This document analyzes the US market for swimwear and fashion products, specifically targeting the middle market. It provides statistics on the size of the swimwear market and top brands. It also examines the demographics and spending habits of the target markets for swimwear and middle market fashion. Finally, it discusses factors like competition and the environment for US fashion brands and companies targeting the middle market.

1. S
Ratti S.p.A’s US Market
Analysis
By Stoyka Serafini

2. US Analysis On
S Target Market Analysis for Swim Products in USA
S Marketing Analysis for the Mid-market Products in USA
S Analysis of Emerging Brand in USA Fashion Market.

3. Swimwear Industry Statistics
S Swimwear market project excepted to reach $20 billion by 2020
S 2015 Annual US spending on women’s two-piece bathing suits
S $8 billion
S Average price for a woman’s bathing suit $24.26
S Average price for a men’s bathing suit $15.62
S Number of bathing suits owned by the average American woman
S Number of bathing suits 4
S 2015 Global annual swimwear industry revenue
S $13.25 billion

4. International Main Companies
S ARENA (1973)
S marketed Water wear products for competitive swimmers and
swimming fans worldwide, and is universally recognized as one of
the premium brands of high-quality swimwear and equipment
S Has commercial subsidiaries in Italy, France, Germany and U.S.
S Is present in 106 countries worldwide
S Speedo USA (1920)
S Worlds leading swimwear brand
S Teams at Speedo create revolutionary new technologies, designs
and innovations
S 1920’s made history with Racer back, the worlds first non-wool suit

5. USA Swimwear Companies
S AgonSwim
S Andrew Christian
S Baci Lingerie
S Bare Necessities
S Dolfin Swimwear
S Head
S Hurley International
S Island Company
S Jantzen
S Kanvas
S Melissa
Odabash
S O’Neil
S Ocean Pacific
S Onia
S Patagonia
S Ron jon
S Tyr Sport Inc
S Vensus
Swimwear
S Victoria’s Secret
S Volcom
S Roxy
S RVCA
S Tori Richard

6. Categories of the
US Swimwear Market
S Most Common
S Swimwear (98%)
S Apparel (54%)
S Accessories
(50%)
S Bags (20%)
S Active Wear
(14%)
S Shoes (14%)
S Least Common
S Underwear and
Lingerie (8%)
S Jewelry (6%)
S Denim (4%)

7. Swimwear: In General
37%
20%
19%
7%
5%
5%
3%
2% 2%
Swimwear
Apparel
Accessories
Bags
Active Wear
Shoes
Underwear and Lingerie
Jewelry
Denim

8. Swimwear: Most Common
39%
21%
20%
8%
6%
6%
Swimwear
Apparel
Accessories
Bags
Active Wear
Shoes

9. Swimwear: Least Common
8%
6%
4%
82%
Underwear and
Lingerie
Jewelry
Denim
Swimear: Most
Common

10. USA Swimwear
Target Market
S 2014-2015 Swimwear
S Women’s swimwear (70%)
S In 2012, the Total: $13 billion spent on on swimwear
S In 2012, $8 billion was spent on women’s 2 piece suit in the US
S General Young Ages (18-45)
S General Older Ages (45-80)
S Men’s swimwear (17%)
S General Age (23-70)
S Girls swimwear (10%)
S General Age (1-17)
S Boys swimwear (4%)
S General Age (1-22)

11. USA Swimwear Target Market
69%
17%
10%
4%
2014 -2015 US Percentage
Women
Men
Boys
Girls

12. USA Swimwear Apparel
Companies
S In 2015 there are 10 top American Apparel Companies
S Total 2015 Annual Revenue for the Top Ten: 74.5 Billion
S The Top Three American Swimwear Apparel Companies
S Nike
S 2015 Annual Reveue: 30.6 billion
S Ralph Lauren
S 2015 Annual Revenue: $7.6 billion
S Old Navy
S 2015 Annual Revenue: 6.6 billion
S Overall, In 2015 swimwear apparel was consumed by women.

