Retail Buyers Guide: Women’s Swimwear SS19
What are the key trends in this segment for 2019 and how are you serving this in your SS19 collection?
This season you’ll continue to see the strength of solid colours, textures and the key prints of stripes and spots trending – with Rhythm offering styles like you’ve never seen before.
New colours of Pool, Chartreuse, and Guava are available across our staple silhouettes. While continuing the success of our textured fabrications we carry over our Palm Springs Rib in new styles and colours. We are also introducing two new textures including a Gingham Seersucker fabrication, and a new raised rib we’ve titled Flashdance – we can’t wait to share it with you.
Spots and stripes are reinvented in fresh, feminine new colourways. Our collection always includes a vintage-inspired tropical print – while on trend this season, these prints are a signature to the brand and continue to be a best-seller season on season.
What have been the major inspirations behind the designs in the SS19 range?
Vintage aloha inspired tropical designs are always a major inspiration for us. This season we’re offering two amazing tropical prints – the Tropicana is a cool leaf patterned tropical, while the South Pacific is a more traditional Hawaiian inspired print contrasted against a black base.
In the way of styles, we took inspiration from the market and with higher cut pants trending we have introduced two different shapes that will cover this look.
What style/shape of swimwear is most popular in your range?
Our My Bralette Top and My Cheeky Pant are notorious to Rhythm and are still our most popular styles. Each season we update these shapes in the new must-have colours.
What materials are you using? Any innovations to talk about?
Our swimwear has the most beautiful, super soft luxe hand feel, achieved through a fabric base that we developed uniquely with our supplier.
What about colour palettes and prints? Any crossovers from other parts of your range?
Our collection always tells a cohesive story, where our solids colour palette fuses with our yardage prints. For example, the Kailua print with a Guava base colour perfectly pairs with the Guava solid colour across our My Swim series. Our swim collection is designed to mix or match, while also having a beautiful flow when merchandised in store.
Any exciting marketing campaigns for your SS19 collection?
Our campaigns are shot in wanderlust worthy locations using high profile models. We shoot our campaigns after we sell the collection to ensure we market our best-selling styles and support our retailers. We also include directional styles that are brand driven.
Our latest campaign, now in store, was shot in dreamy Queenstown, New Zealand. Our July 18 campaign will be shot in Hawaii, while our October 18 collection will be captured in Cuba. Follow our journey to find out where we shoot our January 19 collection – possibly somewhere in Europe!
Our collection story will come to life by shooting our styles mixed and matched, including pairing patterns back with our solids. Our apparel will also be highlighted back with swim for this season – offering the full look.
Why should retailers stock your brand & your latest collection?
Rhythm has a unique product offering where our solid colours are developed uniquely for us and are not stock standard. Our yardages are also our own prints designed in-house and not purchased from textile suppliers. Our fabrication, fit and quality are of the highest standard – all this at a fantastic price point.
What POS are you heeling retailers out with?
We are currently working on new POS concepts for the season – stay tuned!