • Good branding; limited redemption of particular promo codes • Email • Negligible return; working to optimize • Print • Outside of branding, no orders tracked via promo code Marketing Actions to Date Continued

  11. Now through July 3rd, 2010 • Third party partnerships and collaborations ie. Tanning • salons, Reef, Windsor • Catalog • Special Events & Bar Takeovers • Social Media • Guerilla/Grass roots • Bridal, College and Major Event Canvassing, Golf • Tourney Sponsorships • Email – Next Jump • SEO – off-page Forthcoming/Ongoing Marketing Actions

  12. What we measure and see daily (our goal) • $120 average order size (good) • Conversion Rate: 0.43 of all visitors (1.5-2%) • Page views: 4.5 per visit (six) • Average time on site: 3:10 (good) • Bounce Rate: 37% (30-35%) • Visitors per day: 2-4k (10k+) Key Site Metrics

  13. Early spike (Feb-Mar) Spring Break and Fashion Early Adopters Mid Season Spike (Apr-May) General consumers Clearance (Late Jun –Aug) ] Annualized consumer demand curve for swimwear Consumer Demand Curve

  14. What would you recommend to drive traffic and sales for the key selling months of May and June? • How do we improve our conversion rate? • Note: Discounting is not one of the options. The Question

  15. ? • ? Questions

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