13. The Top Ten
U.S.A. Swimwear Apparel
41%
10%9%
8%
7%
6%
6%
5%
4%
4% Nike
Ralph Lauren
Old Navy
Gap
Levi Strauss & Co
Michael Kors
Coach
Tommy Hilfiger
American Eagle
Under Armour

14. Swimwear Apparel
Target Market
S Majority of the Target Market is Women
S Classes: Lower Class, Middle Class to Upper Class
S Nike, Ralph Lauren and Old Navy do provide apparel for:
S Men
S Women
S Children
S Price Range
S Various upon designer name and brand
S Old Navy is the cheapest: $26-$70
S Nike is ranges from: $70-$150
S Ralph Lauren is the most expensive: $200- $500

15. Women as Majority
S Women are most likely to spend their money on swimsuits and
apparel
S Women’s midmarket apparel market size is still expected to grow
globally
S In 2004, about 74% of the midmarket were mature markets. Only 26%
were the emerging markets
S In 2010, about 63% of the mid market were mature markets and only
37% were the emerging markets
S By 2025, about only 45% of the midmarket mature markets are
expected to grow, while 55% of the emerging markets are expected
to grow

16. National Center for the
Middle Market
S Provides knowledge, leadership, and innovative research on the
U.S. Middle Market
S Collaboration between The Ohio State University’s Fisher College
of Business, SunTrust Banks Inc, Grant Thronton and Cisco
Systems
S About the U.S. Middle Market
S Revenues between $10MM-$1Billion
S Nearly 200,000 companies
S 44.5 million jobs
S Could generate more than $10 trillion in combined revenues annually

17. USA Middle Market
S U.S. Middle Market
S 5th Largest Global Economy
S More than $10 trillion in annual revenue
S Businesses
S Nearly 200,000 businesses
S Nearly 48 million total jobs in 2014
S 1/3 of all U.S. Jobs
S Annual Revenue (1Q 2016)
S $10mm-$1Billion

18. Middle Market Products
Environmental Analysis
S Global
S Expansion trend
S Asia and Europe growing markets and opportunities
S Price of imported materials (cotton)
S Legal Regulatory
S Trade regulation elimination
S Cost reduction with offshore manufacturing
S Lower tariffs with Free Trade Agreement
S Economic
S Driving forces increases demand and competition in the market
S Environmental
S Eco-friendly materials development and careful material selection
S “Go Green” in supply chain, product offerings
S Brand image enhancement

19. Middle Market Products
Environmental Analysis
S Technological
S Online transaction replacement for real-time ones
S Social networking marketing tools
S Ecommerce for purchasing, comparing prices and sales
S Brand loyalty reduction with Internet sales
S Political Factors: Middle Market fashion companies have to abide and understand the
Trans-Pacific Partnership (TTP) with 11 other countries.
S If any Middle Market fashion companies want to expand overseas there are certain
rules and guidelines that they have to follow.
S Social Factors: Middle Market fashion companies brands names are very well known
to most American consumers
S Cultural Factors: gender images, peer group pressure, brand loyalty, design trends
S Demographic Factors: upper class, middle class and lower class

20. Porter’s Five Forces
S Porter’s Five Forces for Middle Market Fashion Company Products
S Competitive Rivalry: High
S Many different middle market fashion brands that compete for creative and innovative
ideas, large industry size and it is fast growing
S Bargaining Power of Customers: Medium to High
S Seasonal sales give consumers the upper hand in saving more money and allows them
to buy more products
S With newer products or designs, consumers do not have a say on lowering the prices
S Threat of New Entrants: High
S Word of mouth marketing strategy, high capital requirements
S Bargaining Power of Suppliers: Low to Medium
S Medium pressure on prices, high dependent manufactures
S Threat of Substitute Products: High
S Increase in the usage of e-shopping, increase in the usage of discount stores
S Wide range of similar product and collaborations with popular brands

21. U.S.A. Middle Market
S Small Middle Market Companies
S Revenue total range: $10M-$50M
S Usually family owned firms
S Medium Middle Markets
S Revenue total range: $50M-$100M
S Large Middle Markets
S Revenue total range: $100M-$1B

22. Middle Market In General
S Middle Market has grown 4.6% in 2016
S 2016 Middle Market Confidence in the Economy has increased
S Local Middle Market confidence has increased by 5% to total 81%
S USA National Middle Market confidence has increased by 6% to total
73%
S Global Middle Market confidence has increased by 4% to total 51%
S Employment of Middle Market has varied
S Small Middle Market Companies employment has decreased by
2.1%
S Middle Company Market employment has grown 3.6%
S Large Middle Market Companies employment has grown 2.2%

23. Middle Market Sectors
S Middle Market is made up of 8 different sectors
S Business Services (8%)
S Manufacturing (9%)
S Wholesale (17%)
S Retail (16%)
S Finance, Insurance, Real Estate (11%)
S Construction (6%)
S Healthcare (7%)
S All Others (27%)
S Includes: Mining, Agriculture, Transportation and Communications

24. Middle Market Sectors
8%
9%
16%
16%
11%
6%
7%
27%
Business Services
Manufacturing
Wholesale
Retail
Finance, Insurance, Real Estate
Construction
Healthcare
All Others

25. U.S.A Middle Market
Target Market
S Middle Market Target Market
S Lower Class, Middle Class and Upper Class
S Both Men and Women
S Depending upon financial circumstances a consumer might depend upon middle market products
prices and services
S Consumers buying products middle market are trying to find ways to save money
S Reasons for consumers to purchase products in Middle Market
S Cheap and affordable prices
S Can easily find good sales and bargains
S Can easily save money buying many clothes on sale
S Consumers can easily figure out a reasonable budget that they know they can spend on clothes
S Buy saving money on sale clothing and bargain deals, consumers can then focus on purchasing
more important matters
S Wanting to raise a family
S Buying a house or moving
S saving for a new vehicle
S Gas prices, grocery shopping, bills, taxes and so on

26. Middle Market Fashion
Companies
S J. Crew Group
S 2016 Q1 for J.Crew
Total Revenue:
$480,756,000
S J.Crew’s Madewell
Total Revenue:
$72,463
S 2016 J.Crew Company
Q1 Total Revenue:
$567,500,000
S Chico’s
S 2016 Total Revenue:
$2,642,309
S Gap/Old Navy
S 2016 Total
Revenue:
$15,797,000
S Abercrombie & Fitch
S 2016 Total
Revenue:
$3,518,680
S American Eagle
Outfitters
S 2016 Total
Revenue:
$3,521,848
S Calvin Klein/Tommy
Hilfiger
S Owned by PVH
Corp
S 2016 Total
Revenue:
$8,020,300
S Calvin Klien: 36%
of the revenue
S Tommy Hilfiger:
42% of the
revenue
S Heritage Brands:
22% of the
revenue

27. Middle Market Fashion
Companies Market Share
1%
8%
24%
47%
10%
10%
J.Crew
Chico's
PVH Corp: Calvin klien
and Tommy Hilfiger
The Gap Corp
Abercrombie & Fitch
American Eagle
Outfitters

28. Fashion Market U.S.A
S In 2016, the average Fashion Designer earns an salary of
$60,272 per year or more if their brand and style is well known
S The average Fashion Designer is paid $19.00 an hour
S Most people with this job move on to other positions after 20
years in this career
S Fashion Designers that are not forward thinking or innovative
thinkers will struggle to receive brand recognition and brand
loyalty
S Total Pay various if the fashion designers brand is well known

29. Fashion Designer Tasks
S Main Tasks of a Fashion Designer
S Develop design ideas based on targeted demographic and
preferences of management or clients.
S Supervise assistants creating patterns and producing samples of
articles of clothing.
S Follow fashion trends by researching customer preferences,
attending fashion shows, and reading fashion publications.
S Draw patterns and specifications for articles of clothing, determining
factors such as design, colors, materials, and methods of
production.
S Promote designs by displaying samples of clothing at sales
meetings and fashion shows.

30. Porter’s Five Forces
Fashion Market Brands
S Porters Five Forces for Fashion Designer Brands
S Competitive Rivalry Within Industry: Medium to High
S Very competitive and very aggressive. Each Designer is expected to maintain a very high standing of
creativity and presentation
S Bargaining Power of Customers: Medium
S Majority of fashion designers will not lower prices or have a bargain deal due to the lavish material
fabrics that they have to buy use to create their clothes
S Threat of New Entrants: Low-Medium
S Large capital resources are required to create a new brand, needs to be huge investments in
marketing in order to create brand recognition and loyalty
S Bargaining Power of Suppliers: Low-Medium
S Majority of designers do not manufacture their materials, they have to rely to diverse supplier bases
that restricts suppliers bargaining power
S Threat of Substitute Products: Low-Medium
S Majority of the new and old fashion brands create the same products, but add their own style, design,
and fashion forward thinking to diverse themselves
S Middle Class and Upper Class are still demanding for top fashion brand names
S One major threat is counterfeit products that has the potential to dilute any fashion brand name value

31. Environmental Factors
S Technological
S Online transaction replacement for real-time ones
S Social networking marketing tools
S Ecommerce for purchasing, comparing prices and sales
S Brand loyalty reduction with Internet sales
S Political Factors: If emerging fashion brands want to expand overseas, those brands
have to abide and understand the Trans-Pacific Partnership (TTP) with 11 other
countries.
S If any emerging fashion brand want to open stores overseas there are certain rules
and guidelines that they have to follow.
S Social Factors: Emerging fashion brands companies are not as very known to most
upper class and middle class American consumers at first, but as time goes on then
they become more well known
S Cultural Factors: gender images, brand loyalty, design trends, fashion forward trends
S Demographic Factors: upper class and middle class

32. Environmental Factors
S Global
S Many different emerging American fashion brands are hoping to expand
S Have to consider price of imported materials (cotton)
S Legal Regulatory
S Trade regulation elimination
S Cost reduction with offshore manufacturing
S Lower tariffs with Free Trade Agreement
S Economic
S Driving forces increases demand and competition in the market
S Environmental
S Eco-friendly materials development and careful material selection
S “Go Green” in supply chain, product offerings
S Brand image enhancement

33. Council of Fashion Designers
Of America
S Council of Fashion Designers
S Founded in 1962
S Is a not-for-profit trade association
S There are more than 400 members
S CFDA membership is by invitation
S Members are:
S Womenswear Fashion Designers
S Menswear Fashion Designers
S Jewelry Fashion Designers
S Accessory Designers
S Their mission is to strengthen the impact of American Fashion in the
Global Economy
S During the time period of recognition, most emerging companies would
truly benefit joining this membership once they have been fully
recognized

34. Council of Fashion Designers
Of America
S Application Process: Applicants must meet certain criteria, submit a visual
presentation of their work, accompanied by a detailed written application and
letters of recommendation
S Benefits of Membership
S Fashion Designers are able to attend a new members party to start of their
membership program
S There are Biannual Membership meetings to discuss about the newest fashion
trends, design work and using their design work to provide national service to
America
S They help to nurture and advise emerging design talent
S They provide scholarships to design/fashion college student and even internships
at their fashion brand companies
S CFDA also teach at a annual fashion education summit for fashion students
S They provide the program Avenue to Industry that addresses to students the main
difficulties that they will face in their first job, the program is to advice them
S Annual Award ceremonies, increase in brand recognition and brand loyalty

35. U.S.A Emerging
Fashion Brands
S Marissa Web
S Started in
2013
S William Okpo
S Started in
2005
S Karolyn Pho
S Started in
2012
S Sarah Flint
S Started in
2013
S Mathieu Mirano
S Started in
2012
S Rosie Assoulin
S Started in
2012
S Friends &
Associates
S Started in 2013
S Alder New York
S Started in 2011
S Houghton
S Started in 2011
S August Getty
S Started in 2014

36. The Top Six
USA Emerging Brands
S William Okpo
S Founded by Darlene
and Lizzy Okpo
S Named after their
father
S Sarah Flint
S Known for her shoe
designing
S Jonathan Simkhai
S Women’s wear
designer
S Harbison
S Women and men’s
designer
S Karolyn Pho
S Women’s designer
S Rosie Assoulin
S Women’s designer

37. CFDA Winners
and Members
S 2015 Winners from the Top Six Emerging Fashion Brands
S SWAROVSKI AWARD FOR WOMENSWEAR
S Rosie Assoulin
S WOMENSWEAR DESIGNER OF THE YEAR
S Ashley Olsen & Mary-Kate Olsen
S 2014
S ACCESSORIES DESIGNER OF THE YEAR
S Ashley Olsen & Mary-Kate Oslen
S Both twins have received many recognitions for their work
S 2014 Members
S Rosie Assoulin
S Jonathan Simkhai

38. Emerging Brand Prices
S William Okpo
S Price Range: $120-
$500
S Sarah Flint
S Price Range: $525-
$1000
S Jonathan Simkhai
S Price Range: $95-
$3000
S Harbison
S Price Range: no prices
are shown on
designer’s website
S Karolyn Pho
S Price Range: Only
show T-Shirt for $45
S Rosie Assoulin
S Price Range: $595-
$3490

39. U.S.A. Emerging Brand Prices
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
William
Okpo
Sarah Flint Jonathan
Simkhai
Karolyn
Pho
Rosie
Assoullin
Lowest Price
Middle Price
Highest Price

40. Diversification for Emerging
Fashion Brand
S The main market strategy for emerging fashion brands and old
fashion brands names is diversification
S There are three different types: Concentric, Horizontal,
Conglomerate
S Concentric: is used when a company wants to expand its product line
to include similar products produced within the same firm
S Horizontal: is used when the company wants to produce unrelated
products that appeal to a similar market
S Conglomerate: is used when a company expands to operate in two or
more unrelated industries.
S For emerging fashion brand names they are divided between the
concentric diversification and the horizontal diversification

41. Ansoff’s Product/
Market Matrix
S For the Ansoff’s Products/ Market matrix
S Emerging Fashion brands are still developing New Product
Diversification, New Present Market Development and New Production
Development
S Diversification- How does each emerging fashion brand product differ from
other emerging fashion brand products
S Factors: Designs, material of the fabric and the overall appearance of the
product
S New Present Market Development
S Depending how fast the emerging fashion brand sales are growing,
emerging fashion brand names might look into other segments of the
fashion market
S New Segments: Shoes, accessories and handbags
S New Production Development
S If there is a growth in sales, emerging fashion brands are going to look
into a new product to design
S New Product Process: drawing/ sketching, designing, colors. materials

42. Diversification in Emerging
Fashion Brands
S William Okpo (Started in 2005)
S Concentric Diversification: Trying to illustrate the unique aesthetic
that celebrates a immigrants cultivated sense of style against
American cultural sensibilities for women
S Sarah Flint
S Horizontal Diversification: Showcases feminine, delicate
embellishments in her designs to create beautiful and timeless shoes
S Jonathan Simkhai
S Concentric Diversification: Focuses his version on “his girl” the
modern cosmopolitan woman

43. Diversification in Emerging
Fashion Brands
S Harbison
S Concentric Diversification/Horizontal Diversification: Focuses his
version on beautiful, luxuries womenswear and accessories
S Karolyn Pho
S Concentric Diversification: Uses delicate balance between an artful,
avant-garde ideal with the ease of classical American design
S Rosie Assoulin
S Concentric Diversification: Achieves the beauty of creating women
clothing by reinterpreting the wondrous sights, sounds, and feelings
we all encounter in life through her designs

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